“The circle is now complete”: transmedia storytelling and nostalgia in Star Wars television adverts

This chapter argues that while Star Wars television adverts help us understand the cultural and economic impact of the merchandise on sale, they should also be considered important transmedia extensions of the franchise. Using story, characters, nostalgia, and parody they convey important messages about family, intergenerational relationships, and what it means to be a fan in anticipation of new content. Adverts that used Star Wars characters to market partnered brands before Disney’s takeover of the franchise highlight the strategy of integration and synergy, where iconic characters become brands in their own right. On the other hand, adverts used to promote The Force Awakens focused on the gap between pre- and post-Disney Star Wars – introducing the franchise to a whole new generation. Nostalgia became the mode through which companies such as Toy “R” Us and Walmart targeted older fans, relying on brand affiliation for Star Wars to promote new characters and new merchandise.