When films become commodities it means films become Dial soap. Is it good? I guess.
105 days separate September 4th and December 18th. These are important dates for those faithful to a galaxy far, far away. September 4th was Force Friday, the day when merchandise for Star Wars: The Force Awakens was set to appear. And appear it did. Devotees lined up outside Toys ‘R’ Us, Target, Wal-Mart, anywhere that sold plastic wrapped in plastic, for the chance to buy the newest toys for the newest Star Wars film. From action figures to Lego sets to dolls to remote control BB-8s and beyond, it was gobbled with an intensity surpassed only by the desperate and the starving.
This is easy to dismiss. The crass consumerism is apparent and, really, what can we draw from this hunger for Star Wars toys? But, accurately, Star Wars is not just toys. Star Wars is a culture onto itself. It’s been so subsumed and absorbed by the larger populace, moving from some sort of niche territory to become the institution of pop culture. Darth Vader is likely as recognizable as Santa Claus, Ronald McDonald, and Jesus.
105 days separate September 4th and December 18th. These are important dates for those faithful to a galaxy far, far away. September 4th was Force Friday, the day when merchandise for Star Wars: The Force Awakens was set to appear. And appear it did. Devotees lined up outside Toys ‘R’ Us, Target, Wal-Mart, anywhere that sold plastic wrapped in plastic, for the chance to buy the newest toys for the newest Star Wars film. From action figures to Lego sets to dolls to remote control BB-8s and beyond, it was gobbled with an intensity surpassed only by the desperate and the starving.
This is easy to dismiss. The crass consumerism is apparent and, really, what can we draw from this hunger for Star Wars toys? But, accurately, Star Wars is not just toys. Star Wars is a culture onto itself. It’s been so subsumed and absorbed by the larger populace, moving from some sort of niche territory to become the institution of pop culture. Darth Vader is likely as recognizable as Santa Claus, Ronald McDonald, and Jesus.