Entertainment content became serialized . You didn’t watch a movie; you kept up with a timeline.

The rise of streaming services led to a shift in consumer behavior, with more people opting for on-demand content over traditional TV.

Between 2008 and 2024, the global box office became heavily reliant on pre-existing intellectual property. The launch of the Marvel Cinematic Universe (MCU) with Iron Man in 2008 redefined film production. Studios pivoted away from mid-budget original dramas and comedies to focus on interconnected cinematic universes. This trend was not limited to superheroes; franchises like Fast & Furious and Star Wars commanded the majority of box office revenue.