Star Wars, and perhaps Disney as a whole, are at a crossroads. In the decade since Disney purchased Lucasfilm, there have been both high and low points.
This was also true in the old days of Lucasfilm, but back in those days there was enough content released at a regular cadence that we could tolerate the low points because the good points tended to make up for them. Old-School Lucasfilm marketing really mastered brand synergy. Releases were frequent, but not so frequent as to oversaturate the market. They dovetailed projects, so that a new book might tie into a game or comic series.
The Shadows of the Empire project was the zenith of Lucasfilm marketing power, when all cylinders were firing. The difference now is that the major focus is on TV shows and movies, while in the old days it was primarily centered on new books and games, which could realistically lead to 2-3 releases in a book series and 2-3 licensed games within a year.
Because the focus is now on movie and TV releases, the stakes are higher. A poorly received release has a much harder and longer impact. Because the novels and comics now contain “less important” stories, the incentive to purchase is not what it once was.
Disney has been fighting an internal battle for the soul of the company as a whole, and with competing strategies on the narrative side of the house. Unfortunately, this is causing audience whiplash. In a company that was stable, many of these issues would’ve been settled months ago behind closed doors. Most of the issues should have been addressed prior to Bob Igers exit and Susan Arnolds’ ascension. Even though Arnold and Chapek have been working to realign corporate culture, the battle is intense and largely waged through the media – avenues that they cannot completely control. For shareholders, profit is king, and recent shareholder meetings should have given Arnold and Chapek more freedom to act, but resistance from creatives is very strong. Sensing a possible weak point, the recent attempt to organize a walkout and damage Chapek may have unintentionally strengthened his hand – it will be interesting to see how the board reacts to the walkout failure, and whether or not Chapek can walk back some of the positions taken in a memo to try and appease company activists.
Whatever the case – there is a ticking clock counting down to May 26th, 2022 – when Star Wars Celebration begins. Things on the Star Wars movie front look grim. We don’t know what’s coming next. We know that Taika Waititi is working on an unspecified project, and that Patty Jenkins Rogue Squadron film is currently in development hell and possibly cancelled. There are rumors of other projects, but nothing solid.
On the TV front, Obi-Wan is on the horizon and will launch the day before Celebration starts. Andor will be coming this fall, and likely the Mandalorian Season 3. The Bad Batch may have a release this year, but recent changes in lineup mean that the second season may be delayed. The next game in the Jedi series will be announced. Disney cannot afford for the Obi-Wan series to flop. It MUST be a success, or Disney+ will be in big trouble.
Andor could be a good series, but it’s unlikely that general audiences are even aware of this show, and may be confused about why a character who died in Rogue One is the main character in a new series. I doubt if we would get a trailer for Season 3 of the Mandalorian this early – so will Andor and the Jedi game be the main draws for Celebration? If so, the convention will be a disappointment. My hope is that Jon Favreau is the Master of Ceremonies and has something special up his sleeve. A Thrawn casting reveal could give the convention the boost it will need.
If they instead trot out Kathleen Kennedy one more time, focus on the High Republic, and have no major movie reveals, Star Wars as a brand may be irreparably damaged. There is a high probability of fan protest at the convention as well – can you imagine legions of Cara Dune cosplayers lined up at the panels? It is past time for Disney to decide what it wants Star Wars to be.
In my next article, I’ll offer some thoughts about what steps Disney could take to try and repair fan relationships and heal a divide in the fanbase. In the meantime – what movies, shows, books, or games are you excited about that have been announced? What other Star Wars projects would you like to see developed, and what steps do you think could help heal the divided fanbase?
