Disney vows to bolster Star Wars brand

Disney has vowed to throw its marketing weight behind the Star Wars franchise after acquiring Lucasfilm in a $4.5bn (£2.8bn) deal.

StarWarsPic
Disney vows to throw its marketing weight behind the Star Wars franchise after acquiring owner Lucasfilm.

The deal was made with the company’s founder and film director George Lucas and includes production companies Industrial Light & Magic and Skywalker Sound as well as the rights to the Indiana Jones franchise.

Disney also revealed plans to release a seventh live-action Star Wars film, episode seven, in 2015 followed by a movie every “two to three years”. Disney will also look to use the Star Wars franchise throughout its businesses including theme parks, consumer products, television and digital platforms.

The company says the Star Wars brand “provides a sustainable source of high quality, branded content with global appeal and is well suited for new business models.”

The deal continues the corporation’s chief executive Bob Iger’s strategy of growing the Disney brand through acquisitions. In 2009 it acquired Marvel Entertainment for $4 (£2.5bn), that resulted in this year’s hit blockbuster ‘The Avengers’ and in 2006 it acquired Toy Story and Cars maker Pixar Animation Studios for $7.4bn (£4.6bn).

In a statement announcing the acquisition, Iger says: “This transaction combines a world-class portfolio of content including Star Wars, one of the greatest family entertainment franchises of all time, with Disney’s unique and unparalleled creativity across multiple platforms, businesses, and markets to generate sustained growth and drive significant long-term value.”

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now