Universal Studios has officially launched the promotional campaign for Jurassic World: Rebirth with a full-length trailer and a Super Bowl TV spot, reigniting discussions about the future of the franchise. The latest installment follows a rapid three-year turnaround from 2022’s Jurassic World: Dominion, a stark contrast to the lengthy gap between earlier films. While previous entries in the modern trilogy performed well at the box office, declining ticket sales indicate potential audience fatigue. The new film’s performance will be a key indicator of whether the franchise can sustain its relevance amid a crowded market of cinematic monsters and adventure films.
Earlier iterations of the Jurassic Park/World series saw significant box office success, with Jurassic World (2015) grossing $1.67 billion globally. However, each subsequent sequel experienced diminishing returns. This pattern mirrors other long-running franchises, where initial nostalgia boosts earnings, but sustained interest becomes a challenge. The emergence of competing monster-based films, such as the Godzilla/King Kong Monsterverse and The Meg, has added pressure for Jurassic World: Rebirth to stand out.
Can Jurassic World: Rebirth Revive Audience Interest?
Experts suggest that maintaining momentum is key to keeping established franchises profitable. Paul Dergarabedian, Senior Media Analyst at Comscore, stated,
“There are long-running franchises where if you keep the momentum going just enough, they can survive for decades and provide annuity for studios. But you can kill the golden goose quickly if you provide a really inferior product or don’t keep it as a theatrical play that maintains a blockbuster prestige factor.”
Maintaining viewer engagement, particularly domestically, will determine whether the latest installment can overcome declining enthusiasm.
While theme park attractions, video games, and merchandise have kept the franchise in the public eye, theatrical releases remain the primary driver of its cinematic success. Simon Pulman, an entertainment lawyer, emphasized the importance of strategic pauses between films, stating,
“Jurassic Park is a classic example of an IP that needs to take intermittent breaks between movies so that a new generation of kids can be ready to experience the core concept, and adults can become excited to see dinosaurs again.”
The new film appears to follow a familiar structure, potentially serving as a soft reboot to reintroduce audiences to the dinosaur-driven adventure.
How Does the Franchise Maintain Its Cross-Genre Appeal?
A key factor in the franchise’s longevity is its blend of multiple genres. Shawn Robbins, Fandango’s Director of Analytics, highlighted this aspect, stating,
“In many ways, it’s the most kid- and family-appropriate version of a massive horror franchise. There are adventure, humor, philosophical, educational, and thriller elements to these movies. It’s incredibly accessible.”
This wide appeal has contributed to the series’ sustained success, as it caters to both younger audiences and longtime fans.
The franchise’s presence across gaming, film, merchandising, and live attractions has also strengthened its cultural relevance. Pulman noted,
“A successful franchise in 2025 needs to have four components: gaming, film/TV, merchandising, and live or experiential products. Jurassic has been in all four since the 90s. Being in various media increases potential touch points, allows for emotional connection for kids and so on.”
Leveraging multiple entertainment formats has allowed the franchise to maintain visibility despite shifts in audience demographics.
Hollywood’s reliance on established IPs raises the question of how long such franchises can continue before audience interest fades. Although some argue for the creation of new properties, industry observers acknowledge that existing brands still hold value. Robbins commented,
“It’s still important to develop new stories and new IP, ultimately, but sometimes the wheel doesn’t have to be reinvented as much as we often think it might.”
As long as the core themes of adventure and suspense remain intact, the franchise has the potential to endure.
The future of Jurassic World depends on how effectively it engages both new and returning audiences. Pulman anticipates periodic sequels for years to come, stating,
“New Jurassic movies every 10 to 15 years virtually in perpetuity.”
The success of Jurassic World: Rebirth will determine whether the series can continue to evolve or if it risks extinction in an increasingly competitive cinematic landscape.
