The Psychology Behind Franchise Film Fandom: Why Some People Return To The Familiar and Other Do Not

Why Do some People Enjoy Franchises:

The Comfort of Familiar Worlds

From a psychological perspective, our attraction to franchise films like Marvel and Star Wars operates on multiple levels of human cognition and emotion. Understanding these mechanisms can help explain both why millions find deep satisfaction in these cinematic universes and why others might feel disconnected from them.

The Security of Predictable Narratives

Our brains are fundamentally pattern-recognition machines. When we watch a franchise film, we engage with stories that follow recognizable structures—the hero's journey, moral conflicts between good and evil, and character arcs that satisfy our psychological need for resolution. Psychologists refer to this as "cognitive fluency"—the ease with which our brains process information.

This predictability creates a sense of security. In a world filled with uncertainty, knowing that good will (generally) triumph over evil in a Marvel film provides a temporary psychological haven. The neurotransmitter dopamine, associated with pleasure and reward, is released not just when we experience unexpected rewards, but also when predictions are confirmed—explaining the satisfaction we feel when a familiar narrative plays out.

Parasocial Relationships and Character Connection

Over multiple films, viewers develop what psychologists call "parasocial relationships" with characters—one-sided emotional bonds that feel remarkably real. When we reunite with Tony Stark or Luke Skywalker across multiple stories, our brains process these interactions similarly to how we process reunions with distant friends.

These relationships fulfill important social needs without the vulnerability of real relationships. The character will never reject us, disappoint us (well, unless the writers make questionable choices), or require emotional labor from us. Yet they provide models for identity development and moral reasoning that can be genuinely meaningful.

Shared Cultural Experience and Community

Franchise films create powerful community experiences. The shared language, references, and emotional responses to these stories create what sociologists call "collective effervescence"—a heightened sense of belonging and emotional synchrony with others. When thousands of viewers gasped together at key moments in "Avengers: Endgame," they experienced a form of social communion increasingly rare in our fragmented cultural landscape.

Online communities, fan theories, and discussions extend this sense of belonging beyond the theater. The psychology of identity formation suggests that these communities help people construct aspects of their identity through shared passion, creating a sense of belonging that addresses fundamental human needs.

Expanding Universes and Cognitive Exploration

Both Marvel and Star Wars offer expanding universes that reward cognitive exploration. Our brains are naturally curious systems that enjoy making connections between disparate elements. When a character from one film appears in another or when background lore is subtly referenced, we experience the pleasure of recognition—what psychologists might call "an information gap being closed."

This complexity rewards repeated viewing. Each rewatch allows viewers to notice new details and connections, creating a cognitive treasure hunt that keeps engagement high even with familiar material.

The Resistance to Franchise Films: Why Some Don't Connect

For those who find franchise films unengaging or overwhelming, several psychological mechanisms may be at play:

Narrative Fatigue and Stimulus Habituation

Our brains naturally habituate to repeated stimuli. Some viewers experience "narrative fatigue" when exposed to similar storytelling structures repeatedly. Without sufficient novelty or subversion of expectations, the brain's reward response diminishes—explaining why some find franchise formulas tedious rather than comforting.

Divergent Values in Storytelling

Different viewers prioritize different aspects of storytelling. Those who value formal innovation, moral ambiguity, or slice-of-life realism may find less satisfaction in the spectacle-driven, morally straightforward narratives common in major franchises. These preferences are often deeply rooted in our psychological makeup and personal histories.

Overwhelm from Extensive Universes

The sheer volume of content in major franchises creates a significant barrier to entry. Psychology research on choice overload suggests that too many options can create decision paralysis and dissatisfaction. Facing dozens of interconnected films and shows can trigger a "where do I even start?" reaction that prevents engagement.

Different Emotional Reward Systems

Research in neuroscience reveals that people have varying emotional reward systems. While some viewers experience dopamine release during spectacular action sequences or straightforward emotional victories, others' brains are more strongly activated by emotional complexity, moral ambiguity, and narrative subtlety. If your neurological reward pathways respond more strongly to nuanced character studies or complex moral dilemmas, the relatively straightforward emotional trajectories of franchise films might provide insufficient neurological satisfaction.

Psychological Reactance to Commercialism

Many franchise films exist within massive commercial enterprises designed to sell merchandise, theme park experiences, and continued viewership. Psychological reactance theory explains that some people experience an aversive emotional response when they perceive something as overly commercial or when they feel manipulated by marketing. This unconscious resistance can genuinely diminish enjoyment regardless of a film's actual quality.

Sensitivity to Logical Inconsistencies

Some viewers possess cognitive styles that make them particularly attuned to continuity errors, plot holes, scientific inaccuracies, or logical inconsistencies. Cognitive psychology research suggests that some brains are simply wired to notice these details more readily, making it difficult to maintain the suspension of disbelief necessary to enjoy franchise worlds that sometimes sacrifice logical consistency for spectacle or convenience.

Different Sensory Processing Tendencies

Sensory processing sensitivity varies widely among individuals. For some viewers, the intense audiovisual stimulation of modern blockbusters—with their rapid editing, elaborate CGI, and dramatic sound design—can trigger sensory overload rather than excitement. If you have higher sensory processing sensitivity, you might find yourself feeling overwhelmed rather than thrilled during sequences designed to maximize sensory impact.

Learning to Appreciate Franchise Films: A Psychological Approach

If you're interested in developing appreciation for these cultural phenomena, understanding the psychology behind them offers several pathways:

Start with Standalone Excellence

Begin with the most critically acclaimed entries that function relatively independently. Films like "Black Panther" or "The Mandalorian" offer self-contained stories while introducing you to their respective universes. This reduces cognitive load and allows you to form initial positive associations without feeling overwhelmed.

Focus on Character Over Continuity

Rather than trying to memorize every plot detail, focus on character journeys. Our brains are inherently wired to track and care about character development more than plot mechanics. Ask yourself: "How is this character changing? What values are they wrestling with?" This approach activates the parts of your brain responsible for social cognition and moral reasoning.

Embrace Guided Viewing

The psychology of learning suggests that scaffolding—providing support that gradually diminishes as competence increases—is effective for mastering complex domains. Use viewing companions, online guides, or knowledgeable friends to provide context as needed. This reduces cognitive strain and allows you to focus on enjoyment rather than confusion.

Practice Mindful Viewing

Approach these films with curiosity rather than obligation. Psychology research on mindfulness suggests that a non-judgmental, present-focused attention style enhances enjoyment of experiences. Rather than thinking "I should like this because it's popular" or "I need to catch up," simply notice what elements do appeal to you, however small.

Engage with Community Selectively

Social psychology research suggests that our enjoyment of experiences is enhanced when shared. Find a friend or online community that discusses these films in a way that resonates with your values and interests. However, be selective—some fan communities can be overwhelming or unwelcoming to newcomers.

Tailored Approaches for Major Franchises

Marvel Cinematic Universe: Finding Your Path

The Marvel Cinematic Universe comprises over 30 films and multiple TV series, which can seem insurmountable. A psychological approach suggests:

1. Identify themes that resonate with you. Are you interested in political intrigue? Try "Captain America: The Winter Soldier." Do you enjoy humor and subversion? "Thor: Ragnarok" might be your entry point.

2. Recognize that you don't need comprehensive knowledge. Cognitive load theory suggests that your enjoyment will actually decrease if you're trying to memorize every detail. Instead, use online resources as needed to fill gaps.

3. Apply the psychology of ritual. Many Marvel fans have developed viewing rituals—specific snacks, preferred viewing companions, or post-film discussions. Creating your own ritual can enhance enjoyment through classical conditioning, linking the viewing experience with other pleasurable elements.

   
   

Star Wars: Navigating a Galaxy Far, Far Away

Star Wars carries significant cultural baggage, with strong fan opinions about which elements "matter." A psychological approach suggests:

1. Start with universal appeal. "The Mandalorian" series or the original 1977 "Star Wars" film (Episode IV) provide accessible entry points with standalone appeal. These activate reward centers through their clear storytelling and visual creativity without requiring extensive background knowledge.

2. Look beyond the Jedi-centric storylines. If the mystical elements don't resonate with you, explore stories like "Rogue One" that focus on ordinary people in extraordinary circumstances. This engages different psychological identification mechanisms.

3. Appreciate the archetypal foundations. Star Wars deliberately draws on what psychologist Carl Jung called "archetypal narratives"—story patterns that resonate across cultures. Recognizing these universal elements can deepen appreciation even if specific plot points don't engage you.

   
   
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The Freedom of Personal Preference

Perhaps the most important psychological insight is that it's perfectly valid not to connect with these franchises.

Research on personality psychology suggests that our entertainment preferences are linked to deeper aspects of our cognitive and emotional makeup. Some minds naturally seek novelty (high openness to experience) while others prefer familiarity (high conscientiousness).

Understanding the psychological mechanisms behind franchise enjoyment doesn't obligate you to participate. It simply offers pathways to engagement if you're curious about these cultural phenomena that have captured the imagination of millions.

The most psychologically healthy approach is one that honors your authentic responses while remaining open to new experiences—whether that means diving deep into Marvel lore, occasionally enjoying a Star Wars film, or deciding these particular stories simply aren't for you.