I think one of the problems lies in the marketing. People have always seen scifi/fantasy as a brand of geekitude. Well, fair enough. I'll admit to being a part-time geek. But the problem with that is, it's not going to draw in a huge general audience. Things are starting to shift a little, with Peter Jackson's LotR movies and now the increasing popularity of superhero movies, drawing in folks who otherwise would've just sneered at actually reading LotR or a comic book. But it's still not enough to push the genre into full-spectrum acceptance.
So... maybe something with a marketing angle? Something designed to make scifi and fantasy appeal to a broader spectrum of folks?