Subject category:
Marketing
Published by:
IBS Research Center
Length: 7 pages
Data source: Published sources
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https://casecent.re/p/64271
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Abstract
George Lucas'' film Star Wars, apart from having a massive cult following, is one of the world''s most recognisable brands. Star Wars was one of the first films to mass merchandise movie related products to promote the film. With merchandise grossing more than $9 billion worldwide, Star Wars eclipsed all merchandising efforts of the Hollywood film industry. The case looks at the manner in which the Star Wars brand has grown and the factors behind this growth. It also raises the question of the survival of Star Wars, the movie and the brand, since the release of the final film: Star Wars Episode III: Revenge of the Sith.
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Abstract
George Lucas'' film Star Wars, apart from having a massive cult following, is one of the world''s most recognisable brands. Star Wars was one of the first films to mass merchandise movie related products to promote the film. With merchandise grossing more than $9 billion worldwide, Star Wars eclipsed all merchandising efforts of the Hollywood film industry. The case looks at the manner in which the Star Wars brand has grown and the factors behind this growth. It also raises the question of the survival of Star Wars, the movie and the brand, since the release of the final film: Star Wars Episode III: Revenge of the Sith.