The entertainment brand will likely outlast our civilization.

Walking down the aisle at the grocery store a few weeks ago I had an epiphany. As the characters from the newest batch of Star Wars films were staring at me from breakfast cereal boxes I realized that perhaps one of the enduring legacies of the late twentieth century (aside from radioactivity and a layer of plastic in the geologic record) will undoubtedly be Star Wars. We simply can't escape it. We as a global society have become so over-saturated with the franchise that it is impossible that it won't have a lasting legacy. It is a self-sustaining golden goose. Maybe not the Iliad and Odyssey of our age, but the only analogue we have so far.

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