Plugging Back Into The Matrix

Abstract

This article argues that The Matrix franchise provided global Hollywood with a model for channeling revenue and fans through different multimedia revenue streams via linked commodity narratives. Building on previous theoretical concepts of the expansion of corporate media texts, the article discusses The Matrix as “commodified intertextual flow” where various consumable forms were marketed as narratively necessary purchases for Matrix fans. Ultimately, The Matrix as a narratively integrated brand expanded the marketing strategies for commodity-oriented media texts and undermined the original film's critique of consumer culture. The integration of DVD technologies, release strategies, and ancillary licensing constructed a narrative necessity and “community” of fans who may have felt compelled to buy into the complete multicommodity narrative.