Eternal Variation in the Marvel Cinematic Universe

The Marvel Cinematic Universe (MCU) has attracted increasing attention as an exemplar of blockbuster franchising over the past decade, with milestones that include a Best Picture Oscar nomination for Black Panther (2018) and a (momentary) highest-grossing release of all time with Avengers: Endgame (2019) (a mantle since retaken by the re-release of the 2009 blockbuster, Avatar). The ‘MCU’ is undeniably popular and continues to engage … Continue reading Eternal Variation in the Marvel Cinematic Universe

“That’s Not How the Force Works!” Rebooting the Franchise Mythos in ‘Star Wars: The Last Jedi’

In The Last Jedi, rebooting is significant as a transformative strategy because it doesn’t reboot in the ways we usually expect. The Last Jedi pushes the boundaries of rebooting, franchising, and audience expectations by re-negotiating the mythos, or brand essence, of the franchise itself. This is is not a reboot of surrounding ornamentation, but of franchise mythology. Continue reading “That’s Not How the Force Works!” Rebooting the Franchise Mythos in ‘Star Wars: The Last Jedi’