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I have been amused lately by the promotions for the final Star Wars prequel. The Star Wars machine is trying to convince everyone that this film is actually the heaviest and darkest of all six films. And at the same time, the movie is being used in promotional tie-ins for other products so ridiculous that it would give the series a bad name– if George Lucas’ hackery hadn’t already done that in advance.
We’re supposed to go into the theater, be drawn into the characters and stories, and really care about Anikan Skywalker’s descent into darkness, just after seeing commericals with cartoon Chester Cheetah in a Vader helmet urging us to buy new “Cheetos Twisted”, which will turn your tongue “Dark Vader Dark” or “Yoda Green”. Of course, this isn’t the only tie-in, there seem to be hundreds, shilling all manner of soft drinks and breakfast cereals and collector cups and anal vibrators and whatnot (well, probably not anal vibrators).
It’s got me longing for a blockbuster version of Hamlet. I’d love to see what sort of Happy Meal toys and fruit snacks they’d design to promote that one.
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