In case you haven’t heard, today the 4th will be with you. But it’s not May the 4th, the organic holiday that sprung up in the Star Wars community in the last decade. Today is a different fourth. One invented by Disney, to go along with their marketing department’s plans for total Star Wars world domination.
Yesterday’s drop of the BB-8 toy and leaks of Captain Phasma and Kylo Ren masks were no accident. They were simply the run up to today’s opening salvo of marketing insanity, as Star Wars releases tons of toys and merch today for The Force Awakes, including an 18 hour YouTube stream of toy unboxing. As anyone who has paid attention to pop culture in the past few years is doubtlessly aware, Disney is ruthless in marketing their A List properties. Every major movie drop comes with a full six-week onslaught preparing the way. Star Wars, which doesn’t come out for another three and a half months, is starting today.
Let me for a moment pull the curtain back and talk about the sausage we here at Anibundel make on a daily basis for your consumption. In today’s blogging economy, entertainment sites of all stripes are content churners. We have to be relentlessly posting all the time. Ads want eyeballs, eyeballs want content and content wants new information. Savvy marketing departments like Disney, and others, use this to their advantage. The run up to releases can last four weeks for smaller properties, like Inside Out, while larger ones like Age of Ultron, go for a full six. During the onslaught period, information is released everyday, without fail, whether it be a new interview, a new trailer, new tie in products, a new clip, a behind the scenes CGI breakdown of said new clip, and on and on. The idea is to make sure there is at least one thing a day that entertainment sites will post which will keep their upcoming release date forefront and above the din of the internet. Disney’s current six-week campaign–in case you haven’t noticed–is for The Muppets TV show. We currently do a post a day of their stuff. (We could do more, but I am unwilling to become a single subject dominated site.)