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.