You go back to those films of the '40s and '50s and hear the dialogue, the way the people played off each other, the wordplay. I think we've really lost that in movies.
I have some things that I've been workin' on, such as delivery, wordplay, breath control, just a lot of other things that artists work on, that the listener may not be listening for.
In my own writing, I've mostly abandoned end-rhyme, but wordplay is still a huge part of my process.