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## The Sequel Paradox: Research Shows Less Innovation Sells More Tickets-But Only at First
Binghamton University’s School of Management recently featured research by SUNY Distinguished Teaching professor Subimal Chatterjee on “The Aha Moment” podcast. Chatterjee’s work explores the dynamics of film franchises and the strategies behind successful sequels.
His findings revealed several key points. First, releases within a franchise are strategically timed to capitalize on the popularity of the original film while mitigating audience fatigue. Chatterjee explained that successful sequels often release as soon as possible after the initial movie to “strike while the iron is hot.” This initial sequel typically adheres closely to the formula that made the original popular.
However, Chatterjee found that as franchises progress to third, fourth, and fifth installments, writers and directors often deviate from the original film’s formula. These later sequels tend to explore different concepts to disrupt expectations and combat audience boredom. While these sequels can still outperform many new releases at the box office, their revenues generally decline at a faster rate. Nevertheless, Chatterjee emphasized that having more sequels in a franchise benefits each subsequent release, as a larger number of sequels can be perceived as evidence of quality-studios are unlikely to continue producing sequels if audiences don’t respond positively.
His research also revealed a paradox: sequels often outperform their original films commercially, but tend to receive poorer reviews from critics. This highlights the complex relationship between commercial success and critical reception in Hollywood,raising questions about what motivates audiences to attend theaters versus what earns critical acclaim.
You can listen to the episode on Apple Podcasts, Spotify, or on YouTube.