I think there are several reasons why this is so, and here is a non-exhaustive list:
1. Many people take great comfort in the predictable and the routine. They go to the same restaurants, order the same food, watch the same film (or at least the same plot), and they don't like changes. Films that vary "the routine" are unpleasant.
2. A great many people see film as morality advocacy. The film must have a clear hero, who is clearly "good" (by their standards), and good needs to "win".
3. Countless people view film with a vicarious intent. They imagine themselves as the Star, and imagine they are proceeding in the same method. Obviously, for these people, when the Hero loses, they lose. An automatically negative experience.
(FWIW, I loved the film)
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