By John McCarthy

Words by Tony Connelly and John McCarthy.

Since Disney’s $4bn acquisition of Star Wars in 2012 the blockbuster franchise has been on the receiving end of the “Marvel” treatment, as the media giant looks to build a narrative around the release of The Force Awakens across many mediums.

Marketers at the media giant are about to feel the force of the blockbuster franchise with its latest entry tipped to make $500m in merchandising revenues alone in 12 months following its debut. Box office projections for the latest film are so dizzyingly high that even if it were a critical failure Read full story ›

Source: The Drum