I deeply dislike the PR game any and all companies play. I hate to bring Star Wars up so often, but it’s a solid example of it, and one of the most recent. When Kathleen Kennedy said that Star Wars didn’t have books and comics to adapt from, that was a PR statement in itself to confirm and instil the notion of abandoning what Star Wars had been up to that point and everything from that point onwards would be completely new and proper. Everyone knows this is horse shit, as the 1990s was a golden age of Star Wars media with the explosion of Expanded Universe books and games hitting the shelf one after another, and George Lucas wanting to test the waters with the movie event without the movie, Shadows of the Empire. Kennedy’s statement was first and foremost for PR for people who didn’t want to read these old stories or didn’t like them. All these moves were, after all, to alienate the audience of the classic Star Wars stories in order to replace them with a newer, more hip audience. As it has been often stated, gaining a new audience from scratch is much harder and time-consuming than keeping your old one. Building those emotional connections and brand associations take time and money, which all this PR was aiming for. Star Wars was to be easily accessible again, despite it never needed more than a cursory knowledge of the setting. At most, to get any Star Wars media, the only movie fully necessary to watch is the first one. Star Wars is not a hard franchise to understand and give a crack at, but it is an extremely hard franchise to write for and build from consistently, as Disney and new Lucasfilm staff would find out.
Disney’s new continuity with Star Wars wouldn’t last too long. Reintroducing characters from the abandoned Expanded Universe like Admiral Thrawn as fan service were first cracks on the armour, as that was against the previous public statements. Rather than foraging towards something new and creating their new Star Wars Kathleen Kennedy was applauding early on and driving towards to, Disney Lucasfilm had begun to dig up characters and concepts from the abandoned Expanded Universe, which was turned into a Legacy canon that existed alongside the current continuity rather than being unceremoniously dumped as initially announced. Little bits of backpedalling here and there showcase that despite the cut-and-dry statements and intentions, Disney really wanted to keep the old fans in as well with these small chips of bacon thrown in. I’d argue the moment we first saw Disney acknowledging something was up with Star Wars success was when Thrawn was re-introduced, as that meant the new ideas that were being realised didn’t work, which would turn out to be a hard reality with each new movie seeing fewer revenues at the box office. I would be amiss of course if I didn’t mention that the PR game Lucasfilm was playing, with their whole The Force is Female shirt stunt and loudly driving political views and agendas alongside attacking consumers and customers all the while capitulating to the Chinese demands, as exemplified by the whole poster scandal off Finn’s size being shrunk. Chinese markets were supposed to make money, but seeing the Chinese don’t have a history with Star Wars unlike the Japanese and prefer wholly different kind of aesthetics, the success was less than desired. With the SARS-COV-19 making rounds, Disney is in need to look back into the US and European markets and cut their losses as much as possible, including their PR failures with Star Wars.
No media company can afford to make PR statements just for the sake of politics at the moment. People are losing their jobs, money is tight and people are not willing to join crowds in fear of infection (at least in most cases.) Kennedy has to play the PR game, despite her role having been constantly shrinking with Star Wars and other people taking her role in other productions, as it was with The Mandalorian. Kennedy had to backpedal her earlier statement about Star Wars’ media about a week back, making the very opposite statement she originally made, speaking about 40-years of Star Wars media and playing into the long-time fans’ corner, but also trying to play to the new audience’s corner by trying to introduce them as something new, as something “unheard of.” With Star Wars still in the red after Lucasfilm acquisition, acquiring that new audience failed rather damn hard all the whole alienating the old fans was a successful move, and Disney hurting for money, the PR game had to change. Making profit has become the priority again after a decade long growth curve in macro-economics, the sudden change has shown that these short-term plans have backfired massively. Disney nor any other company can afford to do whatever they want at whatever price. The money was never there for them to do whatever they wanted in whatever manner, but people had the extra money to throw at them. Now they don’t and they’re hurting. Kennedy, Lucasfilm and Disney can’t turn their coats in an instant, it has to be eased in and slowly, but surely, turn Star Wars back to something that would make money despite the personal feelings and stances of the creators themselves. A massive company has to consider their actions and the results in a far more careful manner, while individuals can throw their shit in whichever direction in a moment’s notice. For example, recently Jon St. John, best known as the voice actor of Duke Nukem, made a statement that was fast deleted. Naturally, an apology referring to the tweet was made without giving proper context what was said in what manner, but the PR game demanded it, with reinforcement of his account is going to be all about fun stuff. Statements made in anger are no less a PR disaster than statements made by Kenndy regarding Star Wars media. Pro-rape position and media giant fucking up are not exactly on the same level, but they’re both examples of the PR game on different levels. High-level PR game takes time and works slowly, it works on the consumer perception with each statement and tries to slowly turn the head of the consumer toward its own benefit. Low-level PR game is all about the moment’s heat, and often ends careers.
They’re both bullshit no matter how you turn it around though. The PR game’s intentions and attempts at changing the perception of the customer work wonders when you have the emotional connection, allowing people to justify almost anything as long as the provider has made some kind of argument, or have appealed to the emotion, in a manner that makes sense to the individual. Sometimes you can afford to make hard statements, something that most of your customers and the larger market might agree on, but not all the time. Even then, it’s probably best to simply not get involved in certain matters at all, as explicit sentiments can backfire in a very hard manner, pushing customers away towards competition. When you’re playing the PR game, you shouldn’t assume that all the customers will agree or want you to join the mob or make certain kind of statements, especially with entertainment media. Disney and numerous other companies have been hurt by their mismanaged PR as they’ve entered their brands into politics and agendas, and now that nobody’s spending money, all this is biting their asses. Yet the game has to be played and course directions have to be taken. The world shouldn’t be grabbed by superpowered flu in order for corporations to begin to serve their customers and aim for the long term, stable profits instead of short term gains that always leave something to be desired for.