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“Everything from traditionally bound books, graphic novels and comic books, posters, and packaging to tickets and trading cards are all considered parts of the multiplatform storytelling process”


graphic novels and comic books, posters, and pack- aging to tickets and trading cards are all considered parts of the multiplatform storytelling process.


Not to be overlooked are the huge and increasingly profitable licensing applications. The Walt Disney Company, which purchased Lucasfilm for $4 billion in 2012, is the master of franchise merchandising. Little girls who do not own a toy based on the movie Frozen may be in the minority in America, thanks to Disney’s expertise in transmedia marketing.


George Lucas made the vast majority of his $5 billion fortune not from the motion pictures them- selves, but from merchandising, to which he very presciently retained the rights. Star Wars toys have generated over $12 billion since 1977. In addition to the toys, there are the products that license the Star Wars brand, which in total revenues after 35 years have generated $35 billion.


An observer might find many of the branding tie-ins surprising. A short list includes a Cover Girl makeup line, non-dairy coffee creamers, fresh fruit, maca- roni & cheese dinners, bottled water, tea infusers, a Pringles snack line, ice cream, breakfast cereals, and even duct tape. All of these require print technology for packaging and labels.


Star Wars may have taken place in a galaxy far, far away, but the story hits home in many different ways—some unavoidable as fixtures in the cultural landscape—and transmedia delivery technologies are at the forefront. Every child who plays with a toy from the franchise, reenacting or reinventing parts of the story, participates in that cosmos in their own microcosmic way.


COMPLEMENTARY CONTENT


How One Brilliant Decision in 1973 Made George Lucas a Multi-Billionaire


Today http://prnt.in/lucasbillionaire


Disney Publishing Worldwide and Random House Announce Relaunch of


Star Wars Adult Fiction Line http://prnt.in/swfiction


Abstract: 3D Printing as Driver of Localized Manufacturing: Expected Benefits from Producer and Consumer


Perspectives http://prnt.in/3dmerch


The Magazine 31


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