Organisation: Star Wars - Revenge of the Sith

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Analysis and commentary by Echo Research.

Reviews aside, three issues surrounded the final Star Wars epic. Firstly, its phenomenal box office success, "This is an unprecedented achievement"(Paul Dergarabedian - Exhibitor Relations, reuters.co.uk, 21/5). Secondly, the speed and ferocity of pirate copies in both internet download and DVD format, "Sith is Attacked by the Clones"(thisislondon.co.uk, 20/5). And finally, the extraordinary reach of the Star Wars marketing machine, "Red Bull has Dark Side"(homeoff1.com, 21/5). The first two issues, being in all probability, the direct result of the last.

The intensity of promotional activity was duly noted, with reference not only to 'official' marketing partners, spanning phone businesses, food, drinks and confectionary companies; but also to unofficial bandwagon-hoppers making the most of current intergalactic hype. Of particular note were promotions for sales-patter technique NLP , "May the Force (of NLP) be with you"(Sunday Herald, 22/5) and Smart cars, "Darth says: 'Come over to the Smart side'"(Harlow Star, 22/5).

Star Wars followers are a loyal bunch, "Star Wars has a rabid fan base"(Anita Frazier - analyst, bbc.co.uk, 19/5), caught in the George Lucas vision of "light sabres, the Force and odd, alien characters"(Guardian, 23/5). More importantly, even if they don't want the memorabilia, toys, t-shirts or regalia for themselves, or their kids, they do want to watch again and again …