Education is the key, my friend. Unfortunately, the general public (sometimes myself included) seems in many cases to be too lazy to research and/or learn about what constitutes a good product--whether it be art or software.
Now excuse me while I go waste $8 on "Lord of the Rings".
Given the recent reviews, my hope is that FOTR is one of these true works of film art that will happen to have a popular following as well. I think more work that transcends the "pop-art/cultured-art" boundary is a good thing.