The anticipated rush of light sabres, Wookiees and other Star Wars mainstays is Disney’s attempt to cash in on its $4.05 billion acquisition of LucasFilm, which gave the company a popular yet ageing franchise that has not produced a new feature film in nine years.
Walt Disney Co is ramping up its first major push to promote Star Wars, blitzing consumers this year with a mobile game, animated TV show, and expanded line of toys and clothes.
On Thursday, the company introduced Star Wars: Commander, a mobile app that lets players direct battles with franchise heroes Han Solo, Chewbacca and Princess Leia.
It is available exclusively for 30 days through Apple Inc’s App Store and later on Google Inc’s Android devices. Disney generates revenue by selling crystals, a currency that can be used to speed up gameplay.
Jimmy Pitaro, president of Disney’s interactive unit, said the game will be promoted on Disney’s StarWars.com website, which is drawing steady traffic from fans more than a year before the next film, Episode VII, hits theaters.
The company will release the computer-animated movie Star Wars Rebels: Spark of Rebellion online and on the Watch Disney XD app on Sept. 29. The film debuts on Disney Channels worldwide on Oct. 3, followed by a series based on the movie on the Disney XD channel starting Oct. 13.
