Star Wars: Revenge of the Marketers

By Rob Williams | Special to the Vermont Guardian

Posted June 10, 2005

I turned 10 in 1977, the year that George Lucas’ first Star Wars film landed in theaters around the world. I saw the film dozens of times: first in the theater, then on cable (my retired grandparents, living the good life in Florida, subscribed to HBO back when it was new and trendy), and then as a rented video.

The movie changed my life, sparking my young imagination and fueling my emerging interest in science fiction, fantasy, and matters spiritual. And yes, as a “tween” (a newly invented and high-powered marketing term referring to the 8-12 crowd) I amassed all the requisite Star Wars collectibles in my bedroom — trading cards, stickers, action figures, plastic models, toy light sabers, and more. Looking back, if I had saved all of the allowance money I spent on Star Wars stuff, I might be able to afford to send at least one of my kids to college for a month.

So here I am, almost 30 years later, having to drag myself to see the last (thankfully) episode in the George Lucas juggernaut, more out of a sense of reluctant obligation than anything else. What to make of Lucas’ grand vision now? Without giving away too many plot details of Revenge of the Sith (for those of you who are still planning to make the pilgrimage), here are some summary comments from one slightly jaded Star Wars fan.

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