Thinkpiece Thursday

Movie Franchises Done Right

Avengers: Infinity War is the culmination of a decade of films, with probably a hundred-or-so Characters from all across the universe. Chances are, it’s going to break box office records, and join the likes of Toy Story 3, Fast & Furious Seven and Harry Potter and the Deathly Hallows Part 2 in the billion-dollar club.

What do these four movies have in common? They’re the conclusion to long-running franchises, and the end of the story for Characters that audiences will have grown up with. We have watched these Characters grow- Captain America, Buzz Lightyear, Harry Potter, Brian O’Conner- and evolve as they face the events from multiple stories. Each time, they learn something new, they experience loss, their appearances change. As we grow up, so do they.

Time And Care Pay Off

Harry Potter was always going to have an end, and judging by the success of the books, it was always going to be a hit at the box office.

J. K. Rowling and Warner Brothers worked hard to tell eight excellent movies, and every time it paid off. They could have been unremarkable films and made decent money, but the creators put in the effort to make an exceptional product, and this series will be remembered forever.

When Pixar started out, Toy Story was a huge gamble but it paid off. A few years later, Disney announced a sequel going straight to DVD. The studio wrestled back control, told a story worth telling and the results spoke for themselves- it helped Pixar become the animation powerhouse it is today. Years later, they decided to end the Toy Story franchise and take their care making a perfect ending. It grossed over a billion dollars and was nominated for Best Picture at the Oscars.

Developing Organically

Marvel Studios risked everything with Iron Man, and it paid off. They slowly started introducing Characters like Thor and Captain America, letting audiences get to know them. Four years after Iron Man, Marvel released The Avengers and it became one of the highest-grossing movies of all time.

The studio continued the pattern- introducing more Characters to a movie at a time, then bringing them all together. Each time, the box office improved. Some were more successful than others, but audiences got to know Characters as they appeared more often.

The Fast and The Furious started off as a generic car-racing movie. It limped on for a few more installments with different characters, never quite capturing the magic of the original. Then the studio decided to change gears, hire a new director, and crucially bring back Characters from the first four movies. Somehow, this worked and with every new Fast and Furious movie, featuring Characters that now had a chance to develop, the movies became more successful.

When you have a plan, and it shows that you really care about these Characters, it pays off. It doesn’t matter if you planned it all out from the beginning, or it happened organically and you maintained the quality of each sequel. When you realize you have something special that people connect with and you work hard to nurture these Characters, the aforementioned examples prove that it will often result in success.

Forcing It

The previous examples, across multiple movies, make you care about their characters and developed a rich, ongoing story. Yes, even The Fast and The Furious did this. They all took their time to build a universe and didn’t rush their storytelling.

However, they are the exception to the rule. More often than not, in the case of Avengers and Harry Potter, competitors thought in the short-term and wanted what these franchises had worked long and hard to achieve. They wanted the same success in a much shorter space of time, and it didn’t work out for them.

DC Comics

DC, the comics studio that owns beloved Characters like Superman and Batman, altered their plans after the Superman movie Man of Steel and released 3 films in the space of fewer than 2 years. This enabled them to release Justice League, their own equivalent of The Avengers. When they finally released Justice League, a team of 6 heroes, we were introduced to half of the team for the first time. They lacked Character development, and they had no chemistry as a group.

Wonder Woman is the only fleshed-out Character of the Justice League. Audiences responded well to her solo movie, released several months before. It was a huge hit and the most financially successful DC movie. But Justice League made less money than any other DC film before it. A movie featuring Superman, Batman and Wonder Woman together was less successful than Marvel movies featuring superheroes most people had never heard of.

Young Adult Series

After the Harry Potter series, movie studios were desperate to copy its success. They bought the rights to many Young Adult book series and rushed them into production. But The Hunger Games and Twilight, whilst successful, completed their series in less than a decade, and each successive installment made less money than the previous one.

Rather than learn from these popular franchises, rivals wanted to copy them exactly, and put less time and effort into them. Even if they were relatively successful, their attempts have less of a life beyond the opening weekend. Audiences stop talking about their movies pretty soon after the credits roll.

What Writers Can Learn From Franchises

People cry out about “the death of Hollywood”, and how sequels and comic book movies are ruining Cinema. In fact, Franchises, if done right, present a wonderful opportunity for writers.

They are able to take their time developing Character arcs and storylines. Franchises that take their time and spread themselves out end up being more like long-form Television series.

Our culture has changed, and Television has become the storytelling medium of choice. Some stories can be told in 2 hours or less, but some need longer. They can connect with audiences for longer, and don’t need to rush things. Shows like The Wire and Breaking Bad have captured the public imagination and remain talked about to this day.

In certain circumstances, if properties are going to create multiple installments of their movie franchise, then they might as well treat them like long-form television. The four successful examples prove that this is one of the best ways forward, as Hollywood relies more and more on expensive blockbuster franchises.