Selling Star Wars: The Rise of Skywalker

My latest marketing recap column at The Hollywood Reporter covers Disney’s massive campaign for Star Wars: The Rise of Skywalker.

The Rise of Skywalker comes as the end cap to what is now a nine film series, just as creator George Lucas long said he originally envisioned. At the center of all the films — aside from the spinoff movies like Solo and Rogue One — has been the Skywalker family. First Anakin (the Prequels), then Luke and Leia (the Original Trilogy) and now Kylo.

That’s exactly how the film has been sold in a campaign that kicked off in April and has gained steam over the subsequent months. With tracking tracking estimating an opening weekend of up to $200 million, anticipation for how the story concludes, what lingering questions will be resolved and what it means for the future of the galaxy far, far away is high.

You can read the whole thing here.

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