Faculty News
Professor Alvin Lieberman comments on Disney's marketing of "Star Wars" to both men and women
—
Excerpt from Reuters -- "Beyond featuring women, the company appears to be tailoring some of its messages to females, said Alvin Lieberman, a marketing professor at New York University's Stern School of Business. In a four-minute comedy sketch on 'Jimmy Kimmel Live,' Harrison Ford and Chewbacca resolved a purported feud with an endearing, hug-it-out moment. 'That is not what your high-adrenaline, action-oriented male population is looking to see,' Lieberman said of the video, which has been viewed more than 1.1 million times on YouTube. 'It sells the characters.'"
Read more
Additional coverage appeared on The New York Times.
Read more
Additional coverage appeared on The New York Times.