First, its box office success: 'an unprecedented achievement' (Paul Dergarabedian, Exhibitor Relations, reuters.co.uk, 21 May). Second, the ferocity of pirating in both internet and DVD format, 'Sith is attacked by the clones' (thisislondon.co.uk, 20 May). And finally, the extraordinary reach of the Star Wars marketing machine, 'Red Bull has Dark Side' (homeoff1.com, 21 May).
The intensity of promotional activity was duly noted, with reference not only to 'official' marketing partners, but also to unofficial bandwagon-hoppers. Promotions such as, 'May the Force (of NLP) be with you' (Sunday Herald, 22 May) and Smart cars, 'Darth says: "Come over to the Smart side"' (Harlow Star, 22 May) were representative.
Star Wars followers are a loyal bunch: 'a rabid fan base' (Anita Frazier, bbc.co.uk, 19 May), caught in the George Lucas vision of 'light sabres, the Force and odd, alien characters' (Guardian, 23 May). And, even if they don't want the memorabilia, toys, and t-shirts, they do want to watch again and again.
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk.