How to Animate Your Franchise: DreamWorks Animation and the Franchising of How to Train Your Dragon

Rayna Denison

Research output: Chapter in Book/Report/Conference proceedingChapter


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.
Original languageEnglish
Title of host publicationThe Franchise Era: Managing Media in the Digital Economy
EditorsJames Fleury, Bryan Hikari Hartzheim, Stephen Mamber
Place of PublicationEdinburgh
PublisherEdinburgh University Press
Number of pages178
ISBN (Electronic)9781474419246
ISBN (Print)9781474419222
Publication statusPublished - 15 Apr 2019

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