It’s a valid question for a franchise that’s now over 40 years old, and while the saga feels as fresh as it ever has to those of us diving deep each and every day, the question of connecting to a new, young demographic is very real. Bloomberg look into the matter, asking if Star Wars is struggling to connect with the next generation of kids.
It’s hard to say this, as someone who grew up pretending to be Han Solo battling Darth Vader and his stormtroopers to rescue Princess Leia. But it must be said: Kids might not be into Star Wars anymore.
Walt Disney Co.’s underwhelming theme-park attendance last quarter was the latest sign that the intergalactic saga isn’t resonating for younger generations raised on Iron Man and Fortnite. Chief Executive Officer Bob Iger was so sure fans would be blasting through the door that he had instituted a reservation system for visitors to enter Star Wars: Galaxy’s Edge, the new attraction at Disneyland. It turned out not to be necessary.
Star Wars toy sales popped with 2015’s “The Force Awakens,” the start of a trilogy that united Han, Luke and Leia with a new band of heroes, but have slumped since. “Solo: A Star Wars Story,” last year’s spinoff featuring the backstory of beloved characters, utterly bombed. “The Last Jedi,” the second in the new trilogy, was profitable but fell shy of its predecessor’s performance. The next installment, “The Rise of Skywalker,” will have the very future of the franchise riding on it when it debuts in December.
There wasn’t supposed to be such a disturbance in the Force. When Disney bought Lucasfilm Ltd. in 2012 for $4.05 billion, it already had a template for the intricate web of sequels and spinoffs it hoped to create around the Star Wars brand. Marvel Entertainment, acquired three years earlier, had rolled out a series of interrelated movies with characters who went on to join up in the blockbuster “Avengers” movie, then Disney’s most successful ever. The films are supposed to combine with TV projects and the theme parks to create a virtuous cycle, where fans get excited for each new iteration and can immerse themselves in the world of their heroes.
There was every reason to believe “Star Wars” would have a similar path, with its endearing droids, otherworldly life-forms and minor characters like Lando Calrissian and Boba Fett who inspired their own cult followings.
