Competitive Edge - Sports & Entertainment Marketing News

The ‘Fast & Furious’ Franchise Is a Hollywood Unicorn

It’s a franchise based on a 2,000-word article that appeared in Vibe magazine in 1998. Its characters have sprung wholly from itself, rather than from a decades-deep well of recognizable figures and branding. 

Click here to read the story at

Discussion Questions:

  1. What is a franchise in the movie business?
  2. What is brand loyalty?
  3. What is fandom?
  4. Is a film franchise like ‘Fast & Furious’ a brand?
  5. How do brand loyalty and fandom impact the long-term success of a Hollywood franchise?
  6. The headline of this news story declares the ‘Fast & Furious’ franchise to be a “Hollywood Unicorn.” What does that mean?
  7. What makes the franchise a Hollywood Unicorn?
  8. Who is Justin Lin?
  9. How important has Justin Lin been to the success of the franchise, according to this news story?
  10. What is a marketing plan?
  11. How would you describe the ‘Fast & Furious’ marketing plan?
  12. Could other action movies replicate the success of the ‘Fast & Furious’ franchise by following the same or similar marketing plan? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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