Star Wars was a cultural phenomenon and revolutionized the film industry. Star Wars set records left and right, and changed how audiences and film makers alike approached the blockbuster. We will delve deep into the history of Star Wars and interview T.J. Prendergast, a film industry expert who worked in exhibition for eight years as a movie theater manager.
Beyond the Film: Do you think Star Wars changed how audiences consumed movies?
Prendergast: Absolutely! First of all, Star Wars (and Jaws, which came out two years prior) pretty much gave birth to the “summer blockbuster.” Before these films came along and became massive hits, the summer wasn’t really thought of as a profitable release window for Hollywood films. Now, almost all the big tentpole films are released between May and August. Summer is considered THE prime time to release big blockbuster films. Also, Star Wars popularized the use of Dolby sound systems in theaters—beforeStar Wars, exhibitors resisted the push to upgrade to this particular technology. After Star Wars, Dolby became the industry standard in theater sound. So yes, Star Wars has definitely changed the business of releasing and exhibiting films.
Beyond the Film: Are we still seeing the effects of Star Wars today? If so, how? If possible, relate this question to how your approach your business in any way you can.
Prendergast: Aside from the reasons I just mentioned, Star Wars also pushed the envelope for visual effects, and we now take it for granted that blockbuster films will have a major visual effects component. Since Star Wars, audiences have also seen a massive increase in film franchises and merchandising. This is what we mean when we refer to a film being a tentpole film: it is expected to launch a new and profitable property, with similarly profitable offshoots in sequels, toys, games, and the like.
Beyond the Film: Did Star Wars create a new age of the blockbuster? If possible, relate this question to how you approach your business in any way you can.
Prendergast: Again, Star Wars pretty much invented the blockbuster. And there is every indication that the blockbuster model of Hollywood filmmaking is here to stay. This has had an effect on the way movie theaters do business, also, as exhibitors are upgrading to larger auditoriums, bigger and louder sound systems, massive screens, and ancillary value-adding features such as IMAX and 3D—all to attract audiences wanting to see the next mega-hit movie on the best screen available.
Speaking of IMAX and 3D being used to attract audiences, what are your opinions on the potential of virtual reality experiences, such as Oculus Rift, being integrated into movie theaters in the future? Paramount recently teamed up with the Oculus Rift team to bring a unique virtual reality expereince tied to Christopher Nolan’s Interstellar to select cinemas.
Oh yeah, I’ve heard about this. Regarding the Oculus Rift, it’s been on my radar for the last year or so, and I’ve been really anxious to try it out. Obviously, there are applications for other visual entertainment media besides just games, and Interstellar is a great fit for something like this. Too bad it’s only available in select markets! But to address your question directly, Oculus Rift is definitely shaping up to be a game changer in visual media, and integrating them into screenings of big budget sci-fi and action films seems like a natural next step for theaters. It’ll be an expensive upgrade, but I think audiences will be willing to pay extra for the experience. Just imagine watching a big battle scene where you can turn your head and watch any part of the action you want! I can’t wait to see what the next generation of filmmakers does with this technology.
Beyond the Film: With a new film on the horizon, Star Wars: The Force Awakens, how do you see the theatergoing public reacting to such films in the future? Relate this question to how you approach your business if possible.
Pendergast: Every time I think to myself that audiences are about to get tired of big-budget, effects-driven films, another Marvel movie comes out and becomes a huge hit. The thing that Marvel is realizing is that yes, audiences want spectacle and cutting-edge special effects, but they also want well-written and acted characters, believable dialogue, and good quality storytelling. This is what (in my opinion) George Lucas lost sight of when he made the prequels. The effects should always be in service to the story and characters, and never the other way around. This balance is what makes the Marvel films so popular, and it’s what made the original Star Wars so great. I have faith that J.J. Abrams will bring great story, relatable characters, and a sense of wonder back to the Star Wars franchise. And it’ll make a ton of money for Disney and exhibitors alike!
You have to admit that Jar Jar binks was worth the CGI budget alone, though.
Beyond the Film: What do you think the upcoming Star Wars will do for the movie industry, if it does anything at all? Relate this question to how you approach your business if possible.
Prendergast: I don’t think we’ll ever have another “Star Wars moment” like we had in 1977. The new films will no doubt be huge moneymakers, but I don’t think they’ll bring about any sea change in the way movie theaters do business. However, I do think that Star Wars films in general always bring repeat business to theatres, with many people seeing the movies dozens of times in the theater. Maybe we’ll see exhibitors come up with innovative ways to attract these repeat viewers, kind of like what AMC is doing with Interstellar and the “unlimited viewings” ticket they are now offering. Personally, I cannot WAIT for Star Wars: The Force Awakens to come out, and I’m sure I’ll end up seeing it several times!
Beyond the film: I hope AMC’s approach catches on. As a huge Star Wars fan, I’d love to see The Force Awakens multiple times without extra charge!
Beyond the Film: Many of the sequels to movies starring superheroes that appeared in Marvel’s The Avengers received what people colloquially refer to as the “avengers bump” —since the Star Wars franchise is receiving multiple spinoff films in addition to the main Star Wars episode every couple of years, do you think we will see a similar phenomenon, and why?
Prendergast: The “shared universe” franchise is something we’ll definitely be seeing more of, and many studios are already working on their own version of the Marvel Cinematic Universe. Universal is about to reboot all of their classic monsters (Dracula, the Mummy, Frankenstein, etc.) in individual films before having them all appear together in an Avengers-like team-up (or face-off). DC is hoping to create its own Cinematic Universe on the back of Man of Steel’s commercial (if not critical) success. Disney saw the writing on the wall, and I’m sure it was a no-brainer for them to decide on doing spin-off films in the Star Wars Universe, especially since that universe is already so well established. Also, I believe that there is genuine demand to see these spin-off stories told onscreen, so it’s kind of a win-win scenario for both Disney and Star Wars fans, provided the films maintain a high level of quality.
Beyond the Film: Thanks for your time! One last question, what’s your favorite Star Wars movie?
The Empire Strikes Back, no question. Where Star Wars is the ultimate movie, Empire is the ultimate sequel. I will say, though, that the original Star Wars is a very close second, and even though I’ve seen it probably over a hundred times, it still gets better with every viewing. I’m sorry to say that I actually like Return of the Jedi less and less the older I get, especially after learning where writer Lawrence Kasdan and producer Gary Kurtz (who left Lucasfilm after George insisted on making Jedi more kid-friendly) originally wanted to take the story. And I pretty much hate all three prequels films, but I’m in my thirties, I grew up with the original trilogy, and my generation tends to lean that way.
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If you enjoyed this interview, check out our next interview here as we continue our in-depth analysis on Star Wars with professional box office analyist Doug Stone.
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