A Peak for ‘Star Wars’?

Walt Disney and Mickey Mouse

A Peak for ‘Star Wars’?

Rebecca Brooks, a founder of Alter Agents Market Research research in Los Angeles, said Disney’s approach

“You couldn’t get away from the Minions,” said Brooks, a market researcher for nearly 20 years who has worked with Google, eBay, Hyundai and Yahoo.

“Those fans are willing to absorb all of that marketing, all of that promotion,” she says.

Brooks recalled the hype that greeted tech innovations like Zune, Google Glass and the Apple Watch.

“In all of these cases, the buying public had a strong negative reaction to the products overnight in large part due to the brands’ inability to live up to expectations,” she said. “If the movie is no good, Disney faces a tremendous backlash.”

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