DC Comics on the rise

By Marinette Dalbard, director of client services, BrandTrends

The DC Comics franchise ranks as the 18th favorite entertainment brand in the world according to the latest series of BrandTrends reports. It is 14th among children ages 7-14. However, the best news for DC Comics is probably that it has made a lot of gains among 3-6 year olds in North America. With 2/3 boys and 1/3 girls, there are signs that the future is bright for the franchise.

Film critics believe that the franchise's slow start, compared to Marvel, is a result of its attempt to replicate the success of its competitor. Marvel was a revolution for the film

the industry in the 2000s, and it's fair that DC Comics wanted to capitalize on that success. However, success only came when DC Comics realized that its strength would come from stand-alone films rather than recreating the massive, shared Marvel universe.

Therefore, Batman fans need not be aware of Superman's history. Wonder Woman also lives in her own world, separate from the others. Therefore, the secularization of the entertainment brand has allowed for growth along multiple lines.

In addition, the rise in popularity among children could be explained in DC Comics move away from making only dark and severe films of the past. Instead, movies like Shazam, Aquaman and Wonder Woman have been brighter and funnier and so much more appealing to a younger audience. Success could be providing content that crosses generations so that families can sit and watch together and enjoy the different levels woven within. Yet the production of Joker with Joaquim Phoenix shows that they are still committed to exploring the blurred line between good and evil.

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