The Jurassic World franchise is set to embark on a new chapter with the release of Jurassic World: Rebirth, but will it be able to revive its dwindling ticket sales and reconnect with audiences?
Universal Studios has kicked off the promotional campaign for Jurassic World: Rebirth, the seventh big screen outing for the franchise, with a proud roar. The trailer and TV spot during the Super Bowl marked the beginning of a new chapter in the series’ history. However, with this launch comes a host of potential pitfalls that will speak volumes about the state of Hollywood franchise management today.
The concept of Jurassic World: Rebirth draws from the original film's success, introducing new species and reimagining classic characters.
The franchise's focus on genetic engineering and theme park operations raises questions about scientific ethics and responsibility.
In 2018, Universal Pictures announced plans to develop a sequel, with Colin Trevorrow set to direct.
Since then, details have been scarce, leaving fans to speculate about the story's direction and potential new additions to the dinosaur roster.
A Rare Hollywood Franchise
The Jurassic Park/World franchise is one of those rare Hollywood IPs that can live in perpetuity. With a 32-year gap between the original blockbuster and the latest installment, the franchise faces new challenges and opportunities. The quick three-year turnaround between Rebirth and 2022’s Jurassic World: Dominion stands in stark contrast to the 14-year gap between Jurassic Park III (2001) and Jurassic World (2015).
Jurassic World is a theme park on the island of Isla Nublar, featuring cloned dinosaurs.
The park's founder, Simon Masrani, aimed to create a safe and entertaining experience for visitors.
However, the park's security systems fail, leading to a catastrophic event.
The park's attractions include the Indominus Rex, a genetically engineered hybrid dinosaur.
In 2015, the park was shut down due to the Indominus' escape and subsequent destruction.
The incident led to a thorough investigation and changes in park policies.
Declining Ticket Sales
While ‘the DNA of the series was revived with $1.67 billion at the worldwide box office, and all three recent films crossed the vaunted $1 billion mark,’ each successive release saw declining ticket sales both domestically and globally. This suggests at least some degree of audience fatigue.
The Elapsed Time and Crowded Marketplace
The elapsed time, crowded marketplace, and diminishing returns of the recent trilogy raise the question of whether or not the Jurassic Park franchise is still relevant in its seventh big screen outing. However, according to Paul Dergarabedian, Senior Media Analyst at Comscore, ‘There are long-running franchises where if you keep the momentum going just enough, they can survive for decades and provide annuity for studios.‘
The Key to Success
Returning to Jurassic World, the franchise has remained top of mind in part thanks to popular branded attractions in Universal theme parks, video games, select animated TV fare, and robust merchandise campaigns. However, creative quality remains crucial, with the most successful entries following a proven formula: protagonists (and a few key villains) trapped in a park trying desperately to escape man-eating dinos.
Franchise Management
A successful franchise in 2025 needs to have four components, according to Simon Pulman, an entertainment lawyer specializing in intellectual property rights: gaming, film/TV, merchandising, and live or experiential products. ‘The ‘cornerstone’ may vary, but few multi-billion dollar franchises are not in all four,’ he said.
Franchise management involves overseeing the operation and growth of a franchise business.
It encompasses strategic planning, marketing, finance, and human resources.
Effective franchise management requires establishing clear policies and procedures, training franchisees, and providing ongoing support to ensure consistency across locations.
According to a survey by Franchise Business Review, 85% of franchisees report being satisfied with their franchisor's support.
A well-managed franchise can lead to increased revenue, brand recognition, and customer loyalty.
Can Dinosaurs Live Forever?
Plenty of digital ink has been spilt in recent years bemoaning Hollywood’s perceived lack of originality and the need for new multimedia franchises. However, according to Shawn Robbins, Fandango Director of Analytics and founder of Box Office Theory, ‘It’s still important to develop new stories and new IP, ultimately, but sometimes the wheel doesn’t have to be reinvented as much as we often think it might.‘
The Future of the Jurassic Park Franchise
With Jurassic World: Rebirth, Universal Studios is putting its star-studded continuation to the test. The success of the film will largely depend on its ability to reconnect with U.S. audiences, who represent the world’s largest movie-going market. According to Pulman, ‘new Jurassic movies every 10 to 15 years virtually in perpetuity‘ are possible, but it depends on how effectively rights holders can leverage properties across the four key components.
Conclusion
The Jurassic Park franchise is a rare Hollywood IP that has managed to survive for decades. With the release of Jurassic World: Rebirth, Universal Studios is putting its star-studded continuation to the test. The success of the film will largely depend on its ability to reconnect with U.S. audiences and effectively leverage properties across the four key components.
