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‘The Force has left Lucasfilm’: how Disney can salvage its $4B investment

46 points| DirectorKrennic | 2 years ago |fortune.com

151 comments

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bluedevil2k|2 years ago

> At the heart of this mess is Lucasfilm president Kathleen Kennedy

Took too long for the article to mention this. How can she possibly still have a job? It was her call to hire 3 different directors for the sequels (initially, I know Abrams came back) with no agreed upon direction of the plot. Complain about Rian Johnson’s (awful) episode 8, but ultimately it was Kennedy that gave him free reins to do what he wanted.

It’s just mind boggling that the very same company that’s done an amazing job building a unified “universe” with Marvel by Kevin Feige has done such an awful job with Star Wars by Kennedy.

setgree|2 years ago

This is interesting to me because it's so at odds with how I took in the new trilogy. I thought only Johnson showed any vision at all, and I also thought his sense of small scale combat choreography was way better, e.g. the scene where Adam Driver and Rey fight those guys in the red suits.

JJ's movies were so derivative of the original trilogy I sometimes wondered if he was messing with us, e.g. the scenewhere a character says, if I recall, "it's just like the death star!" once they've unveiled...another death star.

But yes, the fact that the three movies don't gel whatsoever, in terms of tone or plot, seems like a management issue. Really puts into perspective what the folks at Marvel have pulled off.

The X-Men and DCEU movies seem like a similar story.

basch|2 years ago

I agree the buck stops with Kennedy BUT the original story was that Michael Arndt (Toy Story 3) was hired to write a trilogy. He didn't write fast enough (for Iger?), and Abrams replaced him and his story. What we can deduce, is that ad hoc unconnected movies wasnt plan A.

https://www.theguardian.com/film/2012/nov/09/star-wars-micha...

There is also maybe more recycled Arndt ideas scattered through the trilogy than he gets credit for.

https://www.indiewire.com/news/general-news/michael-arndt-re...

gjsman-1000|2 years ago

The problem is that her resume of successful productions is strangely amazing for how she's run Star Wars. Gremlins; E.T.; Indiana Jones; Jurassic Park; Twister; Schindler's List; Back To The Future; etc. Presumably, it's partially because she hitched along as Producer for almost all Spielberg films and it did her career wonders by association.

So who is the replacement? She's produced on so many successful series that her Star Wars ineptitude is heartbreaking. You need to find someone with a better resume; and if you can't, what's your criteria for picking a replacement if nobody is qualified replace her on previous merits?

marcosdumay|2 years ago

> an amazing job building a unified “universe” with Marvel

It's about as unified as it's creativity-free. Disney is killing both universes, one is just way more blatant than the other.

(But well, the series aren't going through the same path.)

it_citizen|2 years ago

I am going to lose some karma over that comment:

As someone who has not watched star wars before being adult but is pretty fond of fantasy and sci-fi, I am wondering if the simplest explanation for the constant disappointments is that the universe and source material are not that great in the first place. Is it possible that in 2023, a good chunk of the love for star war movies is due to fond childhood/90's memories that are impossible to recapture? I am hard pressed to find people that became passionated about star wars by discovering them late in their life.

If I am right, then what to do? People are going to be unhappy if the franchise tries to modernize itself and make drastic changes, but they will also be unhappy if they get more of the same because it won't have the madeleine effect.

theptip|2 years ago

I think it’s the exact opposite. The universe is one of the most compelling around. There is so much fiction (cannon and non-canon), and there was even a pen&paper RPG back in the day that was great fun. There is an enduring love for the universe because it’s a great tapestry for many types of story.

I do agree there is a lot of rose-tinted fondness for the movies; they don’t hold up well IMO. The problem for new blockbuster movies is that the Campbell “hero’s journey” story style is incredibly cliche these days. In many ways the original Star Wars defined the tropes but you can’t just go back and revisit and do another “it’s your destiny to save the galaxy” arc after the Skywalker saga.

My prescription would be to really lean into the richness of the universe, and tell some truly new stories. Mandolorian was trying to do this but they chickened out and added baby Yoda as a callback to the original storyline, plus there were no Jedi at the point I got bored and stopped watching in S2 - there is a tension here as I think there are interesting non-Jedi stories to tell, but after a while you really want to see the magic. I also think a lead with an inexpressive mask was a tactical error that compounds after a while.

There is a bunch of interesting stuff you could explore in the Old Republic timeline, or you could forge new canon in the post-Skywalker era (maybe go forwards a millennium or so and construct some new power dynamics, perhaps tell some fall of empire / decadence / rise of dark side stories).

I think the new anime series (Visions) is some of the best content to come out of the universe, and it’s certainly fresh. It really showcases how much potential there is to tell interesting stories in the universe, and the shift to anime allows the Jedi to be more over-the-top in a way I find very entertaining. But I acknowledge that it’s just shorts, and so it suggests they really haven’t figured out how to tell a fresh movie/series-length story in that universe.

pneill|2 years ago

It pains me to say this, especially since I saw Star Wars in the theater over 10 times when it first came out, but you have a point.

When I was a kid, I saw Star Wars over 10 times in the theater, and I LOVED it. For the time, it was revolutionary science fiction film. But I remember after the first time I saw it with my dad and I excitedly asked him "what did you think?" He said it was over rated. I remember being crushed by that comment, but now.. I dunno. The plot is pretty weak and predictable.

But I think that's why a lot of fans are so disappointed by the new Disney star wars material. Rogue One seemed like such an elevation of Star Wars - Star Wars for grown ups. And the hope, at least of me, was that Disney+ would run with that. But after Boba Fett, I just walked. It was atrocious.

mongol|2 years ago

I think Star Wars is great today for what it accomplished at the time. I enjoy it to a large extent because it is legendary. If you view it in isolation, without the background, knowledge of the era and what impact it had on society, you lose a lot of the feeling watching it. It is like a time machine. Just a fact like that Reagan's strategic defense initiative was called the Star Wars program in the press says tons about the impact the movie had on its audience at the time. This cannot be repeated 40 years later.

drdec|2 years ago

This is absolutely part of it. Your favorite Star Wars movies are the ones you saw as a child.

EA-3167|2 years ago

This is my feeling as well, but I find that going up against Star Wars fans is a pointless and unrewarding endeavor.

bipop5000|2 years ago

I also watched star wars as an adult. I find the source material average.

leashless|2 years ago

At the end of the day, nobody's left who understands what Star Wars is about. It's a ship adrift.

Marvel works because of the endless nerd wrangling in the comics world imposing narrative discipline and critical standards. Plus the crappy stories don't make it to the big screen. Star Wars just doesn't have that: it's a cathedral and there's no bishop, vs. the much more bazaar and bizarre comic book processes.

Needs a genius at the helm or it flounders. Where's Marcia Lucas these days?

TMWNN|2 years ago

>Marvel works because of the endless nerd wrangling in the comics world imposing narrative discipline and critical standards. Plus the crappy stories don't make it to the big screen. Star Wars just doesn't have that: it's a cathedral and there's no bishop, vs. the much more bazaar and bizarre comic book processes.

Good point.

For non-comic book readers, Marvel has published dozens of issues of various titles *every single month* since 1961. Those stories (plus selected issues from the late 1930s to 1961) are the gigantic mine of ideas that the MCU draws upon. Not all the stories are good, of course, but there have been six decades for public sentiment to manifest and identify the best/coolest/funniest/most touching moments, characters, and—well—memeable points. The memorable way a villain redeems himself at the end of the third Thor film? That's straight out of the comics.

Star Wars had a corpus of its own to draw upon, the Expanded Universe of novels/TV shows/comics/toys/etc. Zahn's Thrawn novel trilogy basically saved the franchise in the early 1990s, after the first set of movies ended with nothing else in sight. I've not read them, but fans have gushed over them ever since and I presume that they could have made a good set of post-RoTJ films. Disney explicitly disavowed the Expanded Universe after acquiring Lucasfilm, but recently published another Thrawn trilogy to bring the super-popular villain into mainstream continuity. But instead of anything like that, we got the sequel trilogy, with the dubious accomplishment of turning the $2 billion box office of the first film into $1 billion for the third.

JoeAltmaier|2 years ago

Not sure SW was ever about anything but style and setting. A constant science fiction Gulliver's Travels with new people, civilizations, institutions cropping up rapid-fire.

Any attempt to rein that in would ossify, fossilize the franchise. It's not about some particular famous characters or planets. It's about constantly seeing new stuff.

adsfgiodsnrio|2 years ago

>The third Skywalker trilogy started off with a bang in late 2015 with The Force Awakens, only to end with a whimper four years later as fans deserted the franchise.

The Rise of Skywalker grossed over a billion dollars at the box office. The current crop of TV shows are some of the most popular things on TV. That isn't what I'd call "desertion". Disney can milk Star Wars for years to come.

It wouldn't surprise me if they've already made back their investment. The five Disney Star Wars movies have made over $4 billion gross. That's not accounting for the parks or merchandising.

I don't see any doom and gloom here for Disney. Things are bad for the moviegoing public, sure, but Disney is doing fine.

cmrdporcupine|2 years ago

Exactly, people need to stop pretending Star Wars is something it isn't.

It ain't high science fiction, it ain't some coherent canon of beautiful authentic story telling.

Apart from Rogue One and Andor, it's space shows for kids. The plots never made total sense, the acting was always corny, the writing wasn't exactly tight. All the way back to A New Hope.

It's pew-pew-pew blasters in space, bad guys vs good guys, etc.

I hated the sequels, they were awful, each in their own unique way. Abrams makes garbage stories from whatever he touches these days. But he makes garbage that makes money, and that's really what it's about.

Public hands over $$, gets to see shiny space battles with a dose of nostalgia. That's what they're paying for, whether the true fans complain or not.

Myself, I hated the prequels, too, but I rewatched them recently with my adolescent son, though, and he was fine with them and, yeah... because as cheez and corny and incoherent as they were, that's what Star Wars is.

I'll save my purism for Dune.

norwalkbear|2 years ago

The star wars hotel is a billion dollar loss.

karmakurtisaani|2 years ago

Commenters seem upset that the reason the movies suck is that they are somehow ideological, probably "woke".

This puts the cart before the horse. What do you expect to get when the whole context of the article is about how Disney could milk more money using some acquired intellectual property? The endless sequels are meant to make money, not be good movies with creative new ideas - those are risky. Whatever wokeness you find in the movies is just a calculated attempt at mass appeal.

drdec|2 years ago

If that were true they would have reined in Rian Johnson in episode 8.

Frankly if that were true they would be in a lot better position.

I don't care about the supposedly woke stuff, I'm talking about the direction of the plot. Everything that made the critics love that movie hurt the franchise.

norwalkbear|2 years ago

I think Bud Lite proves liberal executives are supremely out of touch.

anankaie|2 years ago

> “The problem isn’t Kathleen Kennedy.”

I am not entirely sure that matters. Pissed-off fans undoubtedly want to see metaphorical blood for what, to their eyes, was a forced, ideologically-driven tarnishing of their childhood memories. At the end of the day, the buck stops at the top. Chapman was already punted as a general scapegoat, but is it enough?

Timon3|2 years ago

> a forced, ideologically-driven tarnishing of their childhood memories

I'm sure there is a minority that believes this, but the majority know that there is no ideological drive, only a greed one. Alignment with current social issues happens based on calculations of profit, not based on sincere ideological commitment.

Making good movies is hard, making movies following current social issues is easy. Both bring money, one is a lot more consistent - and the negative press keeps the properties in the media far longer than they usually would.

yongjik|2 years ago

I have no love for the extravagant dumpster fire that is the sequels, but "forced, ideologically-driven tarnishing of their childhood memories" could equally (or even better) describe the bunch of loud online critics who were strangely invested in attacking poorly-envisioned black/Asian/female characters, when the arcs of white male characters were honestly no better. (They were made by the same creators, duh.)

Makes me wonder if they are objecting to something else but don't want to say that part loud.

* I'm (obviously) not saying all online critics are like that: it's really easy to hate these movies, they're a total mess.

d3ckard|2 years ago

The new trilogy killed my interest in the franchise and I was a lifelong fan.

fumar|2 years ago

Andor was good. It didn't need Star Was as its universe, but it is perhaps the best Star Wars anything in the last two decades.

fnbr|2 years ago

I went from being a lifelong fan, especially of the EU, to not caring at all. I’m now a Trekkie.

wnevets|2 years ago

The movies have been quite profitable even after Hollywood accounting. Without even talking about licensing and merchandising, how much more money were the movies supposed to make?

aimor|2 years ago

I think it's more that Disney noticed they were losing momentum with Star Wars and decided to delay or cut theatrical projects planned for 2020 - 2024. "Too much too fast" was the line from Bob after Solo was released. "We will take a pause, some time, and reset... there will be a bit of a hiatus." Covid probably had a role too, and the success of the Mandalorian. The Boba Fett film became a streaming series, the Kenobi film became a streaming series.

cruxluna|2 years ago

Considered they paid 4 billion for the franchise alone, I think they wanted more.

jonhohle|2 years ago

Among other issues at Lucasfilm before the acquisition was they just didn’t make much anymore. Star Wars, one of the biggest series ever created, sat from 1984 to 1999 without any features (outside of Ewoks made for TV entries). The universe was left to novelists and game creators. Indiana Jones was similar.

Both of these were created in the spirit of serials, but then the series stopped unceremoniously.

Other entries like Willow weren’t main stream hits and Lucasfilm just stopped making movies for about 10 years. By the time George Lucas directed again it had been 22 years since he had directed a movie.

A lot of wonderful things have come out of Lucasfilm, but it was pretty much abandoned by the 90s.

Both the Star Wars and Indy universes are great, but let new creators make new things. I’d much rather see a mediocre original concept than yet another mediocre franchise movie.

kaycebasques|2 years ago

> “To get the Force back, Lucasfilm needs to reconnect with its Joseph Campbell roots—the inner set of mythologies we’re all hardwired to that motivated Lucas to create Star Wars in the first place,” said Schiffer.

Oh, lord. I really hope they don't follow this playbook. The hero's journey is SO played out. I honestly think there is a huge market for stories that do NOT revolve around saving the world/galaxy/universe.

prepend|2 years ago

> The hero's journey is SO played out.

Certainly after 3000 years it’s finally played out?

Nope, I think it will power stories for thousands more.

drdec|2 years ago

Perhaps but would the Star Wars universe be the right setting for them? Probably not.

skizm|2 years ago

The force awakens grossed above $2B, and the next two grossed around $1B each. Their budgets were around $250-300M. They'll be fine.

bluedevil2k|2 years ago

Compare those numbers to Marvel and you’ll see what a wasted opportunity they created.

causi|2 years ago

Force Awakens had a lot fewer of the glaring plot holes and forced social activism of the second two.

beezlewax|2 years ago

The mandelorian is pretty fun in fairness.

notatoad|2 years ago

it is, but it's also an example of what a wasted opportunity the rest of the star wars franchise has been. The mandalorian is what happens when you have a solid plan for the story you want to tell and how to tell it, and you execute that plan.

the sequels are what happen when you don't.

no_wizard|2 years ago

It's lost alot of drive in the plot though. Seems to be losing alot of steam after this last season concluded.

causi|2 years ago

Yeah but its fun is done. They already spent the last season setting up Mando's departure from the show.

tiffanyh|2 years ago

Loss leader for Disney+

They are purposely taking a hit on box office sales, to drive Disney+ subscriptions.

Turning Red, Soul, and Luca were all movies that dropped on Disney+ the same day they hit theaters.

How can you gauge the "success" based solely on box office sales, when Disney's strategy is using this content as a loss leader strategy to drive subscriptions to Disney+?

drdec|2 years ago

Perhaps because, as the article cites, the streaming platform has lost $9 billion dollars since it launched.

frankM80|2 years ago

The casting of Phoebe Waller-Bridge in the new Indiana Jones was a terrible mistake. She doesn't have the looks to pull off the role. What a weird choice. Makes the movie unwatchable tbh

marianatom|2 years ago

Harvard Business Review will do a case study on Disney on how to best avoid tackling a new customer segment and piss off/insult your core users at the same time

mcphage|2 years ago

> Now that growth has faltered, with 4 million customers canceling their membership in the three months through March

I had read that most of that cancellation was due to Disney+ losing the rights to Cricket matches in India. Was that not the case? I think I only saw it in threads here and Twitter, so I don't know if it is true or not.

Edit: Hmm, that seems to be true: https://qz.com/disney-is-losing-subscribers-with-the-loss-of... claims that the loss from Cricket is 4.6 million.

aSithLord|2 years ago

Even the parks are getting sucked down into the mire.. They stupidly made Ride of the Resistance based on the new trilogy.. teaming up with the worst characters in Star Wars is not a winning ride..

drunner|2 years ago

Whatever the process was for Andor, do that for everything else.

stephc_int13|2 years ago

Not everything is lost yet.

Rogue One was not that bad. And Andor was actually good, much better than I expected.

stuckinhell|2 years ago

I knew the Disney trilogy was bad, when fans started saying the prequel trilogy was like Shakespeare compared to the Disney Star wars.

It's crystal clear progressive propaganda over took good decision making. The 'force is female' marketing was incredibly dumb and alienating to my young sons, who would have been the perfect target for Star Wars type stuff. The 'force is for everyone' would have been so much better.

Then ruining the legacy of Luke, Han, and Leia was the final touches on destroying the brand. Even Mark Hamill was so surprised by the direction Luke Skywalker took that he had to justify the performance to himself by claiming he played another character named "Jake Skywalker." https://comicbook.com/starwars/news/star-wars-the-last-jedi-...

The Mandalorian is another example of suddenly pushing progressive politics by switching main characters in the later seasons, where it's clear the audience just wanted a cowboy in space series. (I didn't watch it, but my Husband did)

kaycebasques|2 years ago

I'll take the other side of the popular opinion about Disney and Star Wars: I think Disney is doing a fine job with Star Wars. Great? No. Fine? Yes.

* The Mandalorian is some of the best Star Wars content ever produced, period. They really need to get Jon Favreau at the helm of all things Star Wars. By the way, if you've watched Friends, look up his face. You'll recognize him as the late 90s software entrepreneur that dated Monica.

* They need to step away from the cliche hero's journey stuff (as I mention in another comment on this thread). The Mandalorian is great and refreshing precisely because Mando is not really trying to save the world and it's not following that super boring and predictable narrative arc. The Rey saga sucked because they stuck to the playbook too much.

* Visions is pretty cool. Of course it's kind of jarring to see so many different intrepretations of the Star Wars universe, but I respect what they're doing there.

So yeah, I could keep going, but you get the gist: they're doing fine. It hasn't crashed into the ground.

hindsightbias|2 years ago

The Force left Lucasfilm with RotJ. It all sucked decades before Kennedy came in. The only decent movie was Rogue One, and she produced that.

axblount|2 years ago

"Somehow, Lucasfilm is struggling."

daodedickinson|2 years ago

How about a Grim Fandango movie? Or a Sam & Max or Monkey Island movie?

willcipriano|2 years ago

How do you race swap a skeleton?

TheFattestNinja|2 years ago

Very easy to do a shamble in the eyes of fans, very hard to attract other people who didnt play the games.

petee|2 years ago

Where Starwars lost me: horrible 3D redos of the original movies, but no redo-redo now that 3D doesnt suck.

And lately is "Sasquach Starwars Body Soap" comeon, how pathetic.

0zemp3c|2 years ago

its a tired cliche but Disney really did run right into "get woke, go broke"

I've seen interviews with the directory of She-Hulk where she seems to revel in the fact that the "fandom" was crapping all over her show...

"this will piss off all the right people!" is not a business strategy

they really did kill Star Wars

Marvel too

its probably too late to save either, as Disney thinks more bad, woke content is the answer to too much bad, woke content

its not clear to me why they can't replace Kennedy...its like she has an envelope with compromising photos and can't be fired or something...they should have exited her out long ago but keep protecting her

googlryas|2 years ago

She-hulk is a comedy series on a streaming-only platform.

Their Star Wars movies consistently make >$500M, and that says nothing of the merchandising, amusement parks, and other tie-ins.

I think they're going to be okay.

knorker|2 years ago

She's 70, so she'll be able to retire and never have to face the fact that she's an Adam Neumann-sized net loss to the world.

m3g4hur7z|2 years ago

[deleted]

thrill|2 years ago

The difference between "evolve" and "mutate" is fitness to function.

the_doctah|2 years ago

Does anyone actually think the problem stops at LucasFilm? It's Disney. They're ruining Marvel properties as well. They care more about pushing progressive ideologies than making a return on investment. How many bad movies and TV shows are they going to push out and then blame bigots when their propaganda fails to entertain?

And then they can't even practice what they preach, removing black actors from posters to placate countries like China. Disney needs to fail.

taylodl|2 years ago

> They care more about pushing progressive ideologies than making a return on investment.

Stop it. Just stop it. You know that's not true. All they care about is the money. Ever wonder why everything in entertainment is as bad as it is? Because all they care about is money, not quality.

That's part of what makes Star Wars movies, and not films.

wnevets|2 years ago

> They're ruining Marvel properties as well. They care more about pushing progressive ideologies

you sound like someone has never read a Marvel comic book in their life.

cma|2 years ago

Didn't Stan Lee push for lots of progressive change, often through his work?