A person only needs to look at The Walt Disney Corporation to see this trend. Every movie that appears in theaters is accompanied by toys, apparel, and even new attractions and characters at Disney parks. It's a system that feeds into itself over and over again; a family goes to see Disney's "Tangled" in theaters, they then travel to Walt Disney World so that they can meet Repunzel, and while they are there, they purchase Repunzel dresses and tiaras--and when they return home, the kids continue to watch the story and re-live it through their experiences with the real Repunzel.
So maybe "Tangled" isn't a new story. It is, after all, based on a classic fairytale. However, many parents felt that there was a need for a more independent and modern Disney Princess--and Repunzel certainly fits that bill. The fact that someone will typically wait two hours to see her at any Disney park speaks to her success. Perhaps, as Roberts argues, we have to work with a different definition of innovation. If we attempted that, we may discover that there is more innovation than we have anticipated, and that commercial and creative drives can work hand in hand in the production of film.