Marketing Weblog: THE NEVER ENDING SKIMMING OF STAR WARS - Instituto de Empresa Business School

A new exposition was opened yesterday in Madrid about the Star Wars Saga. Videos, spaceships, suits, storyboards and all kind of imaginable Pictures are expoed. The queues for entering have been impressive so far, in spite of being a Saga initiated 31 years ago!

As a good fan of Star Wars that I am, I have not resisted for joining that queue today; and as a Marketing Professor I cannot stop myself from (keep on ☺) writing about one the of the most well handled Sagas in the history by a Master Maketeer: George Lucas.

Star Wars is an epic space opera franchise initially conceived by George Lucas. The first film in the franchise was simply titled Star Wars, but later had the subtitle Episode IV: A New Hope added to distinguish it from its sequels and prequels.[1] Star Wars was released on May 25, 1977 by 20th Century Fox, and became a worldwide pop culture phenomenon, spawning two immediate sequels released in three-year intervals. Sixteen years after the release of the trilogy's final film, the first in a new prequel trilogy of films was released, again released in three-year intervals, with the final film released in 2005.

As of 2008, the overall box office revenue generated by the six Star Wars films has totalled approximately $4.3 billion, making it the third-highest grossing film series (see picture for details).

The franchise has spawned other media including books, television series, video games, and comic books (estimated franchise sales of 9 billion US$ so far). These supplements to the film trilogies comprise the Star Wars Expanded Universe, and have resulted in significant development of the series' fictional universe. These forms of media kept the franchise going in the interim between the film trilogies. In 2008, Star Wars: The Clone Wars was released to theaters as the first ever worldwide theatrical Star Wars film outside of the main trilogies. It was the franchise's first animated film, and was intended as an introduction to the Expanded Universe series of the same name, a 3D CGI animated series based on a 2003 animated 2D series, also of the same name.

Coming back to the Exposition, it was interesting to observe the people attending it today. You could find two different kinds of customers:

• People in his early 30s coming (mainly male) coming wtih friends or with their couples.

• People in his late 30s coming with their kids and wives. Kids that were of course equipped with all kind of merchasining, laser light sabers. Kids that are likely to become by the way the Star Wars Advocates of the future.

These people were caught by the Star Wars concept thirty years ago, remain loyal to it and will keep on taking whatever Star Wars releases. Isn´t it simple? Create a perception, get some loyal customers and skim it!!!

Lucas is showing clearly that years will pass and technology will evolve, but as long as you have a great Concept and fans delighted with it, you will continue to have a hot cow to keep on skimming.

Comments

Enhorabuena Ignacio. Realmente interesantes todos y cada uno de los temas que tratais. Espero poder participar más activamente en breve.

te remito a mi blog para que lo valores (si el tiempo te lo permite) con tu visión crítica y cualificada.

enhorabuena de nuevo

htpp://joseluispastor.blogspot.com

Muy agradecido Jose Luis. He echado un vistazo a tu blog e igualmente me parece que también tratas temas interesantes. Desde ya eres muy bienvenido para opinar en este blog; haré lo propio en el tuyo. Saludos

you're right. I completly agree with your post and Star Wars will be one of the best brands ever. Marketing Fundamentals are the most important thing when we develop a plan, not technology

Interesante articulo. Un detalle: se que es una frikada pero 'que la fuerza te acompañe' en inglés en las películas dicen 'may the force be with you'.

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