April 25, 2005
USATODAY: The force is already out in force as the May 19 debut of Star Wars: Episode III — Revenge of the Sith nears. Consumers are being flooded with Star Wars-themed TV commercials, print ads, soft-drink promotions, video games and "collectible" action figures and toys.
But "buyer beware," warns Jeremy Beckett, author of The Official Price Guide to Star Wars Memorabilia. Most of the collectibles that fans and treasure-hunters will squirrel away will be virtually worthless in the future beyond sentimental value because of the quantities being churned out.
Star Wars is one of the all-time moneymaking franchises, generating nearly $3.4 billion in global box office and $9 billion in retail sales since 1977. As the buzz builds for the finale of George Lucas' space series, consumers won't be able to swing a light saber without seeing, hearing or reading references to Darth Vader, Yoda or Obi-Wan Kenobi over the next month.
Promotional partners Pepsi, Burger King, Cingular Wireless, America Online, M&M/Mars and Kellogg are launching a multimillion-dollar cross-promotion to push their own brands while basking in the reflected glory of Hollywood. As partners, they get the rights to use Star Wars characters in their advertising.
Star Wars In Action [USATODAY]
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