Movie Quality vs Box Office Success

Interesting article in Slate arguing that if you look at movie earnings per screen the quality of a movie as expressed by normalised movie reviews (e.g. Rotten Tomatoes score) does make a significant difference to takings.

I've always treated movie quality from an investment perspective as a bit of a black box - no use trying to second guess the consumer. So I wonder if Rotten Tomatoes or Metacritic scores are robust enough to tie a commercial bonus to it and therefore reward quality. This is something I've seen in distribution agreements for games, where an 80%+ score is even more vital, but not in films so far. Hmm.