‘The Last Jedi’ dominating social media buzz

November 16, 2017

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The Force Awakens broke all manner of record by way of public interest, sharing and interaction its sequel The Last Jedi is showing the world that it has similar legs, dominating the social media buzz as the film fast approaches.

Variety take a look at this trend, comparing it with other popular franchises.

Disney-Lucasfilm’s “Star Wars: The Last Jedi” dominated social media last week with 110,000 new conversations thanks to interviews with cast members and filmmakers, according to media-measurement firm comScore and its PreAct service.

“Star Wars: The Last Jedi” has pulled in more than 3.77 million new conversations five weeks before its Dec. 15 launch. Directed by Rian Johnson, the movie picks up where 2015’s “Star Wars: The Force Awakens” left off. It stars Mark Hamill, Carrie Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, and Andy Serkis.

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The Last Jedi

SourceVariety

Mark Newbold

Exploring the galaxy since 1978, Mark wrote his first fan fiction in '81 and has been a presence online since webpage Fanta War in 1996. He is the EiC and Daily Content Manager of Fantha Tracks and currently contributes to ILM.com, SkywalkerSound.com, Star Wars – Das Offizielle Magazin, Journal of the Whills and Starburst Magazine, having previously contributed to magazines Star Wars Insider, Geeky Monkey, TV Film Memorabilia, Model and Collectors Mart, partworks Build Darth Vader, Star Wars Encyclopedia, and Build The Millennium Falcon, and websites Jedi.net, Jedi News, StarWars.com, Lightsabre.co.uk, and Wirezone. He is the only podcaster to have appeared on every Celebration podcast stage since it began in 2015 (hosting it four times), is part of the team behind Thank The Maker events, and is the co-host of Making Tracks, Canon Fodder and Start Your Engines on Fantha Tracks Radio.

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Counting Down To:

February 2027

sun07feb10:00 AM11:59 PM‘Star Wars: The Experience – A Journey Through the Galaxy’: 13th February 2027Event starts in

Event Details

The world premiere exhibition, Star Wars™: The Experience, an epic journey through the legacy of Star Wars™, will open at The Franklin Institute in Philadelphia on February 13, 2027, as part of the Star Wars 50th anniversary celebration.

Created by The Franklin Institute, in collaboration with MDSX, Lucasfilm and Disney Consumer Products, Star Wars™: The Experience – A Journey Through the Galaxy, is the largest and most comprehensive behind-the-scenes exhibition celebrating the Star Wars galaxy, and the official exhibition during the landmark anniversary year.

The all-new exhibition spans 18,000 square feet of visually rich, interconnected galleries, featuring large immersive moments, screen-used artifacts, and an RFID-powered experience for an interactive, personalized, and cinematic journey into the creative force behind Star Wars. It presents an extraordinary collection of more than 70 artifacts, many of them screen-used and on view for the first time from Lucasfilm, including legendary screen-used pieces such as Darth Maul’s lightsaber and Darth Vader’s costume. A selection of creatures, droids, and other alien species, including Grogu, R2-D2, and C-3PO, will be visible up close, along with a speeder bike, and original props from Andor.

From sound design and costume creation to fan art and gaming, the exhibition celebrates the intersection of art, innovation, and fandom, showcasing how Star Wars has always been, and will always be built by dreamers. It charts the evolution from analog ingenuity to digital reinvention and highlights the voices of early makers and the current global fandom, uncovering the creativity, craftsmanship, and community that make it a timeless treasure.

“Star Wars created a cultural landscape that spans decades and delivers massive, undeniable global appeal,” said Larry Dubinski, President and CEO of The Franklin Institute. “Its influence extends far beyond cinema—shaping entertainment, culture, technology, and business, while redefining how stories are created, experienced, and shared across generations. The Franklin Institute is excited to put Philadelphia once again at the center of a major cultural moment with another blockbuster world premiere exhibition in 2027.”

“Star Wars: The Experience represents more than four years of collaboration, creativity, and shared vision with Lucasfilm, Disney Consumer Products, and MDSX,” said Abby Bysshe, Chief Experience and Strategy Officer at The Franklin Institute. “Bringing an experience of this scale to life takes an extraordinary amount of dedication and expertise, and together this team has created something we believe will captivate audiences and celebrate the extraordinary and lasting impact of Star Wars.”

“This exhibition is an authentic celebration of the ingenuity and pioneering spirit of Star Wars and its cultural impact across decades,” said Dan Picard, owner, and creative director at MDSX. “It places fans inside unique aspects of the Star Wars saga—blending unforgettable moments, behind-the-scenes creativity, and the fandom that continues to shape the galaxy today. That is what makes this exhibition such an exceptional experience, and one we are proud to be part of.”

EXCLUSIVE DETAILS AND FIRST LOOK AT EXHIBIT RENDERINGS AT SAN DIEGO COMIC-CON

The Making of Star Wars™: The Experience (Panel)
Friday, July 24, 2026, 4:00PM-5:00PM (PT), Room 7AB

Exclusive to San Diego Comic-Con attendees, the creative minds behind Star Wars™: The Experience will share more about the making of the exhibition, revealing insider insights and the first gallery renderings.

Moderated by Ashley Eckstein, actor and the voice of Ahsoka Tano in animated series including Star Wars: The Clone Wars, Star Wars Rebels, Tales of the Jedi—panel experts include Matt Martin, Sr. Creative Executive of Franchise Content and Strategy at Lucasfilm; Portia Fontes, Manager of Physical Assets at Lucasfilm; Abby Bysshe, Chief Experience and Strategy Officer at The Franklin Institute; Dan Picard, Creative Officer and Owner of MDSX; and Dave Edmonds, Art Director at MDSX.

The creative team will dive into questions such as: How do you balance cinematic authenticity with exhibition design? What is the visual identity of the experience? What are some of the never-before-seen archival pieces, and how do you celebrate 50 years of Star Wars in a way that feels as epic, emotional, and immersive as the saga itself?

Tickets will go on sale in November for Star Wars™: The Experience, which will run from February 13 to September 6, 2027. Following the Philadelphia premiere, the exhibition will launch a five year North American tour.

Time

February 7, 2027 10:00 AM - 11:59 PM(GMT+00:00)

Location

The Franklin Institute

222 North 20th Street

Calendar GoogleCal

fri19feb12:01 AM11:59 PMStar Wars 50th Anniversary releaseEvent starts in

April 2027

fri02apr(apr 2)6:00 PMsat03(apr 3)1:00 AM#CANTINA 3: Friday 2nd April 2027Event starts in

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Variety take a look at this trend, comparing it with other popular franchises.

Disney-Lucasfilm’s “Star Wars: The Last Jedi” dominated social media last week with 110,000 new conversations thanks to interviews with cast members and filmmakers, according to media-measurement firm comScore and its PreAct service.

“Star Wars: The Last Jedi” has pulled in more than 3.77 million new conversations five weeks before its Dec. 15 launch. Directed by Rian Johnson, the movie picks up where 2015’s “Star Wars: The Force Awakens” left off. It stars Mark Hamill, Carrie Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, and Andy Serkis.