Movie Merchandising

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• Movie Merchandising
• By Bryan Nest

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The Star Wars Brand

• Lucas had offered to take a pay cut as director
  in exchange for the sequel and merchandising
  rights, and Fox agreed, not realizing the
  propertys true potential.
• Worldwide merchandise sales have exceeded 4
  billion from the original trilogy.
• Lucass shrewd move enabled him to guide the
  future of the Star Wars brand.
• Lucas could afford to finance the Star Wars
  sequels, The Empire Strikes Back (1980) and
  Return of the Jedi (1983)

Darth Tater
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Episode III and Burger King

• Burger King has bought into LucasFilms and 20th
  Century Foxs Star Wars Episode III
• Burger King was the first restaurant to buy
  merchandise rights for the original Star Wars in
  1977
• It is estimated to have cost Burger King 40
  million for the deal
• Starts May 16th, three days before the premiere
• Promotions include vehicles, plastic figures and
  plush toys of characters from the prequels as
  well as the original Star Wars trilogy.
• The adult-targeted campaign will include a
  scratch-off game card.
• Space-themed foods for children, including
  lightning bolt- and star-shaped chicken tenders
  and Spacey Green Icies.

Cups from Episode I
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Other Summer Movie Tie-ins
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Star Wars Benefits

• Free advertising
• Revenue
• Brand presence

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Other Merchandise
Expected 1.5 billion in merchandise sales for
Episode III

• Pepsi
• Legos
• Hasbro
• MM
• Topps
• Sony
• Pez Candy

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Sources

• USAToday.com
• http//www.usatoday.com/life/movies/news/2005-03-2
  0-revenge-of-the-sith_x.htm
• Adage.com
• http//www.adage.com/news.cms?newsId44793
• Brandchannel.com
• http//www.brandchannel.com/features_profile.asp?p
  r_id69