First, in the late 1970s, Star Wars revived the marketplace for space science fiction as a genre. Space adventures had found wide audiences in the 1930s through characters such as Buck Rogers and Flash Gordon that began in short stories or comic strips and developed through movie serials and radio programs. The toys from Buck Rogers even have a holiday story of their own. But by the 1950s, space science fiction appeared mostly in alien monster movies or as children’s television programming that was cheaply produced and melodramatic. The unexpected success of the first Star Wars movie in 1977 inspired other production houses to rediscover space adventures as a bankable genre. For instance, the planned television series Star Trek: Phase II was revamped and greenlit as Star Trek: The Motion Picture (1979). The success of science fiction and fantasy movies in the 1980s and beyond owes much to Star Wars.
Second, in addition to reviving the genre, Star Wars fundamentally changed how licensed toys and memorabilia were created and marketed. After Star Wars creator George Lucas initially had trouble finding a manufacturer for toys associated with the movie, the Kenner Products toy company signed on. Their 3 ¾-inch action figures, created to be small and affordable, became a runaway success. In fact, Kenner became overwhelmed by the demand.
Third, Star Wars introduced the concept of toys as collectibles, not just children’s trinkets. As author and toy historian Sharon Scott has argued in her book Toys and American Culture: An Encyclopedia, “When vintage Star Wars toys in good condition became quite expensive, consumers began to realize that other toys in good condition might be valuable over time as well.
Star Wars: The Magic of Myth
Star Wars: The Magic of Myth explored the mythical message of Luke Skywalker’s journey from his first call to adventure to his final victory. Showcasing models, costumes, props, and original artwork from the archives of Lucasfilm Ltd., the exhibition traced the Star Wars films-Star Wars: A New Hope (1977), The Empire Strikes Back (1980), Return of the Jedi (1983), and Star Wars: Episode I The Phantom Menace-and how it presents the young Luke and other characters as archetypes from stories and legends.
Interpretive panels throughout the exhibition pointed out the mythological and literary elements that made Star Wars a newly cast epic. Drawing on the work of Joseph Campbell in his series The Power of Myth, the exhibition text identified the classic characters of young hero, faithful companions, damsel in distress, wise guide, and others that enliven the saga.
Source: National Air and Space Museum, S. (1999). Star wars: The magic of myth. Homepage. https://airandspace.si.edu/exhibitions/star-wars-magic-myth
Source: National Air and Space Museum, S. (2023). How star wars revolutionized entertainment. Homepage. https://airandspace.si.edu/stories/editorial/how-star-wars-revolutionized-entertainment
Analysis: It is an amazement that a piece of entertainment had such an impact on culture at large that not only is the series still ongoing but was also featured within the Smithsonian’s National Air and Space Museum. I think it’s important to acknowledge media, especially older media, that shaped the way we fantasize/see/think about flight. I think it points to opportunities of speculative design or engaging with entertainment to educate about flight.
