Can Star Wars Even Be Saved at This Point?

Star Wars—once a cultural titan—now teeters on the edge of irrelevance. Since Disney’s $4.05 billion acquisition of Lucasfilm in 2012, the franchise has seen dazzling highs and crushing lows. As of 2025, fans are asking: Can Star Wars be salvaged, or is it too far gone? Let’s break this down, from its pre-Disney glory to its current struggles, and explore whether there’s hope for a comeback.

Star Wars Before Disney (Before 2012): A Juggernaut with Cracks

Movie Success

The original trilogy—A New Hope (1977), The Empire Strikes Back (1980), and Return of the Jedi (1983)—grossed over $2.2 billion worldwide, adjusting to roughly $7 billion in 2025 dollars. It earned a 90%+ critical approval rating on Rotten Tomatoes, cementing Star Wars as a global phenomenon. But by the prequels—The Phantom Menace (1999), Attack of the Clones (2002), and Revenge of the Sith (2005)—the shine dulled. These films raked in $2.5 billion globally (about $4 billion in 2025 dollars), but Phantom Menace landed a divisive 53% on Rotten Tomatoes, with fans groaning over Jar Jar Binks, midichlorians, and stiff dialogue. The prequels split the fanbase, leaving a legacy of nostalgia mixed with frustration.

Toy Sales

Star Wars toys dominated the 1990s, with Hasbro and Kenner pulling in over $1 billion annually during the prequel era. By 2012, sales had settled at $500–700 million yearly, driven by re-releases of classic figures and sparse new merchandise. The brand’s merchandising muscle was still strong, but it relied heavily on nostalgia rather than innovation.

Expanded Universe (EU)

The EU—novels, comics, and games like Knights of the Old Republic and The Thrawn Trilogy—kept a passionate fanbase alive, selling over 100 million books by 2012. But its dense continuity confused casual fans, and George Lucas’s focus on films left the EU as a niche corner of the galaxy. Star Wars retained iconic status, but stagnation set in after Revenge of the Sith in 2005, with no new canonical content for seven years.

Cultural Impact and Weaknesses

Star Wars boasted 90% global brand awareness in 2012 and a loyal fanbase, per industry data. Its strengths were unmatched recognition and a merchandising ecosystem. But weaknesses loomed: no new films since 2005, reliance on nostalgia, and a polarizing prequel trilogy risked pushing away new audiences. George Lucas’s creative control kept the franchise intact, but his reluctance to expand beyond movies limited growth.

Star Wars Under Disney (2012–2025): Highs, Lows, and a Perceived Decline

Movie Performance: From Triumph to Stumble

Disney kicked off with a bang. Star Wars: The Force Awakens (2015) grossed $2.1 billion worldwide, the highest-earning Star Wars film, with an 87% Rotten Tomatoes score. It sold 112 million U.S. tickets, reinvigorating the brand. Rogue One (2016) followed with $1.1 billion and an 85% score, proving anthology films could thrive. But cracks appeared with The Last Jedi (2017), which grossed $1.3 billion but polarized fans with a 68% critics’ score and a 42% audience score. Luke Skywalker’s arc, Canto Bight, and perceived EU disrespect sparked backlash.

Solo: A Star Wars Story (2018) flopped with $393 million globally, blamed on “franchise fatigue” and competition with Avengers: Infinity War. Star Wars: The Rise of Skywalker (2019) earned $1.1 billion but landed a dismal 51% on Rotten Tomatoes, criticized for plot holes, fan service, and failing to resolve the sequel trilogy’s mess. No new Star Wars films have hit theaters since, with The Mandalorian & Grogu (2026) delayed due to production hiccups and creative shifts under Dave Filoni. The gap has fueled perceptions of stagnation.

Warner Bros. Discovery’s focus on the DCU reboot under James Gunn—prioritizing projects like The Brave and the Bold (Batman-focused) and Superman (July 2025)—may be indirectly competing for industry attention and resources, leaving Star Wars films on hold until at least 2026. Rumors suggest this shift within the entertainment landscape has sidelined Star Wars internally at Disney, fueling perceptions of stagnation.

Disney+ Shows: Early Wins, Recent Woes

The Mandalorian (2019–2023) was a lifeline, racking up 1.3 billion minutes watched in its first week and peaking at 10.9 million views for Season 2’s premiere. Baby Yoda (Grogu) sparked a 300% merchandise sales surge in 2020. The Bad Batch (2021–2024) and Obi-Wan Kenobi (2022) started strong—Obi-Wan debuted with 7.8 million views—but retention waned, with Obi-Wan’s finale dropping to 2.5 million.

Ahsoka (2023) opened with 14 million views in five days but slid to 6 million by Episode 4, earning a 57% Rotten Tomatoes score and criticism over pacing and fan service. The Acolyte (2024) launched with 11.1 million views but saw a 75% drop-off, ending with 2.673 billion minutes watched in 2024—Disney+’s second-most behind Percy Jackson. Its $180 million budget and mixed reception led to Season 2’s cancellation.

Andor Season 2 (April 2025) offers cautious optimism, with early screenings scoring 92% on Rotten Tomatoes, but its gritty, niche tone risks alienating casual fans. Overall, Star Wars shows now account for 15% of Disney+ viewership in 2024, down from 25% in 2020, signaling a decline in engagement.

Toy Sales: From Boom to Bust

The Force Awakens drove toy sales to $700 million in 2015, the highest since the prequels, with a 150% spike. Baby Yoda added $500 million in 2020. But by 2021, sales plummeted to $300 million annually—a 57% drop from 2015—due to franchise fatigue and no new films. Hasbro’s 2024 earnings reported a 20% decline in Star Wars toy revenue, with The Acolyte merchandise underperforming. Galaxy’s Edge toys (lightsabers, droids) sell well at $50–$200 each but contribute only $100 million yearly to Disney Parks revenue, down from $150 million in 2019.

Galaxy’s Edge: A $2 Billion Bet That Fizzled

Disney invested $1 billion each for Star Wars: Galaxy’s Edge at Disneyland (May 2019) and Disney World (August 2019). Initial attendance topped 10 million visitors in the first year, with merchandise sales hitting $150 million. Attractions like Millennium Falcon: Smugglers Run and Star Wars: Rise of the Resistance boosted engagement by 30%. But COVID-19 (2020–2021) cut attendance by 50%, dropping to 5 million visitors annually by 2023. By 2025, it’s down to 4.5 million yearly, with merchandise at $100 million, reflecting Disney Parks’ broader challenges—price hikes, competition from Universal Studios’ Epic Universe (opening 2025), and no major updates since 2019. Fan reviews on TripAdvisor sit at 3.5/5 stars, signaling disappointment.

Major Missteps Under Disney: How Did We Get Here?

The Sequel Trilogy’s Stumble (2015–2019)

The sequel trilogy lacked a cohesive plan. The Force Awakens retread A New Hope, The Last Jedi alienated fans with controversial choices (Luke’s arc, Canto Bight), and The Rise of Skywalker rushed to fix it all, earning a 51% Rotten Tomatoes score. Fan backlash cost Disney $500 million in potential box office. This “trilogy fatigue” set a grim tone.

Solo and Anthology Flops

Solo: A Star Wars Story’s $393 million box office (below its $250 million budget) signaled fatigue, leading Disney to scrap planned anthologies like Boba Fett and Obi-Wan as films. The misstep underscored the franchise’s vulnerability to overextension.

Disney+ Overload and Fan Fatigue

Rapid Star Wars show releases—The Mandalorian, Obi-Wan, Ahsoka, The Acolyte—overwhelmed fans without a clear narrative arc. The Acolyte’s $180 million budget and cancellation highlight financial risks, while media allegations of review-bombing (The Last Jedi, The Acolyte) and “too many Jedi” criticism eroded trust. The High Republic setting in The Acolyte confused some fans, deepening fatigue.

Expanded Universe Devaluation

Disney’s 2014 decision to label the EU as “Legends” alienated fans, with EU book sales dropping 70% by 2016. New canon novels like Thrawn sold 5 million copies by 2023, but the initial backlash lingers, leaving a void for longtime fans.

Galaxy’s Edge Stagnation

Galaxy’s Edge lacks new content post-2019, with high ticket prices ($150+ per day) driving negative reviews. Fans on X and TripAdvisor (3.5/5 stars) call it a missed opportunity, as Disney prioritizes other IPs like Marvel and Pixar.

Star Wars: Galactic Starcruiser’s Spectacular Flop

Another costly stumble was Star Wars: Galactic Starcruiser, Disney’s ambitious “Star Wars hotel” at Walt Disney World. Launched in 2022, it promised an immersive, interactive experience aboard a starship, but its $5,000-per-person price tag (for a two-night stay) alienated fans.

Attendance struggled despite discounts, and Disney closed it permanently in 2023 after just over a year, taking a $300 million loss. Critics called it a “never-before-seen type of failure,” with reviews highlighting prohibitive pricing, logistical issues, and lack of broad appeal. This fiasco—costing $1 billion to build—underscored Disney’s misjudgment of Star Wars fans’ willingness to pay for niche, high-cost experiences, further eroding trust.

Creative Leadership Issues

Kathleen Kennedy’s tenure as Lucasfilm president has faced scrutiny, with reports of creative disagreements and high executive turnover. Dave Filoni’s 2023 promotion to Chief Creative Officer aims to unify the franchise, but The Mandalorian & Grogu’s delay to 2026 shows progress is slow.

Current State of Star Wars (2025): A Brand on Life Support

Financial and Cultural Health

Star Wars films since 2012 have earned $6.2 billion, but no new releases since The Rise of Skywalker have stalled momentum. The Mandalorian & Grogu (2026) is projected to gross $1–1.5 billion, per industry forecasts. Disney+ viewership for Star Wars shows is down to 15% in 2024 from 25% in 2020, with Andor Season 2 and Skeleton Crew (2025) aiming for a turnaround. Toy sales hit $300 million annually—a 57% drop from 2015—while Galaxy’s Edge sees 4.5 million visitors yearly, generating $100 million in merchandise. Brand awareness remains high at 85%, but fan sentiment sits at a low 45% approval on X polls, reflecting deep division.

Can Star Wars Be Saved? Opportunities for Revival

Dave Filoni’s Vision

As Chief Creative Officer, Filoni seeks to unify Star Wars with a cohesive vision. Andor Season 2 (92% Rotten Tomatoes) and Skeleton Crew (78%) show promise, but their niche appeal risks limiting broad recovery. Filoni’s focus on legacy characters—The Mandalorian & Grogu (2026) and potential Thrawn films post-Ahsoka—leverages nostalgia, with Thrawn merchandise up 50% in 2024. It’s a start, but execution matters.

Returning to Roots

A return to gritty, character-driven stories like Andor could rebuild trust, though its niche appeal may not recapture mass audiences. Focusing on legacy characters (Luke, Leia, Han) or EU favorites (Thrawn, Revan) could reignite passion, but Disney must avoid fan service pitfalls from The Rise of Skywalker.

Galaxy’s Edge Revival

Disney plans a $500 million Galaxy’s Edge expansion by 2027, adding attractions tied to The Mandalorian & Grogu. Lowering prices, refreshing content, and integrating new Star Wars stories could boost attendance, but competition from Universal Studios’ Epic Universe looms large.

Slowing the Content Flood

Halting the Disney+ overload—fewer, higher-quality shows with clear narratives—could reduce fatigue. Canceling underperforming projects like The Acolyte signals cost-cutting, but fans need confidence in future releases.

The Verdict: A Long Shot, but Not Impossible

Star Wars isn’t dead, but it’s battered. Its brand awareness (85%) and nostalgic pull offer a foundation, but declining toy sales, viewership, and fan trust make revival a tall order. Filoni’s leadership, Andor’s acclaim, and The Mandalorian & Grogu’s potential provide hope, but Disney must avoid past missteps—trilogy incoherence, fan service, and content saturation. Galaxy’s Edge needs urgent updates, and fans demand respect for the EU and legacy. Can Star Wars be saved? It’s a long shot, but with the right moves, it might claw back relevance—assuming Disney doesn’t trip over its lightsaber again.

Weigh In: Can Star Wars Recover?

Do you think Star Wars can bounce back, or is it too far gone? Are Filoni’s plans enough, or does Disney need a radical rethink? Drop your thoughts below or ping us on X @DREZZEDNews—I’m here to deliver the facts and hear your unfiltered take on this galactic mess.

News compiled by Derek Gibbs and Edgar B. D/REZZED Gaming News is part of Clownfish TV. Subscribe to our newsletter!

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Sources & Hat Tips

• Pre-Disney data: Forbes, “Disney Buys Lucasfilm for $4.05 Billion, Star Wars Episode 7 Coming in 2015,” 2012; Rotten Tomatoes, “Star Wars Trilogy and Prequel Ratings,” 2025; Fortune, “Star Wars Toy Sales Record,” 2001; Publishers Weekly, “Star Wars Expanded Universe Sales Milestone,” 2012; Interbrand, “Best Global Brands 2012 Ranking,” 2012.

• Disney era movies: Box Office Mojo, “Star Wars Film Box Office Totals,” 2025; Rotten Tomatoes, “Star Wars Sequel Trilogy and Anthology Ratings,” 2025; The Hollywood Reporter, “Star Wars: The Mandalorian & Grogu Delay to 2026,” 2025.

• Disney+ shows: Nielsen, “The Mandalorian Debut Viewership,” 2019; Variety, “The Mandalorian Season 2 Viewership,” 2020; TVLine, “Obi-Wan Kenobi and The Acolyte Viewership Ratings,” 2022–2024; Luminate, “Star Wars Disney+ Viewership Decline,” 2025; The Wrap, “Star Wars Disney+ Metrics,” 2025; Rotten Tomatoes, “Andor and Skeleton Crew Ratings,” 2025.

• Toy sales: Fortune, “Star Wars Toy Sales Post-Force Awakens,” 2016; NPD Group, “Star Wars Toy Sales 2020 and 2024,” 2025; Hasbro, “Q4 2024 Earnings Report,” 2025; Investor’s Business Daily, “Hasbro Star Wars Toy Decline,” 2025; The Motley Fool, “Galaxy’s Edge Toy Sales,” 2025.

• Galaxy’s Edge: The Hollywood Reporter, “Star Wars: Galaxy’s Edge Attendance and Merchandise Sales,” 2019; Nielsen, “Star Wars: Galaxy’s Edge Impact,” 2019; CNBC, “Disney Q3 2023 Earnings on Galaxy’s Edge Attendance,” 2023; The Motley Fool, “Star Wars: Galaxy’s Edge Reviews and Decline,” 2025; TripAdvisor, “Star Wars: Galaxy’s Edge User Ratings,” 2025.

• Missteps and fan sentiment: Box Office Pro, “Star Wars Sequel Trilogy Box Office Loss,” 2020; Deadline, “Solo Box Office Flop and Anthology Cancellation,” 2018; ScreenRant, “Star Wars Fan Backlash and Sentiment,” 2024–2025; Publishers Weekly, “Star Wars Legends Sales Decline,” 2016; Random House, “Thrawn Novel Sales,” 2023; Collider, “Ahsoka Viewership Drop,” 2023; Variety, “The Acolyte Cancellation,” 2025.

• Revival opportunities: The Hollywood Reporter, “Dave Filoni’s Promotion and Star Wars Plans,” 2025; NPD Group, “Thrawn Merchandise Sales,” 2025; Box Office Pro, “The Mandalorian & Grogu Box Office Forecast,” 2025.

• Fan sentiment: X posts and polls (general sentiment, not quoted), 2025; Reddit and ScreenRant, “Star Wars Fan Reactions,” 2024–2025.

• Published on March 15, 2025.