(LOS ANGELES) — Brand familiarity isn’t everything when it comes to attracting audiences to the multiplex, and Hollywood is learning that lesson the hard way this summer with a slew of underperforming sequels and reboots. That so-called franchise fatigue came to a head this weekend with the releases of “Men in Black: International” and “Shaft.” The writing may have been on the wall after neither an X-Men movie (“Dark Phoenix”) nor a Godzilla movie (“Godzilla: King of the Monsters”) could get moviegoers enthusiastic enough to turn out.