Newswise — With some of the bold choices that Disney has made during the production of “Star Wars: The Force Awakens” — like selecting “Star Trek” filmmaker J.J. Abrams for the director’s role and hiring a cast of young, diverse actors — it seems clear that an attempt is being made to contemporize and perhaps revitalize the franchise.
So when Abrams announced on “The Tonight Show with Jimmy Fallon” that he had partnered with Lin-Manuel Miranda, creator of the widely acclaimed musical “Hamilton”, to write new “Star Wars” cantina music, the daring move should not have come as a surprise.
“Lin Manuel Miranda is the hottest composer on Broadway right now,” says David Allan, Ph.D.’99, professor of music marketing at Saint Joseph’s University in Philadelphia, “And any time you combine two in-vogue ‘brands,’ it’s marketing gold.”
A leading authority on music marketing with two decades-long career in radio broadcasting, Allan thinks Abrams and Disney are taking a risk, but it’s a good one.
“There’s the potential that older fans won’t like the new music because it doesn’t match what they remember,” he says. “But the reward could be huge with the younger audience and potentially revitalize some fans’ affinity for the brand.”
The new film, which hits theaters on Dec. 18, will be set 30 years after the events of “Return Of The Jedi.”
“Disney is in the business of music, and they do it well,” adds Allan. “For many of their films, the cinematic content is designed to entertain the children while the musical scores and featured artists are tailored to the adults, broadening their fan base.”
This time, perhaps they have flipped the strategy, offering a storyline that resonates with longtime supporters of the franchise and a musical score that will attract a fresh following.
“Sequels are always judged more harshly than originals,” says Allan, “but these choices could potentially give this film, and this franchise, new life.”
Dr. Allan can be reached for comment by contacting the University Communications office, 610-660-1222, [email protected].
David Allan, Ph.D., is a leading expert on media, advertising, marketing and pop culture. Author of "This Note's For You: Popular Music + Advertising = Marketing Excellence" (Business Expert Press, 2015), Allan has been quoted in national news outlets, speaking on topics ranging from Michael Jackson’s post-trial career, to decency standards in the media, to Apple’s partnership with U2.
www.sju.edu/news-events/news/could-new-music-add-new-force-star-wars-franchise
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