When Avengers: Endgame shattered box office records in 2019, fans lined up to see Iron Man and Captain America, not Robert Downey Jr. or Chris Evans. This distinction matters. Hollywood’s power structure has shifted dramatically, with intellectual property now driving ticket sales more than traditional star power. This transformation is reshaping entertainment economics and redefining what celebrity means today.
The numbers reveal what audiences want, what studios bet on, and what traditional movie stars face. Understanding this shift explains why your favorite actors keep appearing in franchise films and why original star-driven dramas have become rare.
The Box Office Tells a Story
Walk into any theater lobby.
Photo by The biggest draws aren’t celebrity headshots. They’re logos, symbols, and characters audiences already know. Between 2020 and 2024, franchise films accounted for over 70% of global box office revenue, while star-driven standalone films saw their market share decline significantly [1]. This pattern extends beyond superhero movies.
From Fast & Furious to Jurassic World, audiences consistently choose established universes over original stories. The preference isn’t about quality. It’s about familiarity. When a major star launches an original drama, opening weekends typically lag behind franchise releases, regardless of critical acclaim or marketing budgets.
The Marvel Cinematic Universe’s Phase 4 films illustrate this perfectly. These movies grossed billions globally despite featuring younger or lesser-known actors [1]. Tom Holland wasn’t a household name before Spider-Man. Neither was Brie Larson before Captain Marvel. The costume made them famous, not the other way around.
When Characters Outlive Their Actors
Something remarkable has happened: fictional characters now have more staying power than the people playing them. This would’ve been unthinkable in classic Hollywood, where stars were the brand.
Consider Batman’s journey. Six actors have portrayed the Dark Knight, and each found commercial success despite vastly different interpretations. James Bond has survived seven leading men over six decades. Spider-Man has been rebooted three times in twenty years, and audiences keep showing up.
What’s telling is how audiences react to recasting announcements. Rather than rejection, these reveals generate excitement. When Marvel announces a new actor taking over an established role, social media explodes with discussions about character interpretation, not whether they can replace the previous star. The character brand matters more than who wears the costume.
This represents a fundamental departure from classic Hollywood, where stars like John Wayne or Marilyn Monroe were considered irreplaceable. Today’s audiences prioritize story continuity over actor continuity.
The Economics Behind the Shift
Studios didn’t make this shift because they stopped appreciating movie stars.
Photo by They followed the money. Between 2014 and 2024, studios increased investment in IP properties by roughly 40%, while budgets for star-driven films decreased by nearly 25% [1].
Franchise films offer economic advantages that star vehicles can’t match. First, they provide predictable audience bases built over years. Second, they come with built-in marketing through existing fan communities. Third, and most significant, merchandise and licensing revenue dwarfs traditional film profits. Star Wars merchandise alone has generated over $12 billion, exceeding all theatrical box office combined for the franchise.
Streaming has amplified these advantages. Platforms like Disney+ and HBO Max need extensive content libraries, making expandable universes more valuable than one-off star projects. Interconnected shows drive subscriptions more effectively than standalone celebrity content.
As one Hollywood producer observed in 2024: “The era of the movie star as the primary box office draw is fading today, it’s the franchise and the IP that command audience loyalty” [1]. This isn’t nostalgia. It’s recognition that IP creates sustainable revenue streams that star power can’t match.
What Movie Stars Are Losing
Traditional movie stars face a new reality beyond reduced paychecks.
Photo by They’re experiencing diminished negotiating power and reduced cultural influence. A-list actor salaries have plateaued or declined from 2014 to 2024, with top stars earning 10-15% less per film compared to a decade ago [1]. Studios allocate those dollars toward visual effects and franchise development instead.
Beyond money, stars are losing cultural centrality. In previous decades, movie stars monopolized public attention. Today, social media influencers compete for that attention. Top YouTubers and TikTok creators reach larger audiences than most theatrical releases, with more frequency and intimacy.
The path to fame has democratized. A teenager with a smartphone can build a following rivaling established actors. Traditional Hollywood stardom no longer holds the cultural monopoly it once did.
Younger actors understand this instinctively. They recognize that franchise roles provide visibility, but they also know the franchise comes first. The role serves the universe, not the other way around.
The Future of Fame
Celebrity culture isn’t dying. It’s evolving. The most successful actors now balance franchise roles with prestige projects and direct audience engagement across platforms.
Photo by Ryan Reynolds exemplifies this model. He combines Deadpool success with personal brand building through social media and business ventures like Aviation Gin. Zendaya uses Spider-Man visibility alongside Emmy-winning television work in Euphoria. These performers recognize that franchise participation opens doors, but personal brand development keeps them relevant between sequels.
Franchise casting has become so significant that landing a superhero role now functions like winning an Oscar used to. It validates careers and opens opportunities. Marvel and DC casting announcements create instant A-list status for previously unknown actors [1]. However, maintaining that status requires versatility across platforms, not just theatrical presence.
The definition of “movie star” is expanding and fragmenting. Tomorrow’s celebrities will be defined by their ability to navigate platforms and franchises while building personal connections with audiences. They’ll need to serve larger story universes while maintaining distinct personal brands, a balancing act previous generations never faced.
Hollywood’s shift from star power to IP dominance reflects changing audience preferences and economic realities that show no signs of reversing. Characters outlast their actors. Franchises deliver more reliable returns than celebrity names alone. For traditional movie stars, this means adapting or fading. For audiences, it means more interconnected stories. For studios, it means sustainable business models built on recognizable properties.
Consider how your favorite actors navigate this landscape. Are they building franchises or personal brands? Most successfully are doing both. In Hollywood’s new era, the cape matters more than who wears it.