The Cross-Media Dream: Two Decades Later, a Reality Takes Shape

At first glance, The Last of Us and Hogwarts Legacy may seem like vastly different entities, with the former being a critically acclaimed HBO series and the latter, a highly successful video game. However, they share a common thread - both represent a path to success for cross-media franchises, albeit in different directions. The Last of Us has seen a significant boost in game sales following the release of its TV adaptation, while Hogwarts Legacy has become one of the fastest-selling games in recent years, revitalizing the Wizarding World franchise. These successes underscore the potential for video games to be a crucial component of cross-media properties. The idea of cross-media has been around for decades, with the term gaining popularity in the 2000s. However, it has often been misused to describe straightforward licensing agreements. A true cross-media franchise should have various aspects in different mediums that support and enhance each other, creating a cohesive experience for consumers. Rather than being an add-on designed to exploit an existing IP's popularity, a cross-media franchise should be a self-sustaining entity where each medium attracts and retains its own audience, with many exploring other facets of the franchise. This concept is not new, with early examples like Lucasfilm's Star Wars: Shadows of the Empire project and Square Enix's Kingdom Hearts. However, the success of The Last of Us and Hogwarts Legacy demonstrates that cross-media is now a viable and essential strategy for publishers and IP holders. A key factor in successful cross-media franchises is allowing each component to stand on its own while still being part of a larger narrative. The Last of Us is a prime example, with its TV adaptation being faithful to the source material while offering a new perspective on the story. Hogwarts Legacy, on the other hand, has drawn in a distinct audience, with its success likely to influence future Wizarding World creations. Both franchises have a cross-media aspect at their core, with The Last of Us representing a milestone for game-to-TV adaptations and Hogwarts Legacy potentially being the more consequential in the long run. As the media landscape continues to evolve, the ability to build and capitalize on cross-media franchises will be crucial for publishers and IP holders. With games, movies, and TV standing as equal pillars of a successful franchise, the potential for cross-media is finally ready to be realized.