Is Star Wars Losing Its Luster?

 

The title of this post sounds click baity, but it brings up a nagging thought among many fans over the beloved sci-fi franchise. There are many indications that Star Wars is losing its luster with the general public. No need to worry, Star Wars is not going anywhere, but the property just doesn’t seem to be capturing our excitement these days. Instead that is going to Disney’s other blockbuster IP, the Marvel Cinematic Universe. Star Wars is still a behemoth that brings in tons of dollars to Disney, but the evidence is becoming more clear. Let’s look at some facts:

  • The property has been swept up in the toxic culture wars that is strangling our society. It started with the release of the controversial Star Wars: The Last Jedi, which has enraged many conservatives fans who accused it of being too politically correct.
  • The mixed to negative reaction to The Last Jedi, not just from haters but many die-hard Star Wars fans helped lead to the failure of Solo: A Star Wars Story. That in turn led to the cancellation of planned Star Wars films.
  • Disney head Bob Iger admitted that too many Star Wars films were being released too quickly and cited this as a reason for Lucasfilm to cut back on Star Wars films.
  • Even though there is another Star Wars film coming out later this year, the enthusiasm for it is not as high as it was for previous Star Wars films.
  • Merchandising sales are down, with many retailers severely discounting Star Wars toys, especially those related to the Disney-era films.
  • The recent opening of Star Wars: Galaxy’s Edge at Disneyland has not brought in the massive crowds that Disney anticipated.

So, what is happening and why? The answers are not quite simple and it really depends on context. Yes, Star Wars is a victim of the stupid culture wars going on but that has affected other properties and franchises as well. Yes, there are too many sites and videos from haters infesting the web, but they also target Star Trek and even Marvel. Then the fact that these places champion underdog properties indicates that many of them just want to kick at the top dog of the moment. What didn’t help Star Wars is how Rey was written to be a Mary Sue and how the deconstruction of Star Wars in The Last Jedi alienated many die-hard fans who hated what writer/director Rian Johnson did with the characters.

There are many reasons why Solo didn’t perform well. A big part of it was due to the backlash of The Last Jedi, which is unfortunate because Solo was actually a fun film that evoked the traditional adventurous Star Wars films.

The scaling back of Star Wars films is a natural reaction to the mixed reception of recent films. However, more films are still being planned and the Disney streaming service, Disney+, will premiere this year The Mandalorian, the first live-action Star Wars film and it is highly anticipated. Plus, the same service will include a new season of the beloved animated series, Star Wars: The Clone Wars, which has many fans excited. So, for now, Star Wars’ future lies with television to keep us satiated until the next standalone or saga film.

All this hand wringing over the property could wind up being silly if the next film, Star Wars: The Rise of Skywalker, recaptures the magic and leads to new films coming out sooner. Given how Star Wars: The Last Jedi turned out, it is nearly certain that The Rise of Skywalker will play it safe and give fans what they want. In the long run, it could wind up hurting the franchise in the same manner that some were ultimately turned off by Star Wars: The Force Awakens because it was too derivatives of A New Hope. But a short-term win is called for.

Let’s face it, Disney went overboard with the marketing and merchandising of the property At first, it worked wonders for the company when they acquired the IP in 2012. The build up to The Force Awakens was immense and was a genuine phenomenon. Unfortunately, this led to Disney slapping the Star Wars label on practically everything. If we thought creator George Lucas was bad with the merchandising when he owned the property, Disney took the marketing to the nth degree. it is only natural that there would be a backlash and this led to lowered sales.

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After Solo: Does Star Wars Recover After Its First Stumble?

solo and chewie at bar

We Star Wars fans have a right to have a bad feeling about what is going on with Star Wars.

It was not supposed to be like this. A Star Wars film comes out in theaters and dominates the box office regardless of how good it is (see the prequels). Then we’d all pour over it as anticipation builds for the next film. Instead, Solo: A Star Wars Story has turned out to be a box office disappointment and now the talk right now is how Star Wars recovers, which is unusual.

Take into account that Solo: A Star Wars Story debuted at number one and still holds that position in its second week. Also, it earned over $100 million during the Memorial Day weekend, consider that Ready Player One earned far less than that in its opening weekend, yet it is considered to be a success.  But  Solo cost much more money to make, had the coveted Memorial Day weekend slot and it’s a Star Wars film. They’re supposed to equal instant cash for Disney and Lucasfilm.

But here we are, the film is underperforming and everyone is wondering what went wrong and where does Lucasfilm go from here. It’s a shame since Solo: A Star Wars Story is actually a great film, much better than its predecessor, Star Wars: The Last Jedi.

The Unfortunate Perfect Storm

Actually, the previous Star Wars film and its reception are a major reason for Solo’s woes. While Star Wars: The Last Jedi was a huge hit in theaters and with critics (who gave Solo mixed reviews) it was a flawed and controversial film that deeply divided Star Wars fans. Putting aside those that loved it for its bold departure, many griped about the film’s narrative faults, uneven pacing, and poorly written characters. Unfortunately there is also a sizable amount of close-minded idiots who complain about new Star Wars films because they are more socially diverse. You know the kind, they probably voted for Trump and wish things would go back to the good ol’ days. These vocal fans have called for a boycott of  new Star Wars films and sadly took out their anger on Solo. Right now they are crowing in videos and blogs about how they alone caused Solo to fail. Talk about delusions of grandeur! They are not the only reason for Solo’s struggle, but they are a factor.

Other fans who rightfully disliked The Last Jedi for legitimate reasons felt burned by Lucasfilm and knew about all the production headaches of Solo: A Star Wars Story. These fans felt that the new film would disappoint them and opted to not rush out on opening weekend to see it.

Then there is the formidable competition out there. Avengers: Infinity War is a huge juggernaut that is still having an impact in ticket sales. Meanwhile, Deadpool 2 came out a week before Solo and mined viewers away. Originally the film was to come out in June, but given Solo’s troubled production, 20th Century Fox probably smelled blood in the water and decided to compete with Solo: A Star Wars Story and it worked.

Also, keep in mind that movie tickets are not cheap and many made hard choices over what to see. The two superhero films have strong word of mouth and this had a negative influence on the Star Wars film.

On a related note, others have stated that the film was released too soon after the last Star Wars film. However, if this is true then why is Marvel Studios releasing three films a year?

Marketing also has to share the blame. It was quite sparse for Solo with the running joke for months being the lack of trailers until a handful of months before its release. Simply put, Solo: A Star Wars Story faced a perfect storm that was worse than Han Solo’s Kessel Run.

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