Tie-ins are not a new avenue for major franchises. These have existed since the age of the gladiators, and play an important part in both fostering interest and catering to fans of the original product. Their popularity in recent years has escalated on a scale never before seen, so how have we reached this point, what avenues have these multimedia franchises taken so far, and are they becoming a necessity in today’s highly competitive market? In this article, we aim to find out.
It makes sense, from a marketing perspective, to expand the coverage of a media product in order to increase awareness and hype. The traditional route this would take is one of simple celebrity endorsement, and this is a method which has been around for millennia. Don’t believe us? When we said that tie-ins existed since the gladiators, we weren’t kidding, as even back then businesses had the savvy to use celebrities to generate consciousness of a product. Funnily enough, this would ultimately be removed from the much-loved film Gladiator, because of how unrealistic it seemed to the viewing audience.
Since then, developments in media and related technologies have expanded the scope of what is possible with multimedia tie-ins to a degree beyond what early efforts could ever have imagined. Book versions of popular films, television adaptions of film worlds like with the Star Wars cartoons, radio plays, and popular video games like the Batman-based Arkham games developed by Rocksteady Studios Studios , there are dozens of avenues already utilised for great effect. It can be seen on Betway Casino online website, this has stretched to casinos, with movie tie-in slot games for things like Bridesmaids becoming hits. As soon as a new technology arrives there will be some enterprising individual or group ready to take advantage, and in an increasingly media-obsessed world this has only grown more pronounced.
State of Affairs
There is a common complaint among media enthusiasts that major media producers appear to be out of ideas. Today, sequels, prequels, and remakes are far more common than any point before, and there are some very good reasons behind this. Aside from the obvious added efficiency which comes from working from an already established creative vision, there is a significant bonus in revenue which is available when working from a product with an already established legacy. This is further aided by the development which many of these industries are currently experiencing, as over the last decade the film industry has seen a massive growth in the United States alone, growing from a gross of $9.66 billion to $11.07 billion from 2007 to 2017. This is similarly mirrored by video games, which saw an 18% growth from 2016-2017 in the United States, up to an enormous $36 billion.
Let’s use video games as a basis for this example. For those unaware, almost all blockbuster films today come with video game adaptions. Originally, it was the case that only the biggest films and franchises could afford to generate these games, with the likes of Star Wars and Superman being the most obvious examples. As time moved on, it became evident that these games would sell considerable numbers through name recognition alone, and even games based on non-action films proved surprisingly successful in terms of development costs and profit generated.
This lead to closer collaborations between the two forms of media, with many games like the early Iron Man releases even being able to use the voices of the real actors for added star appeal. The quality of these releases ran the gambit from surprisingly good to abjectly terrible, yet even the terrible releases usually proved financially viable both in terms of their own support, and their generation of interest back to the core media.
Whether or not you see a project needing multimedia releases to succeed depends very much on your definition of success. In the strictest possible terms, the answer is usually no, but this might not always be the case. Film franchises like Jurassic Park (worth $3,695,064,791) and the Marvel Cinematic Universe (worth $16,123,325,832) are quickly becoming a goal too tempting for big names in media to ignore, and this will invariably result in a greater coherence of multimedia in the future. That said, there are always going to be smaller and less bombastic stories which generate huge positive press and profit, just not on the scale of the largest in the industry.
As the context and technology surrounding multimedia only improve over time, it is natural to expect a far greater level of involvement than what we have seen in the past. Even today, this continues to develop in new and exciting ways not possible in the past. We can see this in major releases like the Xbox’s Quantum Break, which combines player choice and professional filmography in a way never before attainable, or the Rick and Morty VR game, which lets fans explore their favourite virtual environment in a way only made possible through recent developments in VR technology.
We won’t say that the future of huge releases will rely on multimedia, but we can guarantee that these are avenues which are only going to expand, both in terms of quality and scope, into the foreseeable future.
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