Contents
Acknowledgments
Introduction. William Proctor and Richard McCulloch | From the House That George Built to the House of Mouse
Part I. Production and Promotion
1. Matthew Freeman | Rebuilding Transmedia Star Wars: Strategies of Branding and Unbranding a Galaxy Far, Far Away
2. Matt Hills | Transmedia Spectacle and Transownership Storytelling as Seen on TV: Star Wars from the Holiday Special to Rebels
3. Lincoln Geraghty | Rebuilding the Force, Brick by Brick: Canon Reformation and Brand Synergy in LEGO Star Wars
4. Dan Hassler-Forest | Selling The Force Awakens: Fan Labor and Brand Management
5. Joshua Wucher | Rebellions Are Built on Realism: The Aesthetics of Special and Visual Effects in Rogue One: A Star Wars Story
6. Colin B. Harvey | Binding the Galaxy Together: Subjective, Collective, and Connective Memory in Star Wars
7. Ross Garner | The Mandalorian Variation: Gender, Institutionality, and Discursive Constraints in Star Wars Rebels
8. Douglas Brown | To Disney Infinity and Beyond: Star Wars Video Games Before and After the LucasArts Acquisition
9. Rebecca Williams | From Star Tours to Galaxy's Edge: Immersion, Transmediality, and "Haptic Fandom" in Disney's Theme Parks
Part II. Reception and Participation
10. Jonathan Gray | "Always Two There Are": Repetition, Originality, and The Force Awakens
11. Emma Pett | "Real Life Is Rubbish": The Subcultural Branding and Inhabitable Appeal of Secret Cinema's The Empire Strikes Back
12. Paul Booth | Disney's Princess Leia
13. Lorna Jowett | Rey, Mary Sue, and Phasma Too: Feminism and Fan Reponses to The Force Awakens Merchandise
14. Bethan Jones | Jafar Wars: Fan-Created Paratexts in Alderaan Places
15. Michelle Kent | "You Die! You Know That, Right? You Don't Come Back!": Fans Negotiating Disney's (De)Stabilized Star Wars Canon
16. William Proctor | Fear of a #BlackStormtrooper: Hashtag Publics, Canonical Fidelity, and the Star Wars Platonic
17. Tom Phillips | Simultaneously Laughing, Screaming, and Crying: Reacting to the Force Awakens Trailer
18. Bridget Kies | "I Should Have Seen It Coming": Spoiler Culture, Marathon Screenings, and Affective Responses to The Force Awakens
19. Lucy Bennett | "Someone Is Someone's Father!": An Autoethnography of a Non–Star Wars Viewer
20. Mark J. P. Wolf | Beyond Vader: The Franchise Reawakens
21. William Proctor | A New Hate? The War for Disney's Star Wars
Contributors
Notes
Bibliography
Index