Anita Elberse

If anything, the impact of digital technology is creating bigger brands and bigger superstars. ”

No one disputes that online businesses offer much more variety than their analog counterparts. ”

One problem with relying on existing concepts is that it could stifle innovation, weakening the film sector over time. ”

Anyone can see that, say, superheroes and vampires perform well at the box office. That in turn can trigger competitive bidding situations and soaring fees for people who can bring these properties to the screen. The result can be a dramatic increase in the costs of production. ”

Media companies' hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters. ”

Most large media firms make outsized investments to acquire and market a small number of titles with strong hit potential, and bank on their sales to make up for middling performance in the rest of their catalogs. ”

Because making movies is such an expensive endeavor, other media such as books and comics have long been a more feasible way to experiment with truly new ideas. ”