Star Wars: The Force Unleashed

We’re all fans of the BBC’s Apprentice, but it’s hard to argue that the series would not be far better were Darth Vader to usurp Sir Alan from the hot seat. Ben Parfitt and Christopher Dring give themselves to the Dark Side…

It takes tremendous self-discipline to resist the urge to open this piece with a gushing dialogue on the cultural importance of George Lucas’ Star Wars saga. Even if you’re one of those odd people to whom Star Wars is nothing more than ‘a film’ you once saw ‘when you were a kid’, most people would recognise that any new Star Wars release is tremendously big news.

When the original movie, Episode IV: A New Hope, was released in 1977 it heralded far more than simply a cinematic revolution. Lucas also pioneered the movie merchandising movement. Indeed, many of his actors were persuaded to take a big cut in their upfront pay package and instead claim a share in the merchandising revenue. And what a good move that was.

Nowadays, it’s the associated licensing activity that accompanies a new Star Wars release that heralds the biggest financial rewards. And what a compliment it is to gaming that The Force Unleashed is receiving a marketing and licensing package comparable to those granted to its big screen cousins.

“This is the year of Star Wars,” LucasArts’ international marketing manager Sharon Cook tells MCV. “Video gaming is achieving that social recognition enjoyed by DVDs, movies, books and music. It is fast becoming a key entertainment choice to not just the core gaming market, but to everybody.

“Price Waterhouse Coopers research shows that 2007 worldwide box office takings were at $28 billion and DVD sales were at $33 billion, but video game hardware and software sales reached $38 billion. In a few years gaming will have completely outpaced films, which tells us that video games have become a viable entertainment choice for an  entire generation.”

Whilst recent Star Wars films have seen associated games arrive on the back of them, this time the game itself is the real focus – with toys, books and a whole assortment of merchandise tied in to the game’s release (see boxout).

LucasArts’ senior PR manager Adam Kahn enthuses: “We’re telling the next chapter in the Star Wars saga in a game and not a film because of a real explosion in games.”

The title itself offers a tantalising prospect for Star Wars fans – where as the recent animated movie The Clone Wars dealt with the untold tales that occurred between Episode II and Episode III, The Force Unleashed deals with the far juicier historical period between the two movie trilogies. It tells the story of the Apprentice, a secret student of the recently created Darth Vader. Under the stewardship of The Dark Lord of the Sith, the Apprentice is sent out accross the galaxy to hunt down the last remaining Jedi. However, Vader also has plans of his own involving his vision for the future of the entire Empire.

The whole ethos behind the title is empowering players with the most kick-ass elements of the Force. As the Apprentice you’re free to strike down foes with Force Lightning, smash through doors with Force Push and even toy with the environments thanks to the Force’s telekinetic properties. An advanced physics engine allows gamers to chuck both objects and enemies about at will – all of which behave realistically within their environment.

The Apprentice also comes equipped with his own lightsaber, which as well as being used for up-close combat also allows for ranged fighting – using the Force to spear your enemy with a lightsaber in mid-air is a joy that most fans will never tire of.

It’s clear who The Force Unleashed is being aimed at – but Star Wars is such a huge market that to target its fans is much like aiming for the wider mass-market. And with a marketing push behind it that few publishers can rival, big things can be expected from The Force Unleashed upon its release on September 19th.