Creativity? Variety? An actually good story?
Like, most movies aren't bad (except for Diancie; that was awful), but I truly feel that, for the most part, they've lost their touch. A lot of plots end up being "evil guy wants the main Pokemon or mystical power source because they're evil" or "main Pokemon is angry because of insert reason here". It's monotonous. It doesn't help that they just stopped trying to make characters other than Ash be important most of the time. Remember when both May and Max got their own movies? Heck, remember when characters outside of the main cast actually appeared in movies outside of cameos in the ending credits?
The last Pokemon movie that honestly tried to do something truly, completely interesting with its premise was the third movie. There was no villain, no grand epic thing the heroes need to find or rescue, it was just a story about a sad little girl, being given immense power she was too young to fully understand how to use and the consequences of such a thing happening. Everyone was helpful, both Brock and Misty as well as Team Rocket, who I question why are even in these movies if they're not going to actually do anything of note. And as a bonus, they even made Delia
—a minor character that's mostly irrelevant outside of her relationship with the main character
—important! Spell of the Unown is great...
STILL want that T-Rex movie, though.
Like, Movie 4 also did something interesting what with the Sammy plot twist (mostly in the original since they blatantly spell it out to the audience in the dub), but it still falls into the "evil bad is an evil bad guy" plot, and it slowly gets more unoriginal from there.
I mean, I still watch them because I'm a sheep who loves this franchise despite its faults, but that doesn't mean I don't want it to improve.
I Choose You, despite its missteps, was a step in the right direction, and I'm hoping The Power of Us is a giant leap.