Good article Ratty. Makes you think. Does Hollywood continue making films in which the female heroine / sidekick is perceived as a reward for the male hero's accomplishments? I would say that has always been the kind of romance in many classic novels, that the protagonist always ends up together with his love interest, it's a kind of a happy ending (double meaning lol), that is considering that he has only one (real) love interest, which makes it romantic to our monogamous society.
But do all movies present that kind of romantic outcome? I would say mostly the ones who want to present a perfect happy ending, like Bollywood movies. "My best friend's girl" comes to mind, a romantic comedy which presents quite a different outcome:
The girl, Alexis (Kate Hudson), ultimately falls in love with the charming, hot douchebag, Tank (Dane Cook), rather than her nice, romantic, yet uninspiring, friend, Dustin (Jason Biggs), who desperately tries to gain her love. Of course, in order to gain her love, Tank needs to stop being a douchebag and a womanizer, which can hardly be seen as an accomplishment to most.
Then there's the romantic comedy "He's just not that into you", which interestingly enough, reverses the sexes in its message.
Gigi (Ginnifer Goodwin), the cute and overly-romantic girl who fails to find a partner, eventually is awarded with the love of her womanizing best friend Alex (Justin Long), who ultimately realizes that he likes her much more than all the random ladies he lays, and starts to appreciate her love.
Meh, there are all sorts of movies with all sorts of messages. While I can see the point in uncovering the patriarchal messages, they're not always there. Or maybe it's just over-simplifying romance.