Monday, December 21, 2015

Disney casts a broad net when it comes to Star Wars Tie-Ins

Yesterday's post briefly hit on the cultural side of the new Star Wars film. Now we start transitioning to the unprecedented scale of marketing behind the film.

Disney appears to be spending an unprecedented amount of money promoting this film. That total is being driven even further north by countless product tie-ins.

Of course, cross-promotion is nothing new. It is more or less standard with major franchise releases, even if only in the form of a happy meal. What is unique about the latest Star Wars is both the scale and the apparent lack of targeting. Tie-in tend strongly to match the perceived audience for a movie. Breakfast cereals for kid friendly shows, high-end watches for James Bond films.

By comparison, this is carpet-bombing.

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