Look at Hollywood today and you might second guess which decade you’re in… the ’80s, ’90s and 2000s are back; from live-action remakes of animated classics to the likes of Wonka and Dune, the industry is awash with remakes, reboots, and remasters. And it’s not just movies — the video game industry is going through a similar phase. Partnering with film and game franchises can be a powerful tool for brands. They can help brands target and raise awareness among new audiences while also providing content creation, storytelling, and cross-promotional opportunities. The potential with remade franchises is possibly even greater.
These movies and games come with existing fanbases that encompass multiple generations, and the hype some have experienced pre-and post-launch has been virtually incomparable. However, getting these partnerships right is challenging. Striking the best ones and utilising them effectively is critical for success.
To appreciate the opportunity remade franchises offer brands, we must step back and understand where this fascination with old narratives has come from…
