Film, Star Wars, TV, Writing

Milking the Franchise: STAR WARS, MARVEL & beyond

As Star Wars and Marvel announce their future plans, A. J. Black discusses the phenomenon of milking the biggest franchises in the world for all they’re worth…

Franchise cinema, let’s be honest, can be thrilling. It can transform movie experiences from solitary pursuits to collective endeavours.

In an age of deeply fractured politics and cultural conflicts happening across nation states, there is comfort in how Captain America taking on Thanos only for the entire MCU to ride in and support him galvanised everyone operating in that shared cinematic space to cheer in collective joy, no matter what your political or cultural persuasion. Many felt the same when Rey and Kylo Ren turned the Emperor’s fire back on him (though I’d argue this was a far diminished return than the Marvel example…). Denigrators of franchise filmmaking, of fandoms indulging in shared universes, miss this aspect – the collectivisation of a text which binds fans together.

It is often toxic, but it is equally as often magnetic and joyful.

There is, however, a limit to the reach and scope of such franchise endeavours for those, like me, who skirt the edges of fandom.

Marvel and Star Warsboth of whom Disney just announced a huge slate of projects for over the next few years—are not the worlds I personally am most invested in. My fandom interests lie elsewhere but even then, I am not a consumer who digests only Star Trek or only James Bond. Fandoms are frequently incredible communities filled with people who live and breathe the properties they love, and this is to be—sans the aforementioned toxicity—encouraged. Friendships are born. Partnerships are made. Respect can be mutual. I have seen these things happen. I have, in my own way, experienced them myself.

Yet it feels like we are sailing close to a perihelion of franchise dilution. A point where financial concern and milking a product for all its worth become not just the primary driver, but the only driving principle.
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