I’m referring to the obsession with knights and their adventures — and especially those linked to King Arthur and his Round Table. These were the most popular stories in Europe for hundreds of years. Readers couldn’t get enough of them, and even as the stories got stale and predictable, the audience demanded more and more.
The situation is almost exactly the same as the Marvel Cinematic Universe. We have a major character named King Arthur, but he was linked to numerous spinoffs and sequels. The other heroes connected to him soon established their own brands — including Lancelot, Merlin, Gawain, Tristan, Percival, and many others. Readers who enjoyed one of the heroes, often became fans of others.
If you make a list, the Arthurian Narrative Universe (ANU) has more than fifty protagonists. Not all of them became major brands, but that’s no different from the movie business, where even Disney can’t keep every superhero on the payroll.
Even more to the point, these stories were business initiatives, expected to enrich their owners. It’s hardly a coincidence that the most influential collection of stories about King Arthur in English, Le Morte d’Arthur published in 1485, originated as a profit-making venture by the earliest commercial publisher in Britain.
William Caxton was not only the first person to set up a printing press in England, but also the first retailer of printed books in the country. He acquired the manuscript of Le Morte d’Arthur from Thomas Malory, the Stan Lee of his day, and turned it into the single most influential secular British book between the time of Chaucer and the rise of Shakespeare.
He didn’t do it because he loved English history. (The painful truth is that very little — in fact next to nothing — in the Arthurian tales comes from documented historical events.) He didn’t even publish the book because he loved a good story. Caxton wanted to make a buck — or a pound sterling, I ought to say. He had identified the right brand franchise, much like the Walt Disney Company in the current day, and would milk it for all it was worth.
But here’s the most amazing thing about his brand franchise: Arthurian stories had been circulating in manuscript for more than 300 years at this point. And many of the details in these narratives are much older than that, reaching back to accounts of knights who fought in the Crusades, if not earlier.
We can trace the story of Lancelot and his adulterous romance with Queen Guinevere at least back to 1180. The story of the knights’ quest for the Holy Grail dates at least back to 1190. The first mention of King Arthur is no later than 828 AD.
Stop and consider the implications. King Arthur was the most popular brand franchise in secular narratives when he was 650 years old!
Of course, it was absurd. Nobody undertook knightly adventures of this sort during the Renaissance, but storytellers pretended otherwise. Everything about these narratives was outdated, unrealistic, and repetitive — the people who read these tales didn’t own suits of armor or compete in jousting tournaments. Those things had disappeared from society. But the audience still wanted these stories, so the same plots and characters got recycled again and again.
Ted Gioia, “Don Quixote Tells Us How the Star Wars Franchise Ends”, The Honest Broker, 2022-11-09.
February 10, 2023
QotD: Before Star Wars or the MCU there was … the Arthurian Narrative Universe
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