This research investigates the evolving role of media franchising in the entertainment industry, focusing on how interconnected media platforms, transmedia storytelling, and innovative business models shape franchise sustainability and consumer engagement. Tracing the historical development from niche intellectual properties to globally recognized brands such as “Harry Potter”, “Pokémon”, and “Hello Kitty”, the study illustrates how strategic franchising has transformed content creation, distribution, merchandising, and licensing. This evolution underscores the sector’s capacity for cultural influence and economic resilience. The research is particularly relevant in a time of shifting consumer behaviours and technological advancements. As audiences demand more personalized and immersive content, franchises must strike a balance between innovation, quality, and brand consistency. The study is vital for the sector as it addresses how economic sustainability and consumer loyalty can be preserved amidst market saturation and franchise fatigue—issues that threaten long-term profitability and brand equity. Grounded in qualitative methodology, this study employs thematic analysis and a focused case study of “The Walt Disney Company”, integrating data from academic literature, industry reports, and publicly accessible analyses and documents. Key findings reveal that while media franchising can create a self-sustaining revenue model and foster intergenerational brand loyalty, aggressive content expansion can dilute narrative integrity and weaken engagement. The study anticipates that future success depends on strategic selectivity, high production values, and meaningful innovation. This paper provides actionable insights for entertainment managers, policymakers, and scholars, contributing to a deeper understanding of how media franchises can adapt to ensure cultural relevance and sustainable business growth in a competitive global market.
Gargiulo et al. (Wed,) studied this question.