The Force is clever currently as Star Wars fans spin May 4 into a viral block for a 36-year-old brand. The annual “holiday” famous as Intergalactic Star Wars Day scored vital pick-up on promote and online media for Lucasfilm and new owner Disney. The punny “#maythefourthbewithyou” and “Happy Star Wars Day” celebration/branding shell was trending worldwide on Twitter currently – not bad for a catchphrase that’s 3 decades old. Even a White House assimilated in, Tweeting to 3.4M followers: “Happy Star Wars Day! #maythefourthbewithyou (We’re still not building a Death Star)”. Disney/Lucasfilm also got a strike from a month-old geek print meme famous as “Vadering”, that picked up again in recognition heading into May 4. Last month Lucasfilm and Disney laid off employees as a dual companies integrated into their new $4.05 billion relationship. At CinemaCon owners Disney announced that new Star Wars pics will unspool any year starting in 2015. If Disney keeps with authorization story it’ll entrance Star Wars: Episode VII in May, a same month in that all 6 prior live-action Star Wars pics premiered.

Deadline’s Dominic Patten contributed to this report.

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