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Usually the masterpieces tend to show up among the group of people that follow a certain niche. For instance, most Hollywood masterpieces are well known by the people who watch Hollywood films. I noticed that my favorite Hollywood films are very well known box office champions, such as Star Wars, 2001, Apocalypse Now, The Godfather, etc.
Hidden masterpieces tend to be found in other countries but that's because I didn't follow the films produced in these countries but are still the mainstream among the films in these niches. For instance, the best animated films are Miyazaki's who is also the most famous director working in the medium.