Reviews and humorous imitations of Amazon’s “The Rings of Power” indicate that ownership extends beyond mere contractual agreements

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The fan response to the first season of “The Rings of Power” in 2022 was quite divided, to say the least. When Amazon announced in 2017 that it had acquired the rights to adapt some of J.R.R. Tolkien’s lesser-known works, many fans expressed cautious optimism. As someone who studies fandoms, I am particularly interested in the detailed analysis and humor fans use in their review videos and parodies of “The Rings of Power.” These reactions illustrate that while giant corporations with substantial financial resources may own valuable intellectual property and prominent entertainment franchises, true ownership goes beyond mere contractual rights.

Peter Jackson’s “The Lord of the Rings” trilogy (2001-2003) serves as proof of the director’s dedication to Tolkien, Middle Earth, and the art of cinematic storytelling. With “The Rings of Power,” Amazon sought to capture some of that magic for the small screen, aiming to compete with other streaming services like Netflix and Disney+, and replicate HBO’s success with series such as “Game of Thrones.” Epic fantasy television presented Amazon with the opportunity to gain new subscribers, win awards, and benefit from invaluable word-of-mouth marketing. However, the reality did not unfold as planned. Early promotional efforts for season one were limited, and the teaser trailer received a negative reception, with far more dislikes than likes. Additionally, a campaign employing social media influencers and vloggers as promoters backfired.

To boost anticipation, Amazon flew several social media influencers and vloggers to Mallorca, Spain, to watch the first teaser trailer. These influencers then shared their positive reactions on their channels and Amazon’s social media platforms. But fans soon noticed that many of these influencers had never previously created content related to “The Lord of the Rings,” and most of their reactions seemed scripted, varying by the influencer’s language and nationality. Once these promotions started garnering negative feedback on YouTube, Amazon removed them.

With season two now approaching, the skepticism among fans regarding Amazon’s adaptation has not only persisted but has also intensified. Some content creators have expressed their discontent with the company’s and showrunners’ efforts to extend the limited amount of story and lore they have rights to into a lengthy television series. Yet, the fan reactions remain the most intriguing and insightful aspect. Fans generally argue that the series lacks fidelity to Tolkien’s world and attempts to mimic Jackson’s portrayal of Middle Earth rather than crafting something unique.

This sentiment is exemplified in recent videos by the well-known and controversial “Lord Of The Rings” fan, Nerdrotic, who meticulously details how season two further attempts to resemble Jackson’s movies. The use of clips, dialogue, sound effects, and references to press sources elevates such content to a near-academic standard of critique. Nerdrotic’s deep knowledge of the original story and lore is evident and is used to commend the source material while critiquing the Amazon adaptation.

This reaction typifies fans who believe their cherished text is under threat – they defend it by highlighting its original quality and value. Fans also use parody and humor to ridicule the series, a common practice. New digital technologies like artificial intelligence (AI) enable fans to create realistic portrayals that showcase their knowledge and love for the original works. Charlie Hopkinson’s Gandalf Reviews deepfake sketches, for example, have garnered an audience familiar with both the lore and the popular format of reaction videos on YouTube. Placing Gandalf in a sitcom where he interacts with other characters while watching “Lord of the Rings” may seem unfaithful to the material but it underscores the significance and value of the original story and movies.

Fans develop a strong sense of ownership over their favorite media or books. They immerse themselves in fantasy, science fiction, comic book, and horror franchises, investing time, money, and energy to understand them deeply. As a result, they feel they have “ownership” of the text and played a role in its popularity. Thus, they argue they have every right to feel threatened, angry, or frustrated when they perceive harm being done to it – and by extension, to themselves.

Streaming platforms like Amazon have attempted to stay competitive by leveraging well-known intellectual properties to attract fans and new subscribers. However, as “The Rings of Power” has demonstrated, efforts to court fans can carry risks that might not be easily mitigated. The relationship between fans and entertainment corporations remains tense. While Amazon needs Tolkien fans, it seems to overlook the reality that fans may not need Amazon – or another adaptation – to stay entertained. They can entertain themselves.

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