How can this movie rate below Avatar?!

Rating: 9/10 (26 February 2013)

Seriously i just don't understand this. Why is a movie with such an amazing acting gets such low ratings, and yet a movie with minimal acting and cartoon CGIs gets higher rating than this movie? What happened to the traditions of appreciating a movie? Is it gone?
First of all, I love the way James Franco acts in this. He has the ability to connect with the audience. With restricted movements, all James Franco can make this movie a huge success is by his emotions, in which he did it flawlessly.
Solid 9, could have given a 10 but still thinks this movie can do better. P/s: i only give a 10 to perfect movies. :)