Hollywood's Old IP Playbook Is Dead: A New Era of Storytelling
The box office struggles of DC Studios' Supergirl, The Mandalorian and Masters of the Universe have highlighted a significant shift in the entertainment industry. The traditional reliance on pre-existing intellectual property (IP) to guarantee success is no longer a surefire strategy. The audience, particularly those over 12, is becoming more discerning and quality-driven, demanding fresh and innovative storytelling.
One of the key issues with these underperforming films is their lack of critical support. While Project Hail Mary and Disclosure Day have received positive reviews, Supergirl and its peers have struggled to gain traction with critics, resulting in lower audience engagement. This trend is particularly notable when compared to the success of films like Wicked, which successfully attracted a female audience.
The rise of streaming, video games, and other distractions has also contributed to the changing landscape. With moviegoers seeing fewer films in theaters, the competition for attention is fierce. The audience is now more selective, favoring stories that offer something new and exciting, rather than relying on brand recognition alone.
The surprise hits of 2026, such as Backrooms and Obsession, exemplify this shift. These films have not only resonated with audiences but have also received critical acclaim. They draw upon popular internet phenomena and generational anxiety, offering a fresh and engaging experience. This trend is a significant departure from the past, where star power and franchise recognition were the primary drivers of success.
The future of Hollywood may lie in the hands of critically acclaimed book adaptations and unique takes on classic stories, like Christopher Nolan's The Odyssey. These films have the potential to attract a broad audience, driven by pre-release hype and critical acclaim, rather than relying solely on brand recognition. The old IP playbook is dead, and a new era of storytelling is emerging, one that prioritizes quality, innovation, and audience engagement over familiarity and brand name.
In my opinion, this shift is a welcome development. It encourages filmmakers to take risks, experiment with new ideas, and create stories that resonate with audiences on a deeper level. The days of relying solely on IP to guarantee success are over, and the industry must adapt to this new reality. The future of Hollywood is bright, but it will be shaped by those who dare to be different and offer something truly fresh and engaging.
