The dirty secret behind franchise fatigue: 'In Hollywood, it’s still a rare day when anyone went broke underestimating the fatigue of the audience'
” went down as black eyes for the studios that produced and distributed them. More than that, they were signs that the audience — ah, the audience! that loyal puppy of megaplex-product enthusiasm! until, all of a sudden, it isn’t — was now weary as hell, and it wasn’t going to take this anymore. The audience voted, as it always has, with its ticket dollars, and what the vote said was, “Enough! We’ve got franchise fatigue.
For a righteous feverish moment or two, we look at bad sequels and the bad box-office performance that accompanies them, and the universe suddenly makes sense. We think: If you build it , they will come. If you build it badly, they will not come. At a moment of franchise fatigue, the capitalist/hedonist karmic equation of movie culture is in balance. Quality rules, and the lack of quality dies.
Actually, I have an answer for that: They’re never going to learn it. And they’re never going to learn it because the lesson, at heart, isn’t true. But what’s left out of this equation, too often, is the dynamic that fuels my franchise-fatigue fatigue. Namely: If you’re going to interpret box-office numbers, especially when a movie tanks, as a sign of what the audience rejects, then you can’t do it with a double standard. Live by the audience, die by the audience.
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