Industry News

LA Screenings 2021: The power of franchises

14 May, 2021

Fourth day of the LA Virtual Screenings 2021 and the focus was on how to successfully expand revenue streams for content assets. As traditional borders between content platforms and geographies are falling apart, this erosion means entertainment can now monetize content over a wide variety of options, ranging from SVOD and AVOD platforms to consumers products, gaming, theatrical and traditional pay and linear TV models.

Alejandro Rojas, Director of Applied Analytics at Parrot Analytics, began by explaining the power of franchises, and how brands manage to expand and diversify the monetization of products through them. To measure that, Parrot Analytics analyzes the target market adoption of a show, and also its longevity.

Using these two indicators, Parrot Analytics measures how likely a series is to become a franchise. As examples of successful shows that were well received by the audience and later led to other content, extending its longevity, Rojas cited “The Big Bang Theory,” which was later extended with “Young Yeldon,” and “Once Upon a Time,” whose life was lengthened thanks to “Once Upon a Time in Wonderland”.

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