God no, the movies are shit. Worse than the product coming out of WWE lately. Every time Vince is on the cusp of making a new star, creative buries that star. Look no further than The Miz, Evan Bourne and a host of others to see that. They need to overhaul creative and sit down with their "big" stars (Cena, Triple H) and instruct them that they do NOT always need to come out on top in a feud. That's how new stars are made. A good worker (see: Undertaker, Chris Jericho) can make just about anybody, but has to shove the ego out of the way and do a job now and again to elevate that star.
Hogan couldn't wrestle for shit, but Austin could. He was actually booked at one point as the Ringmaster, for those with short memories. Austin's character didn't need to wrestle, as he got that over...it's a shame that happened, but remember what match put him over...a 60-min iron man match with Bret Hart...where he "wrestled" for a good long time. It's about character development as a compliment to physical abilities. You can't have one without the other. Jeff hardy's more over than he's ever been because somewhere along the line, someone taught him how to cut a promo. You have to market the whole product.
The much-vaunted TNA used to have the same problem - a dearth of talent they brought in to sell tickets, and no character or story development. Half the guys got lost in the shuffle. They're getting smarter and actually focusing on some storyline and character development and now the sky's the limit if they push it right and don't get too caught up in their own success. Still...beating WWE in ratings? What, Impact vs Superstars?