![]() ![]() ![]() The companies using the "force" this year recognize that Star Wars Day's unofficial status and cult following play into its appeal. ![]() "The one danger is people don't like feeling like they're being marketed to." "If it helps that community engage with the experience better, they'll welcome it," Berger said. (Read More: No Decision Yet on Reuniting 'Star Wars' Cast: Disney CEO) But corporations who want to capitalize on Star Wars Day will have to tread carefully to avoid alienating a subculture that is fiercely protective of the franchise. ![]()
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