The passionate fans of The Wheel of Time have taken their fight to save the show to an impressive new level – by funding their own billboards in the heart of New York City’s Times Square. 
This bold move comes after Prime Video’s disappointing decision not to renew the fantasy adaptation for a fourth season, despite a growing fanbase and a critically acclaimed third season.
Based on Robert Jordan’s beloved book series and led by Rosamund Pike, the show had a rocky start, with many book fans frustrated by creative changes in its first two seasons. However, Season 3 won over much of that skepticism, earning rave reviews and setting the stage for an exciting continuation. Yet, Amazon executives, after what Deadline described as “lengthy deliberations,” cited financial reasons for canceling the series.
Brandon Sanderson, who completed the original book series, expressed regret over the cancellation, pointing out the irony that the show used his name for legitimacy but didn’t involve him meaningfully. Meanwhile, showrunner Rafe Judkins highlighted the show’s strong global viewership and expressed hope that another streaming platform might pick it up, referencing the sci-fi hit The Expanse – famously saved by Amazon after its cancellation by SyFy.
Fueling this hope, over 163,000 fans have signed an online petition urging for the story to be finished. Fans from Brazil to around the world have rallied, crowdfunding multiple billboard ads to amplify their message. One fan even independently funded their own billboard with a pointed message: “I could have spent this money on my Amazon subscription but they canceled my fave show, so here we are instead (AGAIN). Help save The Wheel of Time.”
The organizers behind these campaigns describe the fan effort as a true grassroots movement, amazed by the generosity and dedication shown globally. They view Judkins’ acknowledgment as a signal that fan pressure might indeed sway the powers that be. However, with Sony Pictures Television holding key rights and no confirmed negotiations with other streamers, the future of the show remains uncertain.
While some fans dream of Apple TV+ picking up the series, considering its investment in sci-fi and fantasy, reports suggest the show is not currently being actively shopped around. Still, this movement stands as a testament to the powerful bond between fans and the stories they love, echoing past battles like The Expanse’s rescue and proving that sometimes, passion alone can light the way forward.