Ballerina, the newest chapter in the John Wick universe, just got released in theaters. Ana de Armas is strong as the vengeance-seeking Eve Macarro, but everything feels… off. We had the bullets, the balletic brutality, and definitely a Keanu with a cameo. But are we leaving money on the table? I argue, emphatically, no. A once-in-a-generation opportunity to radically enhance fan engagement and world-building via blockchain tech was tragically squandered.
Is Ballerina Stuck in Web2?
Think about the John Wick world. It’s a richly detailed hellscape with its own customs, currency (gold coins!), and black-market society of assassins. It’s the perfect territory for a decentralized, blockchain-powered extension. Rather than an epic piece of new technology, Ballerina comes across as a nostalgia-bait action movie, firmly tied to Web2 handcuffs.
Why not release special Ballerina NFTs with unique weapons, costumes or even character backstories? Picture having the original digital design for Eve Macarro’s iconic blade, verified on the blockchain. That’s more than just a collectible – it’s a work of art from the John Wick universe that all of you can own!
And the gold coins? They would have been the ideal foundation for a fictional, in-universe crypto currency. WickCoin, anyone? Imagine that you want to trade WickCoin on a DEX. You’ll be able to participate in DAO governance and help shape future storylines, or use your WickCoin to access exclusive material. This is more than just a flashy game-changer. Our eyes are set on making a vibrant, exciting and fan-friendly environment that deepens our fans’ loyalty and creates incremental revenue opportunities. Given the unique story at its heart, the film’s approach to traditional marketing almost seems lackluster.
Where’s the Awe?
Despite being deeply flawed, let’s get real, Ballerina kind of rocks as an action thriller. The screenplay, while fast-paced, is reportedly confusing. Keanu's appearance is disappointingly brief. Is there anything truly awe-inspiring? Anything that makes you say, "Wow, this is the future of entertainment?" Sadly, no.
The addition of blockchain integration might have given it that “wow” factor. Now, imagine if Ballerina had worked with an existing DeFi platform to provide staking rewards for holding WickCoin. Fans wouldn’t just help fund the movie, they’d become investors earning passive income at the same time. Or imagine a play-to-earn video game in which players execute digital assassin missions and cash in WickCoin earnings.
These aren't just pie-in-the-sky ideas. They’re not just brilliant ideas. They might have transformed Ballerina from a forgettable action flick to a groundbreaking cinematic experience. Instead, we have a film that’s technically impressive but feels missing the X-factor of truly innovative filmmaking.
Missing Millions?
Let's talk money. The Hindi market forecast for Ballerina is tepid, in large part due to its woman-centered revenge story line. That assessment of audience biases is incredibly depressing. Yet it illustrates powerfully that in order to expand our reach, we need to adopt creative marketing approaches to diversify our appeal.
Blockchain could have been that strategy. For one, Ballerina has the potential to reach the entire global crypto community. This plan would reach a more diverse, wider audience that extends beyond geography and the usual demographic barriers. Just think about the hype if Ballerina had dropped an NFT collection targeted toward Indian fans, featuring local artists and culture. Such a targeted, community-driven approach would have gone a long way to increasing diverse box office and brand awareness.
The John Wick franchise boasts a surprisingly ardent fanbase with, let’s face it, a fair bit of disposable income to spend. They're the perfect demographic for blockchain adoption. They value quality and value exclusivity. They want to come back again and again for experiences that further their immersion in the world of John Wick.
Not adopting blockchain just seems like walking away from the buffet and leaving piles of cash to feed everybody. It's a missed opportunity to not only generate revenue but to solidify the John Wick franchise's position as a leader in entertainment innovation.
To be clear, Ballerina is not a terrible movie, but it easily should have been so much better. Their use of blockchain technology was not just the flavor of the month, gimmicky feature. It organically expanded the lore of the John Wick universe, resonated with fans in a more emotional way, and made the franchise more future-proof. Let’s hope that when John Wick 5 comes out, they’ll have read this post and avoided making this old mistake. You know, if it happens. In many ways, Ballerina is a powerful reminder. As we’ve seen, even the most successful franchises get it wrong when they fail to look ahead.
