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

1 Faculty News December 14, 2015 ![Reuters logo](/sites/default/files/styles/246w/public/assets/images/con_030503.jpg?itok=0OAgrDF0)>

Excerpt from [Reuters](http://www.reuters.com/article/us-film-starwars-women-analysis-idUSKBN0TX1J720151214) -- "Beyond featuring women, the company appears to be tailoring some of its messages to females, said [Alvin Lieberman](http://www.stern.nyu.edu/faculty/bio/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.'"

[Read more](http://www.reuters.com/article/us-film-starwars-women-analysis-idUSKBN0TX1J720151214)

Additional coverage appeared on [The New York Times](http://www.nytimes.com/reuters/2015/12/14/arts/14reuters-film-starwars-women-analysis.html).