Is toxic fandom inevitable?
Nope. Fandom is not inevitably toxic. But handling feedback, both positive and negative, from a large and vocal online fanbase is a nuanced challenge that creators of popular TV shows and movies face.
Here are some tips I’ve found helpful when navigating the seas of fandom:
EMBRACE THE POSITIVE!
Engagement: Many creators actively engage with fans on social media platforms, thanking them for their support and sometimes even sharing fan-created content. This technique can be critical when launching a new property.
It worked great for us on LOST and HEROES. Before those shows debuted, we had websites where the early adopters could get the scoop from the creators and build a community.
We didn’t tell the network what we were doing. “Ask for forgiveness, not permission.” They still got pissed — until we were a hit.
Incorporation: Positive feedback can sometimes influence future storylines or character arcs, although this is done carefully to maintain the integrity of the original vision. This was easier back in the days of 22 episodes a year. It’s hard to do on streaming long-lead schedule.
Fan Events: Creators often participate in fan events, Q&A sessions, and conventions to connect directly with their audience and show appreciation for their support.
When we launched Heroes at San Diego Comic Con, we screened the pilot for a packed house, but first, we brought the cast onstage to thank the audience for coming. This approach made the crowd feel like they were part of the team. Which they were!
The version of the pilot we shared with them was a discarded early version of the pilot. This was the only time it would ever be shown, and it helped make the audience feel like they were part of something special because they were!
We did this without network permission. They called after the screening was over and were furious. Until the show was a hit, and they took credit for the strategy.
NAVIGATING THE NEGATIVE
Selective Ignorance: Not all feedback is constructive. Many creators choose to ignore trolling or hateful comments, recognizing that they can't please everyone. This is an easy one — NEVER READ THE COMMENTS!
Professionalism: While it may be tempting to respond to negative comments, most creators maintain a level of professionalism and refrain from engaging in online arguments. This won’t apply to you because you will — NEVER READ THE COMMENTS!!!
Internal Review: Negative feedback that is constructive is often taken seriously. It may be discussed among the creative team, and if it aligns with their own observations, changes might be made.
On ALIAS, the audience grew frustrated with the best friend of the main character investigating her secret life of espionage. It wasn’t sustainable. So we killed that storyline.
Public Statements: In some cases, particularly when there's a large-scale backlash, creators may issue public statements to clarify their intentions, apologize for genuine mistakes, or stand by their creative choices.
Be careful with this one. If you really screwed up and did something inappropriate, it can be a way to go. But if it’s a story issue, calling attention to it can break the fourth wall and make the whole thing feel too fungible.
Mental Health: The emotional toll of negative feedback can be significant. Many creators practice digital detox or consult with mental health professionals to cope with the stress.
But this won’t happen to you because you won’t be looking at the ratings, reading reviews, doomscrolling Reddit, or listening to podcasts about your show.
BALANCING ACT
Vision vs. Fan Service: Striking a balance between staying true to your creative vision and pleasing a fanbase is tricky. Successful creators often manage to do both without compromising the integrity of their work. If you're playing with a popular IP, it helps if you’re a fan. If not, do your homework.
Community Management: Many shows and movies have dedicated community managers who gauge public sentiment and provide feedback to the creators, helping them understand what resonates with the audience. This was invaluable to us on LOST and HEROES.
Adapt and Evolve: The entertainment industry is more dynamic than ever, and audience preferences change with a mouse click. Successful creators are those who can surf the waves of change while staying true to their core vision.
The key to all of this is using the positive as creative fuel and the negative as an opportunity for creative growth without compromising the essence of what fans loved about your show when they first tuned in. And whatever you do —
