If you adjust for inflation, the first Star Wars film is the second highest-grossing movie of all-time. This means more people saw it in theaters than any other film in history, other than Gone with the Wind. And, thanks to successful sequels and merchandising – I don’t think anyone is asking for a Scarlett O’Hara action figure this Christmas – Star Wars has far more permanence. Those who saw it in theaters in 1977 could be buying their grandchildren BB-8’s this holiday season.
Its commercialization is fine and insanely lucrative, I’m sure. But what really makes it last – what really makes anything last – is story.