Exploring the Public’s Appetite for Franchise Films: Insights from Recent Box Office Trends

The releases of films such as Men in Black: International, The Secret Life of Pets 2, and Dark Phoenix have disappointed at the box office, leading some to question if franchise fatigue has set in among the film-going public. However, a closer examination of recent trends provides a different perspective.

Franchise Medicine: A Cure for Fatigue

Checking the top 10 grossing movies of 2019 (as of June 17, 2019) reveals that nine out of ten are franchise movies. Even films like Us, which can be seen as part of the Jordan Peele horror franchise, are not the sole exception. Other notable franchises represented in the list include John Wick, Pokemon, How to Train Your Dragon, DC Extended Universe, and Unbreakable. Furthermore, just outside the top 10, we see films like LEGO Godzilla and The Secret Life of Pets. These trends suggest that audiences are not avoiding franchise films.

However, it’s clear that the film-going public is not blindly consuming franchise content out of habit. Instead, they are becoming more discerning with their choices. The public now demands something familiar, just like the enduring success of films such as John Wick 3, Toy Story 4, Hello, Goodbye Everything In Between: Director's Cut, and Endgame. Franchise films that offer something different or innovative, like the sequel to Unbreakable or Frozen 2, are still well-received. Unfortunately, poorly received or lackluster sequels, such as The Secret Life of Pets 2, may not draw the same audience.

Franchise Fatigue vs. Franchise Savvy

The term 'franchise fatigue' can be misleading. The public is not tired of familiar brands; rather, they are becoming more savvy in their choices. In a world where movie stars can no longer sell a movie independently based on their name recognition alone, audiences have grown more discerning. They are less likely to be swayed by franchise labels and prefer to see actual quality in their entertainment.

The success of stand-alone films like Endgame and Frozen 2 further underscores the public's desire for familiar franchises with a strong storyline and character development. Furthermore, the preference for stand-alone movies is evident in the box office performance of films like Shaft, the sequel to Identity Thieves, Star Wars 9, Jumanji: The Next Level, and even more recent entries like Terminator: Dark Volition. These films are drawing in audiences not just because of their franchises but because of their unique selling propositions.

Waiting for the Good Sequels

It’s also important to note that the public is not shying away from franchises. They are simply waiting for the good sequels that can live up to the originality and impact of the standalone films. People are happy to pay for one quality movie in theaters and would prefer to wait for the rest of their favorite franchises to come to other platforms like Netflix, Prime, or another streaming service. The allure of a blockbuster in theaters remains strong, but the public is more selective about what they choose to experience.

In conclusion, the recent box office performance of franchises does not indicate fatigue but rather a growing discernment. Audiences are embracing quality content over mere familiarity, and franchises need to deliver more to retain their audience's loyalty. Whether it's a familiar franchise or a new standalone film, the goal is ultimately the same: to captivate the viewer with a compelling story and memorable characters.