This isn’t shaping up to be a good year for “Star Wars.” Although the animated series “Maul – Shadow Lord” received rave reviews from critics and fans, many have wondered why Disney+ series “The Mandalorian” had to head to the big screen, especially since “Star Wars: Starfighter” hits theaters in less than a year. Although the film failed to perform at the box office, it’s possible that Lucasfilm could still make it a win.
“Star Wars” could make a fortune in merchandising
On paper, this makes at least a little sense. People who aren’t familiar with “Star Wars” probably know who Grogu – er, Baby Yoda – is. After all, the little green man is everywhere. It’s on everything from T-shirts to blankets. He’s even appeared at Build-A-Bear, where fans can dress him in a little Grogu onesie or give him a frog bracelet before he decides to, you know, eat it.
Merchandising has always been the backbone of the “Star Wars” economy, and so it makes sense that Lucasfilm would take this opportunity to partner with as many brands as possible to get its name out there. La République du Thé now sells at least three different boxes of tea. Bath & Body Works sells everything from candles to cologne in “Force Flow” and “Bounty Hunter” scents. And don’t even get me started on what’s going on at Burger King.
‘The Mandalorian and Grogu’ was never a story for the big screen
The problem is that “The Mandalorian” has always been a TV show. While the first two seasons were well-received, the third was bogged down in unnecessary storylines and cameos (did we really need Lizzo? And Jack Black in the same episode?) The series was already collapsing before they decided to make it into a movie, and not a very good one at that.
“The Mandalorian and Grogu” felt like three episodes thrown together, and while it wouldn’t matter if they were good episodes, it feels like an unnecessary side quest in their overall story. Din Djarin (the titular Mandalorian) and Grogu both end up where they started, except now Din has a shiny new ship. There is no greater threat on the horizon. There is no major character growth. Overall, the film is rather inconsequential in the long term.
And honestly, this might be suitable for kids who just want to see Din Djarin beat up bad guys (there are a lot of those in this movie). But that doesn’t add anything more to the franchise. This looks like a “Star Wars” movie. This looks like a “Star Wars” movie. But it lacks the soul and character of other films that make them truly magical. Believe me, I just watched the “Zootopia” sequel last night, and kids’ movies can absolutely have a heart-and-eyes slapstick comedy that was aimed at five-year-olds.
“Star Wars” is all everyone talks about
But if Lucasfilm released “The Mandalorian and Grogu” simply hoping to put “Star Wars” back in everyone’s minds, they certainly did that. The media coverage about how this movie completely blew up at the box office has been inevitable. This probably isn’t the press Disney wanted, but the film is out now.
I imagine that, given that the movie is eventually coming to Disney+, most people are just waiting to continue watching the movie the way they’ve seen it the last three seasons: at home on the couch with a bucket of popcorn that doesn’t look like Din Djarin’s face. It started on the small screen, and that’s where it should have stayed (with a Thrawn tie-in to at least get people excited for what might come next in Mando’s story, but I digress).
Despite countless headlines about “Star Wars” finally ending, the film likely awakened a new generation of fans who are now watching the rest of the films on Disney+. They might have even attracted a few new “The Mandalorian” fans. If they wanted to go all in on Baby Yoda merchandising and get new Disney+ subscribers by releasing a lackluster movie, then they succeeded in that regard.
Will ‘The Mandalorian and Grogu’ create new ‘Star Wars’ fans?
Let’s be real: “Star Wars” needs new fans, and that has to start with the younger generation. The trilogy that followed was an absolute disaster, and the fact that there hasn’t been a “Star Wars” movie in theaters since 2019’s “The Rise of Skywalker” proves it. There are kids who have never seen a “Star Wars” movie in theaters, and it’s possible that Lucasfilm wanted to hook fans with “The Mandalorian and Grogu” before “Starfighter” comes out next year and (maybe?) give fans a glimpse of what the future holds for Rey and anyone else they plan to bring back.
But Lucasfilm might actually shoot itself in the foot with this one. The more foreign material they release – like this film – the harder it is for a “casual” fan to catch up. I can’t tell you how many times people have asked me how this movie relates to the original trilogy (“The guy’s like… Boba Fett’s brother, right?”) or if Grogu and Baby Yoda are the same character. People legitimately don’t know “Star Wars.”
They know Darth Vader. They know Yoda. They know Luke Skywalker. All of these characters became pop culture legends, and maybe it should have stayed that way. For twenty years, there have been six films in the Skywalker saga, and that’s it. Then Disney started producing one movie a year and several live-action shows that the average viewer stopped tuning into. “Andor” got a lot of buzz, but in ten or twenty years, I don’t think anyone will be talking about that or “The Mandalorian.”
If “The Mandalorian and Grogu” wanted to put “Star Wars” back on everyone’s lips, then they certainly did that. And while it failed to chart at the box office, many fans will definitely catch it on Disney+ whenever it hits streaming (which might be sooner rather than later at this rate). Between merchandising and other brand partnerships, “Star Wars” is everywhere again.
Let’s just hope that Shawn Levy’s “Starfighter” will keep its promises. Rebellions are built on hope, and so is this franchise, apparently.
