Hollywood’da Bir Ticari Strateji Olarak Sinemasal Evren İnşası: John Wıck Film Serisi Özgül Örneği

Abstract

This study examines how the John Wick (Chad Stahelski, 2014–2023) action series, following the first film’s unexpected commercial success, was transformed into a transmedia narrative. It is argued that, in the sequels, the story of the main character was forefronted by more marketable elements, which reflects a recently popular strategy, not only in commercial cinema but across all commercial media. The Marvel Cinematic Universe and the Star Wars series (George Lucas, 1977–2005) are examples of transmedia narratives. Recently, these series have expanded their production outside the realm of cinema and made their products more connected with the film than before. The conceptual framework includes discussions aimed at understanding narrative universes, which are argued to be the core element of transmedia storytelling. Henry Jenkins’ "Transmedia Storytelling" term is interpreted from a critical perspective, suggesting transmedia narratives expand and spread by foregrounding their universes. The contemporary marketing strategies of commercial cinema aligns with these narratives. Products for different mediums are connected through their universes and mutually encourage consumption. The term “worldification” is proposed to explain the transformation of the John Wick series. The four films of the John Wick series are examined using textual analysis. Using the first film as a basis, changes in characters, time/space construction, and the universe in the sequels are identified. It is observed that the success of the initial lowbudget production, which is argued to have made a mark in action cinema, led to various transformations. As “Wickverse” became more concrete, the sequels distanced themselves from the noir aesthetic and character-driven narrative, offering stories where the universe took precedence. The narrative universe was expanded with events independent of the main character, and with the addition of new characters, it was adapted into a transmedia narrative with multiple platforms and storylines.