Insights from CTV leaders at Dentsu, Horizon Media and more
Lucasfilm has confirmed the name of the new Star Wars movie. In a tweet that went out from @StarWars, the Disney subsidiary said that principal photography has been completed for “Star Wars: The Force Awakens.” That means, basically, that CGI and other short shots are yet to be done, but the major live shots are all finished.
Star Wars: The Force Awakens has completed principal photography. #StarWarsVII #TheForceAwakens pic.twitter.com/mFTP9YbKNN
— Star Wars (@starwars) November 6, 2014
That clears up some confusion from earlier this year, when Harry Knowles, a movie blogger who owns “Ain’t It Cool News” said that the working title for the new Star Wars movie would be “The Ancient Fear.” #TheForceAwakens has already seen 17,000 tweets go out in the past couple hours, according to Topsy and is trending in the United States.
I have awoken this morning to a stirring in the Force… #TheForceAwakens @starwars — James Arnold Taylor (@JATactor) November 6, 2014
But it wasn’t a dream! And you, and you, and you, and you were there… #TheForceAwakens pic.twitter.com/OKbvtUKuCI
— Inside the Magic (@InsideTheMagic) November 6, 2014
The Force Awakens: Morning Wood of the Jedi #TheForceAwakens — Lou Brutus (@LouBrutus) November 6, 2014
Many were also unimpressed with the lacklustre title, deciding to parody it.
Star Wars Ep VII: The Jedi Awakens Star Wars Ep VIII: The Jedi Shaves and Has a Shower Star Wars Ep IX: God I Need a Coffee #starwars — FriedPuppyDog (@friedpuppydog) November 6, 2014
Others had some fun with Photoshop and turned it into a meme.
That IS a weird Star Wars title. pic.twitter.com/5D5ucqXC12
— Dave Itzkoff (@ditzkoff) November 6, 2014
ok may have to go see this pic.twitter.com/BtdlWOIYot
— darth™ (@darth) November 6, 2014
Then came the brands.
would rather watch this tbh pic.twitter.com/Hl47g5L67f
— Denny's (@DennysDiner) November 6, 2014
The ‘Star Wars’ franchise is almost as well known for its marketing as for its movies. As the Hollywood Reporter put it, the franchise is “the most successful Hollywood marketing franchise in history.” It has extended from licensing — mini Yodas, light sabers and online games like Star Wars: The Old Republic — to offshoots like Cartoon Network’s “Clone Wars.”
And then there’s the co-branding: Lego’s Star Wars video games, Volkswagen’s unforgettable mini-Darth Vader Super Bowl ad “The Force,” and more. This year, the NPD Group reported that Star Wars is one of the top five toy properties in the country, along with Disney Princess, Barbie, Nerf and Lego.
That, despite the fact that the last movie came out almost a decade earlier, in 2005.
The new movie will be directed by J.J. Abrams, known for work on Star Trek, and will be set about 30 years post- “Return of the Jedi.” It is set to open Dec. 18, 2015.
More in Marketing
Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel
Retail media’s meteoric rise may finally be leveling off — and that’s forcing advertisers to take a harder look at what they’re getting for their money.
TikTok might be working on a standalone U.S. app, but marketers aren’t sold on the idea – yet
TikTok is developing a lifeboat for its American business, but media buyers are wary of advertising implications.
Bold Calls for the back half of 2025
Now’s a good moment as any to take stock —and make a few bold calls about what’s coming next.