For the John Wick franchise, the fourth time's the charm

31 May, 2023

Image: John Wick: Chapter 4, Lionsgate


Conventional wisdom suggests that no Hollywood franchise can escape an inevitable downturn in quality, diminishing returns at the box office, and a deflation of audience interest over time. And yet, the John Wick series has hit all time highs in its recent fourth outing, bucking trends and setting up the franchise’s TV prequel (Peacock’s The Continental) and Ana de Armas-led film spinoff (Ballerina) in the process. How?

John Wick: Chapter 4 is the only entry in the franchise to become the #1 most in-demand movie both in the US and globally, according to Parrot Analytics. The film’s peak demand of 382.01x is 250% higher than the series’ previous all time high in our data set, which dates back to May 1, 2015. Looking through each successive film, it’s clear that the Keanu Reeves-fronted action franchise is growing momentum over time and expanding its sphere of influence rather than starting incredibly high and tapering off like most blockbuster series.

For example, in its first 60 days of release Chapter 4 reached a minimum demand level of Outstanding — which places it among the top 2.7% or better of movies — in a whopping 79 countries. In the first 60 days of release, John Wick: Chapter 3 managed the same feat in 26 countries. That’s a significant leap in high-level travelability.

While most standalone franchises would be gasping for air by its fourth entry, John Wick is primed and ready for continued expansion as audiences increasingly embrace its stylized brand of balletic violence. 

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