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I noticed this during the campaign before The Force Awakens.

One of the ads was just a shot of the burned-out Darth Vader mask and nothing else - no tagline or logo or any other text that it was about a Star Wars movie.

It's as if the marketers were saying to their audience "you already know what we mean, right? We understand each other..."

They place an enormous trust in the cultural symbols they bought.

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The amount of trivia that you must handle to be able to understand the latest movie is mind boggling. Disney should do education, because I would need to watch and study all the previous movies, which is probably a year worth of work, before I can watch subsequent releases. Perhaps not as hard work as studying linear algebra, perhaps, but still a lot of person hours involved.

The amount of information that the average fan retains about Star Wars is mind boggling, compared to their, say, knowledge of world geography.

I am also in awe of sports fans in a similar way. They command large swaths of dry, boring information such as world series stats with great enthusiasm.

A year of work? There are like 9 movies and a handful of series. If you don't watch the kids' shows it's a few weeks of casual watching

There’s like 100 episodes+ of clone wars, which make the rest of it make sense.

That's why I said "if you don't watch the kids' shows"

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