Disney's Massive Marketing Push for Star Wars Was Relentless, but Also Masterful

Game-changing case study shattered box office records

After a record-shattering weekend at the box office, if you haven't felt the force of Star Wars, you must be living in another galaxy. Star Wars: The Force Awakens hit $238 million solely in North American ticket sales. And I confess, I am one of the diehard fans who had tickets in advance of Dec. 17—and went to see it again on Saturday night.