Last month, Disney told stockholders the company has “generated a 2.9 times return on the purchase of Lucasfilm.” According to Forbes, that’s a big, fat lie.
The idea behind releasing that lie was to prop up Disney CEO Bob Iger, who was facing a stockholder rebellion he eventually won, thanks to lies like this one:
[B]uried in the fine print is the revelation that the purchase price of Lucasfilm isn’t even included in the R[eturn] O[n] I[nvestment] calculation. Instead, it is purely based on the box office performance of Disney’s Star Wars trilogy, its two spinoff movies, merchandise, DVD and Blu Ray sales.
As revealed, the methodology is questionable as Disney based the ROI on the revenue generated by the movies, merchandise, DVDs and Blu Rays rather than the profit they made as it should have done. Using the revenue rather than the profit artificially inflates the result as it doesn’t factor in the costs that Disney had to pay out.
Back in 2012, Disney purchased everything attached to Lucasfilm — Star Wars, Willow, Indiana Jones — for $4.05 billion. Twelve years later… Well, let’s take a look at the lay of the land…
After three abysmal sequels, as a film franchise, Star Wars is doornail dead. We were told Disney intended to take the most beloved brand in movie history and Marvel it — meaning, two Star Wars movies a year, baby! That legendary Star Wars universe would be explored up, down, and sideways. Get ready for adventures galore, Star Wars fans! The result? Not a single Star Wars feature since the abysmal Return of Skywalker in 2019. Over and over, we’ve been told a half-dozen Star Wars movies are on the way, only to see them canceled or forgotten.
Man alive, even those terrible prequels couldn’t kill Star Wars. But Bob and Lucasfilm chief Kathleen Kennedy found a way: Feminize, politicize, scold, lecture, demean, and emasculate classic heroes, take all the fun and joy out of it, message over story… No sex, no glamour, and affirmative action thy name is Rose Tico.
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