Everything is a universe now, which means nothing is.
A universe used to be a map. Now it is a slide that means 'please buy the next thing.'
There was a period when ‘cinematic universe’ described a specific trick: stories that shared consequences. Then every brand with two titles and a toy deal stole the word. A universe, in current usage, is a folder.
Folders are fine. Calling a folder a world is how you burn out an audience. Worlds have rules, geography, and a cost when you break them. Folders have a new poster.
A simple test
If a character from title A can appear in title B without anyone in title B having their life changed, you do not have a universe. You have a cameo. Cameos are snacks. Stop selling them as dinner.
If the only way to understand episode five is to have done a show, a special, and a podcast, you do not have richness. You have homework. Homework can be fun for a small church of people. It is a terrible mass product, which is why the mass starts leaving.
What we will write instead
We will describe the actual object: a sequel, a spin-off, a crossover, a reboot. Those words still mean things. ‘Phase’ is a comic-book calendar, not a personality. If a company wants myth, they can build one. We will not do it for them in the headline.
