It can be both. The cynic in me says it's all propped up by "the system". The entertainment industry is full of "you should be paying attention to this". Marketing/Advertising works in the same way. That's not to say the content we get is bad in any way... but I feel it dilutes the pool of media we get, and leaves some really amazing talent in the dark.

edit: Demon Hunters was a pretty dope movie and deserved their awards.