gaming

1990s sci-fi blockbuster shifted Hollywood from star-driven to franchise-first marketing

About 30 years ago, a major 1990s sci‑fi blockbuster helped alter Hollywood marketing strategies. Studios began promoting franchises and intellectual property over individual stars. As a result, actors moved from headline draws to supporting elements in blockbuster campaigns.

• Marketing moved from actor names to franchise branding
• Studios prioritized intellectual property over performers
• Audiences began buying franchise experiences, not just stars
• Shift established a new norm for modern blockbusters