In today’s film and television industry, legacy IPs inevitably face the challenge of transforming iconic characters—not by relying on nostalgia, but by deepening their relevance. Remakes and reinterpretations have become essential strategies for extending content lifecycles and enhancing brand IP value. However, such updates often trigger emotional shifts, testing whether audiences are ready to embrace a redefined classic. As generational values evolve, brands must carefully assess cultural sensitivities and societal trends. Striking a balance between honoring the original spirit and addressing contemporary issues is a critical consideration in pre-release engagement and audience alignment.
Why We Selected This Case
HBO Max’s announcement of an original Harry Potter series reflects a broader strategy of long-term IP asset management. This approach is not new—Disney has similarly adapted its classic animated titles into live-action formats, often framed around inclusivity and contemporary values. However, overt positioning can sometimes lead to backlash, particularly from audiences who feel the original spirit has been diluted.
The Harry Potter series reboot has already sparked debate over casting choices and racial reinterpretation, highlighting the complexities brands face when reimagining legacy content. It underscores the need to balance originality and cultural relevance with sensitivity to collective memory.
Using ADGo, we can explore how entertainment brands might strategically build anticipation ahead of release—navigating innovation, identity, and audience alignment to create a value-driven pre-launch narrative.
Market and Strategic Insights
01 Market Intelligence Sweep
In April 2025, casting announcements revealed that Black actor Papa Essiedu would portray Snape in the upcoming Harry Potter series—prompting mixed reactions from Taiwanese audiences. While traditional fans emphasized visual fidelity to the original, supporters of cultural diversity focused on performance quality and character interpretation.
Overall, Taiwanese viewers hold three key expectations for IP remakes:
- Casting should retain the core personality of characters while reflecting contemporary diversity.
- Storylines must offer depth and strong thematic relevance.
- The viewing experience should be seamless, supported by stable platforms and engaging interactive features.
For international IPs entering the Taiwanese market, success lies beyond simple licensing. Marketing strategies should actively localize the experience—allowing audiences to connect with the IP through culturally resonant touchpoints unique to Taiwan.
Creative Outcomes
04 Integrated Marketing Creativity
- Online Meme Challenge Transform iconic scenes from the series into localized memes with Taiwanese cultural references. For example, depict “Diagon Alley school supply shopping” as students rushing to register for cram schools, or reimagine the “Ministry of Magic’s chaotic bureaucracy” as a satire on local office workflows. Audiences can also vote for Taiwan-based equivalents of Hogwarts locations and characters, boosting community engagement.
- Temple-Themed House Sorting Activation Inspired by the Sorting Hat, this version features a “Divine Sorting Ritual.” Partner with local temples across Taiwan to install “Magical Sorting Furnaces,” where users scan a QR code to receive a custom temple-style divination that places them into one of four localized magical houses.
- Limited-Time Pop-Up Market Host themed pop-up markets that blend Diagon Alley aesthetics with local street food culture. Offer fusion items like “Butterbeer Bubble Tea” or “Muggle Popcorn Chicken” to drive high engagement through livestreams and short-form videos.
ADGo Execution Process
Workflow : 01 Market Intelligence Sweep → →04 Integrated Marketing Creativity
In the 01 Market Intelligence phase, we identified the opportunity to localize Harry Potter elements into a Taiwanese context to drive cultural resonance and audience engagement. Based on this insight, we proceeded to the 04 Integrated Marketing Creativity phase using the “completed plan mode” to generate concepts.
While the article outlines three creative executions, in practice we recommend a phased communication approach that addresses Taiwanese audiences’ high sensitivity to character authenticity. By gradually introducing the visual and emotional shifts resulting from character adaptations—alongside community interaction and meme-based content—we can enhance audience identification with and anticipation for the reboot.