Star Wars The Force Awakens the Power of User-Generated Content

With Star Wars The Force Awakens utterly shattering box office records, the $4 billion investment Disney paid to George Lucas seems to have paid off. Not that the hype for the 7th entry into lightsabers and the Millennium Falcon was a surprise, given the sheer amount of hype. The Disney Marketing team should pat themselves on the back for the massive campaign which involved teaming up with Google to heavily viewed trailers. However it wasn’t only Disney’s efforts that ensured only those living in bunkers, stocking up on gunpowder and baked beans, could not have gone one day without seeing an X-wing fighter. The movie was a success because by the lead-up to the film’s release, social media sites were clogged with Star Wars related articles and videos, creating user-generated content. 
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