Revitalising Malaysian superhero: a study of live-action adaptation and intellectual property (IP) strategies

This dissertation explores Keluang Man, a uniquely Malaysian superhero, as a case study in reimagining legacy intellectual property (IP) through contemporary transmedia storytelling. Originally broadcast in the late 1990s as an animated series, Keluang Man follows a mentally ill vigilante who fights crime in a small town, blending satire with social commentary. The recent release of a live-action adaptation has reignited public interest, presenting a timely opportunity to reposition the character from nostalgic icon to dynamic cultural asset. Drawing on Svetlana Boym’s theory of nostalgia, this study examines how the adaptation functions as both a revival and a cultural intervention. It further applies Henry Jenkins’ framework of transmedia storytelling to outline strategic pathways for expanding Keluang Man into a multi- platform franchise encompassing films, series, merchandise, and immersive experiences. By analysing the character’s cultural resonance and commercial potential, this research argues for a strategic revitalisation of Keluang Man as a sustainable IP within Malaysia’s creative economy.