I was sad when I found out the “iCarly” reboot was canceled after three seasons. Though the announcement arrived back in October, I was late to discover the news. Many people opposed the return of “iCarly,” as they do with many reboots and sequels, but I’ve grown to appreciate the renewal of beloved characters for the modern era.
This experience led me to reflect on the broader phenomenon of nostalgia marketing, or using an audience’s positive memories of a product or brand to sell it. Nostalgia marketing not only provides comfort to consumers by bringing back cherished childhood memories, but also serves as a strategic financial move. It can successfully revitalize timeless franchises, deliver cross-generational appeal and foster shared experiences. This benefits the entertainment industry and consumers by appealing to existing audiences with the same characters and universes they once adored, all without stifling creativity.
Nostalgia marketing targets an established fan base, guaranteeing executives an audience that is already prepared to engage with and spend money on the reimagined media. This strategy leverages the emotional connections consumers have with beloved franchises from their childhood. For example, when the Warner Bros. “Barbie” movie was announced, it wasn’t just the children who were excited — adults who grew up with Barbie dolls were equally thrilled. This emotional connection reinforces brand loyalty, leading to long-term customer engagement and a significant boost to the entertainment industry.
Reboots and sequels also have other economic advantages. Of the top 10 grossing movies of 2023, five were prequels or sequels and three were reimaginings that relied on nostalgia marketing. This trend highlights the financial viability of nostalgia-driven content. By reviving beloved franchises, studios can ensure box office success, reduce marketing costs and maximize profits.
Beyond the economic benefits, nostalgia has long been associated with happiness and social connectedness. Rebooting beloved shows and movies allows audiences to relive positive experiences from their past, creating a sense of joy and comfort. Moreover, these nostalgic experiences facilitate intergenerational bonding. Older generations can share meaningful aspects of their childhood with younger people, strengthening family ties, fostering a sense of unity and shared culture that spans decades. A prime example is “Top Gun: Maverick,” which not only attracted fans of the original 1986 film but also introduced the franchise to a new generation.
From a societal perspective, the advantages of nostalgia-driven content are undeniable. It offers a form of escapism and a way to cope with the stresses of contemporary life. In a constantly changing world, familiar characters and storylines provide a comforting anchor. This is particularly relevant in times of crisis like global pandemics — where people seek solace in the familiar.
Despite these advantages, there is a valid concern that relying on established brands and characters stifles originality. It has been argued that constant reboots and sequels leave little room for new and original ideas to become hits. The entertainment industry might become stagnant if it continues to recycle old concepts instead of innovating and exploring new stories. This concern isn’t unfounded, as the flood of remakes and sequels can sometimes overshadow unique narratives that deserve attention — like “Everything Everywhere All At Once,” the Best Picture winner of 2023 that ranked 34th in worldwide box office earnings.
Nonetheless, producing original ideas comes with inherent risks. There is no guarantee that new content will resonate with viewers, leaving original media unlikely to achieve the same level of success as established franchises. In contrast, reboots and sequels have the benefit of an already established audience, making such content a safer bet for studios. Adding to popular franchises allows studios and production companies to generate some profit they can then invest in original ideas. Tapping into the nostalgia and loyalty of fans ensures a certain level of financial success, providing the industry with the stability needed to explore and invest in new projects.
Additionally, quality issues have plagued many modern remakes and sequels. There is a perception that studios are milking popular franchises by producing lower-quality movies, solely because those films evoke nostalgia. These subpar productions can tarnish the legacy of the original works, disappointing fans and damaging the brand’s reputation. “The Matrix” trilogy, for example, suffered from this problem, as the 2021 reboot “Resurrections” was seen as inferior to the groundbreaking original.
While these quality concerns are legitimate, they don’t necessarily indicate a problem with nostalgia marketing itself. Instead, the blame lies with individual producers and directors who prioritize profit over quality. It is entirely possible to create high-quality reboots and sequels that honor the original content while bringing something new to the table. Take “Mad Max: Fury Road” as an example. As the reboot of the original Mad Max series, Fury Road received critical acclaim and reinvigorated the franchise. The key to making a successful reboot or sequel lies in commitment to maintaining the integrity and essence of the original while bringing something fresh and engaging to the table.
The challenge lies in finding a balance between originality and nostalgia. Sequels and reboots will never go away, but creating a more balanced ratio between originals and remakes is possible. Studios should aim to create a diverse slate of content that includes both new ideas and the reimagination of beloved classics. By doing so, they cater to a wide range of audience preferences and ensure the long-term health of the entertainment industry.
A return to the pre-2010s ratio of original to remake ideas could be beneficial for the film industry and consumers alike. There was a healthier mix of new content and nostalgic revivals during that period, allowing both creativity and familiarity to thrive. By reverting to this model, the industry can foster innovation while capitalizing on the proven success of nostalgia.
By striking such a balance between original ideas and new takes on classics, the entertainment industry can continue to thrive and evolve. Nostalgia-driven content will always have a place in our hearts and screens, but it is the careful and thoughtful production of these stories that will determine their lasting impact. The future of entertainment lies in this delicate balance, ensuring that both nostalgia and originality can coexist.
Jovanna Gallegos is an Opinion Columnist from Lansing. She writes about technology, healthcare and things she finds interesting. She can be reached at jovanna@umich.edu.
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