Marketability is a film’s ability to appeal to an audience based on its creative elements. This is the primary force that’s going to drive people to buy tickets and sit in a theater. This includes, special effects, over-all look, director, cast, stunts, and brand. This does not include the story or plot, unless the story is a recognizable pre-existing brand. A movie about Superman directed by Steven Spielberg with huge CGI effects starring A-list actors is going to have more marketability than a love story taking place on a farm starring no-name actors. It’s not to say that the latter movie is a poor movie. For all we know it could be an amazing film, however, it would be difficult film for a studio to green-light because it lacks marketability.