Perhaps you’ll wield a light saber or wear your hair in a bun. Perhaps you’ll go a little farther and put on an orange jumpsuit. If you’re a big fan of George Lucas’ classic space opera, you may just go all the way and deck yourself out in a Stormtrooper costume.
One of the most famous lines in the Star Wars trilogy, “May the Force be with you,” has been co-opted by fans around the world and slightly altered to “May the fourth be with you,” which has led to people expressing their delight, fascination or even obsession with the films and their characters on May 4 every year for more than three decades.
When the Walt Disney Company bought Lucasfilm at the end of 2012, the new owners of the Star Wars brand were in a marvelous position to take advantage of its countless characters, costumes and props whose cross-over potential from children to adults is almost unrivaled.
Since 2013, the Walt Disney Company has made use of its considerable marketing talents to inform the world — in particular, the substantial Star Wars fan base — of the events surrounding the celebration of the franchise
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(Photo: Scott Smith/flickr.com)