Market Overview

Spoiler Alert: The Data Behind "Star Wars" Fan Faves and Flops


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

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


MaritzCX commissioned an online survey of 420 respondents from the
Research Now Valued Opinions panel from May 12 and 13, 2018.

About 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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