Warner Bros. is going hard on Game of Thrones with a movie in the works in addition to ongoing production of spinoff TV series House of the Dragon and Knight of the Seven Kingdoms. But why do a movie now, seven years after Game of Thrones came to an end?

Warner Bros. chief marketing officer Shauna Spenley suggested there’s never been more demand for Game of Thrones, insisting fans no longer want to wait years before each new project comes out.

“Game of Thrones is this incredible IP that seems in some ways infinite,” Spenley said at the Variety Entertainment Marketing Summit. “And we saw just a couple of months ago with Knight of the Seven Kingdoms, which is really lighter fare of that IP, just kind of go supernova all over the world. And so there’s clearly a lot of demand. I think this theatrical endeavor will be no exception. House of the Dragon is coming later this summer.

“So, it feels now like it really has an audience that has long-term expectations. Again, habitual expectations. They don’t really want to wait a couple of years for every installment.”

The Game of Thrones movie is called Game of Thrones: Aegon’s Conquest, and, as the title suggests, will focus on Aegon I, (AKA Aegon the Conqueror and Aegon the Dragon), who was the first Lord of the Seven Kingdoms and king on the Iron Throne. It is the first Game of Thrones movie, but may not be the last.

HBO announced the upcoming slate of Game of Thrones spinoff TV shows with a Marvel-style roadmap, further reinforcing Warner Bros.’ franchise ambitions. House of the Dragon and A Knight of the Seven Kingdoms are each set for new seasons on HBO, taking fans up to 2028. In January, HBO was said to be in “very early development” on a Game of Thrones spinoff starring Arya Stark, following the collapse of a previous sequel idea that would have featured Jon Snow. A new Game of Thrones prequel is set to dramatize the events of Robert’s Rebellion, and debut on the UK stage this summer.

Meanwhile, George R.R. Martin himself has said there’s no plan if he dies before completing Winds of Winter, and the Game of Thrones series simply “won’t be finished.”

Wesley is Director, News at IGN. Find him on Twitter at @wyp100. You can reach Wesley at wesley_yinpoole@ign.com or confidentially at wyp100@proton.me.