Characterising Generational Reboot Strategies: Contemporary Hollywood, Transmedia Culture, and Spider-Man

Abstract

Across this portfolio I will be analysing the generational reboot strategies of Spider-Man, using Toby Maguire’s, Andrew Garfield’s and Tom Holland’s cinematic portrayals. Using an essay film to demonstrate the industrial reboot timeline of the character, I will explore the marketing of each Spider-Man instalment to pinpoint specific reboot strategies over time. Supported with audience research, I will be conducting one-to-one interviews and social media analysis to highlight the values of Spider-Man consumers, curating and designing posters to re-market the films to their opinions. My conclusions will draw attention to the fact that the character of Peter Parker is actually not the unique selling point of any of the three franchises. Labelled as ‘fidelity reboot’, ‘reactive reboot’ and ‘stan culture reboot’, these strategies highlight the generational way in which Spider-Man is constructed and consumed.

This work is the 2019 winner of our Centre for Media Research Student Award, a special prize awarded each year to one truly exceptional Film or Media undergraduate student at Bath Spa University. The winner exemplifies our core graduate attributes of being an exceptional creative thinker and maker, with outstanding skills in research, digital literacy, global and ethical awareness, and creative collaboration.