Why are established Hollywood franchises outperforming new IPs in Malaysia?

Question

Accepted Answer

Established Hollywood Franchises Outperform New Intellectual Properties in Malaysia Due to Audience Familiarity and Perceived Risk

Established Hollywood franchises are currently demonstrating stronger box office performance in Malaysia compared to new intellectual properties (IPs). This trend is largely attributed to audiences' pre-existing familiarity and comfort with established brands, which reduces the perceived risk associated with a cinematic experience. In contrast, new IPs require significant effort to capture audience attention and build trust, often facing an uphill battle against the built-in recognition of franchises.
Brand Recognition and Audience Trust

Franchise titles benefit from years of established presence through previous films, television shows, merchandise, and other media. This consistent exposure fosters a strong sense of brand recognition and familiarity among Malaysian moviegoers. Consequently, audiences are more likely to trust that an established franchise will deliver a certain level of quality and entertainment value, making it a safer choice for their entertainment expenditure. For example, films like Toy Story 5 and Masters of the Universe are expected to draw crowds due to their long-standing appeal.
Reduced Marketing Burden for Franchises

Established franchises carry a considerable advantage in terms of marketing. The groundwork for audience engagement has already been laid by previous installments, meaning marketing campaigns can leverage existing fan bases and a shared understanding of the characters and worlds. This reduces the need for extensive introductory marketing efforts that are typically required for new IPs to explain their premise and characters, such as the marketing needed for films like Obsession or Backrooms.
Perceived Risk and Investment for New IPs

New intellectual properties, by their very nature, lack this pre-existing audience connection. They must introduce entirely new characters, settings, and narrative frameworks, which can be perceived as a higher risk by potential moviegoers. Investing time and money in a film with an unknown premise carries more uncertainty than opting for a sequel or installment in a beloved franchise. This hesitancy can lead to lower initial box office turnout for new Hollywood ventures compared to their established counterparts.

Reading history

Hide →

This history is cleared when the page is closed.

Why are established Hollywood franchises outperforming new IPs in Malaysia?

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends