The recent rousing triumph of “Deadpool & Wolverine” is a timely reminder that movie marketing is becoming increasingly important and ambitious for Hollywood, especially for summer and holiday releases.

Massive legacy franchise films like “Jurassic World,” “Avatar” and the upcoming, highly anticipated “Wicked” adaptation are ten-figure revenue businesses in their own right. They are becoming “evergreen IP” that will compete for revenue far beyond box office revenue and streaming views.

As such, they require long-term strategy and consistent brand management over their emotional connections with audiences — just like any other lifestyle product. From dinosaurs and dolls to this year’s gravity-defying witches, mega-hit franchises are essentially modern, multi-category aspirational brands.

Rich in cultural currency, they have the opportunity—if not the obligation—to consider the social impact of their global imprint and legacy alongside their financial success, particularly for children and families. By cultivating more meaningful connections with their audiences, blockbusters can stand for something more impactful than entertainment, and they can forge that purposefully.