I don’t know if there’s an emotional rollercoaster out there quite shaped like an audience bawling their eyes out over the death of a beloved character and the livid and bitter turnaround that comes when that character comes back to life in the most ridiculous and lore-breaking way possible.
So, TLDR, some suggestions, not rules, depending on your genre and tone armor and not all for a single story, cherry pick as you please. If this is a kids show or a comedy where “death” is a nebulous concept anyway, ignore this. This is more for dramas.
The point of a good character death and revivial boils down to this, imo: Does doing so serve the character, the story, and the themes? Killing a character should be as big of a moment as un-killing a character, as long of a road as it took to get there should be as long or longer as it takes to get out. Otherwise, you just did it for shock value and everyone noticed.
DO:
Establish that revival is even on the table at some point well before this character dies. The smaller the gap between “hey death is optional” and “oh look, it’s the fan favorite in peril”, the less likely your audience is going to feel all the intended gut-wrenching emotions.
Have the dying character completely unaware that this might not be a one-way trip, even if the audience does. The entire cast might not have any clue, but the audience knows because Character Who Knew Too Much revealed it before they died. There is a time and a place for “I’m going on a suicide mission but I secretly have a contingency plan to cheat death” and it’s very hard to do it well.
Demand some cost, either from the dead character or the person/thing/deity that saved them. It should not come without consequence. Either they’re permanently emotionally scarred, physically scarred, are only back for a limited time, or somebody else died to take their place, etc. If revival has no cost, then death has no meaning.
USE IT SPARINGLY GODDAMN
Let the character be as shocked and horrified that they’re not dead anymore as the audience is ugly crying at their return. If the narrative shrugs it off, it’s going to feel cheap.
Let the characters doing the reviving be unsure if it'll even work. If both the characters and the narrative believe bringing them back is a foregone conclusion, you lose out on a lot of tension on if it's all for moot.
DON’T:
Keep killing and reviving the same characters with the same sad music and the same funerals and day-drinking and expect the audience to really believe it’s for realsies this time, CW.
Keep pretending to kill off characters but they’re actually fine
Pull it out of nowhere and try to bend the plot in post as if this is actually a good thing and not manipulative writing
Controversial but: warn the entire audience ahead of time, for many, many books, that somebody’s gonna die and it’s gonna hurt, and then say “nah just kidding” at the end.
Revive them too quickly. Death is a powerful, dramatic event for the dead character and all those who survive them. Unless it’s like a drowning situation where the character takes a few more seconds to gasp awake, let the story stew in the aftermath properly, otherwise—why kill them in the first place?
Some examples:
Gandalf—This one’s a funny one because it doesn’t establish that death is optional. Gandalf “dies” and then Boromir dies maybe 45 minutes apart. Thing is, though, that Gandalf is a 3000 year old wizard and Boromir is just a dude. Two Towers also begins by replaying Gandalf’s fall with added context so you’re already primed with “well that must be important, his character is still relevant”. The movies certainly have their share of fakeouts, but characters who are meant to die (Boromir, Theoden, Theodred, Denethor) stay dead. Gollum is just made of silly string I guess and invulnerable to high falls, unless they’re into lava. Gandalf isn't the hero, either, his job isn't to save the world, it's to make sure that everyone else saves the world. If Aragorn fell fighting the Balrog and showed up out of nowhere in Two Towers, it would cheapen the whole victory when the gods can just say "nope you're not dead, cancel, undo button" but not smite the orcs for them.
Jon Snow—oh look I’m actually praising GoT for once. He dies in season 5 and comes back at the end of episode 2 of season 6 after a whole campaign of seemingly futile magic and the heroes giving up hope. This series is full of graphic and pointless deaths. The hero getting stabbed seven times in the chest in a mutiny isn’t out of left field at all. But back in season… 2, I think? The Hound comes across a dude who can’t be killed, who attributes that to this Lord of Light deity. The same deity that Melisandre (the witch who brings back Jon) also worships. It’s proper set-up, proper time spent mourning him with a whole break between seasons, proper build up with the impact of his death, and proper consequences once he’s back, dude isn’t the same and I will always miss his fluffier hair.
Leo Valdez—I have no idea if I’m in the minority here but back when Heroes of Olympus was being published, the fandom had five whole years to argue over which of the seven heroes was going to die. It was all over the walls. Yes, this is a series about mythological creatures with gods and gods of the dead and even Death being captured to stop people from dying. “Character cheating death” didn’t come out of nowhere. However. Even though it was properly established, the series spent five whole books promising that somebody was gonna die, and then Leo comes back because the Prophecy didn’t read the fine print. I liked Leo, but I cannot stand chickening out of killing a character and this was one hell of a deus ex machina when the whole last book was a misfire.
The Whole Vampire Diaries and Supernatural—everybody knows the CW is allergic to perma-deaths. There’s infographics out there calculating how many times Sam and Dean and Cas have died. I know more about the background to TVD so herein lies the issue: The creator was allergic to change of any kind and apparently the actors didn’t have the best relationship with her because of it and other reasons. Her characters fell in the same cyclical arcs because who they were in seasons 1 and 2 is everyone’s favorite iterations of their personalities, so they can never have proper arcs with real growth. TVD was a serialized show written like it was episodic, so nothing, not even death, was permanent save for a few characters here and there. Death lost all meaning, the writing was manipulative constantly expecting audiences to believe it this time, and the lore kept breaking each time they did it with new excuses to bring somebody back.
*Gaara—I don't actually remember it super well and his death pissed me off more than his revival but I want to add it anyway. How they brought him back, with Granny Chiyo sacrificing herself for him and him being utterly shocked that anyone gave a shit to bother rescuing him was great, no notes. Even better because I belive Chiyo was like "it's alright I can fix him" and everyboy but Naruto realized that doing so would cost her her life. I just hated how they showed you Gaara dying ~20 episodes before anyone got there to save him, meanwhile the heroes were dicking around fighting their shadow-selves instead of just... running away? They didn't know he was already dead. The lack of urgency for all parties involved, in a show that's legendary for its shit pacing, promptly ruined any chances of me watching it past that arc. But, the revival was well done, so. Have a Gaara.
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And then you’ve got way on the far end of ass-pulls, characters like Palpatine, heroes in soap operas, or shows in their 11th season that have already checked out or know it’s dumb and don’t care how dumb. It’s the nature of the beast. It’s hard to get mad at them for the single sin of undoing death when they probably already have a hundred other problems.
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