His choice of projects

He really needs to take a step backwards in terms of the huge films he's been doing. Constantly doing the movies he does, will never work out good. And that's starting to come into effect. I.e: bombing at the box office, and receiving mostly negative criticism.

He tried to cool himself down with a drama film, In the Heart of the Sea. But that both bombed, financially & criticism wise. Maybe he should try and do an indy film or two. Something along drama, or a mystery thriller. That would properly test out how good of an actor he could be. By doing some serious drama films, he could potentially boost himself out of basic celebrity status, and into the legitimate actor one. But not entirely quit Hollywood's A-List group, like Josh Hartnett. Just enough for more people to consider him an Actor, rather than just a Sexy, Handsome celebrity who plays Thor.