In 1977 I was eager to accept the massive marketing blitz promoting the first film to me, and to adults who should have known better. And the firestorm of marketing was like nothing I had ever seen. Down even to Star Wars bubble gum with ‘trading cards’. It was more like a propaganda campaign than a promotion. I don’t have my hands on the data, but I wonder whether the marketing for Star Wars outstripped the cost of the film itself, which was not inconsiderable for its time.
Even then, though, I thought the film was a disappointment. I guess my expectations had been built up too highly. So highly that not even a masterpiece film could have met them. and Star Wars was not so much a masterpiece as a juvenile script populated with cardboard characters, and big budget special effects that started the trend for the effects to be the real stars of American films, and almost always as destructive forces. Continue reading “Robber barons rule Star Wars VII”