The phenomenon of Harry Potter has lasted long past its day. Last weekend I attended my little cousin’s birthday party and I was shocked to see my favourite childhood characters plastered over every plastic plate, cup, and of course the birthday cake. Now in 2018, 8-year old’s’ are still obsessing over Harry Potter, just like my 8-year old self did. J.K. Rowling’s book and later adapted film series has stood the test of time. The first novel was released 1997 and the last film was released in 2011. In the words of Henry Jenkins “if it doesn’t spread, its dead” (Jenkins et al. 1), and the Harry Porter franchise certainly is not dead. In a world where media is constantly changing—how is it that a series can stay relevant for over two decades?
The franchise is and has been loved by people of all ages, whenever the newest film would come out, everyone would talk about it. As a high topic of conversation, the series following grew larger as the years went by. The ability for its success is confirmed by Jenkins idea of ‘stickiness’—“the need to create content that attracts audience attention and […] motivate them to share […] [it] with others” (Jenkins et al. 4). Jenkins idea of stickiness goes hand in hand with his idea of ‘spreadability’ in which it “values the activities of audience members to help generate interest in particular brands or franchises […] [and] assumes that anything worth hearing will circulate through […] all channels (Jenkins et al. 7). The series has resulted in online interactive sites like Pottermore, merchandise sales, amusement parks, video games, and stage performances, all in which contribute to the franchises success. There is no doubt the franchise has successfully circulated through all and every available channel. Even today, 7 years after the last film was released, the franchise is estimated to be worth a whopping $25 billion.
One cannot pin-point a single reason why the Harry Potter series ‘spread’ like butter or was a ‘sticky’ as sap. Although nobody can deny its ability to reach millions all over the world and that the love for the series will be passed down for many generations to come. The Harry Potter franchise has not and will never be considered ‘dead’.
Bibliography:
Jenkins, Henry, et al. Spreadable Media : Creating Value and Meaning in a Networked Culture, New York. University Press, 2013. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/ubc/detail.action?docID=1114591.