Transcript Starwars merchandise.ppt

Movie Merchandising
By Bryan Nest
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 property’s
true potential.
• Worldwide merchandise sales have
exceeded $4 billion from the original
trilogy.
• Lucas’s 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
Episode III and Burger King
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Cups from Episode I
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Burger King has bought into LucasFilms
and 20th Century Fox’s 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 Icie’s.
Other Summer Movie Tie-ins
Star Wars
Benefits
• Free advertising
• Revenue
• Brand presence
Other Merchandise
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Pepsi
Legos
Hasbro
M&M
Topps
Sony
Pez Candy
Expected $1.5 billion
in merchandise sales
for Episode III
Sources
USAToday.com
http://www.usatoday.com/life/movies/news/2005-03-20-revenge-of-the-sith_x.htm
Adage.com
http://www.adage.com/news.cms?newsId=44793
Brandchannel.com
http://www.brandchannel.com/features_profile.asp?pr_id=69