Spoiler Alert: The Data Behind “Star Wars” Fan Faves and Flops
May 24 2018 - 10:00AM
Business Wire
With “Solo: A Star Wars Story” opening this week MaritzCX, the
world’s largest enterprise customer experience technology and
research firm, surveyed 420 self-proclaimed “Star Wars” fans to
learn planet preference, favorite movie line and plans for seeing
“Solo.” The findings:
Women and men think the same when choosing the “best” and
“worst” Star Wars movie. Survey respondents agreed, “Episode V:
The Empire Strikes Back” was the best, earning 30% of the vote,
“Episode VI: Return of the Jedi” netted 25%, and “Star Wars Episode
IV: A New Hope” took 16% of the vote. The remaining six
installments trailed significantly in ranking the best.
“Episode II: Attack of the Clones” won for worst picture, with
22% of the vote, followed closely by “Episode I: The Phantom
Menace” at 20%.
Millennials and Gen Xers disagree on movies. Millennials
(ages 22-27) prefer “Episode VI: Return of the Jedi” 33% to
“Episode V: The Empire Strikes Back” 26%, while Gen Xers (ages
38-53) led with Empire at 38% and Jedi trailed at 23%. Baby boomers
(ages 54-72) sided with Gen Xers in order of preference.
For viewing, the big screen reigns supreme. 47% plan to
see "Solo" in the theater, and 18% are planning to attend either a
prescreening or screening within the week of release. Once released
on Blu-Ray/DVD/pay-per-view 16% say they will take the plunge and
watch.
Planetary preference is a real thing. When posed with the
choice of living on any Star Wars planet, where would they live,
25% picked Naboo, 17% had a soft spot for Endor, and 11% chose
Coruscant. Least desirable habitats included Dagobah (8%), Tatooine
(7%), Hoth (5%) and Jedha (4%).
Additional survey insights include:
- When survey respondents were asked why
they would watch “Solo: A Star Wars Story” replies included: true
fan (25%), taking my kids/others (21%), have seen them all (17%),
enjoy movies (17%) and some are just caving to peer pressure
(3%).
- Women, 18%, ranked their favorite Han
Solo lines to be, “You know, sometimes I even amaze myself” and “I
know” (in response to Princess Leia’s declaration of love).
- Men prefer the element of surprise,
ranking at 16%, “Never tell me the odds!” as their favorite Han
line. Their least favorite, 7%, is “Hokey religions and ancient
weapons are no match for a good blaster at your side, kid.”
More at https://www.maritzcx.com/star-wars-study/
Methodology
MaritzCX commissioned an online survey of 420 respondents from
the Research Now Valued Opinions panel from May 12 and 13,
2018.
About MaritzCX
MaritzCX is customer experience (CX) management for big
business. High-value CX programs are critical for every
organization. We combine CX software, data and research science,
deep vertical market expertise, and managed program services to
help accelerate client success. CX programs that are most impactful
drive the right kind of actions throughout the company and support
a strong business case. MaritzCX seeks to partner with companies
that insist on effective and high-ROI CX. Our customers include
global brands from the automotive, financial services, travel and
hospitality, consumer technology, telecom, retail, B2B, energy and
utilities industries.
This independent survey was conducted by MaritzCX; there is no
affiliation with Lucasfilm Ltd., LLC or The Walt Disney
Company.
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Penna PowersStephanie Miller,
801-209-8634smiller@pennapowers.com