Disney's Star Wars: Forces of Production, Promotion, and Reception

by William Proctor (Editor), Richard McCulloch (Editor)

Overview

In 2012, Disney purchased Lucasfilm, which meant it also inherited the beloved Star Wars franchise. This corporate marriage sent media critics and fans into a frenzy of speculation about what would happen next with the hugely popular series. Disney’s Star Wars gathers twenty-one noted fan and media studies scholars from around the world to examine Disney’s revival of the franchise.

Covering the period from Disney’s purchase through the release of The Force Awakens, the book reveals how fans anticipated, interpreted, and responded to the steady stream of production stories, gossip, marketing materials, merchandise, and other sources in the build-up to the movie’s release. From fears that Princess Leia would be turned into a “Disney princess” to collaborative brand management, the authors explore the shifting relationship between fans, texts, and media industries in the context of a crucial rebranding campaign. The result is a fascinating examination of a critical moment in the iconic series’ history.

Product Details

ISBN-13:	9781609386436
Publisher:	University of Iowa Press
Publication date:	07/01/2019
Series:	Fandom & Culture
Edition description:	1
Pages:	416
Product dimensions:	6.00(w) x 9.00(h) x 1.00(d)

About the Author

William Proctor is senior lecturer in transmedia, culture, and communication at Bournemouth University. He is coeditor of Global Convergence Cultures: Transmedia Earth and of The Scandinavian Invasion: The Nordic Noir Phenomenon and Beyond.

Richard McCulloch is lecturer in film and cultural studies at the Centre for Participatory Culture, University of Huddersfield. He is coeditor of The Scandinavian Invasion: The Nordic Noir Phenomenon and Beyond.

Table of Contents

Acknowledgments ix

Introduction William Proctor Richard McCulloch

From the House That George Built to the House of Mouse 1

Part I Production and Promotion

1 Rebuilding Transmedia Star Wars: Strategies of Branding and Unbranding a Galaxy Far, Far Away Matthew Freeman 23

2 Transmedia Spectacle and Transownership Storytelling as Seen on TV: Star Wars from the Holiday Special to Rebels Matt Hills 39

3 Rebuilding the Force, Brick by Brick: Canon Reformation and Brand Synergy in LEGO Star Wars Lincoln Geraghty 53

4 Selling The Force Awakens: Fan Labor and Brand Management Dan Hassler-Forest 68

5 Rebellions Are Built on Realism: The Aesthetics of Special and Visual Effects in Rogue One: A Star Wars Story Joshua Wucher 82

6 Binding the Galaxy Together: Subjective, Collective, and Connective Memory in Star Wars Colin B. Harvey 97

7 The Mandalorian Variation: Gender, Institutionality, and Discursive Constraints in Star Wars Rebels Ross Garner 109

8 To Disney Infinity and Beyond: Star Wars Video Games Before and After the LucasArts Acquisition Douglas Brown 123

9 From Star Tours to Galaxy's Edge: Immersion, Transmediality, and "Haptic Fandom" in Disney's Theme Parks Rebecca Williams 136

Part II Reception and Participation

10 "Always Two There Are": Repetition, Originality, and The Force Awakens Jonathan Gray 153

11 "Real Life Is Rubbish": The Subcultural Branding and Inhabitable Appeal of Secret Cinema's The Empire Strikes Back Emma Pett 166

12 Disney's Princess Leia Paul Booth 179

13 Rey, Mary Sue, and Phasma Too: Feminism and Fan Reponses to The Force Awakens Merchandise Lorna Jowett 192

14 Jafar Wars: Fan-Created Paratexts in Alderaan Places Bethan Jones 206

15 "You Die! You Know That, Right? You Don't Come Back!": Fans Negotiating Disney's (De)Stabilized Star Wars Canon Michelle Kent 221

16 Fear of a #BlackStormtrooper: Hashtag Publics, Canonical Fidelity and the Star Wars Platonic William Proctor 237

17 Simultaneously Laughing, Screaming, and Crying: Reacting to the Force Awakens Trailer Tom Phillips 254

18 "I Should Have Seen It Coming": Spoiler Culture, Marathon Screenings, and Affective Responses to The Force Awakens Bridget Kies 267

19 "Someone Is Someone's Father!": An Autoethnography of a Non-Star Wars Viewer Lucy Bennett 278

20 Beyond Vader: The Franchise Reawakens Mark J. P. Wolf 289

21 A New Hate? The War for Disney's Star Wars William Proctor 301

Contributors 323

Notes 329

Bibliography 333

Index 377

What People are Saying About This

Kevin Wetmore

“No other volume engages this topic so thoroughly or in-depth. Thanks to four new Star Wars films since Disney’s acquisition of the property, the subject is both hot and relevant, and the contributors provide insights and contextualization for the larger Star Wars universe and the academy. Plus, it’s fun to read!”—Kevin Wetmore, Loyola Marymount University

Henry Jenkins

“An international mix of authors—many of whom grew up as part of the Star Wars generation—turn their collective intelligence onto Disney’s expansion of George Lucas’s epic adventure saga, considering how Star Wars has engaged audiences across multiple media platforms and inspired a range of fan responses. Each essay makes a unique contribution to our understanding of one of today’s most important media franchises.”—Henry Jenkins, coauthor, Participatory Culture in a Networked Era

Will Brooker

“Star Wars isn’t what it used to be. This fascinating collection of essays captures a key moment in its ever-expanding universe, acknowledging the contradictions of its history, the fluidity of its continuity, and the diversity of its texts—from toys to theme parks, from the Holiday Special to The Force Awakens. Engaging and entertaining.”—Will Brooker, author, Using the Force: Creativity, Community, and Star Wars Fans