Pathetically minor clarifying point:
I’m sure it’s easy to interpret my comment about the Boba Fett doll as part of what I think went wrong with the franchise, but I was actually trying to make a different point. The Boba Fett action doll was marketed at what seems to me now to be about a year and a half before any of us knew that there was to be a sequel. There certainly had not been any ads, and you could still find “Star Wars” playing everywhere.
As I mentioned, sequels were not as common then as now, and unlike today, when sequels are announced in the press as soon as production starts, “Empire” was supposed to be top secret. Apparently it was leaked and trumpeted in the industry papers, but we never knew, becuase a) we were pre-teens, and b) this was the late seventies, when (shocking as it may seem today in a world where Entertainment Tonight is one of the longest-running shows now on TV) nobody outside of the industry actually gave much of a shit about what Hollywood told itself.
So, to us, the Boba Fett action figure represented a complete mystery, the subject of lunchtime conversation for weeks if not months. Who was this character? Those who had seen the film a dozen times knew he was not in the film at all, certainly not as “the villain”. That was Darth Vader. *
At the time, my friends and I assumed it was a cynical ploy on the part of the toy company (was it Kenner? I forget). Not content with the riches so many kids had shelled out to them for facsimiles of every made-up-and-costumed extra that appeared in the film** , they were now making up characters out of the blue and declaring them to be from Star Wars in order to squeeze every last dime out of us, assuming we were too dumb to notice the fake, those corporate bastards.
Then the previews for “Empire” began to appear, and we all freaked.
*(Actually, those of us who had only seen it a few times also knew he was not there, every single image from the movie having been burnt permanently onto our retinae.)
**(although I don’t think there was ever a doll of the guy wearing a standard issue American spacesuit that can be glimpsed in the background just as our heroes enter the cantina. Tolja, permanently burned)