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The Franchise EraManaging Media in the Digital Economy$
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James Fleury, Bryan Hikari Hartzheim, and Stephen Mamber

Print publication date: 2019

Print ISBN-13: 9781474419222

Published to Edinburgh Scholarship Online: January 2020

DOI: 10.3366/edinburgh/9781474419222.001.0001

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Introduction: The Franchise Era

Introduction: The Franchise Era

(p.1) 1. Introduction: The Franchise Era
The Franchise Era

James Fleury

Bryan Hikari Hartzheim

Stephen Mamber

Edinburgh University Press

The introduction chapter provides an overview of the key elements of media franchises in the context of ongoing digital technology developments. In particular, the chapter explains the history of media franchising and how technologies like video games and streaming video have encouraged a shift from multimedia to transmedia franchise management. A summary of significant shifts in contemporary media franchising follows, including a lack of mid-budget projects in favor of blockbusters, the replacement of stars with characters, experiments with cinematic universes instead of just one-off “tentpoles,” the role of television within franchise management, the pursuit of global audiences, and the entrance of Silicon Valley technology companies into Hollywood. The chapter concludes with a summary of the main ideas of each essay within the edited collection.

Keywords:   Media franchise, Hollywood, History, Digital, Transmedia, Multimedia

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