Tag: franchise

What the People Want

Shannon

You have to take success where it comes, even if it happens to come on Netflix. That can be a little galling if what you really wanted was success on the silver screen, all across the United States. I learned that from Martin Scorsese, who has received a great deal of acclaim for The Irishman but wanted, in addition, a good, long theater run.

There was no room for him in the theater. This, at least, is Scorsese’s read on the situation. As he explained,

[T]he fact is that the screens in most multiplexes are crowded with franchise pictures.

And if you’re going to tell me that it’s simply a matter of supply and demand and giving the people what they want, I’m going to disagree. It’s a chicken-and-egg issue. If people are given only one kind of thing and endlessly sold only one kind of thing, of course they’re going to want more of that one kind of thing.

Scorsese is making two points here. Both are interesting; one is correct. He is saying, first of all, that franchise movies are not overwhelming our theaters because that is simply what people want. This statement rides on the implicit belief that the public taste is broader than that, that people can – and would, if Hollywood chose to offer them – enjoy films that break the ascendant formulas.

That belief does Scorsese credit. In the first place, it’s a compliment to his audience. In the second, it lays hands on a critical truth. Hollywood makes so much of its franchises and its formulas because they’re safe, not because they’re all the movie-going public wants. The studios are gambling millions on every film; naturally they are averse to unique formulations that have not been tested against public taste. But people are ready to enjoy, and to pay for, more than the current fads.

Still, it must be granted that the franchises and formulas are safe because people really do like them. Here we reach Scorsese’s second point. Scorsese argues that people want franchise films because they are given franchise films. No doubt Hollywood does help to create the demand it supplies. No doubt it doesn’t do so to the extent that Scorsese suggests. It is, as the cliche goes, a free country. The paying public is constantly allowing movies to hit the theater and flop. Why not the movies that so grieve cultured filmmakers?

Because people want those movies. At least, they want that sort of movie, and they will forgive failures in art to get it. This is a truth that critics, and artists with the souls of critics, have a tendency to miss: In terms of enjoyment, type matters as much as quality. If it’s comedy you want, then even bad comedy will do more for you than tragedy. The popularity of the franchise doesn’t prove that the movies are good. It doesn’t even prove that the public thinks the movies are good. But it does prove that the public wants them.

It is very profitable to find what people want and sell it to them. The whole aim of the franchise is to give the people what they want, and it hits the mark more often than not. Scorsese is wrong to believe that Hollywood creates the demand by supplying it. But he is right to believe that people want more than the franchise and the well-tried formula, that there is space yet for the different and bold. The public always holds surprises. You never know what people might like, or love, and even – for that is the way of things – turn into a new franchise.

Favor the Franchise

Shannon

If you pay attention to Hollywood today, you have probably noticed that western civilization is in the latter stages of spiritual and intellectual degeneration. You will also have noticed, by the by, that most of Hollywood’s output these days consists of (a) franchise movies, (b) movies based on pre-existing cultural artifacts, such as books, comics, other movies, theme park rides, and decades-old Disney cartoons, and (c) franchise movies based on pre-existing cultural artifacts like books, comics, etc. The percentage of such derivative works in Hollywood’s modern oeuvre has been estimated as high as 99 percent, but it might be as low as 96 percent.

So Hollywood is not terribly original these days. But the reliance on franchise is not a phenomenon isolated in Hollywood. The adventuresome reader seeking out a new book by a new author must be careful – careful that he doesn’t end up picking book 3.25 in an eleven-book series, finale coming out next spring. (By the way, decimal books: a thing.) (Decimal movies, too.) It is possible, with sequels and spin-offs and a faithful public, to make an entire career of one story. A standalone book is an increasingly rare bird.

Movie studios favor the franchise for the same reason that book publishers do: money. It must be admitted that this is a sensible reason, particularly in the case of movie studios. When you’re pouring out money in the tens of millions for a single film, you want a sure thing. How do you know people will like your newest project? Well – they liked the last one, didn’t they? It is a well-worn axiom that the sequel is never quite as good, but that does not prevent the sequel from inheriting the audience of its predecessor.

That truth brings us to another significant fact: People do not seem to easily tire of the franchise. Publishers and studios are looking for a profit, and audiences give it to them. Diminishing quality ultimately ends in diminishing financial returns, perhaps even in the death of the franchise – but along that road a great deal of money is given up to mediocre and even poor installments. Franchises depend on the powerful attraction of effective stories. You never want your favorite story to end, and the characters who have inspired more emotion than half of the real people you know – it is hard to let them go. The desire for the story to go on, the curious attachment to non-existent people, sustains the franchise.

And yet maybe it all is a little too much. Beyond the bankruptcy of individual franchises, we have been trained to a certain insouciance regarding the endless sprawl of connected films. Of course they’re making a sequel. There is, too, a downgrading of regard for those who seem too inclined to revisit old ideas; Pixar toppled from the creative heights when it discovered the sequel, and no one counts on Pixar’s annual offering being one of the film highlights of the year anymore. This, then, is what I would like to know: Does the paying public want more standalones and more variety, or are we content with franchises as long as they are well-maintained?