I think some of us crunched the numbers before in this thread (my memory is hazy after my whiskey-induced lobotomy) and the numbers didn't look that great iirc even with merch sales. Even if they had somehow managed to make a profit of 4 billion through films and merch alone, then that's hardly a profit, especially with inflation. For it to have churned a profit they would've had to have made more than twice what they paid for the brand, inflation included, within a set amount of time. And that's without including all the fees and taxes they have to pay, plus the cut of the films they have to give to the cinemas and to the Chinese film distributors who demand a hefty share for US films to be reviewed, altered and then distributed for chinese cinemas. Then there's royalties, film budgets, ads, etc. And the toys don't really sell well outside of OT material which seems to be the majority of the Lucasfilm's source for profits now. The comics also sold well at the beginning but are barely a blip on the radar since 2016, same with the Disney Wars novels. There's also the cut of the profits EA took from games which was negatively affected by the drama surrounding EAfront II.
So yes, even if Disney made back more what they paid for and them some with interest, it still wouldn't be enough when concerning inflation, fees and financial losses from failed ventures and the drama heavy productions filled with expensive reshoots worth whole movies themselves, along with any other failures they're not releasing to the public. The only real profit in SW is simply to raise Disney's status as a superbrand and attract more investors and shareholders which is where the real money is at. And the majority of the investors and shareholders are such hapless saps that they go along with whatever Disney says, and the few that don't either back out due to peer pressure or due to being advised against questioning Disney by their number-focused consultants. Kennedy in the end is just a "sweet face" for a moronic branch of a greedy company with a lot of charisma and business chatter know-how that investors can get behind especially with her vast history of slapping her name on anything Spielberg worked on. And even if she didn't have any skill at being a snakeoil seller for investors, with a powerhouse like Spielberg supporting her, there's no way she's going anywhere unless she wants to. And if that weren't the case, the entire executive branch of Disney including fuck ups like Alan Horn are all cut from the same soulless cloth. Its all fucked. They know it. But they can keep on bullshitting through it and still get the influence they need to keep on growing for whatever ungodly purpose they have in mind.
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