It's like this,
Disney and Sony and paramount and Time/Warner/Max/Discovery/HBO and the rest of the small number of remaining film and television studios play an outsized role in our culture because they "own" what is effectively modern folklore.
We continue to go to them, to pay them, to support them, because they control the characters with which we have grown up.
If we're ever going to legitimately challenge them, we're going to have to create a new folklore canon that exists explicitly for public reuse.
I'm a big fan of CC-BY-SA for this, although it is a little more complicated than I'd like.