In the past decade geek culture has been become increasingly lucrative, as major corporations find new ways to further monetise what was formerly a niche market. Multi-million-dollar movies are tailor made to the caprices of their audiences. Limited edition action figures and other memorabilia are now designed, created and sold not as toys for enthusiastic children but as collectible investments to the middle-aged. Cosplay is no longer the exclusive preserve of fans sporting homemade outfits, but photo opportunities for professional artists with portfolios, looking for sponsorship. Conventions have moved from the church halls and community centres into cutting edge conference facilities and awkwardly rub shoulders with corporate trade shows. Money changes everything and not always for the better.

“Geek Culture” and the Media

During my lifetime, I have seen many niche market hobbies and pastimes become mainstream activities. Much of what is now generically known as “geek culture” use to be the exclusive and esoteric province of hardcore fans back in the seventies. Comic collecting, conventions commemorating obscure TV shows and even gaming were activities that were mainly conducted under the mainstream radar, in minor conventions centres, church halls and out-of-the-way bespoke stores. Forty plus years later and all of the above are now big business, generating staggering sums of money. For example, let’s take a moment to reflect upon Avengers: Infinity War which has so far earned $1,164,106,540 at the box office since its release on April 27th. The notion of a film company investing so heavily in such a genre franchise was virtually unheard during my youth. Sure, that changed with Star Wars but if you’ve read anything about the making of that movie, you’ll know it was both a battle and gamble to get it to the big screen.