Presentation versus Content

Back during my mba days (those days seem ages back even though it has just been) we used to discuss a lot about what is important Content or presentation. Though our focus was limited to submissions and job interviews; I guess this question applies to far more things in life. For example how many different kinds of Action movies plot ( saving the world types) can you come up with. What would differentiate these movies would be the presentation & style rather than the content/plot Except maybe for some areas of Science\Tech and Mathematics presentation & packaging seems to be greater value. (Same goods packaged & presented differently can command different prices)

So is presentation the overall winner ?