There are even great writers. But I'm not so sure about the movie executives. While they are understandably trying to make a profit, the writers aren't given much of a chance and as a result we get too many average movies. Also, special effects and other gags can't make up for bad writing. Hollywood places too much emphasis on special effects.
Effects are just props that often do little to nothing to improve the narritive.
The key is the writing and the story told. Good actors are important, but good actors are in abundance. I like seeing women playing strong roles. Sigourney Weaver in Alien and Nicole Kidman in Dead Calm come to mind. These were great movies.