George Lucas And Clever Star Wars Marketing

Here is a great clip of an interview Oprah Winfrey did recently with the legendary George Lucas of Star Wars fame. The thing that caught my attention was his negotiating for the licensing rights. He didn’t do it to get rich and as he says nobody even did licensing for movies back in those days. But Lucas did not think the studio was going to properly promote the movie, so with his licensing rights he could print up t-shirts and buttons and other items that people would wear around town to promote the movie for him. This is real down and dirty guerrilla marketing and I love it. And how ironic that those very same licensing rights would also turn out to be the richest rights in movie history.