So we did an episode of the show the other day where tempers flared a bit. People in the room on all sides were very passionate about their stances, and not a lot of REALLY constructive conversation resulted. Except Ben, but he is ever-chill in the face of things he couldn’t give two shits about. I’d like to take a moment to clarify why exactly I think Star Wars is a scam.

First and foremost, the original Star Wars trilogy changed everything. It changed how movies were made, sold, merchandised, and developed. As much as those three films borrow from stories that came before them, no one can deny the inherent uniqueness of the film’s visuals and story, or the impact that Star Wars had on-not only pop-culture, but on world culture. Nobody (least of all some asshole on the Internet), will EVER take that away from it.

That said, I know what you’re thinking, because I was like you once. Collecting every action figure, book, video release, video game, and other assorted collectible that I could afford simply because it was Star Wars. Even going so far as to rent a costume, buy  a mask and lightsaber, and go to a theater to guide the crowd on the special edition’s opening night. Simply put, I loved Star Wars, and I went to great lengths to make sure everybody knew it.

And just like that, I don’t anymore. Sure things started when the prequel trilogy came out, but that’s not why I’ve come to loath it. God knows I wasn’t particularly happy with any of those films, but right after watching each one, my impulse was to defend and justify them to others, and to myself. It would be a few years before I could look on Episode III, and say, “This movie is… really bad. I mean, what is this?” It’s this impulse that has soured me on the entire franchise. The feeling that I’m just expected to like something just because it has a specific brand name on it, is insulting. The fact that so many people do, is crushingly depressing.

Studios know audiences are important. They bend over backward every day to ensure your ass ends up in their seats. Beyond that, do you really think the studio cares if you liked the movie or not? They know you’re going to go see it already, so who cares if it doesn’t live up to the fans’ standards, so long as we can sell something to the majority. The general audience. It doesn’t matter if it’s been dumbed down, and made into a series of flashy lights and familiar one-liners. “Fans” are going to show up by virtue of the fact it’s Star Wars. Even three out of the five RNR coshosts have plans to see Episode VII when it comes out, despite some stating moments earlier that “The new films aren’t going to be Star Wars, just like the prequels weren’t.” It’s that loyalty to something that was once good. That obedience to a brand, that drives me mad. It’s the fact that those feelings override people’s judgement and triggers them to spend money, that I hate.

I recently had a conversation with someone during a trip who said they were going to see The Hobbit 2 even though they knew it was going to be padded with all sorts of stuff that never happened in the book, and that it probably wasn’t going to be very good. Then they said that terrible thing that I hate to hear. Really, the main reason I decided to write this: “I mean, what are you gonna do, right? They know we’re going to go see it.”

The feeling of duty to watch a movie you aren’t interested in simply because it’s part of a brand you either like or can recognize saddens me. They’re doing the same thing with Star Trek. Trekkie friends and family of mine went to see “Into Darkness”, just because it’s Star Trek. They liked the first one, so what if the trailers made this one look bad? Surprise, they thought it paled to the first one and ripped off Wrath of Khan rather than paying homage. This-to anyone following the film or just watching the trailers, came as no surprise.

This isn’t even just about Star Wars. It’s about loyalty to brand over substance in general. It’s about not being accepted because you don’t hold a popular opinion or-worse yet, have a unique one. Yeah, the new flicks are going to come out and make a couple billion dollars that executives will swim through naked. And who knows? maybe they’ll actually be good. I personally don’t think there are any more stories to tell in that universe given the depressing state of today’s Star Wars offerings; but hey, maybe I’m wrong and it will be amazing. So amazing, that it will bring the kid out in me again. But if I’m right, and they aren’t the second coming… I mean, what are you gonna do, right? They know you’re going to go see it.