This is an installment of Star Wars Yoga. We are following a correspondence between George Lucas, creator of Star Wars, and Steve Jones, Senior VP, LucasFilm Marketing and Brand Strategy. Currently, to shore up the flagging brand, Mr. Jones has proposed launching a line of Star Wars branded yoga.
From the Desk of Steve Jones, Senior VP
LucasFilm Marketing and Brand Strategy
Dear Mr. Lucas,
Included here is a continuation of the Star Wars Branded Yoga series. Exciting new development: we've started hosting free SW Yoga around Los Angeles and the turnouts are incredible. As a class, it almost teaches itself - the teacher instructed them in some Jedi philosophy and meditation (or what we're calling Jedi philosophy and meditation - no one we spoke with in The Continuity Dept. is actually clear about what Jedi philosophy actually is. They recommended just saying a lot of Buddhist mumbo jumbo and throw in the word force a lot. Totally worked btw); and then introduced the core poses (what we've been showing you here).
I guess what I'm saying here George is: growth market.