This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Star Wars Mania Starts as Disney Begins Milking Merchandising

NEW YORK (TheStreet) -- Disney Interactive, Walt Disney Company's (DIS - Get Report) company's digital arm, premiered its latest free-to-play game Star Wars Commander Thursday, an app focusing on plotlines of the original six films (the seventh installment is still in production and plot details are scant).

More than a year from its release, Disney is already gearing up merchandising for its next Star Wars movie, Star Wars: Episode VII, the latest in a franchise spanning nearly four decades. The film, slated for a late-2015 premiere, will be the first feature-length and theatrical release under the direction of Disney.

So-called freemium games which offer upgrades or premium content for real money have been successful for a small group of app developers and Disney is likely to profit generously from its debut in app stores.

According to VisionMobile data, 1.6% of app developers make more than the others combined. With Disney's marketing warchest and the priceless value of the Star Wars brand, the game will likely enter the minority bracket. By way of example, King Digital's (KING) Candy Crush, also a free-to-play game, contributed a majority to the company's gross bookings of $611 million in its second quarter.

The Star Wars franchise currently makes more than $1 billion in global retail sales, one of eight Disney brands to do so, which also includes Monsters Inc., Cars, Disney Princess and Mickey Mouse.

Disney CEO Bob Iger recently also indicated the company would be integrating Star Wars attractions into its theme parks and resorts, similar to how it monetized the Cars brand through themed area Carsland at Anaheim's Disney California Adventure.

Walt Disney Company welcomed Star Wars to its entertainment conglomerate after its acquisition of creator George Lucas' production house Lucasfilm in 2012.

--Written by Keris Lahiff in New York.

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
DIS $93.90 0.00%
AAPL $94.02 0.00%
FB $104.07 0.00%
GOOG $683.57 0.00%
TSLA $162.60 0.00%


Chart of I:DJI
DOW 16,204.97 -211.61 -1.29%
S&P 500 1,880.05 -35.40 -1.85%
NASDAQ 4,363.1440 -146.4150 -3.25%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs