The Rise of Brand-Centric Films: Hollywood has a knack for capturing fleeting trends and turning them into box-office hits. Recently, we’ve seen an influx of movies based on popular brands, such as Barbie, Flamin’ Hot Cheetos, Tetris, Nike Air, and BlackBerry. The appeal lies in audience prerecognition: people are more likely to be interested in a story they’re already somewhat familiar with.
This trend is not merely a Hollywood coincidence. In a tightening economy, the film industry has turned towards these safe bets with 13 more movies based on Mattel toys announced and 45 in development. These films often focus on the brand’s origin story, reflecting the growing demand for workers to brand themselves in today’s gig economy.
Gig Economy’s Promises and Pitfalls
The gig economy, a market for short-term and freelance work, is growing rapidly with the promise of flexible work hours and the freedom of being your own boss. However, this form of employment often lacks the security and benefits of full-time jobs. According to the Shift Project, 14% of gig workers earn less than the federal minimum wage, and about 64% earn between $0-$14.99 an hour. In contrast, about 89% of company-employed workers earn at least $10 an hour.
Despite these challenges, more workers are turning to gig work as companies look for ways to cut labor costs. However, the promise of the gig economy often falls short, as gig workers are left to differentiate themselves in an oversaturated market while also dealing with wage theft and lack of benefits.
The Connection Between Gig Economy and Brand-Centric Films
These brand-centric films and the gig economy are interconnected. The films sell the narrative that anyone can build a successful brand with perseverance, mirroring the gig economy’s promise of economic freedom. However, both narratives often gloss over the real barriers to success, such as economic uncertainty, wage stagnation, and the precarity of employment.
As the economy continues to emphasize self-branding through gig work, brand movies will continue to resonate. We’re all brands now, and if you decide to wade into the freelance waters, it’s best to have your branding floaties equipped.
