May 4th: A Day for Star Wars Fans
May 4th has long been celebrated as “May the Fourth Be With You Day.” Fans of Star Wars indulge in their love for the franchise, but this year, there’s a noticeable split among them regarding former Lucasfilm president Kathleen Kennedy, who has had her share of controversies.
After 14 turbulent years helming the franchise, Kennedy stepped down in January. Many fans are using this year’s celebration to highlight the aftermath of her leadership within a franchise they hold dear.
Now, Kennedy’s legacy, often referred to as a “franchise killer,” will be firmly established during her tenure. The upcoming Star Wars movie, set to release later this month, is anticipated to face disappointing box office performance. The first film in seven years, The Mandalorian and Grogu, is set for a May 22 release, coinciding with Memorial Day weekend.
There’s a mix of hope and skepticism surrounding the release.
Despite the excitement, predictions suggest it might not perform well. Reports indicate that tracking estimates project an opening of just over $80 million for the extended weekend. Comparatively, the last live-action film, Solo: A Star Wars Story, garnered around $103 million during its equivalent release, which ultimately led Lucasfilm to scrap plans for future standalone movies.
It’s interesting, perhaps a little frustrating, that this particular film is seen as a downturn in franchise fortunes.
Criticism has been leveled against Kennedy for her approach to the franchise, especially with the often debated “The Force Is Female” campaign that many fans felt alienated them. Some questions arise—why is there a push for such changes, and what does it achieve? Most wouldn’t imagine a similar treatment applied to franchises centered around strong female leads without backlash.
Kennedy’s response to fan dissatisfaction often involved characterizing critics as sexist or racist, even when these audiences genuinely appreciated female-led stories, as seen in Rogue One featuring diverse supporting characters.
The potential disappointment for The Mandalorian and Grogu at the box office should not be blamed on external factors like streaming trends or the pandemic. The success of engaging films, such as Prada 2 or Super Mario Galaxy Movie, indicates that audiences are eager for compelling content. If this latest Star Wars release falters, it may well reflect on the larger issues under Disney and Kathleen Kennedy’s direction and impact the beloved series further.
