By: Dominic Jones
For the last two years, the launch of the products tying in to that year's film has taken place on a Friday in September, dubbed "Force Friday" (or "Rogue Friday"). It looks like 2017 will be no different (not that anyone expected it to). Jedi-Bibliothek is reporting that "Force Friday" 2017 is scheduled for September 1st. This will be the day that the first wave of toys and products tying in to Star Wars Episode VIII: The Last Jedi will hit shelves (and digital shelves). This would line up with previous years where "Force Friday" events were held on September 4th in 2015 and September 30th in 2016.
The past "Force Fridays" have been met with varying degrees of build up and success. The first "Force Friday" in 2015 had a lot of promotion but stock failed to live up to the demand. Last year's event received considerably less promotion, but the supply and demand was better executed.
It will be interesting to see how much promotion "Force Friday" 2017 receives. Timing-wise it lines up with Force Friday 2015, despite the fact that some of "Force Friday" 2016's success was due to the later date. It has also been suggested that the 2016 event received less promotion because Rogue One was a stand alone film and not a saga film. It seems to me that it will likely be somewhere in the middle. Because The Last Jedi is a saga film there will likely be more anticipation earlier on than there was for Rogue One. However, The Force Awakens was a unique situation because it was the first new Star Wars film in 10 years so we were getting our first look at the new era. The Last Jedi likely won't receive that level of promotion (or any other Star Wars film, unless there's another extended gap, will for that matter).
As always this is just a rumor until confirmed or denied by Lucasfilm or Disney.
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