From Franchise to Frenzy: The Global Fandom Engine

Franchises aren’t just watched anymore – they’re worn, shared, memed, debated and lived. In this session, Alan Cumming, Rachel Zoe, Colin Jost and Seth Meyers unpack how fandom turns great IP into global cultural currency – sparking conversation across time zones, languages and feeds. Because the biggest stories no longer live on a single screen. They move fluidly across linear moments, streaming obsession, digital discovery, and social amplification – fuelling communities that don’t just watch, they immerse themselves within the content. This session pulls back the curtain on what makes fandom extend beyond borders and endure at scale, and why brands that understand these worlds don’t just show up around culture…they help fuel it.

• How do the strongest franchises turn audiences from passive viewers into active participants across fashion, comedy, social conversation, and culture?
• What makes a fandom built to last across generations and platforms, and how do brands earn their place within it?
• How do you move beyond media placement to immersive, meaningful cultural participation?