Inside the Business of Nostalgia: How Studios and Brands Bank on Past Hits

No one knows the business of nostalgia better than Hollywood, which continues to prove there’s no business like nostalgia. Netflix’s “Stranger Things,” a poster child for a resurgence of ’80s pop culture, has led the way with its “Goonies”-esque sci-fi romp. A “Roseanne” spinoff became one of 2018’s most-watched TV shows. “Dynasty” found its way back on the air. “Top Gun” got a sequel. Queen’s greatest hits reemerged with the big-screen success of “Bohemian Rhapsody.” Even Sylvester Stallone is starring in a new “Rambo” film out in theaters. Of the top 10 highest-grossing films of the year so far, “The Lion King,” “Toy Story 4,” “Captain Marvel,” “Aladdin,” “It: Chapter 2,” and “Us” all tap into some form of nostalgia. Also Read: 90 Best Movies of the '90s, From 'The Silence of the Lambs' to 'The Matrix' (Photos) The nostalgia business, however, extends beyond Hollywood’s hills and valleys. Brands like Coca-Cola, Doritos and Nike have reached back in time to capitalize on consumers’ love of (almost) everything ’80s. In July a pair of 1972 classic Nike Waffle Racing flats — also part of the silhouette Nike used for a new collaboration with Japanese luxury brand Sacai — sold for $475,500...

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