Disagree. On the runup, there are those who love to get swept up in the whole community/social experience of feeling like we're all about to participate in a monumental "event" with these blockbusters. So we want to love it as it helps us feel part of a larger whole in an age where we're otherwise so fractionalized into little special interest silos.
That's a big part of why we still go out to movies in the first place instead of watching it on our flat-screen TVs. But after that dies down, then you have to just judge the thing on its own merits as a creative work, and more often then not, you'll find it wanting.