Well I don't have a problem with the shootouts, those can be alright.
But watch any action movie, there's at least one or two brawls. Most likely this is because the protagonists in films don't have magical pockets to store multiple tiers of weapons.
Take a look at Uncharted 3 for example. It isn't that advanced, but fighting has different attack animations, can counter and block, and the biggest pro is that you interact with the the environment - or well, the game does on its own. Near a table? The enemy might just get his head slammed into it? Some empty bottles nearby? Someone's getting knocked over the head. Bag of sand or something? The protagonist picks it up and throws it at the enemy.
Rockstar likes to take some inspiration from movies, but it seems they're only interested in the parts with guns. The action needs some variance, and a well developed fighting system with some interesting missions and activities could help.