Cinema is undoubtedly one of the most influential art forms that exist today. Films, documentaries, and almost any kind of audio-visual content released on any medium have the power to open up long-forgotten narratives and almost change the game. In the last decade, we have seen the start and continuation of many legacies- the franchise culture is not something new to Hollywood. Series such as Star Wars, Harry Potter, and Marvel and DC universes have never failed to captivate audiences.
What has set the last few years apart from the trajectory of the decade is the introduction of OTT or the Over-The-Top platforms. Netflix, Hulu, Prime Video, and many others have helped bridge the financial gap that existed between big-budget heavily-backed films and art cinemas. Nothing is a niche anymore, and moreover, everything is accessible. This has led to artistic freedom like never before- and has also consequently decreased the footfall to cinema halls and theatres. The audience now only needs an internet connection to unlock a whole world of cinema rather than having to get out of their house to catch the latest flick. So what can now attract the audience to the theatres? The cinematic experience.
Audiences now flock in groups like before to cinemas where there is an opportunity to witness a complete cinematic experience they can’t get on a normal screen. Here is where franchises take the cake- it brings this experience with a communal touch to it. Northeastern has created a series of data visualisations that examine the top 100 grossing films of all time, 85 of which are from franchises such as The Avengers, Harry Potter, Star Wars, and The Twilight Saga. Only 15 are original pictures. Most movies are higher overseas than domestic gross. While most are recent releases, a handful premiered before 2000. Hollywood has become more increasingly comfortable with investing in franchises with global appeal and broader marketing opportunities. “Fan cultures have been built around these sci-fi and superhero movies,” says Nathan Blake, associate teaching professor in Northeastern University’s Media and Screen Studies Program, “and the movie studios have created a platform for all these sequels and spinoffs”.
Sharanya Mathur
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