How Hollywood is fighting toxic fandoms that are ‘out for blood’

Toxic fandom is a growing problem in the age of instant online feedback thanks to social media. Once an enthusiastic and critical presence, fanbases have evolved into vocal groups, capable of derailing entire franchises, attacking creatives, and even threatening the safety of actors.

Hollywood has taken note and is trying to find ways to react and stop it.

In an industry driven by huge, loyal fanbases for franchises like Star Wars, Wonder Furthermore, this relentless negativity can damage the reception of a project and the personal lives of those involved.

A veteran marketing executive at a major studio told Variety: “It’s kind of with the territory, but it’s gotten incredibly loud over the last couple of years. People are just bloodthirsty, regardless.

“They think the purity of the first version will never be replaced, or that you’ve done something to shake up the canon of a beloved franchise, and they’ll get you for it.”

In other words, no matter how much a creative team tries to honor the past by innovating, some portion of the fanbase will always be ready to pounce.

A stronger minority

What’s important to remember is that the voices of toxic fans, while insightful, represent a minority. As John Van Citters, vice president of Star Trek brand development, observes:

“The vast majority of fandoms are casual fans. The number of people who live and die in their franchises are very, very few, and those who pursue things they love with venom are a really, really small subset of that already smaller subset of fandom.

However, thanks to social media and online platforms, the voices of this subset are now amplified to the point of unavoidable visibility. “It’s just a lot easier to see it now. I don’t know if the situation is really much bigger than where things were in 1995, it’s just that the speaker wasn’t there.

With this megaphone, small groups can poison the conversation about even the most beloved franchises. It’s a new reality for Hollywood, where managing fans’ expectations has become a delicate balancing act.

Tactics for dealing with toxic fans

So how does Hollywood combat toxic fandom? It’s a multifaceted approach and prevention is key. Some studios, like those behind major franchises, attract super fans during the early marketing stages.

A studio executive said: “They’re very vocal. They’ll just tell us, ‘If you do this, the fans will retaliate.’” In some cases, this feedback has led to tangible changes in marketing or even story elements if a project isn’t too far along in production.

In an effort to protect actors and directors from the worst reactions, some studios have also begun providing social media training or boot camps to prepare them for potential toxic interactions online.

For actors in particularly controversial or provocative roles, studios can even take control of their social media accounts with the actor’s permission, protecting them from harassment and vitriol.

When the situation escalates, such as when threats of violence emerge, movie studios and security firms may go so far as to delete personal information from the Internet. This is an unfortunate but necessary step, especially with the rise of doxxing.

Staying offline: a modern shield

For many in Hollywood, a simple solution is to stay offline. Frequent Marvel star Elizabeth Olsen, who played Wanda Maximoff in WandaVision and the Avengers franchise, previously said: “I’m not online, so I’m protected. In general, there are many positive experiences in making children happy. I ignore the other things.

For actors like Olsen, disengaging from online conversation is a way to protect their mental health and focus on their craft without being bombarded by negativity.

Not all talent has the luxury of stepping away from social media, but for those who do, it has become a vital defense against the relentless flow of online hostility.

The future of fan management

Ultimately, there is the question: is toxic fandom here to stay? YES. As long as massive franchises continue to have rabid followings, the potential for backlash will exist.

But Hollywood is learning to navigate these choppy waters, balancing the need to respect fan devotion with the responsibility to protect the creators and stars behind these beloved projects.

For both fans and the industry, the challenge will be to find a way to foster a healthier dialogue that allows for good faith criticism without resulting in harmful behavior.

Until then, Hollywood will continue to fight back, whether through preventative measures, social media strategies, or, in some cases, simply logging off.

As Citters reminds us, “The vast majority of any fandom is made up of casual fans.” Perhaps, in time, the quiet majority will resume the conversation.