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Continuity
In the 1970s, when Star Wars was just getting started in fandom, Lucasfilm’s executives would wear t-shirts emblazoned with the now iconic triangular logo to comic-con panels and other events. That’s probably how many people spotted the triangular logo for the first time.
What’s interesting about the Marvel and Star Wars experience is that fans appear to enjoy and tolerate this kind of experimentation. It makes the franchise feel like a puzzle, where they’re active participants within an experience that’s larger than their individual films.
As a result, they’re willing to invest in fresh talent and ideas. It’s a gamble that works, but it also puts them in danger of being boxed into one story. In that situation, the stories can start to feel stale and uninteresting.
Experimentation
The Star Wars franchise is a rare cross-generational property that today’s kids embrace for themselves. They re-watch the movies, watch animated series, play video games and collect toys and merchandise.
That’s why it’s so important that Marvel and Disney continue to experiment with the products they make featuring the decades-spanning mega-hit. They have found that this allows them to keep quality high and create an environment for fresh voices, ideas and talent.
It also gives them a reasonable output rate that keeps the overall quality of their product consistent across a wide range of media. This, in turn, makes it easier to attract new fans, retain existing ones and encourage ongoing investment from them.
Curiosity
Marvel and Star Wars have always been about pushing the boundaries of what we can expect from the movie industry. The latest iteration of that philosophy, in the form of a nifty new mobile app, is designed to be an engaging experience for fans of both franchises. In short, it’s the next best thing to being there, where the magic happens. It’s also where you can find out about all the coolest things that happened in the world of movies and television, like when the next big blockbuster was made, what’s in store for your favorite kung fu master or who exactly is behind the curtain of your new favourite sci-fi show. Those are all good reasons to stay connected with the Marvel and Star Wars brands, as well as all their related products and services.
The company has a lot on its hands, so the challenge is to keep it all straight.
Engagement
Disney’s Star Wars and Marvel brands have developed a loyal fan base over the years. Many of the fans started watching the movies when they were kids and continue to watch them with their children and grandchildren. This cross-generational appeal is fueled by an array of high-quality, on-brand content that engages consumers with new experiences and opportunities to connect with the brand at any stage of life.
By cultivating curiosity through its transmedia universe, Marvel encourages fans to keep coming back and to share their ideas with each other. For instance, fans of Rosario Dawson’s portrayal of Ahsoka Tano in The Mandalorian opined online about wanting her to be a part of the live action version of the animated series and eventually got their wish. This kind of a long-term commitment to fostering an engaged community keeps interest in the brand at a regular high, which is critical for any marketing strategy. It also shows the power of continual experimentation and the potential for new talent to become a permanent part of the brand’s ecosystem.
