Media franchise lifecycle in a capitalistic world

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One pattern I see in the western world is that if any media franchise/IP becomes popular, then it is milked till people stop liking it. e.g. Star wars, Game of Thrones TV series, Simpsons, Spongebob etc. Big corporations are hesitant to create new IPs, rather they try to play it safe by continuing with existing franchises or formulae. However if a new IP is created and it does become popular then it is extremely valuable as now the studios can start milking it till it dies. Thus a pattern we see is that every franchise will always end in a flop. Because in a capitalistic world otherwise it would be like leaving money on the table. 

Only in cases where the franchise is owned by non-greedy entity who appreciates the art more than the money does the franchise not end in a flop. It takes generosity and respect for the creation for the owner to say "I know I can make some more money if I make a new movie from this, but I don't have any novel ideas, so I'm not going to make it.".

In such an environment new ideas usually come from Indie studios as they can take more risk and have less to lose compared to big studios. If we want more creativity we should make it easy for indie studios to flourish.

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