It did not start a long time ago or in a galaxy far away, but every May 4 it feels like images, memes and promotional agreements that involve “Star Wars” have unavoidable gravity.
On May 4, or on May 4, as fans say, it has evolved over the years until Star Wars, an informal holiday that celebrates the space epic and its surrounding franchise.
Star Wars Day was created by fans as a cunning wink to one of the most popular phrases of films, “that the force is with you.” Get it? Well, now that the 4 will also be with you too.
It is not an official holiday, but it has become so well known that even former President Joe Biden marked it last year when The “Star Wars” Mark Hamill actor left by the White House one day in advance.
“I think it is a very intelligent way for fans to celebrate their passion and love for ‘Star Wars’ once a year,” said Steve Sansweet, founder and executive president of Rancho Obi-Wan, a non-profit museum in California that has the largest collection in the world of “Star Wars” Memorabilia.
The “May the 4th Be with You” phrase was used by fans in the years after the first film in 1977, and even appeared in a British political announcement in 1979 celebrating the victory of Margaret Thatcher as prime minister on May 4 of that year.
For some fans, the official Star Wars day arrives on May 25, the date of launching the first film. The City Council of Los Angeles even declared that the date was Star Wars day in 2007, although the California Legislature Voted in 2019 to designate May 4 as Star Wars Day.
That the 4 will be temptedly seized among fans through internal jokes shared on social networks and the visits of the films to mark the occasion. Companies finally joined the fun, with brands ranging from Nissan to Jameson whiskey by publishing advertisements or publishing on social networks about it.
DisneyThat Lucasfilm acquired in 2012, he adopted the day as a way to further promote the franchise with goods, special projections and other events that surround the brand.
Not all “Star Wars” fans are excited about the ubiquitous one who has become the joke at once. Chris Taylor, a senior editor of Mashable and author of “How Star Wars conquered the universe”, tagged himself as “May on 4th Grinch” in part due to his commercialization.
“I love a good dad joke as much as anyone, but my God, you can take him too far,” Taylor said.
The day is celebrated on a large and small scale this year. Disney+ is launching the New series “Star Wars: Tales of the Underworld” on the date, and occurs when the second season begins for another franchise series, “Andor”.
The announcement also follows that a new independent Installation of “Star Wars” movies Starring Ryan Gosling will be launched in 2027.
Disney marks the day with the launch of the new “Star Wars” merchandise, ranging from light saber games to jewelry.
Most major league baseball teams have marked the day in recent years with special events that incorporate “Star Wars” characters. For example, the San Francisco giants sold special tickets for Saturday’s game that included a Bobblehead launcher who portrayed the pitcher Logan Webb as “Obi-Webb Kenobi.”
It is difficult to find a place where the fourth celebrations do not occur, from bakeries that serve cookies with a “Star Wars” theme to concerts with the memorable scores of the movies.
It is a celebration of the entire city in New Hope, Pennsylvania, which shares its name with the subtitle of the first “Star Wars” movie. The city of approximately 2,600 people, located at 30 miles (50 kilometers) to the northeast of Philadelphia, plans to have disguised characters throughout the city with restaurants that serve thematic articles such as a “iodarite”.
“I always joked and wishing people ‘May the 4th’, but taking it to this level, I have definitely improved my nerdy ‘Star Wars,” said Michael Sklar, president of the Greater New Hope Commerce Chamber of Commerce.
