Behind the Scenes: The Future of Marketing to Young People

When it comes to making movies, marketing is half the battle, during the digital age at least. As Robert Marich describes in his book Marketing to Moviegoers: A Handbook of Strategies and Tactics, creative advertising has drastically transformed since the first half of the twentieth century, when movie theaters would lead their own marketing efforts […]

Media Franchising and Gender Reinforcement: A Girl’s Perspective on Her Love for Power Rangers

Derek Johnson proposes in the introduction of his work, Media Franchising: Creative License and Collaboration in the Culture Industries, that the success of franchises relies on the reinforcement of gender stereotypes. He explains: Masculinized or feminized, the fact that so many of these franchises do have a specific gender orientation (heavily policed especially in the case of cultural […]

Kingdom Hearts: Benefits of Joint Venture Franchising

Kingdom Hearts was a huge success when it entered the market in 2002 and has since then been followed up by six more titles over a variety of gaming platforms. The venture is a collaboration between Square Enix and Disney Interactive Studios, capitalizing on their combined creative library to provide a new product to be […]

Barbie’s Break into the Comic Book World: Global Franchising and Catering to New Generations

In Derek Johnson’s book, Media Franchising: Creative License and Collaboration in the Culture Industries, Johnson discusses the various methods one can take in studying and analyzing the growing corporate conglomerations use of franchising as a boundless and ever expanding form of marketing and remarketing a focal creative product. Johnson describes perspectives in which some critics […]

What Sort of Fan Reads Playboy? Franchising “The original men’s magazine”

Derek Johnson’s Media Franchising: Creative License and Collaboration in the Culture Industries looks to a variety of case studies in order to analyze the complexities of media franchising, tracing the relationship between creativity and business savvy. Franchises, whatever their trademark may consist of, are ultimately guided by licensing agreements and regulated collaboration. In order to […]

Why Is The Game Never Better?

As technology has allowed for new mediums for storytelling, capitalist structures have consistently sought out new ways to exploit these mediums for maximum profits. Bringing together different forms of media in a synergetic structure of licensing and branding is productive and economically viable for many “franchise”-based intellectual properties. It was only natural, then when video games rose in […]

Media Franchising & TV Spin-offs

The franchise exists everywhere around us and is well within our media. Franchises can be found on screen, making the food we eat, the toys and video games we play with, or even the books we read. The franchise business model, as explained by Derek Johnson in Media Franchising – Creative license and Collaboration in […]