Wednesday, September 17, 2008

"Star Wars"

This is where you'll probably get offended.

Ever since marketing was proven to be an effective tool for selling a product, the approach has been to advertise the holy crap out of something until people are compelled to purchase that something. Yet, more often than not, that something isn't really even that great of a something. But eventually you fall prey to the marketing ploy usually for at least one of three reasons: (1) You were convinced into thinking the something was legitimately good. (2) You felt pressured into thinking the something was legitimately good. (3) You were hoping that purchasing the something would shut up the rampant marketing campaign. (Hint: #3 never works, trust me.)

Enter "Star Wars," stage left.

This trilogy was way ahead of its time in the realm of special effects, cinematography, and storytelling. So, agreed, it was interesting and entertaining. But, folks, let's be real here, it was a mammoth-budget, sci-fi B-movie trisected into three long installments for maximum bang. And because it contained more than a shred of fantasy and mysticism, it caught wildfire within the nerd community, catapulting lonely, socially awkward males within the age range of 9 to 52 from their blanket forts and the confines of their retired parents' basements, past the singles bars and real world jobs, into the streets with their Star Wars shirts, figurines, and plastic lightsabers.

That was "Star Wars'" downfall -- the empire that struck back, if you will. The nerds. Because they built more than an appreciation, more than a fan base -- they built a religion. Not a cult following, but an actual cult. A cult where Earth is simply another rock floating around in the heavens' battlefield and undying adoration lifts any saber-equipped human or otherwise hairy creature intolerant of "the dark side" into polytheistic idolism.

And then marketing took over and made sure you'd never forget about this trilogy.

Sure, the geeks and the ensuring marketing made it a massive success, but in doing so they ruined it for everyone else. Same issue with "The Lord of the Rings" or "The Matrix." These could all be great epics, but loners and the marketing that capitalizes on loners stifled any potential energy these cinematic works held. I now hate "Star Wars" because its marketing has inflated into sensory overload. The trilogy wasn't enough. Now it's ballooned into action figures, costumes, Legos, cereals, posters, video games, spin-off shows, spin-off cartoons, another trilogy, etc. etc. etc. Every month for the past 30+ years, it's something else with that confounded "Star Wars" logo on it. And it's only getting worse. I can't buy shampoo at Wal-Mart without being bombarded by "Star Wars" marketing.

Somewhere a Scientologist is probably burning a vigil or sacrificing a lamb to George Lucas right now.

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