Part 6/13:
Mismanagement and Brand Identity Issues
The failure of the Star Cruiser underscores Disney’s broader struggle with the Star Wars franchise. Disney inherited the franchise from Lucasfilm, and with the original trilogy's characters—Luke, Han Solo, Leia—the franchise soared. But recent efforts have struggled to reboot the brand authentically. Disney's attempts to transition to new characters and storylines have often been marred by poor storytelling, heavy-handed agendas, and a disconnect from the franchise’s roots.