Movie Merchandising

By Bryan Nest

The Star Wars Brand

• Lucas had offered to take a pay cut as director in exchange for the sequel and merchandising rights, and Fox agreed, not realizing the property’s true potential.

• Worldwide merchandise sales have exceeded $4 billion from the original trilogy.

• Lucas’s shrewd move enabled him to guide the future of the Star Wars brand.

• Lucas could afford to finance the Star Wars sequels, The Empire Strikes Back (1980) and Return of the Jedi (1983)

Darth Tater

Episode III and Burger King• Burger King has bought into LucasFilms

and 20th Century Fox’s Star Wars: Episode III

• Burger King was the first restaurant to buy merchandise rights for the original Star Wars in 1977

• It is estimated to have cost Burger King $40 million for the deal

• Starts May 16th, three days before the premiere

• Promotions include vehicles, plastic figures and plush toys of characters from the prequels as well as the original Star Wars trilogy.

• The adult-targeted campaign will include a scratch-off game card.

• Space-themed foods for children, including lightning bolt- and star-shaped chicken tenders and Spacey Green Icie’s.

Cups from Episode I

Other Summer Movie Tie-ins

Star Wars Benefits

• Free advertising• Revenue• Brand presence

Other MerchandiseExpected $1.5 billion in merchandise sales

for Episode III• Pepsi

• Legos

• Hasbro

• M&M

• Topps

• Sony

• Pez Candy

Sources

USAToday.comhttp://www.usatoday.com/life/movies/news/2005-03-20-revenge-of-the-sith_x.htm

Adage.comhttp://www.adage.com/news.cms?newsId=44793

Brandchannel.comhttp://www.brandchannel.com/features_profile.asp?pr_id=69