Johnny Weissmuller and Maureen O'Sullivan in Christopher Lambert starred in Tarzan: The Centennial Celebration (released November 2012) Edgar Rice Burroughs' first Tarzan book came out in 1914

Tarzan’s still swinging at 100, and more of a Hollywood franchise pioneer than some realize. Internationally acclaimed Edgar Rice Burroughs expert Scott Tracy Griffin explains:As Tarzan and John Carter spawned successors like Buck Rogers, Flash Gordon, Superman, Star Wars and Avatar, so did Burroughs’ merchandising strategies influence competing franchises of the day.”

Guest Post: Tarzan at 100 … Why This Iconic Character is a Mass-Merchandising Pioneer

Tarzan CentennialInternationally acclaimed Edgar Rice Burroughs expert Scott Tracy Griffin marks the 100th birthday of one of Burroughs’ best-known creations — Tarzan — with a new book on the jungle-dwelling star of page, stage, broadcast, comic, and screen. Tarzan: The Centennial Celebration chronicles the journey of the loinclothed jungle-dweller (which isn’t over yet), while this guest post explores Tarzan’s role as a franchise phenomenon.

Mass merchandising is an inescapable and ubiquitous element of modern filmmaking, with Hollywood’s blockbuster frenzy driving studios to monetize their properties across every imaginable platform.

But who pioneered this strategy and deserves blame or praise, depending on perspective?

American author Edgar Rice Burroughs is one oft-overlooked candidate who swung (more about this in a moment) into artistic immortality 100 years ago. Chicago native Burroughs was a 36-year-old pauper with a family to feed when he struck it rich as a writer, fulfilling the quintessential American success story of the self-made man.

By 1944, according to the New York Times, Burroughs was the highest-paid writer in Hollywood, with his 20 percent royalties on Tarzan films garnering Burroughs a six-figure paycheck (this in addition to the enormous licensing fees for print, merchandising and other ventures).

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