How Hollywood Is Combatting Toxic Fandoms Who Are “Out for Blood”

Toxic fandom is a growing issue in the age of instant online feedback thanks to social media. Once an enthusiastic and critical presence, fanbases have evolved into vocal groups, capable of derailing entire franchises, attacking creatives, and even threatening the safety of actors.

Hollywood has taken note and is trying to find ways to fight back and stop it.

In an industry driven by massive, loyal fanbases for franchises like Star Wars, Marvel and more, this relentless negativity can damage a project’s reception and the personal lives of those involved.

A veteran marketing executive at a major studio told Variety: “It comes with the territory, but it’s gotten incredibly loud in the last couple of years. People are just out for blood, regardless.

“They think the purity of the first version will never be replaced, or you’ve done something to upset the canon of a beloved franchise, and they’re going to take you down for doing so.”

In other words, no matter how much a creative team tries to honor the past while innovating, a portion of the fanbase will always be ready to pounce.

A Louder Minority

What’s important to remember is that the voices of toxic fans, while piercing, represent a minority. As John Van Citters, VP of Star Trek brand development, notes:

“The vast majority of any fandom are casual fans. The number of people who live and die on their franchises are very, very few, and those who come after things they espouse to love with venom are a really, really tiny subset of that already smaller subset of fandom.”

However, thanks to social media and online platforms, the voices of this subset are now amplified to the point of unavoidable visibility. “It’s just much easier to see it now. I don’t know that it’s really that much broader than where things were in 1995 — it’s just that the bullhorn wasn’t there.”

With that bullhorn, small groups can poison discourse around even the most beloved franchises. It’s a new reality for Hollywood, where managing fan expectations has become a delicate balancing act.

Tactics to Manage Toxic Fans

So how does Hollywood combat toxic fandom? It’s a multifaceted approach, and prevention is key. Some studios, like those behind major franchises, bring in super fans during the early marketing stages.

One one studio executive said: “They’re very vocal. They will just tell us, ‘If you do that, fans are going to retaliate.’” In some cases, this feedback has led to tangible changes in marketing or even story elements if a project isn’t too far into production.

In an effort to protect actors and directors from the worst of the backlash, some studios have also begun to provide social media training or boot camps to prepare them for potential toxic interactions online.

For actors in especially controversial or provocative roles, studios may even take over their social media accounts with the actor’s permission, shielding them from harassment and vitriol.

When things escalate — such as when threats of violence emerge — studios and security firms may go so far as to scrub personal information from the internet. This is an unfortunate but necessary step, especially with the rise in doxxing.

Staying Offline: A Modern Shield

For many in Hollywood, one simple solution is to stay offline. Frequent Marvel star Elizabeth Olsen, who has played Wanda Maximoff in WandaVision and the Avengers franchise, previously said: “I’m not online, so I’m protected. Generally, it’s a lot of positive experiences of making kids happy. I ignore the other stuff.”

For actors like Olsen, disengaging from the online conversation is a way to protect their mental health and focus on their craft without being bombarded by negativity.

Not all talent has the luxury of stepping away from social media, but for those who do, it’s become a vital defense against the relentless flood of online hostility.

The Future of Fan-Management

Ultimately, there’s the question: is toxic fandom here to stay? Yes. As long as massive franchises continue to have rabid followings, the potential for backlash will exist.

But Hollywood is learning how to navigate these troubled waters, balancing the need to respect fan devotion with the responsibility to protect the creators and stars behind these beloved projects.

For fans and industry alike, the challenge will be finding a way to foster a healthier dialogue that allows for good-faith criticism without devolving into harmful behavior.

Until then, Hollywood will continue to fight back, whether through preventative measures, social media strategies, or, in some cases, simply logging off.

As Citters reminds us, “The vast majority of any fandom are casual fans.” Maybe, with time, the quiet majority will reclaim the conversation.