The closer we get to the release of Star Wars: The Force Awakens, the more the Disney marketing machine cranks up, and the more fatigued I get. My second-decade self would think that I must have fallen and hit my head to utter such heresy! The truth is, we grow more discriminating as we get older and it seems that Disney is throwing a hell of a lot of ads and marketing tie-ins at the wall and hoping some of them stick. The result, as I mentioned, is Star Wars fatigue.
I felt a disturbance in the force when Disney bought Lucasfilm and the Star Wars franchise. Disney does make some good products, but their overriding skill and focus is marketing. They’re also ridiculously zealous in protecting their properties. Every time the copyright on Mickey Mouse is about to expire, their lobbyists talk to their pocketed congress people and the limits are extended.
Another more pertinent example? A reader of the Star Wars Action News Facebook page posted a photo of the Rey Star Wars figure he bought at Walmart†. Soon afterward, the photo was removed from the post. Facebook explained that a copyright claim was filed against the image. Jeremy Conrad at Star Wars Unity tweeted the photo and found himself the recipient of a DMCA notice about it. About a photo of a legally purchased figure in a post that basically says, “Look what I got!” The overreach is ridiculous in its extent.
So far, in my own television viewing and from articles about the marketing machine attached to this seventh Star Wars film, I’ve found fourteen marketing tie-ins! Among them is the particularly perplexing Kay’s jewellers Star Wars charms. They didn’t mention the Star Wars charm bracelet, but I bet it’s on the way! Many are nothing but an attempt to hitch their wagon to Star Wars, without actually offering anything but a Star Wars photo or logo on a package with the same old stuff inside, like Kraft Macaroni and Cheese, Coffee-Mate, Band-Aid bandages, and Cover Girl lipstick.
It’s marketing run amok and the more I see, the less I want to reward Disney for their getting in my face to this degree. As it stands, I’ll likely be seeing The Force Awakens in the spring when it comes to Netflix.
In the meantime, it’ll get much worse once the film is released and the toy ads start. Lovely.
The image is no doubt ©2015 Lucasfilm Ltd.
†“Lucasfilm Uses DMCA to Kill Star Wars Toy Picture” by Andy, posted on Torrentfreak, December 10, 2015