RamsayBolton
Superstar
Toxic Fandom: How Hollywood Is Battling Fans Who Are ‘Just Out For Blood’ — From Social Media Boot Camps to Superfan Focus Groups
The threat of toxic fandoms — from Star Wars and Lord of the Rings to Bridgerton and Game of Thrones — has become an intractable headache for almost every studio.
variety.com
Sometimes, toxic fandoms behave reactively. A “House of the Dragon” episode featuring two female characters kissing and an episode of “The Last of Us” focusing on a gay couple were both review bombed — the practice of mobbing sites like Rotten Tomatoes and IMDb with negative user reviews, which gained mainstream attention following the premiere of 2017’s “Star Wars: The Last Jedi.” And an entire YouTube ecosystem is devoted to declaring projects like “The Marvels” and “The Boys” “woke garbage” (among other pungent sobriquets).
Just as frequently, the backlash begins before the project has seen the light of day: a Reddit mega-thread dedicated to outrage over “Bridgerton” casting a Black woman (Masali Baduza) as the love interest for Francesca (Hannah Dodd); social media epithets directed at the actors of color cast as elves and dwarves in “The Lord of the Rings: The Rings of Power”; death threats aimed at Leslie Jones during the press tour for 2016’s “Ghostbusters.”
Those who did talk with Variety all agreed that the best defense is to avoid provoking fandoms in the first place. In addition to standard focus group testing, studios will assemble a specialized cluster of superfans to assess possible marketing materials for a major franchise project.
“They’re very vocal,” says the studio exec. “They will just tell us, ‘If you do that, fans are going to retaliate.’” These groups have even led studios to alter the projects: “If it’s early enough and the movie isn’t finished yet, we can make those kinds of changes.”
About to start seeing a lot less melanin in TV and film. Tho I know some of yall will gladly take that trade off to see less LGBTQ+ kissing in the corner of the screen for 0.1 seconds