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‘Last Jedi’ prompts ‘historic’ business collaboration

Dec 11. 2017
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By The Nation

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“Star Wars: The Last Jedi”, the long-awaited trilogy sequel in the world’s most popular space epic, hits Thai theatres on Thursday (December 14).

To promote the film, Walt Disney (Thailand), CPN, Tokyo Bike, UB Tech, Phillips, Rag & Bone, Grab, Lego, Hot Toys, Hasbro and Lenovo have some special plans in mind.

“‘Star Wars’ is one of the all-time most successful movie franchises, followed by fans around the globe for 40 years,” says Walt Disney (Thailand) general manager Subha-Orn Rathanamongkolmas. 

“The story is exciting, easy to relate to and timely. Since the original film premiered in 1977, there have been seven others in the series, excluding one separate episode.”

“We know many fans are waiting for ‘Star Wars Episode VIII: The Last Jedi’, because it continues on from ‘The Force Awakens’ and will reveal the conclusion of important events in previous episodes, as well as new clues leading to the next ones. This is what makes the series so fascinating.

“And now we have an historical collaboration with 10 businesses that are all domestically and internationally leaders in their fields,” Subha-Orn says. “Our joining hands on this campaign will not only offer each brand’s customers exciting new experiences, but also help expand their consumer base with ‘Star Wars’ fans who will become engaged with them through the movie. It’s a good opportunity to see how each brand introduces its strategy to impress its customers. 

“The Force Awakens”, the previous episode, is one of only three movies that have generated total revenue topping US$20 billion. The franchise itself has earned more than $7.7 billion.

“The Last Jedi” sees the heroes of “The Force Awakens” join other galactic legends in an epic adventure that unlocks age old mysteries of the Force and shocking revelations of the past. 

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