Animated blockbusters are some of Hollywood's most profitable and culturally significant films and yet, scholars have tended not to discuss them as such. In this chapter I investigate DreamWorks Animation's franchising practices in order to reveal the challenges faced by industry when creating a new animated property.
|Title of host publication||The Franchise Era: Managing Media in the Digital Economy|
|Editors||James Fleury, Bryan Hikari Hartzheim, Stephen Mamber|
|Place of Publication||Edinburgh|
|Publisher||Edinburgh University Press|
|Number of pages||178|
|Publication status||Published - 15 Apr 2019|