That's still not to say film criticism or analysis is objective--there's nothing specifically quantifiable here, but it's more constructive than just saying something is good and something is bad because it's to or not to one's taste. Taste is an appropriate metaphor--a meal at your local deli tastes delicious, but probably lacks the same craft and presentation as the meal from the 5 star restaurant across the street. You can disagree with someone's taste, but you not liking mustard doesn't mean anyone who likes mustard is an idiot, or, you liking high art doesn't mean everyone who liked 'Furious 7' has bad taste.
Which means that it’s ultimately just about how much they enjoyed the film. This is fine: they are professionals at describing how the movie affected them and why it works (or doesn’t) for them. They are also movie geeks, which means that if you’re a movie geek too, you’re likely to have similar reactions. Their opinions are especially useful, at least if they’re good at their jobs.
Like most things (think wine or cheese or cars), people who are “into” them value different elements than do casual consumers. I think this is what people are really saying when they call something a “higher taste”: it’s got those qualities you appreciate when you know a lot about the medium. And obviously there’s a significant emotional reward here: that’s why people get into things on the first place. We call this “sophistication”, which is one sense of the word accurate but in another an unwarranted value judgment. It’s the degree to which we conflate refined palettes with “good” ones that everyone is ultimately arguing about in discussions like this.
When referring to taste, if we replaced “higher” and “better” with “advanced”, I think we’d both satisfy the view that ultimately what you get out of something is its value to you, while at the same time still express the view that there’s something special about this or that movie that requires some careful thinking and experience to appreciate.
I'm pretty sure that Rebels of the Neon God isn't "better" at parodying office work, and I'm pretty sure there are less laughs to be had in that film too.
So yes, I'm pretty sure The Office is "better" at a lot of things, and while I have not seen Rebels of the Neon God (yet) I'm pretty sure it's also "better" than The Office, but at different things.
Doesn't your analogy actually run counter to the point you are making? ie the importance of small talk (like taste) is not universal?
Yes it does. What is your definition of great, and why is it better than mine?
But the vast majority of people have ONLY been eating plain sugar - they don't even realize there is a whole world of different ingredients and foods out there. Most people exposed to other foods don't go back to only eating sugar - and that's because real food is better. It's not something you can deduct with logic, and it will never be done in an academic/research setting because it's taboo in academia to make value judgements about culture.
If lots of people enjoy seeing not great films they apparently prefer enjoying themselves over seeing great films.
If so, one could argue there’s nothing wrong with suggesting people what they want.
On the other hand, if you replace ‘film’ by ‘nicotine’ or ‘opium’, many in society think it’s wrong to give people what they want, and that, instead, society should discourage their use, and aim to have its citizens use less of those.
Similarly, some people (e.g. some variants of socialist movements) will argue that society should strive to make its citizens enjoy those better films, food, music, etc.
This is often repeated like it's some universal truth. Enjoying a film (or anything) doesn't mean it's great - this is a very hard to explain idea though, as it's something that is experienced in the core of your being. It's like trying to explain why small talk is important to someone from a low-context culture - there's probably a fundamental disconnect where it will never make sense. Although I can explain it with words, it really only makes sense on an emotional level. It's the difference between criticism by The Needle Drops and Lester Bangs. One is focused only on "objectivity" - "slashing guitars and crunchy snares"; the other is weaving a story.
But I guarantee you that anyone with the ability to convincingly articulate why The Office is better than Rebels of the Neon God isn't arguing in good faith. And there's a reason for that.