The Star Wars franchise has left its mark on our culture for years. Even today, adaptations of the original production have been created with spinoff series currently being released. How does a franchise build and keep the fan hype for nearly fifty years? In today’s blog, we are going to step back in time to see how Star Wars captured and kept its audience for years to come.
There really isn’t a single group of people who love Star Wars. No matter age, profession, or interests, Star Wars has been able to pull in people of many backgrounds and capture their attention. But who was Star Wars initially made for? With the storyline set in futuristic space, the ideal target audience revolved around young males aged 12 to 24 years old who had an interest in sci-fi, space, futuristic ideas, and even film. As we know today, the audience of Star Wars has expanded well beyond those initial parameters. The marketing success of the original Star Wars series was driven by a combination of groundbreaking storytelling, a focus on creating wonder, and a revolutionary approach to merchandising and fan engagement.
As with most movies, buzz is generated around the initial trailer. The first Star Wars trailer was released in December 1776. With space being such an intricate part of culture following the Race to Space and the Apollo moon landing of 1969, young audiences were captured with the idea of the great unknown of space. This trailer teased the imagination of what could be in a galaxy far, far away. Not only that, it also displayed amazing movie graphics that had not been used before. The iconic visuals tied with John Williams’ score were key elements to the success of the trailer and the franchise. The initial screenings and positive reactions fueled organic marketing, spreading excitement and anticipation for the series by word of mouth.
Merchandising was significant when it came to the success and buy-in of the Star Wars franchise. The initial merchandise offerings from the first Star Wars movie (A New Hope) were somewhat limited at the very beginning due to unexpected high demand and production timelines. However, they quickly expanded. Due to delays in producing the actual toys for the Christmas season of 1977, Kenner (the toy company) cleverly offered an “Early Bird Certificate Package.” This package contained a certificate that could be mailed in to receive the first four action figures when they became available. It also included stickers and a display stand backdrop. This is considered a highly significant and sought-after piece of Star Wars memorabilia today. The First Wave of Action Figures were shipped in early 1978 after redeeming the certificates, and then sold in stores. These are often referred to as the “Original 12” figures, though only four were initially available through the Early Bird package: Luke Skywalker, Princess Leia Organa, Chewbacca, and R2-D2
And one of the most important marketing tactics used? Responding to fan enthusiasm! With all the excitement and buzz around the franchise, Lucasfil launched an official Star Wars fan club which offered a newsletter, exclusive merchandise, contests, and behind-the-scenes information. This fanclub helped pull the curtain back so fans could see even further into the galaxy far, far away. This helped foster that creator to consumer relationship and invited viewers further into the world of Star Wars.
As we continue through May, be sure to return every Monday to learn more about the famous Star Wars franchise and how it forever changed the film, sci-fi, and marketing industries. May the force be with you!