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Why this day? “May the Fourth Be With You…” Get it?

Credit General Dodonna (Alex McCrindle) with the first use of the the “May the Force be with you” benediction in the Star Wars saga, as Rebel pilots are preparing to assault the first Death Star in the 1977 original movie. It only took two years to evolve into its punnier variant: Britain’s Conservatives took out a newspaper ad proclaiming “May the Fourth Be With You, Maggie…” to celebrate Margaret Thatcher’s victory in the ‘79 general elections (proving that, for better or worse, Star Wars appeals to everyone). Disney, never a company to miss a chance for a marketing blitz, made a big deal of the date in 2013, immediately following its purchase of the franchise. It’s been a thing ever since, especially on social media. This year’s celebration will include:

Sales! On everything from eBooks, stuffed toys, jewelry, clothing, game downloads and gear, action figures, posters…if it has “Star Wars” printed anywhere on it, there’s a decent chance it’ll be on sale somewhere. Also: the premiere of Disney Gallery: The Book of Boba Fett on Disney+. Granted, a documentary about the making of a TV show isn’t the most exciting offering, but there’ll probably be at least a couple of new teasers and trailers for upcoming shows on Disney and Star Wars social media platforms, and potentially, some surprise announcements.

(May the Fourth is also just a reasonable excuse to hang out in your Grogu jammies and binge the good Star Wars movies. Or to play with your wookiee.)

Where to stream: Disney+

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