How can you market a film franchise to a new generation of fans?

1 Update the story and characters

One of the first steps to market a film franchise to a new generation of fans is to update the story and characters to reflect the current trends, issues, and values of the target audience. You can do this by introducing new or diverse characters, exploring relevant themes and conflicts, and adding fresh twists and surprises to the plot. For example, the Star Wars franchise has introduced new heroes and villains, such as Rey, Finn, and Kylo Ren, who have their own motivations, challenges, and arcs, while also paying homage to the original trilogy and its iconic characters.

2 Use multiple platforms and formats

Another way to market a film franchise to a new generation of fans is to use multiple platforms and formats to expand the reach and engagement of the franchise. You can create spin-offs, prequels, sequels, or reboots that can be distributed on different media, such as streaming services, television, or video games. You can also produce complementary content, such as books, comics, podcasts, or web series, that can explore the backstory, lore, or side stories of the franchise. For example, the Marvel Cinematic Universe has created a vast and interconnected network of films and shows that span across genres, styles, and platforms, while also offering additional content, such as documentaries, animated series, or short films.

3 Involve the fans and influencers

A third way to market a film franchise to a new generation of fans is to involve the fans and influencers in the promotion and creation of the franchise. You can do this by encouraging fan participation, feedback, and interaction through social media, online forums, or events. You can also collaborate with influencers, such as bloggers, vloggers, or celebrities, who can endorse, review, or feature the franchise on their platforms. For example, the Harry Potter franchise has fostered a loyal and active fan community that has created fan art, fan fiction, fan clubs, or fan events, while also partnering with influencers, such as Emma Watson, Daniel Radcliffe, or J.K. Rowling, who have supported and promoted the franchise on their channels.

4 Offer value and quality

A fourth way to market a film franchise to a new generation of fans is to offer value and quality in the products and services associated with the franchise. You can do this by providing high-quality entertainment, such as compelling stories, stunning visuals, or memorable performances, that can satisfy and exceed the expectations of the fans. You can also offer value-added features, such as bonus materials, behind-the-scenes footage, or exclusive access, that can enhance the experience and enjoyment of the fans. For example, the Lord of the Rings franchise has delivered epic and immersive films that have won critical and commercial acclaim, while also offering extended editions, special features, or collector's editions, that have added value and appeal to the fans.

5 Experiment and innovate

A fifth way to market a film franchise to a new generation of fans is to experiment and innovate with the elements and aspects of the franchise. You can do this by trying new genres, styles, or formats that can appeal to different tastes, preferences, or demographics. You can also innovate with the technology, techniques, or methods that can improve the production, distribution, or consumption of the franchise. For example, the James Bond franchise has experimented with different actors, directors, or tones that have adapted to the changing times, while also innovating with the gadgets, stunts, or effects that have showcased the latest advancements in the industry.

6 Learn and adapt

A sixth way to market a film franchise to a new generation of fans is to learn and adapt to the feedback, trends, and changes in the market and the audience. You can do this by analyzing the data, metrics, or reviews that can measure the performance, impact, or reception of the franchise. You can also adapt to the opportunities, challenges, or demands that can arise from the external or internal factors that can affect the franchise. For example, the Fast and Furious franchise has learned from the box office results, fan reactions, or competitor actions that have influenced the direction, scope, or tone of the franchise, while also adapting to the cast changes, legal issues, or social movements that have affected the franchise.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?