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Disney's Star Wars - Forces of Production, Promotion, and Reception (Paperback)
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Disney's Star Wars - Forces of Production, Promotion, and Reception (Paperback)
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In 2012, Disney purchased Lucasfilm, which meant it also inherited
the beloved Star Wars franchise. This corporate marriage sent media
critics and fans into a frenzy of speculation about what would
happen next with the hugely popular series. Disney's Star Wars
gathers twenty-one noted fan and media studies scholars from around
the world to examine Disney's revival of the franchise. Covering
the period from Disney's purchase through the release of The Force
Awakens, the book reveals how fans anticipated, interpreted, and
responded to the steady stream of production stories, gossip,
marketing materials, merchandise, and other sources in the build-up
to the movie's release. From fears that Princess Leia would be
turned into a "Disney princess" to collaborative brand management,
the authors explore the shifting relationship between fans, texts,
and media industries in the context of a crucial rebranding
campaign. The result is a fascinating examination of a critical
moment in the iconic series' history.
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