The Commercialization of Star Wars
I was just in Target and passed by the toy section. Displayed out at the end of the aisles were several Star Wars toys that made me think, “This is too much.” It seems like the selling of Star Wars products has replaced the movies. Things like the video below sell cars, but don’t add anything to what the movies were.
You see, I saw the movies in their original run. At that point, science fiction films consisted of movies like Godzilla:
Or were movies about the evils of the atomic age. Star Trek was also starting to snowball, but movie executives weren’t sure it could sell. Then Star Wars premiered, and it exploded onto the movie scene. People stood in line at movie theaters for hours, waiting to see the movie for the 10th or 20th time. It was a movie that not only told a good story, a story that was magnetizing, but it hit at a time when people needed it.
It paved the way for the Star Trek film in 1979 and all the science fiction shows and movies that followed. Star Trek got remade into not one, but four series. Would that have happened without Star Wars? Who knows? But it helped make science fiction into more than something perceived to be read by teenage boys.
But the other thing Star Wars did was it paved the way for shows like Power Rangers, where the overall goal of each episode is not to tell a good story but to sell toys. Star Wars has not only has been used to sell toys, but also cars, and getting through airport security — just to name a few of the strange ones.
What do you think about all this? Can there be too much commercialization? What do you think it’s done to the original movies?