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Over its 40-year history, the Star Wars franchise has reached more than three generations of casual and hardcore fans via films, comics, games, toys, novels, lunch boxes, and more. This book brings together essays from a wide range of interdisciplinary scholars in order to map out the emergence of complex new forms of transmedia storytelling. The collection places Star Wars at the center of those studies' projects by examining video games, novels and novelizations, comics, advertising practices, television shows, aesthetic and economic decisions, fandom, and cultural responses in their multiple contexts of production, distribution, and reception. Star Wars and the History of Transmedia Storytelling offers vital new conceptual and methodological tools for understanding the ways in which transmedia storytelling and the industrial logic of media franchising have developed in concert over the past four decades. In emphasizing that Star Wars is both a media franchise and a transmedia storyworld, the essays in this collection emphasize the complex negotiations between culture and industry that have shaped the brand and its many narrative threads. By taking this dual approach, the book focuses on the interconnected nature of corporate media production, transformative fan practices, and transmedia world-building.

"https://www.uu.nl/medewerkers/DAHasslerForest ">Dan Hassler-Forest is the author and editor of several books, including The Rise and Reason of Comics and Graphic Literature, Capitalist Superheroes, The Politics of Adaptation, Transmedia, and Science Fiction, Fantasy and Politics. As an assistant professor at the University of Amsterdam, he became involved in the student protests and was among the founding members of staff platform ReThink UvA.[-]|"https://seanguynes.com/">Sean Guynes is a PhD student in the Department of English at Michigan State University, where he writes and teaches about American science fiction, popular culture, and comics. His dissertation is a critical cultural history of the Futurians.

Table of Contents
“I Am Fluent in over Six Million Forms of Communication” 9 A Few Notes on Terminology
Introduction: “What Is This Strange World We’ve Come to?” 11
Foreword: “I Have a Bad Feeling About This” 15 A Conversation about Star Wars and the History of Transmedia
Henry Jenkins and Dan Hassler-Forest
Part I “First Steps Into A Larger World”: Establishing the Star Wars Storyworld
1. “Thank the Maker!” 35 George Lucas, Lucasfilm, and the Legends of Transtextual
Authorship across the Star Wars Franchise
Tara Lomax
2. Han Leia Shot First 49 Transmedia Storytelling and the National Public Radio
Dramatization of Star Wars
Jeremy W. Webster
3. From Sequel to Quasi-Novelization 61 Splinter of the Mind’s Eye and the 1970s Culture of Transmedia
Contingency
Matthew Freeman
4. Another Canon, Another Time 73 The Novelizations of the Star Wars Films
Thomas Van Parys
5. Franchising Empire 87 Parker Brothers, Atari, and the Rise of LucasArts
Stefan Hall

6. “You must feel the Force around you!” 101 Transmedia Play and the Death Star Trench Run in Star Wars Video
Games
Drew Morton
Part II “Never Tell Me the Odds!”: Expanding the Star Wars Universe
7. Transmedia Character Building 117 Textual Crossovers in the Star Wars Universe
Lincoln Geraghty
8. The Digitizing Force of Decipher’s Star Wars Customizable Card
Game 129
Jonathan Rey Lee
9. Publishing the New Jedi Order 143 Media Industries Collaboration and the Franchise Novel
Sean Guynes
10. How Star Wars Became Museological 155 Transmedia Storytelling in the Exhibition Space
Beatriz Bartolomé Herrera and Philipp Dominik Keidl
11. Adapting the Death Star into LEGO 169 The Case of LEGO Set #10188
Mark J.P. Wolf
12. Invoking the Holy Trilogy 187 Star Wars in the Askewniverse
Andrew M. Butler
13. Chasing Wild Space 199 Narrative Outsides and World-Building Frontiers in Knights of the Old Republic and The Old Republic
Cody Mejeur
Part III “More Powerful Than You Can Possibly Imagine”: Consolidating the Star Wars Franchise
14. From Transmedia Storytelling to Transmedia Experience 213 Star Wars Celebration as a Crossover/Hierarchical Space
Matt Hills
15. Space Bitches, Witches, and Kick-Ass Princesses 225 Star Wars and Popular Feminism
Megen de Bruin-Molé
16. Some People Call Him a Space Cowboy 241 Kanan Jarrus, Outer Rim Justice, and the Legitimization of the
Obama Doctrine
Derek R. Sweet
17. The Kiss Goodnight from a Galaxy Far, Far Away 253 Experiencing Star Wars as a Fan-Scholar on Disney Property
Heather Urbanski
18. Formatting Nostalgia 265 IMAX Expansions of the Star Wars Franchise
Allison Whitney
19. Fandom Edits 277 Rogue One and the New Star Wars
Gerry Canavan
Afterword: “You’ll Find I’m Full of Surprises” 289 The Future of Star Wars
Will Brooker and Dan Hassler-Forest
Bibliography 297 About the Contributors 317 Index 321
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