The Force Will Mos Def Be With You
September 1st is a YUUUUGE day in the Star Wars universe. The upcoming release of The Last Jedi is a big, big deal. And such an event is coming with some serious promotional firepower, like a fully-loaded Deathstar.
USA Today breaks it down:
Get ready to take pictures with cute Porgs or shoot video with the venerable Admiral Ackbar.
It’s not a trap: When Force Friday II launches Sept. 1 with a blitz of toys, apparel and merchandise for Star Wars: The Last Jedi (in theaters Dec. 15), fans will also have access to the new Find the Force augmented-reality experience and can interact virtually with their favorite characters.
“Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi. Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way,” Lucasfilm president Kathleen Kennedy said in a statement. Lucasfilm’s official Star Wars app will be updated with a new Find the Force button, and at 20,000 retailers worldwide Sept. 1 to 3, there will be standees and graphics with the logo featuring a silhouette of Daisy Ridley’s lightsaber-wielding Rey. Scanning the logo with your smart device will unlock a character in the room with you — like Pokémon Go for the galaxy far, far away. Fifteen new characters will be revealed over the three-day weekend, including Last Jedi personalities introduced for the first time, so you’re rewarded for coming back again and again.
That. Sounds. Awesome.
I HAVE ALTERED THE AGREEMENT. BUT IT’S ALL GOOD
This all adds up to big bizness. How big?
The first Force Friday promotion in 2015, tied to The Force Awakens, sparked a sevenfold increase in online sales of Star Wars toys for the month of September. The studio drummed up excitement for new action figures and toys with a global unwrapping of Star Wars merchandise on YouTube and coverage on ABC’s Good Morning America. The movie went on to become the top-grossing U.S movie ever.
In The Last Jedi, Daisy Ridley reprises the role of Rey, rejoined by John Boyega as Finn, Adam Driver as the villain Kylo Ren and Oscar Isaac as Poe Dameron. Mark Hamill returns as Luke Skywalker. The film is expected to open with North American weekend sales of $230 million and go on to generate $1.7 billion to $2 billion globally, according to Shawn Robbins, chief analyst at BoxOfficePro.com.