‘Star Wars': The meaning, magic and marketing mojo

13 Dec 2015 | Author: | No comments yet »

‘Star Wars: Force Awakens’ Will Debut in 3D, A First for the Franchise.

Star Wars is a beloved franchise, but the buzz surrounding the impending release of the seventh instalment, Star Wars: The Force Awakens, is almost tangible in Los Angeles, where the long-awaited premiere will take place this week.The debate after the San Bernardino, Calif., terrorist attacks couldn’t have done a better job illustrating just how divided the American people actually are.

Ever since the first Star Wars film began its journey in 1977 at Grauman’s Chinese Theatre on Hollywood Boulevard, LA has had a special relationship with Darth Vader and Luke Skywalker. In 2012, Star Wars: Episode I — The Phantom Menace, first released in 2D in 1999, was converted to 3D and re-released, but then Disney tabled plans to re-release 3D versions of the second two films in the series. We have the exclusive reveal of life-size building-block versions of Ridley’s scavenger character Rey and the roly-poly droid that are slated to appear on the red carpet next week. Whether the issue is race, abortion, marriage, health care, immigration, or gender, the fundamental assumptions we bring to the table are so different that we might as well be speaking different languages.

In the world of academic ethics, we spend a lot of time thinking about the disintegration of not only our political culture, but of any common moral language we could use to have genuine engagement. A floor-to-ceiling white curtain concealed the proceedings from passersby who might have wanted to take advantage of selfie ops with R2-D2, C-3PO, and their new robot pal BB-8.

Abrams, at a recent junket, explained his decision to send out a 3D version, saying, “As someone who really hasn’t been the most vocal advocate of 3D, the strangest thing happened to me on this. When I was watching the reels in 3D, there were a number of shots — and I know this sounds insane — that I hadn’t understood in the three-dimensional space quite the way I did when I saw them in 2D. The dedicated group – who have called their efforts “the line awakens” – currently has more than 130 people participating, with more likely to join in the coming days. Born Daisy Jazz Isobel Ridley in London in 1992, the budding starlet trained at the Tring Park School for the Performing Arts before going on to make TV appearances in Casualty, Silent Witness and Mr Selfridge.

We used to have a common set of theological ideas on which to draw, but our commitment to freedom of religion and a secular public sphere has meant such appeals today have little force. All the hoopla was a sideshow to the many interviews and photoshoots, as well as two press conferences (moderated by “Star Wars” fan Mindy Kaling), taking place throughout the cavernous building. The ordeal was planned by liningup.net, a motley group of Star Wars fanatics who staged previously successful lines for the franchise’s prequels at the same venue. Fast fact Never mind acting with original Star Wars leads Harrison Ford, Carrie Fisher and Mark Hamill – Daisy was particularly starstruck when she and co-star John Boyega bumped into Bake Off queen Mary Berry while filming at Pinewood Studios.

I had never felt that before.” Disney and Lucasfilm announced in late 2013 that Force Awakens would be available in 3D, and the movies’ format choices are now listed on marketing materials. The feeling may not have been mutual… ‘She had no idea who we were,’ Daisy admitted recently. ‘She asked John if he could fix her radiator!’ Plan B Daisy has been taking courses towards a degree in psychology – plus she’s a talented jazz singer.

The trailer has over 70 million hits on YouTube. “Star Wars” manages to bring together an unbelievable number of people – whatever their race, whatever their gender, whatever their politics, and whatever their age. Money raised goes to Starlight Children’s Foundation, reportedly one of the first charities that Mark Hamill contributed to when Star Wars made him a household name.

Even though the appetite for the format has waned in North America, it remains far more popular overseas. “It’s very rare that a big tentpole doesn’t have a 3D component. It’s especially popular overseas,” said Eric Handler of MKM partners. “Disney is a big fan of 3D film.” Three different formats of Force Awakens will play in Imax theaters. The vast majority of locations will offer Imax 3D, while 18 to 20 locations will play Imax 70mm film and another 18 to 20 theaters Imax will use laser project. Abrams shot one key sequence with Imax cameras, and anyone seeing the movie in an Imax location will see the movie expand to take up the entire screen during that sequence.

Camosy is a professor of theological and social ethics at Fordham University and a contributor to “The Ultimate Star Wars and Philosophy: You Must Unlearn What You Have Learned.” For her big day, Ritter says she will don a classic white dress, with “handmade crystal x-wing starfighters on it”. “We just wanted to do something unique and fun, and engage the fans,” said the president of Grauman’s, Alwyn Hight Kushner, who said that Ritter would be escorted down the aisle by Darth Vader himself. The stars of that film, Mark Hamill, Harrison Ford, and Carrie Fisher, reprise their roles in “The Force Awakens.” The Rebel Alliance, now known as the Resistance, battles the evil First Order. In the era of reserved seating, when queueing is not actually necessary, the lengthening lines are a testament to the intensity of franchise fandom. “We’ve had reserved seating for a couple years so people don’t line up the way they used to,” said Kushner. “But [Star Wars] is a whole other animal. I don’t know if it will continue, but as long as there are people like this we’ll do it.” For Clukey, who sports long brown dreadlocks, this marked his fourth time lining up outside Grauman’s.

I keep coming back to pay tribute to the original Star Wars.” Unlike his fellow campers, Clukey had not made use of the group’s new policy, which allows fans to leave the line by signing out in order to go to work, take a shower, or sleep elsewhere. “The theatre lets us use their facilities around the clock,” he said. “In the past, for the six-week lines, we’d all rent a motel room to go in and shower; this is only for 12 days, so I don’t need that luxury.

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