Once in a while we see truly new stories such as Branded (Blu-ray release 2013-1-15), in which brands, marketing and desires manifest as floating/flying monsters.  However it’s also a spectacular failure.  There are too many flaws, too many missing links and unexplained changes to characters to form a coherent story.  These problems destroy the little believability the story has.  I may be subjective in saying this, but I really think the designs of those monsters are too awful.  I have never seen a worse dragon in movies than this.