Star Wars: The Business Behind the Entertainment

Level: Undergraduate | Grade: 2:1 | Approx. Word Count: 1,330

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‘Hollywood is a business, and nowhere is this more evident than in the content, style and promotion of giant blockbusters. These blockbusters typically offer not only a spectacular big-screen experience but also generate enormous profits in other media ranging from computer games to theme parks.’

In the minds of the public, the name Hollywood evokes images of a place where film are created by large movie corporations for public consumption. Few people would stop to consider the business behind these corporations, or the strategies that have been developed to create and ensure the success of the brand, particularly those ideas that evolve into a multiple series of blockbuster films (McDonald and Wasko (2007). Yet, like corporations in any other industry sector, the movie and film producing corporations of Hollywood are multi-faceted commercial organisations, whose strategic aims are manage the “long tern direction” and “scope of an organisation’s activities” (Johnson et al 2007: 6-7) in a manner that improves the profitability and success of the business. This essay examines how these strategies are developed, using the Lucas Film (2007) “Star Wars” series as a case study.