This could be a topic in and of itself honestly. The whole Icons vs Mascots and marketing IPs over Icons and so on and so forth. Personally I think the argument that Icons don't work in the current zeitgeist is a bit...baseless. My sister is 18, like turned 18 this year. She is selfie and emoji obsessed and loves horror movies. Her friends are the same as her, they are the face of the current generation. They love the Icons and ask me every year when they are coming back. Every...single...year. They act like I can bring 'em back. They loved taking selfies with the Icons at 25 and Chance for 26, but seemed to not be able to care less about Bones.
Point is, Icons work just as well in the current zeitgeist. Horror Icons in general keep happening. How many young people know Annabelle, the Lipstick Demon, and hell many still know Freddy and Jason.
I understand people make the argument about the "current zeitgeist" but I know enough from my sister and her friends, the Icons are still relevant. Sounds less like a zeitgeist problem and more of a marketing team problem.