A long time ago in a galaxy far, far away, marketing didn’t drive movies the way it does now. Instead of harnessing merchandising power and pre-existing fan bases, movies existed on their own creative merit, looking strictly to the box office to make the big bucks. But in 1978, that changed when a marketing juggernaut was born. Since the release of the first Star Wars movie (now called Star Wars: Episode 4—A New Hope), Lucasfilm (and now its parent company, Disney) has been leveraging the popularity of the story to sell everything from burgers to vacations.
What Star Wars Gets Right About Marketing (That So Many Other Businesses Get Wrong)
