Power of Fandom: A Special Report

variety.com:

Audrey Schomer In today’s media landscape, it’s more exciting than ever to be a fan and engage with franchise characters and stories — not just through the traditional mediums of movies and TV but across social media, video games, podcasts, in-person experiences and more.

But the fan journey has gotten only more complex as a result. Historically, entertainment marketers viewed franchise discovery as more linear and collective than they do today.

The fan journey typically started with a film release, continued through in-home entertainment and was followed by consumer products and holiday sales.

A one-size-fits-all advertising approach won’t work in today’s fragmented content and channel landscape. Fan groups may have a beloved franchise in common, but their engagement is distinct.