According to Derek Johnson, a professor of media studies at the University of Wisconsin-Madison and the author of “Media Franchising,” one major feature of a franchise versus a movie is not just its multiple sites of production — the theme park, the toy, the television show — but also its orientation toward the future. In order to survive, it must maintain a careful balance between novelty and familiarity, courting the next generation of fans without driving away too many of the old ones.
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