Why is it better? Just because it's more "serious"?
Tarantino showed in the movie how going through life is a Game to be played. For example, when Waltz and Django were caught up in the situation early in the movie and Waltz pulled out his "warrant" for the Sheriff he killed, it's not clear the sheriff was the actual guy the warrant was for. The scene before they go to the plantation Waltz tells Django to pick a outfit and not to deviate from the character is about SALES. You pick your gimmick and stick to it. If you're a lawyer, you wear a suit. If you're an investment banker, you don't run around chasing clients in shorts and a t-shirt. In making a deal, both sides are always overstating what they can do. In the end, you will be happy if the person delivers on at least 80% of what they claimed. At the end of the movie, Django learned the game when he used Waltz's bounty papers to fool the hillbillies. He was doing exactly what Waltz was doing before. It's a mental shackle of the brain that keeps many people from accomplishing what they want.
Even for 12 Years they have to SELL the movie. You create a bunch of early review hype, get the blogs going (this thread), interviews, etc. It's not simply we're going to spend $20 million on a movie and suddenly everyone is going to see it. It would FLOP. This movie has been set up great for a Oscar run which it deserves. At the end of the day, you're still pushing a product.
A movie doesn't have to be serious to be sincere. I believe Tarantino was sincere in what he put out.