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The Troubling Financial Reality of Disney's Star Wars Saga
Nearly twelve years have passed since George Lucas handed over the reins of the Star Wars franchise to Disney's Bob Iger and Kathleen Kennedy, marking a new era for the beloved universe. While Disney touted big successes and impressive box office numbers, a closer look reveals a far more sobering reality: Disney Star Wars, once an iconic cultural phenomenon, is now a heavily troubled brand whose profits fall far short of expectations, and in some cases, return on investment is shockingly modest.