How Will Disney Capitalize On The Star Wars Brand?

Disney buying Lucasfilms for #4.05b, and manifestly the Star Wars franchise, is probably the biggest deal, not only in cinematic history, but in terms of global branding, ever.

With this, Disney continues their tradition of buying up already established properties and exploiting them further to maximise profit. It's a simple method, if you have the cash to pull it off: buy something already loved, and reap the rewards by expanding its content over time. But the percentage of people who care what the company do on business level pales in significant to those who watch on with trepidation, praying the creative decisions made by Disney over the coming years can match their financial prowess.

Retaining the services of George Lucas as consultant is one thing, but where can the franchise really go? The last three films made were a huge commercial success, but lacked the heart of the original, 70's and 80's efforts, which saw Luke, Han Solo and Darth Vader enter the conscious of the masses. Solo's character could be considered ripe for exploration; his rouge behaviour, and enigmatic background cry for a spin off, but even as I write those words, I fear for the integrity of the brand.

In fact, the possibilities to expand the rich and wonderful worlds, first fashioned almost four decades ago, are seemingly endless. Yoda: a character with no known race, scarce information into his background and little to go on re: his ascension to the mantel of Jedi Master, is something any Star Wars fan would love to delve into.

Then there are the myriad excursions we could take with the circuit-board-hearted, micro-chip-for-nuclei buddies C3P0 and R2D2. Their comedic premise, akin to that of Laurel and Hardy has touched the hearts of many, as we routed for their fuses and batteries not to get fried in the face of evil forces. 

All of these possibilities will have played over in the minds of sci-fi geeks and film buffs alike, but perhaps, nay certainly, the most important thing is that honesty of the Star Wars story remains paramount in the creative process. The Clone Wars animates series built upon the disappointment brought about by the latter three films, and another slip up akin to those might ruin the legacy of what is truly a cinematic institution forever. 



Tags: George Lucas - Harrison Ford


More George Lucas

George Lucas Rips Into Hollywood Studios, "They Didn't Know Anything"

George Lucas says he still believes studios are the biggest problem in the movie business today, claiming the major corporations are not capable of nurturing...

A Week In News: Silly Celebs Special - Lana Drama, Shia's Arrest, Oldman's Foot-In-Mouth

Lana Del Rollercoaster: Lana Del Rey has had a week she'll never forget. The pop star's new album, Ultraviolence, has been met with positivity by...

George Lucas's Proposed Museum In Chicago Is On "Solid Legal Ground," Says The City's Mayor

Only one day ago it was confirmed that the creator 'Star Wars,' George Lucas, picked the city of Chicago as the site for his forthcoming...

Chicago Embraces George Lucas Memorabilia Museum Move

The city of Chicago has welcomed George Lucas' recently announced plans to build a museum at the lakefront museum campus. The Star Wars filmmaker reportedly...


'Star Wars' Creator George Lucas Chooses Chicago As Home Of Museum

Unlucky California!The creator of the famed sci-fi franchise 'Star Wars,' George Lucas, has chosen the city of Chicago as the site for his forthcoming museum,...

George Lucas Recalls Harrison Ford's Desire To Be Killed Off In 'Empire Strikes Back'

Once upon a time there was a chance Han Solo wouldn't be returning to the big screen.George Lucas, the creator of the famed 'Star Wars...

Will Josh Trank Lend The 'Chronicle' Effect To His 'Star Wars' Standalone?

Josh Trank has been revealed as one of the directors who will be taking on his own Star Wars standalone movie to complement the planned...

Is 'Star Wars: The Empire Strikes Back' Truly The Greatest Film Of All Time?

It may come as a bit of a surprise to hear that Star Wars: The Empire Strikes Back has been voted Empire Magazine's greatest movie...



George Lucas Newsletter

Subscribe to this news alert service to receive news and reviews on George Lucas

Unsubscribe | Unsubscribe All