How ‘Revenge of the Sith’ Became the Most Unforgettable Movie Launch Ever

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Travel back to May 18, 2005: You’ve likely been grooving to Green Day’s latest hit “Holiday”. A fresh platform called YouTube has made its debut, and the first season of The Office, with its six episodes, has wrapped up. It’s also probable that you were among those queuing for the midnight premiere of Star Wars: Episode III – Revenge of the Sith, the concluding chapter in the Star Wars saga. Though it may not have matched the cultural impact of The Phantom Menace, it was undeniably a significant moment in cinematic history.

Back in 2005, it seemed as though “Revenge of the Sith” was the most monumental film on the planet. With its extensive marketing efforts lasting nearly a year, the movie wasn’t just being sold as a simple cinematic experience; it was marketed as a defining cultural event that everyone needed to be part of. Even for those who were a bit skeptical about the prequel films, the final installment in the “Star Wars” saga held such excitement that even the most hardened fan couldn’t resist giving it a shot. In truth, it felt like we were saying farewell to “Star Wars,” at least temporarily.

Embracing the Entire ‘Star Wars’ Saga

The foundation for the promotional campaign of “Revenge of the Sith” was laid in November 2003, when the initial 2D episodes of “Star Wars: Clone Wars” were aired on Cartoon Network. These episodes served as a link between “Attack of the Clones” and “Revenge of the Sith,” ensuring that the prequel trilogy remained at the forefront of children’s minds. From November 2003 to April 8, 2004, ten three-minute segments were broadcast, with another ten following from March 26 to April 8, 2004. This was followed by five 12-minute segments in March 2005, two months before the release of “Revenge of the Sith.” These shorts notably introduced General Grievous and concluded with the exact opening shot of Episode III.

Instead of promoting Revenge of the Sith directly, they might have fueled its marketing by keeping Star Wars at the heart of cultural discussions. This was achieved through the timely DVD release of the original trilogy on September 21, 2004, coinciding with the launch of the video game Star Wars: Battlefront. The availability of the prequels on DVD made it simple for viewers to watch Star Wars. Moreover, bonus features on these DVDs provided a sneak peek at Revenge of the Sith, sparking anticipation for the final episode. Furthermore, as parents introduced their children to the original trilogy via DVD for the first time, there was a resurgence in interest for the brand.

A significant portion of the advertising for Revenge of the Sith didn’t merely promote the final prequel movie, but rather celebrated the entire Star Wars series. For instance, Burger King provided a variety of toys based on all the films in the series as part of their kids’ meals. Moreover, adult fans could acquire one of six collectible flip watches from Burger King, each symbolizing a different Star Wars film. By emphasizing the previous movies, it heightened the significance of watching the film, as it was portrayed as the conclusion of an era and a moment that everyone would desire to be involved in. This is similar to “one last journey” or “it’s all been leading up to this,” which also fueled the excitement for other franchise finales like Harry Potter and the Deathly Hallows and Avengers: Endgame.

The core concept of completing a cycle was prominently highlighted in the preview trailer for Star Wars: Revenge of the Sith, shown in cinemas before screenings of Disney and Pixar’s The Incredibles. This sneak peek incorporated past voiceovers by Alec Guinness as Obi-Wan Kenobi alongside footage from the prequel trilogy. As Darth Vader’s breaths gradually dominate the trailer, it culminates in James Earl Jones’ distinctive voice, leading to a gradual reveal of Darth Vader, accompanied by concerned expressions from various characters. This teaser trailer for Revenge of the Sith is exceptionally well-crafted.

‘Revenge of the Sith’ Is the Movie to See in 2005

On March 10, 2005, the theatrical trailer for “Star Wars: Episode III – Revenge of the Sith” was first shown during an episode of the popular TV series “The O.C.” (We’ve been around long enough at MovieWeb to have reported on this event). The second season of “The O.C.” had a lot of promotion for “Revenge of the Sith,” such as characters playing the “Revenge of the Sith” video game and George Lucas himself making a guest appearance in the episode titled “The Sea,” which aired on May 12, 2005, just a week before the movie’s release. The following day, the trailer for “Revenge of the Sith” was played before the Fox animated film “Robots,” even featuring a scene where the character Diesel picks up a voice box with Darth Vader’s famous line, “The force is strong with this one.” It seemed like “Star Wars” was everywhere, from hit teen dramas to family-friendly animated films.

By April 2005, the marketing push for “Revenge of the Sith” was at its peak. The official toy line made its debut at midnight on April 2, 2005. Since Darth Vader’s last appearance in a Star Wars film was 22 years prior, the promotional artwork for these toys heavily emphasized Darth Vader and a fiery, volcanic style reminiscent of the planet Mustafar. Excited young fans rushed to toy stores to grab collectible items such as the iconic Darth Vader voice-changer or the DIY Lightsaber kit.

2005 marked a robust period for Lucasfilm’s publishing arm, with notable releases such as “Labyrinth of Evil,” a precursor novel to the movie “Revenge of the Sith” that explored the enigmatic character General Grievous, and “Secrets of the Jedi,” a book focusing on the romantic relationships between Anakin and Padmé, as well as Obi-Wan Kenobi and a young Jedi named Siri.

As a movie enthusiast, I remember the unique situation with the novelization of “Star Wars: Episode III – Revenge of the Sith.” It came out a whole month before the film hit theaters! Can you believe that nowadays, such a move would be unheard of due to spoiler concerns? However, George Lucas was certain that fans were already aware that Anakin Skywalker would transform into Darth Vader, so there was no risk of spoiling that twist. Following the release of “Revenge of the Sith,” we were treated to “Dark Lord: The Rise of Darth Vader” just in time for the holiday season, diving deep into the aftermath of “Episode III.

Leading up to the release of Episode III, LucasArts unveiled several Star Wars video games. The official game adaptation of “Revenge of the Sith” was released a month before the movie hit theaters. In February 2005, the first-person shooter game “Republic Commando” debuted, followed closely by the critically praised “Lego Star Wars” video game in March. Additionally, a Star Wars-themed video game controller with built-in arcade games was released for those without gaming consoles. The much-anticipated “Star Wars: Battlefront II” dropped on November 1, 2005, coinciding with the DVD release of “Revenge of the Sith,” making it an ideal gift for fans during the holiday season.

1. During the promotional period for Revenge of the Sith, there was a playful, witty tone. Since the movie would be playing in cinemas around Father’s Day, and Darth Vader is one of cinema’s greatest father figures, an official poster with the tagline “Who’s Your Pop?” was released, making it a popular choice for Father’s Day greetings. In 2004, Video Mods created an incredible music video using content from the unreleased Star Wars: Episode III – Revenge of the Sith The Official Video Game, setting it to Franz Ferdinand’s “Take Me Out” and broadcasting it on MTV2.

Back in the days when YouTube wasn’t around, enthusiasts who had missed the broadcast on television could find it on the official Star Wars website, an endorsed video from Lucasfilm and LucasArts. The music video encapsulates the essence of the mid-2000s, serving as a preserved artifact of a unique moment that defies explanation but resonates deeply. The playful spirit and fans’ open-minded acceptance of unconventional content have always made Star Wars a cherished franchise.

For the unforgettable promotion of Revenge of the Sith, various tie-ins were employed, and they left quite an impression. Burger King joined forces with M&M’s for special Star Wars packaging, featuring mascots donning outfits inspired by all six films and unique names like Jedi Mix and Darth Mix, which included differently colored M&M’s. 7-11 and Kellogg’s also teamed up to create a special Star Wars cereal, offering fans the chance to collect their very own lightsaber spoons. Keebler Cookies, Pop-Tarts, Pepsi, and Doritos were merely a few examples among numerous other tie-ins. It seemed almost impossible to escape the omnipresence of Star Wars merchandise – it was virtually inescapable.

The Legacy of ‘Revenge of the Sith’ 20 Years Later

When “Revenge of the Sith” premiered in cinemas, it was a hot topic everywhere. The movie’s debut was anticipated to influence the economy, as numerous employees throughout the nation were predicted to take time off work for the “Wookie Hookie” event, attending the premiere of “Revenge of the Sith”. With an astounding $50 million earnings on its first day, it shattered the record for the largest Thursday gross and set records for the biggest midnight release, opening-day gross, and single-day gross. In its initial weekend, it raked in $108 million domestically and a total of $849 million worldwide.

Star Wars didn’t disappear from our screens. Instead, video games like “The Force Unleashed” and animated series such as “Star Wars: The Clone Wars” kept the story alive, even though it may not have been a top-of-mind topic for many people. Then, in 2012, seven years after fans thought Star Wars had ended, Disney bought Lucasfilm and started making new movies, with “The Force Awakens” being released ten years after “Revenge of the Sith.” In reality, the end of Star Wars was simply the conclusion of one chapter, paving the way for a brand-new one that’s still unfolding today. The anticipation leading up to “The Force Awakens” was also an impressive marketing feat, but nothing quite compares to the emotion that “Revenge of the Sith” managed to evoke.

Twenty years after its initial release, “Revenge of the Sith” continues to break box office records upon re-release, surprising many as the film can be streamed on Disney+. This second run had limited promotional efforts, possibly due to enthusiastic fans sharing news on social media platforms. It’s not hard to see that this renewed interest may stem from those who watched it in 2005 and still cherish memories of its toys, trailers, posters, and related items. For many, the release felt like yesterday, despite being two decades ago. Stream Star Wars: Episode III – Revenge of the Sith on Disney+.

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2025-05-04 17:03