A Logical & Business Analysis of Star Wars: The Last Jedi (2017)

Or Why the Logical & Business Side of Entertainment is not that Entertaining.

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There are couple of things audiences need to understand and that is the business side of Star Wars.

The movie industry is a money “making or breaking” machine.
And Disney is a money making enterprise.

Star Wars holds a Guinness World Records title for the “Most successful film merchandising franchise” as the total value of the Star Wars franchise was estimated at US$42 billion

So in 2012, when the Walt Disney Company bought Lucasfilm for US$4.06 billion and earned the distribution rights to all subsequent Star Wars films — their main objective was one thing and one thing alone — To make money.

And how did they do this?

From making the Star Wars Characters more friendly and funnier in their Theme parks to bringing in humor & drama into their movies.

I mean — think about it — when George Lucas was the exclusive owner of the Star Wars Characters — did you ever see Darth Vader dancing on stage to Michael Jackson’s “Beat It” to entertain children?


There was a mystery, aura & respect to each character. And they were not created to make money at any cost. However, when Disney took over — it was more like how Tim Cook took over Steve Jobs after his death — the focus was simple — lets make money any way, every way and all the ways possible.

And that is where ‘The Last Jedi’ focuses on this strategy effectively.

How do they do this?

  • To focus on a new fan base — They bring in a woman as the main character.
  • To focus on new business markets — they focus on an African European man as their secondary hero.
  • To appeal to Global Interests and the Largest new growing economies — they bring in an Asian woman to play the Central Character. Remember China?

You may say, isn’t that how a inter-galactic rebellion should look like instead of having a golden blonde blue eyed hero & heroine taking the lead role?

Yes of course.

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Given how the global economy & the shift of powers are moving towards Asians specially China — it must change or else they will become extinct. How else will the media industry survive a global shift of power?

  • USA will no longer be the dominant force it once used to be.
  • Running off to the Middle East to earn tax-free fast money is no longer a viable option.
  • Asians are no longer ‘Poor Economies’ that the West once thought it was.
  • Working for one company until retirement is no longer a badge of pride.
  • Freelancing or being an outsourced project based employee is now being replacing the Fixed-Salaried employee & even the so called Entrepreneur.
  • And paper currency is now going crypto crazy.

The economic landscape of our planet is changing faster than you can imagine which is why The Movies, The Internet & even Social Media Companies have now become a manipulative advertisement of hidden messages which target consumers in more ways than just a feel-good family moment.

So the next time you go to watch a movie with your children — snap out of the magical spell and look around logically to understand what companies are doing and why they are doing it.

Loy Machedo

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ABOUT ME: Google My Name | SERVICES: ThinkPersonalBranding.Com | EMAIL: loy@loymachedo.com | WHATSAPP: +66–92–541–4784

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