The use of nostalgia in modern-day blockbuster marketing

Analyze and describe the techniques used by major studios (like Disney) with hot-button intellectual property (like Star Wars) in a variety of film marketing, including but not limited to exposés, interviews, behind-the-scenes features, and the hype surrounding trailers and the leakage of any footage/spoilers in general.

  • Look no further than Star Wars: The Force Awakens for the use of nostalgia in marketing. The entire campaign was based on the idea that Star Wars is reintroducing classic characters like Han, Leia, and Luke. The marketing for the film trumpeted the return of classic Star Wars elements like the Millennium Falcon, X-Wings, TIE fighters, stormtroopers and aliens. Disney used all of these elements well to bring fans back in. The trailers all spoke of how each generation has a story and how this was the next chapter in that story. I think they did a very good job of bringing in all of these elements that fans have been asking for for so long, and the crowning moment was in the first full trailer for the film. At the last second, Han Solo and Chewbacca stepped onto the screen for the first time in over 30 years and uttered one simple but effective line. "Chewie, we're home." – Sjdeliman 8 years ago
  • Stranger Things is another example; many viewers from the 80s really like the show because of its nostalgic references. – seouljustice 8 years ago

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