Actually, a good move can make money, but it can't rely on that. A lot of box-office success is an accident. It's about the right place at the right time. People say good word of mouth is paramount, but look at movies like What Lies Beneath and The General's Daughter . Were the reviews that good. Have they gone down as movie classics? Have even cult audiences developed? Hell, look at the word-of-mouth hit of all time, My Big Fat greek Wedding .