The research “Popular culture in the fantasy genre: a comparative analysis of success” is based on several key research questions that include and want to prove the connection between the medium of film and the world of popular culture; production of fantasy films and the concept of global marketing; fantasy films like Harry Potter with the notion of global recognition; branding and global popularity; influence of the popularity and experience of the product. In addition to an exhaustive theoretical basis, the research includes a case study of several titles from the fantasy genre, analysis of a survey with hundreds of respondents, and interviews with four interlocutors from different fields, starting from the world of books and all the way to pub quizzes. The theoretical background gave an insight into the areas that the research deals with by defining in detail the concepts of popular culture, fantasy genre, branding, franchise, and other related areas to open space for further research in the form of case study, survey, and interviews. The case study chronologically shows the successful development of the Harry Potter brand. Also, by using other examples (The Lord of the Rings, The Twilight Saga and Pirates of the Caribbean) the research gave an insight into certain specifics of each brand and the backbone that served as a kind of "x factor" in the creation of the brand. The survey gave an insight into the attitudes of several hundred respondents of different ages and levels of education, regarding the position of individual titles on the scale of popularity and recognition, mostly within the framework of the research questions posed in the thesis. The results showed that the attitudes of the respondents were in accordance with the research questions set in the thesis, and the conducted interviews additionally confirmed the assumptions.