I just finished reviewing the new massive multiplayer online video game, Star Wars: The Old Republic. And while taking note of the plusses and minuses of this expansive and entertaining title, I was struck by something that, I’ll admit, I haven’t stopped to consider in a while. Namely, just how long this franchise has been zipping around in hyperspace in that galaxy so far, far away.
I mean, think about it. The first of George Lucas’ space fantasy flicks came out in 1977. 1977! That’s ancient history for some. In fact, there are probably some of you dear readers who have never known a time when Star Wars wasn’t sitting on your DVD or Blu-ray shelf back home. Thirty-five years is an incredibly long time to keep swinging your lightsaber in media years. (It’s sort of the equivalent of dog years—only with changing formats, improving technologies and no chewed up shoes.) I mean, what else in this day and age do we still use from the 1970s, anyway? Eight-track players? Rotary phones? Disco?
I’d have to say, though, that I think Star Wars is just as popular today as it’s ever been. Seriously. Just go online and search “Star Wars” and you’ll find over 137 million sites that are likely serving the daily curiosities of hundreds of millions, if not billions, of people. And it’s not just about interest in the movies anymore. Tie-in products range from games to toys to Star Wars craft books, to hipster clothing lines to Darth Vader Tai Chi exercises to specialized burgers sold in France to children’s books that teach you how to properly speak Wookiee.
Han, Luke and Princess Leia—characters who started out in what was considered at first to be a B-level movie, at best—are now iconic figures engrained in our social psyche. Don’t believe me? Just go ask some kid if he’s ever heard of Darth Vader. Even if he’s never seen the movie, he’ll know that bad guy’s MO and heavy breathing style.
My very media-picky editor even made a point of showing the Star Wars flicks to his young daughter—not because of the film quality, but just so she’d walk away with a socially significant reference point. Another acquaintance reported that he’s being daily reminded by his 5-year-old son that The Phantom Menace is soon hitting theaters in 3-D. (C’mon Dad, get with it.)
How has this come to be? How has our collective society been so changed by a movie series? It can’t just be good merchandising, can it? Is it the classic good versus evil tale? The inventive characters? The campy romp of the originals? Or … wait, is it actually that George Lucas is a Sith Master, mind-controlling the nation with the dark side of The Force?
“This is the LEGO Millennium Falcon you want to buy!” Dun-dun-dunnnnn!
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