In the ‘70s and ‘80s, it was largely dominated by Kenner action figures, and though Star Wars merchandising has remained a massive force - in 2011 alone, the license made an estimated $3 billion - this year is poised to be exceptionally large, thanks in no small part to The Force Awakens, the first new Star Wars film since 2005’s Revenge of the Sith. Since the beginning, the mythos of Star Wars has been equal parts on-screen movie magic and off-screen merchandising. If trailers are meant to generate hype for a film, a Star Wars trailer serves to tease an entire cross-media entertainment platform.
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