On Tuesday, Bob Iger discussed Disney's plans for marketing the upcoming seventh installment of the Star Wars franchise. In an effort to maintain some of the film's mystique, Disney plans on slowly introducing merchandise until right before the film's release to prevent oversaturation. Bob Iger stated:
"We’ve already got some increased product in the marketplace, but the real ramp-up from the consumer-products perspective won’t come until just a few months prior to the release."
"Generally speaking, you’re going to see us release, in a very careful way, certain elements of the film as part of a carefully designed marketing plan as we get much closer to the film."
Regarding the legacy of
Star Wars, Iger suggested that they are not exactly reinventing the wheel, but are mindful of a generation separated from the franchise due to the lack of films in recent years.
"This is already a very strong franchise, but a film has not been released in 10 years."
"We’re not treating this as something that is brand new. We’re mindful of the fact that there’s a whole generation of people out there that were not as steeped in the Star Wars lore and not as in love with the franchise as an older generation."
Fans can expect merchandise to be released in full force (no pun intended) on September 4, which is being called "Force Friday," prior to the films December 18 release. Plenty of toys and other merchandise will hit the shelves to coincide with the film. Additonally, Iger says fans can expect an increase in information related to upcoming games such as the third installment of
Star Wars Battlefront.
“You can expect that there will be more game-related activity between now and the release.”
Regarding theme park tie-ins, Iger had some interesting comments.
"We’ve had single attractions, Star Tours, in multiple places around the world ... and some Jedi training-academy related shows here and there, but the opportunity here in the U.S. and around the world is tremendous, and we’re doing some development work on it.”
Iger also referenced the possibility of a streaming service that caters to
Star Wars and Marvel fans.
“With these channels and these brands — ESPN, ABC, Disney, maybe even down the road something related to Star Wars and Marvel — we do have the ability as a company to take product, specifically filmed entertainment, telvision, movies, directly to consumers, and we got some development underway to do just that."
Iger bragged about
The Force Awakens' second teaser trailer's stellar performance online, which collected 80 million views within 24 hours of its release. Tuesday, research company Amobee Brand Intelligence revealed there was 197 percent more digital activity concerning Star Wars on May 4 — "Star Wars Day" than for
Avengers: Age of Ultron on its opening day, May 1.
Amobee stated:
"Star Wars is part of the national cultural identity in a way where online interest far exceeds other popular movie franchises."
"Considering Age of Ultron has already made [$643.5] million globally, when the new Star Wars movie is released in December, it will probably make enough money to fund a third Death Star."
So what do you think of Disney's subdued approach to marketing
Star Wars: The Force Awakens? Leave your thoughts in the usual place.
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