It wasnt an "event"...it was admission to a retail store.
I call the customers dumb all the time...they've earned it, frankly...but there has to be a limit.
One thing I did notice about the "bigger picture" of this Star Wars release tonight...is that it's not as "big" as I or many would have guessed...
Toysrus is open everywhere...but walmart and target are very limited. Target had 207 stores opening at midnight...which is a fraction of their total stores...
I live in a heavily populated suburb of "affluent" means in the fifth largest city market and none of the 3 stores within 4 miles of my house are open... Same with walmart.
Now...I'm just reading the tea leaves a little...but I think the retailers are cautious on this more than the analysts think.
Why? My theory is that the most important economic market now for Star Wars - the gen Xers who played with the original toys and now have the families and represent the bulk of the income earning workforce...are still very jaded by and large.
I know I am and I'm still not alone. I was at a toysrus for the midnight toy launch in 99...I was in line in an abandoned major college town all day in may to see that steaming pile of dung we had all dreamed about in the pre Internet youth (the last generation)...and we were all exploited and the wound has not closed.
I think that's still a factor...not with the 50 year old convention geeks or 8 year olds...but the rest of us that have the most money/Incentive to spend on Star Wars now.
The good news is that I think Disney knows that and they have played it right so far...here's hoping they give me something to believe in.
I might head to the toy store if I'm up tonight...I would almost definitely go on
amazon and probably go to Disney store/target for the early opening tomorrow - which makes me more dedicated than most - but they don't have my credit cards "burning a whole in my pocket" by any means
Bottomline: Lucas and Rick mccallum suck.
Howard stern said on air several times that perhaps the most disappointing thing he experienced as an adult was "after all those years, George Lucas couldn't make a decent Star Wars movie"
I mean...if Howard knows...the rest of us probably know.