THE ACOLYTE and Brand Management

Hyperspace Theories

On this episode of Hyperspace Theories, Tricia Barr and B.J. Priester examine the Disney+ live-action series Star Wars: The Acolyte through the lens of recent Lucasfilm’s brand management struggles, especially with the Star Wars franchise. We begin with the strengths of The Acolyte that we want to praise, including the fight choreography, the performances of the cast, and the diversity, inclusion, and representation the series demonstrates both in front of and behind the camera.

When it comes to The Acolyte‘s weaknesses, the problem of brand management is the central dynamic. We consider how The Acolyte portrays the character arcs of Osha and Mae and their relation to the dark side of the Force in a manner that is dissonant with the overall themes of the franchise and George Lucas’ films in particular. Similarly, The Acolyte portrays Jedi characters, and the Jedi Order as an institution, in a way that does not align with the brand’s longstanding messages. We also discuss other brand management issues, including Lucasfilm once again struggling with the marketing and setting audience expectations and with balancing the creative freedom of individual storytellers with the need to restore and maintain audience trust in the franchise.

Contact Information:

• Hyperspace Theories: Twitter @HyperspacePod
• Tricia Barr: Twitter @FANgirlcantina; email [e-mail]
• B.J. Priester: Twitter @RedPenofLex; email Lex@fangirlblog.