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People should treat films like paintings. You don't release a new Mona Lisa with blonde hair just because the painting was popular. You pronounce on its success and create more -unique- works of art while building up your reputation as an artist with each installment. Of course, publishers aren't artists, and businesses don't care about art. They're just around to make money from the art; since films are story based its a lot easier to continue the story with more movies and 'extend' the lifetime of the painting if you catch my drift. Which is sad really.
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Sometimes, making more than one movie is good. For example, many people must wonder what happens after the movie, the sequels tell you what is supposed to happen.