‘Star Wars’ has been oversaturated to be a moneymaker for Disney

March 6, 2018

Tamera Twitty

ttwitty@uccs.edu

“Star Wars” is a force to be reckoned with.

      It’s undeniable that the franchise has not only made an incredible impact on multiple generations, but on cinematic history as a whole.

     When “A New Hope” was released in 1977, it was easily recognized as one of the most original and well-executed films ever made. The film broke barriers around creativity, setting the standard for all science fiction movies to follow.

     It was the first film to include  live action scenes on miniature models and motion cameras. It was the first movie to ever have a puppet as a main character. It was the first to ever make more money on merchandise than box office sales.

    Whether you hate it or love it, “Star Wars” changed movie history, and its concepts continue to leave its audience in wonderment.

    So when Disney purchased the “Star Wars” franchise in 2012, audiences all over the world hoped for new stories, new characters and innovative creativity.

   Instead, Disney’s first attempt in 2015 with “The Force Awakens” was a nearly identical regurgitation of the “A New Hope.” They regurgitated “The Empire Strikes Back”  again in 2016 with “Rogue One: A Star Wars Story.” And in 2017, the audience received a retelling of “Return of the Jedi” in With “The Last Jedi.”

    These three new movies have bred three mediocre, unoriginal and unremarkable stories that have in turn damaged the franchise legacy.

    The innovation and originality presented in the first trilogy led to a three-year waiting period between each movie release. This ensured quality in each movie and also made going to see “Star Wars” movies an event.

    Now, seeing a “Star Wars” film feels outdated and overdone.

    This oversaturation of “Star Wars” is not only degrading the once untouchable franchise, but a gross exploitation of the name.    

    The brand Star Wars has built over the last 40 years will seemingly always be profitable. From action figures to fashion, the brand is well-integrated into our culture. Disney recognizes this and in response has turned Star Wars into an ATM rather than a serious film.

    Whether or not Star Wars was impactful for you, it has always been indisputably significant in American popular culture.

    So, Disney—please take it seriously.

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