It didn't start long ago or in a remote galaxy, but on May 4th, it feels like there's inevitable gravity in the images, memes and promotional deals involving Star Wars.
May 4, or as fans say, May 4, or May 4, evolved to Star Wars Day, an unofficial holiday celebrating the epic of the space and its surrounding franchises.
Star Wars Day was created by fans as a disgusting liar to one of the film's most popular catchphrases, “Can Force the Force be with you?” get it? Good, I might be with you for four days now.
It's not an official holiday, but it became so famous that even former President Joe Biden marked it when “Star Wars” actor Mark Hamill stopped by the White House a day ago.
“I think it's a very clever way for fans to celebrate their passion and love for Star Wars once a year,” says Steve Sunsweet, founder and executive chairman of Rancho Obi Wang, a California nonprofit museum, with the world's largest collection of Star Wars memorabilia.
The phrase “May 4th Be with You” was used by fans a few years after the release of the first film in 1977, and appeared in British political ads in 1979, celebrating Margaret Thatcher's victory as Prime Minister on May 4th that year.
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For some fans, the official Star Wars Day will take place on May 25th, the date of the first film's release. The Los Angeles City Council declared the date 2007 Star Wars Day, but the California Legislature voted in 2019 to designate May 4th as Star Wars Day.
The fourth commemorates the opportunity by being unofficially caught up among fans through internal jokes shared on social media and film viewing. The business ultimately joined in the fun, with brands running ads and posting on social media, ranging from Nissan to Jameson whiskey.
Disney, which acquired Lucasfilm in 2012, embraced the day as a way to further promote the franchise with products surrounding the brand, special screenings and other events.
Not all Star Wars fans are eager to see how ubiquitous the former underground jokes are. Chris Taylor, senior editor of Mashable and author of How Star Wars Conquered the Universe, has been labelled “The Fourth Grinch” for its commercialization.
“I love the good dad jokes just as much as anyone, but my God can you go too far,” Taylor said.
In West Germany, Protestant congregations held a Star Wars-themed service on Sunday, the German news agency DPA reported. The Rev. Samuel Dole and some of his congregations dressed in costumes and decorated the church in Benzburg.
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How is this year celebrated?
This day is being celebrated on a large and small scale this year. Disney+ will launch its new series, Star Wars: Tales of the Underworld, on date. This is because there is a second season of another franchise series, “Andor.”
It also follows the announcement that installments for the new standalone “Star Wars” film starring Ryan Gosling will be released in 2027.
Disney marks the day with the launch of new “Star Wars” products, ranging from lightsaber sets to jewelry.
Most major league baseball teams have been marking the day in recent years with special events incorporating “Star Wars” characters. For example, the San Francisco Giants sold special tickets for the game on Saturday. This included a bobblehead depicting pitcher Logan Webb as “Obiweb Kenobi.”
From bakeries offering “Star Wars” themed cookies to concerts featuring the film's memorable scores, it's hard to find a place where a fourth celebration won't happen.
It is a townwide celebration in New Hope, Pennsylvania, sharing subtitles and their name from the first “Star Wars” film. Located 30 miles (50 km) northeast of Philadelphia, the town of about 2,600 will be setting up costumed characters all over town at restaurants offering themed items like “Yodalita.”
“I'm always kidding and I want people to have a 'fourth' May,” but taking it to this level, I definitely raised my 'Star Wars' nerd,” said Michael Skiller, president of the Greater New Hope Chamber of Commerce.
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