The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.
— Marshall McLuhan
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A friend recently remarked to me that it felt increasingly more like his childhood was being repackaged and sold back to him. We were discussing the recent rash of movies, toys, and TV shows based on things from our childhood: GI Joe, Transformers, etc. New Hollywood franchises (including merchandise) are being launched from shows we watched 30 years ago, targeting our generation and our children. Nostalgia is now big business.
So I wondered: If the majority of Hollywood’s efforts are being put to resurrecting original content from decades ago in an attempt to exploit nostalgia, what happens when all new films and toys are based on prior existing material?