Wednesday, December 16, 2015

Awakening of the brand: how companies are preparing for the new “Star Wars” – RBC

In anticipation of the release of the film “Star Wars: The Awakening forces” shops around the world were filled with a new wave of products related to the cosmic universe of George Lucas. Logo, portraits of characters and quotes from the movie decorate a variety of subjects – from cars to toilet paper. By estimates of research company NPD Group, a franchise of “Star Wars” since the first film in 1977 earned more than $ 32 billion only on products with the symbols and souvenirs (including studio Lucasfilm, which owns the rights to “Star Wars”, was awarded $ 20 billion).

Analysts at Macquarie Securities believe that in the first year after the release of “Awakening forces”, the turnover from the sale of products with the symbols of the “Star Wars” will reach $ 5 billion. Total film earned on such goods, Fees to the movies, games and DVD sales of about $ 9.6 billion, estimates Bloomberg.

RBC looked like big brands prepared for the premiere of “Star Wars”, promising them billions more.

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