Star Wars is one of the most successful movie franchise in history. Disney’s marketing of the seventh movie in the series, The Force Awakens, represents a great case study in action. Jason Mollica and I teamed up to provide an analysis of the Star War hype engine.

While Star Wars has always had an air of mystique to it as well as a plot turn or three, the reason why we love the story is its very human experiences. Can J.J. Abrams build a story that works?