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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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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 05 June 2020

How to Animate Your Franchise: Dreamworks Animation and the Franchising of How to Train Your Dragon

How to Animate Your Franchise: Dreamworks Animation and the Franchising of How to Train Your Dragon

Chapter:
(p.158) 8. How to Animate Your Franchise: Dreamworks Animation and the Franchising of How to Train Your Dragon
Source:
The Franchise Era
Author(s):

Rayna Denison

Publisher:
Edinburgh University Press
DOI:10.3366/edinburgh/9781474419222.003.0008

Rayna Denison analyzes how and in what ways the How To Train Your Dragon franchise (2010-Present) has been developed in relation to the success or struggles of DreamWorks Animation. She argues that the franchise has developed primarily in relation to three specific factors: the evolution of its studio; attempts by its production studio to capitalize on new distributive technologies; and tensions between producers that can be read at the level of the franchise’s narrative flows.

Keywords:   How to Train Your Dragon, Media franchise, Animation, DreamWorks Animation, Narrative, Media franchise

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