Saturating the Market: Why Franchises Thrive Through Total Immersion

In the ever-evolving world of entertainment, building a successful franchise isn't just about creating a single hit—it's about flooding the market with interconnected experiences that capture fans across every medium. This strategy of market saturation, where a property expands into comics, movies, TV series, video games, merchandise, and beyond, creates a self-sustaining ecosystem that boosts visibility, engagement, and revenue. A prime example of this done right is Bad Idea Comics' latest release, Ordained. This gripping crime thriller, written by Robert Venditti and illustrated by Trevor Hairsine, follows a priest on the run from the mob and has already secured a movie adaptation from John Wick scribe Derek Kolstad. With the comic's conclusion slated for March 2026, the film deal paves the way for inevitable expansions like merchandise, apparel, and even video games, turning a niche comic into a cultural juggernaut.

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This approach isn't just innovative—it's essential. When a story resonates, limiting it to one format squanders potential. Take HBO Max's animated series Primal, created by Genndy Tartakovsky. This visceral action-horror anthology, featuring minimal dialogue and stunning visuals, has garnered critical acclaim across its first two seasons, with Season 3 premiering in January 2026. It's a rare gem that evokes childhood wonder for many adults, blending prehistoric survival with emotional depth. Yet, despite its excellence, Primal remains underexploited. Imagine a licensed comic book limited series to test fan interest, accompanied by Funko Pops capturing Spear and Fang's iconic designs, or a video game letting players navigate its brutal world. Without these extensions, the series misses out on converting viewers into lifelong fans across platforms. If you're not pushing for such saturation, you're overlooking a visionary opportunity to make Primal a household name.

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Contrast this with franchises that embrace saturation and reap the rewards. Robert Kirkman's Invincible started as a comic book in 2003 but exploded in popularity through its Amazon Prime animated adaptation, now in its third season as of 2025. The series' success led to a video game, Invincible Vs, and rumors of a live-action movie, creating a transmedia empire that draws fans from comics to screens and interactive experiences. This cross-pollination keeps the story fresh, with the show's self-aware marketing combating "superhero fatigue" by respecting comic roots while innovating. Similarly, The Walking Dead began as a comic but ballooned into a massive franchise with multiple TV spin-offs (Fear the Walking Dead, Dead City, etc.), Telltale video games, novels, and endless merchandise. By saturating the market, it transformed a zombie tale into a cultural phenomenon spanning over a decade.

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Even legacy properties like Archie Comics demonstrate the power of branching out. The classic comics have inspired TV adaptations such as Riverdale and Sabrina the Teenage Witch, with recent licensing deals to Oni Press for new series starting in 2026. This keeps the brand relevant, shifting fans seamlessly between printed pages and binge-worthy episodes.

Marvel, as a multi-billion-dollar giant, excels at this with the Marvel Cinematic Universe (MCU). When releasing a movie or series, they often produce tie-in comics that bridge narratives, allowing fans to dive deeper and transition effortlessly between mediums. This integration fosters loyalty and maximizes profits, proving that even behemoths benefit from saturation.

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At the heart of this strategy is licensing, which mitigates financial risks. Instead of a single entity shouldering the cost of producing comics, films, and games, licensing allows partnerships that spread expenses while expanding reach. For smaller creators like Bad Idea Comics, this means avoiding bankruptcy while scaling up—partner with a studio for the movie, a toy company for merch, and a developer for games. Only mega-corporations like Disney (Marvel's parent) can afford in-house everything, but licensing democratizes success for all.

In conclusion, franchises like Ordained, Invincible, and The Walking Dead show that market saturation isn't overkill—it's the blueprint for longevity. Properties like Primal deserve the same treatment to unlock their full potential. By embracing cross-media expansions and smart licensing, creators can build empires that captivate generations, turning one-off hits into enduring legacies.