Newswise — Brands in virtually every market are capitalizing on the impending release of “Star Wars: The Force Awakens.” From COVERGIRL cosmetics to Duracell batteries; General Mills cereals to Chrysler Fiat models, “the Force” is all around us.
Anticipation for the film, set to release on Dec. 18, is being bolstered by both the excitement of nostalgic fans and the curiosity of young potential Jedis.
“Brands see this as an opportunity to get in front of a larger audience, and it’s a smart move,” says Janée N. Burkhalter, Ph.D., associate professor of marketing at Saint Joseph’s University in Philadelphia, Pa.
“Typically in the entertainment industry, consumers think of co-branding in the form of brand placement,” she adds, “but there is no opportunity for this in ‘Star Wars’ because it is set in a fantasy world.”
While Han Solo doesn’t have a preferred soda brand and Princess Leia doesn’t wear designer jeans, the fantasy aspect of the films that prevents brand placement may enable increased opportunities for licensing.
“Licensing deals are arguably more successful when the secondary product fits the brand’s image, theme and target audience,” says Burkhalter, “but with ‘Star Wars’ and other fantasy franchises, the rules are a bit looser, opening up opportunities to partner with more products.”
Which is why this holiday season, consumers can find something for every “Star Wars” fan on their list — like a Death Star cookie jar, a storm trooper alarm clock or a game day T-shirt featuring Yoda or Darth Vader from dozens of NCAA teams.
“It’s about selling an experience and trying to develop relationships with the consumers,” says Burkhalter. “The theater-going experience is a one-time connection, so movie brands have to look for other opportunities to engage and build a fan base. ‘Star Wars,’ Disney are looking to broaden and reenergize their audience, and co-branding is one way they can accomplish that goal.”
Dr. Burkhalter can be reached for comment by contacting the University Communications office, 610-660-1222, [email protected].
Janée N. Burkhalter, Ph.D., has published in a variety of journals including the Journal of Advertising, the Journal of Marketing Communications, the Journal of Promotion Management, and Business Horizons. She is also co-editor of the book Maximizing Commerce and Marketing Strategies through Micro-Blogging. Her research interests include entertainment, new media, consumer relationships and pedagogy.
www.sju.edu/news-events/news/its-beginning-look-lot-star-wars-—-case-co-branding-success
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