Podcasts TV Hyperspace Theories THE ACOLYTE and Brand Management

THE ACOLYTE and Brand Management

Published: Aug. 7, 2024, 6:47 p.m.

On this episode of Hyperspace Theories, Tricia Barr and B.J. Priester examine the Disney+ live-action series\xa0Star Wars: The Acolyte\xa0through the lens of recent Lucasfilm\u2019s brand management struggles, especially with the Star Wars franchise. We begin with the strengths of\xa0The Acolyte\xa0that we want to praise, including the fight choreography, the performances of the cast, and the diversity, inclusion, and representation the series demonstrates both in front of and behind the camera.

When it comes to\xa0The Acolyte\u2018s weaknesses, the problem of brand management is the central dynamic. We consider how\xa0The Acolyte\xa0portrays the character arcs of Osha and Mae and their relation to the dark side of the Force in a manner that is dissonant with the overall themes of the franchise and George Lucas\u2019 films in particular. Similarly,\xa0The Acolyte\xa0portrays Jedi characters, and the Jedi Order as an institution, in a way that does not align with the brand\u2019s longstanding messages. We also discuss other brand management issues, including Lucasfilm once again struggling with the marketing and setting audience expectations and with balancing the creative freedom of individual storytellers with the need to restore and maintain audience trust in the franchise.

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