Spend billions of dollars to acquire one of the most famous IPs in history

>spend billions of dollars to acquire one of the most famous IPs in history
>literally fail at every turn, destroying any interest in the IP
What went wrong? Who is to blame?

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Star Wars isn't just some corporate IP like Marvel/DC. It's so massive and ingrained in pop culture that its easy to forget it was made by one guy at his own personal studio, it's arguably the most successful indie movie of all time.
Lucas basically poured his soul into those movies, virtually every scene, every character, every event and line of dialogue his hand-crafted by this guy and is a reference to something Lucas did, or Lucas likes, or Lucas believes in. Anybody other than Lucas trying to make a Star Wars movie is like trying to draw a self-portrait of somebody else - it just doesn't work.

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Part of the reason the IP did so well was the rich Expanded Universe that bled into the official prequels, cartoons, and videogames. You had Luke, Leia and Han with rich and complicated stories about their post war lives and raising their own families and failing along the way but also winning. Disney shit on all of that and produced fuckall since, only ripping off the EU in desperation or author idiocy as they don't realize things on Wookieepedia aren't 'canon'.

but marvel turned out ok

Marvel is just a corporate IP that gets passed from one writer to another, it doesn't matter whose currently running it its always gonna be about the same
Star Wars can't survive without the singular vision of its creator behind it

Star Wars is dogshit, kill yourselves, you manchildren retards. Grow the fuck up. Imagine being fond of this childish, banal, insultingly stupid, plagiarized franchise past the age of 7.

>>literally fail at every turn, destroying any interest in the IP
People still signed up for D+ to watch the shows.
People still buy the games like Jedi Fallen Order.
People still buy the lego sets and funko pops.
Then you have the icon that is baby yeed.
Then you still have people paying 5k for the whatever stuff at Disneyworld/Land/wherever.
If TLJ had really done even half the damage Any Forums, reddit and youtubers like to claim, none of these things would've come to pass. Disney's killed plans and projects for less. Rise still clocked a billion dollars, something a movie about Han "clap" Solo couldn't do, even after the TLJ fiasco.

>singular vision of its creator
Because Vader was ALWAYS meant to be Luke's father and friggin Space Jesus.

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>What went wrong?
They made the decision that the previous audience would turn up for the films no matter. This was due to a very flawed theory that the PT was terrible and still made money. Thus, they figured that the fans didn't care about the films' actual quality.
They combined this with the, at the time, recent hollywood trend to focus on appealing to women. Women make up the majority of retail spending but are massively underrepresented in cinema audiences, especially in action blockbusters like star wars.
So the theory was simple. Focus on appealing to women, don't worry about the quality, and double box office revenues.
Every bad decision follows from this retarded line of thinking.
>Who is to blame?
Was Iger president at the time? Him I suppose. The retard that put Kathleen in charge at least. Then Kathleen. Then Rian. Then JJ.
In that order.

What point are you trying to make here? Lucas made all those decisions