There is a scene in 1987’s Spaceballs
, Mel Brooks’ spoof of the Star Wars
franchise, where Brooks, as Yogurt (his play on Yoda) hawks lunch boxes, shouts “Merchandising! Merchandising!” and explains how to squeeze every last penny out of the movie. And it works because even in 1987, 25 years ago, everyone knew that George Lucas was basically just interested in using his movies to create toys and lunch-boxes and any other piece of cheap crap that kids would whine about until their parents bought it. And that was all before
Jar-Jar Binks. But in the post Jar-Jar world we live in, Lucas’ obsession with merchandising has gone from beyond a mildly amusing in-joke to something that has made his movies completely unwatchable. I mean, it says something that when Disney acquired the rights to the Star Wars
franchise that people were relieved because it meant that Lucas wouldn’t be around to screw them up.
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