There’s room for creative expression in all forms of media. “Pop” media is inherently “uncreative” because it is designed to appeal to the masses for profit, so major media executives will not take risks with anything experimental because they might lose profit. But just because most people consume television and games instead of books it doesn’t mean that one medium is better than the other. Rather, they all have their own purpose.
When people try to prove a medium as being good or try to fit a work of art into a medium that it doesn’t fit in, it usually comes off as pretentious. Think of indie games for example, a lot of them are pretentious because they try to push a “deep narrative” in a medium that’s more about interactivity. That’s also why film adaption of novels struggle to be faithful to the original source material - stuff that works in novels doesn’t work in film.
If someone wants to start making films just because movies are more popular right now they need to either disregard the audience or make sure they respect the medium of film, otherwise everything they make will suck.