“That’s Not How the Force Works!” Rebooting the Franchise Mythos in ‘Star Wars: The Last Jedi’

In The Last Jedi, rebooting is significant as a transformative strategy because it doesn’t reboot in the ways we usually expect. The Last Jedi pushes the boundaries of rebooting, franchising, and audience expectations by re-negotiating the mythos, or brand essence, of the franchise itself. This is is not a reboot of surrounding ornamentation, but of franchise mythology. Continue reading “That’s Not How the Force Works!” Rebooting the Franchise Mythos in ‘Star Wars: The Last Jedi’