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Rebranding Hits: The New Hollywood
By: Emory Brown
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Original work used to be the merit of a playwright. Copying others’ work or reproducing it could be evidence of a lack of expertise or a showcase of respect. Now, in the 21st century, remaking an old hit can be the key to success.

Just think about the coolest film or television shows you have seen to date. Which ones have the biggest followings and make the most cash? Game of Thrones, an HBO hit going into its fifth season, is based on a series of books. Marvel’s Avengers: Age of Ultron, another successful film, is based on a comic book. Remember Twilight: Breaking Dawn? Super-large werewolves and vampires that are, like, 900 and still attending high school? I know it sounds crazy, but hey, I don’t write the stuff. It’s now a cult classic.

So what’s the secret? What’s the new Hollywood magic?

There is none. The magic isn’t magic. It’s businesspeople and marketers understanding that each of these entertainment properties are brands unto themselves and they come with brand communities and consumer tribes. The only thing they have to do is get the story right.

Why do you think J. K. Rowling is one of the richest women in the United Kingdom? She wrote a kick-ass book series about the coolest little wizards in the world and then sold the movie rights, sat back, and watched Hollywood do its magic. Harry Potter was literally magic from top to bottom, and the merchandising deals alone were enough for her to live comfortably for the rest of her life.

Rebranding hits into new forms of content is the way of the future. Actually, it’s the way entertainment brands are making billions from established brand affinity. All they have to do is press “record.” That’s exactly why Batman vs. Superman is going to be a box-office smash. We’ve read the comic book version; now give it to us in a real-life scenario. Customer satisfaction guaranteed. Or should I say, brand satisfaction guaranteed.


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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