Franchise Strategy
Long-term planning for expanding intellectual property across multiple productions.
Definition
Franchise strategy is the long-term planning approach for developing intellectual property across multiple productions, sequels, spin-offs, and media types. This involves worldbuilding, character development, release timing, and coordination that maximizes the value of IP over extended periods.
Major studios increasingly think in franchise terms, investing in universes rather than individual films. Successful franchise management creates compounding value as each installment builds on and reinforces previous work.
Why It Matters
Franchise properties drive a disproportionate share of box office and streaming engagement. Understanding franchise strategy helps executives make decisions that maximize long-term IP value.
For creators, franchise thinking affects how stories are developed and positioned from the earliest stages.
Examples in Practice
A superhero franchise is planned across ten films over five years, with character introductions and crossovers carefully sequenced.
A studio develops multiple spin-off series that keep audiences engaged between theatrical franchise installments.
Franchise strategy extends a film universe into gaming, theme parks, and merchandise, multiplying IP value far beyond theatrical revenue.