In today’s cinematic and streaming landscape, franchises are everything. From the Marvel Cinematic Universe to Fast & Furious, from Harry Potter spin-offs to Star Wars epics, franchises are the heartbeat of Hollywood and global film industries. But in this gold rush for IP dominance, something’s been slipping through the cracks: the script.
Over and over again, we see billion-dollar universes being expanded, rebooted, or extended—without a solid story foundation. And that’s a problem. Because in the long run, no amount of CGI, fan service, or star-studded casting can cover up a weak, unpolished, or downright confused script. This article dives deep into why franchises must prioritize scripting before anything else—and how failing to do so can break even the biggest cinematic empires.
I. The Myth of “We’ll Fix It in Post”
Let’s start by addressing a dangerous myth: that a film can be “fixed in post.” This idea—where visuals, editing, or marketing will solve story issues—is incredibly risky. Yes, visual effects and editing can enhance a good film. But they can’t rewrite character arcs. They can’t create motivations where none exist. And they definitely can’t make the audience care.
Take Justice League (2017). Warner Bros. poured in hundreds of millions, brought in Joss Whedon for reshoots, and hoped to salvage the film with tone changes and post-production wizardry. But the core issue was never fixed: the script didn’t know what it wanted to be. The tone was all over the place. Characters were introduced without depth. And the stakes? Paper thin. Fans knew it. Critics knew it. And the box office knew it.
Now compare that to Avengers: Endgame. That film was a logistical nightmare—dozens of characters, years of backstory, and epic expectations. But it worked. Why? Because of the script. The Russo Brothers and screenwriters Christopher Markus and Stephen McFeely spent years planning it, sketching out arcs, balancing stakes, and ensuring emotional payoffs. The visual effects were the cherry on top—not the glue holding it together.
II. The Audience Is Smarter Than Ever
Today’s fans aren’t just casual watchers—they’re critics, theorists, and meme-makers. They dissect trailers, analyze foreshadowing, and debate character arcs across Reddit threads and YouTube explainers. You can’t fool them with flashy visuals or recycled plots.
Let’s look at Fantastic Beasts. The Harry Potter franchise has one of the most dedicated fanbases in pop culture history. So when Warner Bros. launched a prequel franchise, expectations were sky-high. But instead of focusing on a strong script with compelling characters, the series got tangled in convoluted plots, character flip-flops, and lore overload. The result? Declining box office returns, poor reviews, and a franchise in limbo.
On the flip side, consider The Last of Us on HBO. Based on a beloved video game, it could’ve easily been a CG-heavy zombie-fest. Instead, the creators focused on a character-driven, emotionally anchored script. Every episode prioritized storytelling over spectacle. And the result? A critical and commercial smash hit.
Franchises that ignore the intelligence of their audience risk alienating them entirely. No one wants to feel like they’re being spoon-fed a half-baked narrative, no matter how cool the explosions look.
III. The Script Is the Blueprint
Imagine constructing a skyscraper without a detailed architectural plan. Sounds insane, right? That’s exactly what it’s like making a film—or an entire franchise—without a strong script.
A script is more than just dialogue. It’s the emotional spine of the story. It lays out motivations, reveals character development, establishes world-building, and provides thematic resonance. Without it, everything else becomes guesswork.
Think about Dune (2021) by Denis Villeneuve. The novel is dense, philosophical, and massive in scope. But Villeneuve and screenwriter Jon Spaihts understood the need to ground the story in clear themes—power, destiny, ecology—while structuring the script in a way that was accessible and cinematic. The success of the film proved that even the most complex source material can become a crowd-pleasing blockbuster—if the script is solid.
Contrast that with The Rise of Skywalker. The film was rushed into production, constantly rewritten during filming, and clearly had no unified vision. Plot threads from previous films were either discarded or hastily explained. Characters were brought back with no real purpose (looking at you, Palpatine). It felt like a series of big “moments” strung together rather than a cohesive narrative. Fans noticed. Critics noticed. And the Skywalker Saga ended with a whimper instead of a bang.
IV. The Script Drives Everything—Including Budgets and Schedules
Here’s a more practical reason franchises need to get their script right before diving into production: it saves money and time.
Reshoots, rewrites, VFX fixes—these are all expensive. A solid script allows directors, designers, and department heads to plan properly. It tells the production team exactly what sets to build, what costumes to design, and what special effects to prepare for. When the script keeps changing, chaos follows. Budgets balloon. Timelines slip. Actors get confused about their character motivations.
Consider Solo: A Star Wars Story. Midway through shooting, Lucasfilm replaced directors Phil Lord and Chris Miller with Ron Howard, citing “creative differences.” Tons of footage was scrapped, and nearly 70% of the film was reshot. The script was never locked in. And while the film wasn’t a total flop, it lost money for Disney—an unthinkable outcome for a Star Wars movie.
On the other hand, Christopher Nolan’s Dark Knight Trilogy was famously well-planned. Each installment was grounded in a well-developed script that guided the production process. There were no major reshoots. No tonal changes mid-production. And each film felt like a logical continuation of the previous one. That’s what happens when the script comes first.
V. Strong Scripts Future-Proof a Franchise
Franchises aren’t just about one film—they’re about worlds. When you plan a franchise with a script-first mindset, you set the tone, lore, and rules of the universe early on. This makes future films easier to write, connect, and expand.
The MCU nailed this. Kevin Feige and his team didn’t just make films—they made a narrative plan. Each script, from Iron Man to Infinity War, was part of a larger puzzle. Sure, not every film is perfect (Thor: The Dark World, anyone?), but the foundational writing work meant characters could evolve logically over time. Payoffs were earned. Arcs felt satisfying. And fans kept coming back.
Now look at The DC Extended Universe pre-The Batman reboot. It jumped from Man of Steel to Batman v Superman to Justice League without a clear story map. Characters were introduced with no build-up. Tone shifted wildly between films. And worst of all, the scripts tried to juggle too many plots at once to “catch up” to Marvel. The result? A fractured universe that’s now being rebooted—again.
VI. Character Over Cameos
One of the biggest side effects of weak scripting in franchises is the overreliance on cameos and Easter eggs to excite audiences. While fan service can be fun, it’s not a substitute for storytelling.
Remember Doctor Strange in the Multiverse of Madness? Fans were promised multiverse madness. And while there were some cool cameos (Professor X! Mr. Fantastic!), the script lacked emotional weight. Characters felt like props in a spectacle. The film earned money, sure—but compare that to Spider-Man: No Way Home, which had its fair share of cameos but built them into the narrative. The emotional resonance of Peter’s journey made it more than just a cameo fest.
The difference? A script that prioritized character over spectacle.
VII. Franchises That Got It Right
Let’s give credit where it’s due. Here are a few franchises that succeeded because they focused on the script first:
- The Hunger Games – Grounded in a clear narrative arc, with well-developed characters and consistent stakes. The screenplays honored Suzanne Collins’ themes while adapting them smartly for film.
- The Planet of the Apes (Reboot Trilogy) – These films succeeded against all odds by treating the story seriously. From Rise to War, each script told a cohesive, emotional, and surprisingly philosophical story.
- Mission: Impossible (from Fallout onward) – Christopher McQuarrie’s scripts revitalized this franchise by grounding the chaos in emotional character arcs and smart twists.
VIII. Lessons for the Future
If you’re a studio executive, showrunner, or producer looking to launch the next mega-franchise, here’s the takeaway: don’t treat the script like a checklist. Treat it like a sacred text. It’s the one thing that can elevate your franchise from forgettable to legendary.
Invest in writers. Give them time. Build worlds. Craft characters. Map arcs. Let your scripts bake before you build your blockbuster. Audiences may come for the franchise name, but they stay for the story.
Because at the end of the day, no amount of post-production magic or franchise hype can replace the power of a well-told tale.
