Some of us may be more capable than others in hammering out the truth and the glory, but in the end, every person who would write about film fails to capture the essence of the medium, just as anyone who was trying to capture the truest essence of words with images would necessarily fail, as well. The more banal the film, the more easily trapped in words.
Advertising means nothing.
Bruckheimer's crap is a 120 minute long commercial for himself. Easy to dissect. With films that are better thought out and rendered by greater talents, the task at hand becomes increasing harder and harder. I hate movie reviews, but I understand why so many people write them, rather than criticism. When faced with the daunting task of writing a review of something made by your intellectual betters, it's a lot easier to just give a plot summary bracketed by precious quips.