Faculty News

Professor Alvin Lieberman comments on Disney's marketing of "Star Wars" to both men and women

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Excerpt from Reuters -- "Beyond featuring women, the company appears to be tailoring some of its messages to females, said Alvin Lieberman, a marketing professor at New York University's Stern School of Business. In a four-minute comedy sketch on 'Jimmy Kimmel Live,' Harrison Ford and Chewbacca resolved a purported feud with an endearing, hug-it-out moment. 'That is not what your high-adrenaline, action-oriented male population is looking to see,' Lieberman said of the video, which has been viewed more than 1.1 million times on YouTube. 'It sells the characters.'"

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Additional coverage appeared on The New York Times.