Plugging back into the matrix: The intertextual flow of corporate media commodities

Jennifer M. Proffitt, Djung Yune Tchoi, Matthew P. McAllister

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


This article argues that The Matrix franchise provided global Hollywood with a model for channeling revenue and fans through different multimedia revenue streams via linked commodity narratives. Building on previous theoretical concepts of the expansion of corporate media texts, the article discusses The Matrix as "commodified intertextual flow" where various consumable forms were marketed as narratively necessary purchases for Matrix fans. Ultimately, The Matrix as a narratively integrated brand expanded the marketing strategies for commodity-oriented media texts and undermined the original film's critique of consumer culture. The integration of DVD technologies, release strategies, and ancillary licensing constructed a narrative necessity and "community" of fans who may have felt compelled to buy into the complete multicommodity narrative.

Original languageEnglish (US)
Pages (from-to)239-254
Number of pages16
JournalJournal of Communication Inquiry
Issue number3
StatePublished - 2007

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Communication
  • Arts and Humanities (miscellaneous)


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