The Last Jedi is as close to an art film as we’re likely to see from the franchise-centric studio era. … Continue reading Art Isn’t Really Part of It
A Wrinkle In Time Great stuff here about how Ava DuVernay immediately sought to make the lead of the story … Continue reading Picking Up the Spare: A Wrinkle In Time, Thoroughbreads, and More
Logan Before the movie was released, 20th Century Fox reportedly worked directly with Twitter to analyze fan conversations, sentiment and … Continue reading Picking Up the Spare: Logan, Pitch Perfect 3 and More
Star Wars: The Last Jedi A great feature on the women of Lucasfilm who are integral to the franchise’s ongoing … Continue reading Picking Up the Spare: The Last Jedi, The Post and More
“Look closer,” Rose (Kelly Marie Tran) says to Finn (John Boyega) in Star Wars: The Last Jedi as the two of them are in the middle of a rogue mission that could help save the floundering Resistance from the threat of the First Order.
That same advice could be handed to those who have felt the film, written and directed by Rian Johnson, fell short of being worthy to stand as the eighth episode in the Star Wars saga.
The movie picks up seemingly within a day of the end of 2015’s The Force Awakens, with the Resistance having destroyed the First Order’s Starkiller Base but far from victorious against the enemy. Without going into spoiler territory we then follow the continued adventures of Rey (Daisy Ridley) as she works to convince Luke Skywalker (Mark Hamill) to show her the ways of the Jedi and what her place in the universe is. Meanwhile Poe Dameron (Oscar Isaac) and General Leia Organa (the late Carrie Fisher) keep the Resistance fighting as best they can with the help of Vice-Admiral Holdo (Laura Dern), an effort Rose and Finn are ultimately instrumental in. On the other side of the battle, Kylo Ren (Adam Driver) and General Hux (Domhnall Gleeson) continue vying for the affection of Supreme Leader Snoke (Andy Serkis).
Most all of that was presented in the massive, albeit time-compressed, marketing campaign mounted by Disney over the last seven or eight months of 2017. That campaign presented a dark chapter in the saga, one that was fraught with the potential for danger. Would Rey succumb to the Dark Side of the Force? Would the Resistance and all its heroes be snuffed out for good?
None of that prepared me for what might be the most thoughtful and thought-provoking entry in the entire Star Wars saga.
MILD SPOILERS BELOW. DON’T CLICK IF YOU’RE STILL WAITING TO BE SURPRISED.
Star Wars: The Last Jedi An outdoor campaign run in conjunction with Twitter rotated pictures from the movie and fan … Continue reading Picking Up The Spare: The Last Jedi, The Killing Of A Sacred Deer and More
For the third time in as many years, Disney/Lucasfilm are bringing Star Wars to theaters just in time for the holidays. After successfully reintroducing the franchise with 2015’s The Force Awakens, we took a detour away from the core “Saga” that has been the focus of the movies to date in 2016’s Rogue One: A Star Wars Story.
Now we’re back to the story of the Jedi and the fight against the powers of darkness in Star Wars: The Last Jedi. The story picks up right where The Force Awakens left off, as Rey (Daisy Ridley) finds the self-exiled Luke Skywalker (Mark Hamill), who she hopes will help her learn who she is and what her destiny might be. Meanwhile, The Resistance, led by General Leia Organa (the late Carrie Fisher) continues its fight against the ascendant First Order, ruled by the mysterious Supreme Leader Snoke (Andy Serkis). Poe Dameron (Oscar Issac) and Finn (John Boyega) along with Chewbacca and a bunch of porgs keep fighting the good fight while Kylo Ren (Adam Driver) continues to emote across the entire galaxy while trying not to be the Diet Coke of evil.
With so much Star Wars hype and promotion over the last three years, the franchise lately has never seemed far out of reach. To sell The Last Jedi effectively and forcefully, Disney has worked hard to make sure the campaign sells a compelling and unique product to the audience.
The AR game around this year’s Star Wars consumer product release event shows how the tech can be a powerful brand touchpoint. Continue reading Star Wars Embraces Augmented Reality for Force Friday II