WHEN AN UN$TOPPABLE FORCE AWAKEN$…

Some estimates claim that $5B worth of Star Wars (SW) merchandise will be sold over the next yr with the global box office registering an amazing $2B±. And, how about that extraordinary spike in ESPN’s Monday Night Football (10/19/15) when the SW 2 min trailer metered 11.7 rating vs the game at 9.6± (Time.com). Since SW VII is all about #s, we thought that we decided to focus on some blkbuster happenings (date sequenced) simply b/c The Force today is coming 10yrs past when the last Force came. “In a galaxy far, far away…”

  • On 11/28/14 Disney released a 90sec SW teaser trailer to promote “The Force…” with 2M viewers on YouTube in its 1st wk. It was released on YouTube and in the iTunes stores.
  • In April 2015 the Hollywood Reporter and Amobee Brand Intelligence predicted a $540 M global opening (Harry Potter Deathly Hallows pt 2 has the current record since July 2011 with a 3 day opening of $483M. The US domestic box will also be broken).
  • On 4/16/15 a 2nd trailer was released. It was viewed over 88M times w/i 24 hrs breaking the old record by Furious 7 of 62M (Nov 2014).
  • On 9/4/15 Disney Consumer Products and Lucasfilm launched “Force Friday” for ALL Star Wars VII At 12:01AM, fans could buy it all at Disney Stores throughout the galaxy.
  • Advance tix sales were so strong on 10/19/15 that online movie tix sites crashed.
  • The 3rd largest theater chain in UK, Vue Cinemas sold 45,000 tix in 24 hrs, 10,000 in 90min. (10/19/15). It presold $6.5M worth of IMAX tix in a single day (previous record was $1M).
  • On 10/21/15, we found on eBay that a reseller wanted $10,000 for opening night tix (Entertainment).
  • On 10/22/15, com noted that Fandango sold 8 times the # of 1st day tix that record holder Hunger Games sold.
  • China hosted a fan event screening of The Force Awakens trailer at the Great Wall. Fans were greeted by 500 life size stormtrooper statues and each was given a lightsaber. There is no current Chinese release date for SW yet, however Chinese internet giant Tencent recently acquired the rights to show all 6 of the previous SW films on their streaming service in a deal with Disney and 20th Century Fox (10/23/15).
  • (B-4 12/18/15) Disney & Lucasfilm announced 20 bks and e-books titled Journey to Star Wars: The Force Awakens. The series includes books by DelRay & Disney-Lucasfilm Publishing and Marvel comic books.
  • On 12/17/15 in select theaters across N America a Star Wars marathon showing the 6 previous Star Wars episodes in 2D followed by #7, The Force Awakens in 3D. All attendees will receive a special lanyard revealing exclusive marathon art.
  • The Force Awakens opens 12/18/15. Its estimated production budget is $200M (There is another $423M for marketing, printing and advertising).
  • May 2017 is touted for Episode VIII with IX to follow.
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About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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