The Battle for Endor: Ewok Television Films as Transmedia Brand Extension

This chapter explores the narrative contributions of the two Ewok television series that aired in November 1984 and November 1985. Extending the Star Wars brand and narrative space into television had long been a goal of George Lucas, and his proposed 30-minute television special for children was instead programmed into a two-hour primetime movie of the week for ABC. The broadcast (and overseas theatrical release) were well-received and an additional film was produced for the following year. The contrast between the Lucasfilm of 2020 and the Lucasfilm of 1984 displays a starkly different relationship between creativity and industry cultures, resulting in different kinds of transmedia strategies, but also how the culture produced performed culturally, particularly in terms of racial and gender representation.