Weirdness Rodeo
Saturday, September 12, 2015
Pornokitsch is a producer of cat-related tweets that occasionally reviews
Scott Meslow on how Star Wars is a merchandise franchise that occasionally makes films:
In what might well be the single largest financial blunder in Hollywood history, 20th Century Fox allowed George Lucas to retain all the licensing and merchandising rights to Star Wars in exchange for a $500,000 directorial fee. In 2014, the overall value of the Star Wars franchise was estimated at $37 billion, with Episodes VII, VIII, and IX on the way — along with a slew of spin-offs — it will soon be worth much more. One research firm estimates that sales of Star Wars merchandise could exceed $5 billion in 2016 alone. That's more than the combined global grosses of every single Star Wars movie that has ever hit theaters — including several rounds of re-releases.
I've written about transmedia storytelling in the past - predominantly in regards to the convergence of books and RPGs - but there's something wonderful about the way this forces us to shift our perceptions. We associate particular properties with a particular media channel, but that is very often a complicated blind. To some degree, this happens every time a film is made: as much as readers pretend to have a sort of droit du seigneur, more people see the movie (or TV show) than read the books. There are a few exceptions (I'd love to crunch the numbers for Harry Potter or Tolkien), but not many. (And others, say, James Bond, where the secondary media - film - has unabashedly become the primary media with the passage of time.)
Marvel is a film studio that makes comics. Hell, four million people (including me!) play the Marvel click-farming Avengers Alliance game on Facebook. Maybe Marvel is an app producer that occasionally captures cut scenes as comic books. He-Man, famously, is a toy company that makes cartoons. Batman is a logo that appears on t-shirts, backpacks, wallets, duvets, children's kitsch and... sometimes... a superhero. And, now, Star Wars is a line of merchandise - with high-profile, long form video content marketing. Makes the whole Extended Universe debate a bit moot, doesn't it? Is your lunchbox canon?!
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