First thing to acknowledge:
People talk a lot as if Hasbro cares a lot if 5e does well: They kinda don't.
It's the same as how Disney doesn't really care that much if Marvel sells a lot of comics and Warner Bros doesn't care that much if DC does. They care about them as research and develoment and as intellectual property--the books don't make that much money.
As they used to say "DC can sell anything with Superman's face on it except the comic."
To the degree D&D might ever make Hasbro-Cares level money it'll be as a video game, movie or TV show--until then they just want WOTC to not embarrass them and if it spits out a few good ideas or people they can use later, that's awesome but not a requirement.
This leads to two rarely-considered effects:
-The independent RPG people are way more motivated to care about the state of the industry than the major players are. They don't even have to make that much money. Just exist.
-WOTC can afford to fuck around a little.
So what do you do? Let's take comics as an example:
The Avengers movie is like the third highest grossing movie of all time or something and Iron Man is right up there. Spider-Man is no slouch. The X-Men movie was a hit as were most of the Batman movies. This is some successful-ass IP.
But what was it built on?
1. Years of customer buy in from people who fans who are, by now, of all ages.
(For D&D? Check!)
2. Well-regarded filmmakers and media people who have a personal connection to the material--Joss Whedon for Avengers, Bryan Singer for X-Men, Tim Burton for Batman, etc.
(Check!)
3. A zeitgeist that was ready for the movie and ready to throw money behind it
(Check, these are the days of gambling on fantasy and sci-fi--even Pacific Rim got made)
4. Things that set it off from the competition in the genre
(No Check! The average viewer will, in 2014, see a D&D movie as a cheap and generic excuse for a Peter Jackson Lord of the Rings movie. The brand is not differentiated in the public's mind there.)
5. A relatively recent body of work in the original medium that explored the possibilities a movie could exploit and made older fans believe the material could be handled in a way that wasn't as cheapshit as the cash-in attempts they'd seen before. Burton and Nolan's Batman were made possible not by the 60s Batman show but by Miller's Dark Knight Returns, Singer's X-Men came from Byrne, Silvestri, and Lee's work with Chris Claremont on the comic, the Avengers movie (done as a banter-heavy ensemble piece) is clearly built on Brian Michael Bendis' work on the title with Leinil Francis Yu and others.
(No Check! Despite D&D being much in the news lately with lots of genre-oriented sites talking about how cool 5e is and respected authors talking about how it influenced them, if you heard there was a new D&D movie out tomorrow, nothing WOTC has done in the last 30 years would convince anyone it was anything but another schlocky cash-in. When the Avengers movie came out, the fans were ready to believe it might be good--can D&D say the same? And perhaps more to the point: what would you show a studio exec to explain the possibilities of the franchise to a modern movie audience? Keep On the Borderlands? Fuck no. Maybe Monte's Planescape, but that's pretty far from the center of D&D.)
Put 4 and 5 together and what do you get?
D&D needs some modern classics.
If Bob Kane's Batman was the only Batman, there'd have been no Batman movies since the '60s. D&D, as a brand needs a Dark Knight Returns--something that says what--to savvy kids and obsessive grown-ups--makes what D&D can do different from what The Hobbit or Harry Potter can do.
Right now the buzz about D&D from mainstream authors and directors is based on D&D as a process and a tool--as something that sparked their creativity as kids, not D&D as a set of unique, cool ideas that stand on their own.
Now right off the bat I'll say this is a self-serving solution--what adult D&D fans, the kind who write blogs about D&D want--is exactly that: high quality auteurish content. And what I am saying is good for the company is that same thing.
So take it with a grain of salt. On the other hand: since WOTC can afford to fuck around--what have they got to lose? They've tried everything else.
If we're in a cultural moment where
Serious People are looking at D&D, why not make something Seriously Cool to show them how vital it is? When
Maus made people look at comics in the '80s, comics could show them
Watchmen. What can you show them?
But you can't just hit people over the head with it and expect us all to believe whatever you have planned next is totally the shit--you have to build to it.
How I'd Build Up To It If I Was The Boss Of You
The main reason to use D&D instead of another system has always been its flexibility and Lingua Franca status. Parlay that into creating some fan goodwill about what D&D can do now.
The first thing I'd do if I was WOTC is publish an awesome 5e Camelot supplement. Why Camelot? It's public domain, it isn't Tolkien, it isn't core D&D and you've got Greg Stafford right there ready to write half of it. Show whoever's paying attention that D&D can do knights and damsels and a classic story it hasn't ever done right before. And don't do a cheesy D&Dified version of Camelot with a different name (you can always do that later) just do Camelot with King Arthur and everything. Just establish that you can put out cool stuff. This is low-hanging fruit. Get someone British and distinctive on the art and it writes itself: you have people who can write it, you have an audience that'll buy it, it won't cost any more than what you were going to do anyway.
It won't get much mainstream press, but it will spark fan interest. Fans will go Hmmmm....
Second supplement is an awesome Wuxia supplement with Completely-Out-Of-Left-Field anime-influenced art. Do not worry about maintaining "the D&D look" establish that D&D Owns Fantasy Roleplaying. Period. In any style or genre. If it has a sword, D&D does it. This is The Game, we own the market.
Those are easy, right? The usual fanboys will buy them because everything from D&D right after 5e comes out is exciting and the snobs like me will take a look because they're so different. So we've generated some good will and, by doing the Camelot supplement early and right, we've proven this D&D is dedicated to doing truly new things.
(And yeah, yeah, you do the things people always say to do: make plushie beholders and more board games and try to get decent actual-play films of people playing D&D. But that's obvious...)
Now this is a little harder and will cost a little more: Once those two supplements impress everyone, go ask Hasbro to snatch up some rights that've been floating around--put out a sword and sorcery supplement that shows how to make characters and stuff from Lankhmar, Conan & Red Sonja, Elric, and Jack Vance's Dying Earth. If you don't publish something about those guys every 10 years, someone else will.
After that--go for Bas-Lag and Tolkien if you can.
Ok, now you've done three things in a row that:
-Are as likely to be successful as anything else you were doing
-Didn't cost any more than what you were going to do anyway
-Didn't fuck with your core brand in any way
and
-Proved you really could do new things with D&D if you wanted
...
NOW you go ahead and take a risk: you give your writers and artists (
AND GRAPHIC DESIGNERS!) the same deal DC gave Frank Miller with
Dark Knight Returns--you give them the money and the time and the freedom to go
completely nuts with the core D&D IP. Let people with real talent loose on Dark Sun, Eberron and the Planes. Give someone the opportunity to make a beautifully intricate, beautifully illustrated Forgotten Realms sandbox with gorgeous cartography using every monster in the manual. And for god's sake get someone to make a campaign based on whatever the fuck the world of Magic: The Gathering is.
Did you split the audience by creating 5 different lines of products? So what. You need to make
compelling work, and let the licensing division worry about profit. Maybe it's easier to sell people one line of supplements than 5, but it's way easier to license 5 things than one--and that's where the money is anyway.
And these are the things you show to the studio execs to prove that D&D can be a compelling and original world for the average moviegoer. And we'll back you up and believe it and carry the signal, because we all now believe things are gonna be done in a new way.
The other option is to just keep on keeping on and let us out here in indie land do all the heavy lifting. But if there's a decent Numenera or 40k or Night's Black Agents (or, god forbid, Red & Pleasant Land) movie before there's a D&D one, Hasbro is not gonna be happy.
TL;DR: Invest in real quality. Now is a rare moment where the market might actually notice and then do something about it.
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