January 6, 2016 at 10:52AM
Marketing Star Wars: 5 Secrets Indie Filmmakers Can Learn
Star Wars grapes? Seriously? I always thought that George Lucas and LucasFilm did an amazing job marketing the Star Wars franchise. Do any of you remember the Pepsi can collection from the release of Star Wars: The Phantom Menace?
But the publicity campaign I’ve seen for the latest installment of the saga, ‘Star Wars: Episode VII – The Force Awakens‘, is just a master class in marketing. The Walt Disney Co. (the new owners of LucasFilm and the Star Wars Franchise) and LucasFilm is truly a super-heavyweight marketing marriage that’s envied by every other movie studio in town.
I always knew Disney had marketing muscle but what they have done with Star Wars is remarkable. There’s even Star Wars oranges, yes I couldn’t believe it either.
I have never seen a film achieve this kind of massive awareness before a release…ever. Not even the release of Tim Burton’s Batman in 1989 could top this. If you were around in 1989 you would understand that you couldn’t go anywhere without seeing a Batman logo.
You have to give Disney’s marketing team credit for arranging such a diverse group of marketing partnerships with companies like: Kraft, Duracell, Toys R Us, Campbell’s Soup, Walmart, Coffee-Mate, Duck Tape, General Mills, Google, Fiat Chrysler, Target, Verizon, Lego, ESPN (which they own), Maker Studios, NBA, Furby, Gummy Vitamins, Kay Jewelers, Subway, Sphero, Playstation 4, Pottery Barn Kids, Covergirl, Nerf, American Tourister, EA Games, and the list goes on and on.
That’s not all. In addition Disney/LucasFilm will make an estimated $5 billion next year just from selling Star Wars merchandise licensed under Disney’s Consumer Products division.
Products including t-shirts, toy lightsabers, action figures, toasters, pajamas, bedsheets, shower curtains, socks, costumes, towels, lightsaber barbecue tongs, Jedi bathrobes, salt/pepper shakers, and the aforementioned Star Wars Oranges.
Click here to learn the 5 Secrets Indie Filmmakers can learn from Marketing Star Wars: https://www.indiefilmhustle.com/marketing-star-wars-lucasfilm/