“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’

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‘Rogue One’ and the Paradoxes of Franchise Development

The contradictions and tensions of having to ‘stand alone’ whilst also being connected to something bigger and more expansive is central to understanding the formal development of sequels and franchises. Continue reading ‘Rogue One’ and the Paradoxes of Franchise Development