A term used by development executives in Hollywood as a way to avoid actually figuring out a problem with a character and/or story.
Listen Bill, your script is lacking emotionality. We want you to take some time, work on that, and come back to us when you think you've hit your mark. Because, at the end of the day, we're just going to need more emotionality in order to win over an audience.
by Ronald Mexico XIV October 10, 2011