I try telling myself that my age has a lot to do with my disdain for anything
created by George Lucas. I imagine that if Star Wars was released now instead of
in 1979 I would hold it in the same regard I do Independence Day; Hollywood
bubble gum. But I know I am lying to myself. I know the never-ending joy I have
watching Star Wars and The Empire Strikes Back is not just some nostalgic trip
to my youth but the result of being immersed in a fantastic movie.
Twenty five years ago this May 25, Return of the Jedi opened in theatres and
it was the beginning of the end. Michele
Catalano writes about the Star Wars transformation from brilliant cinematic
story to marketing ploy.
As Ewoks danced merrily on
It is true, and evident in my ability to watch the first two
whenever they’re on, no matter what station, no matter how many
commercials, sometimes for a few minutes, in Spanish. But Jedi? By the end
I’m looking for something else to watch. And as far as the more recent
trilogy goes, their titles on my digital cable menu carry as much weight as
League of Extraordinary Gentlemen.
The marketing of movies will only increase going forward as we
see more and more movies attaching themselves with products that hardly seem
Jones instant ticket lotto game? Ugh.
I remember talking to a friend when Revenge of the Sith
advertising was in full…um..force, and I mentioned the real crime now in how
they handle the marketing is that no character is safe from shilling for some
product. I seemed to remember that some characters held on their context
even if they appeared in a commercial. But when you see Darth Vader
dueling Yoda over a Pepsi you know it is all over.