The critical evolution of George Lucas' 1999 film "Star Wars: Episode I - The Phantom Menace" has been fascinating to behold. To this author's memory, no film — not even "Avengers: Endgame" — was more feverishly anticipated. The advertising machine kicked into overdrive. Using 1999-era dial-up internet, "Star Wars" enthusiasts would spend all day downloading the film's trailer, watching it at home, combing it for details, all before such activities became common hobbies and online cottage industries. Lucas' film may be seen as a fulcrum in geek culture. Fandom wouldn't be the same after. Fans camped outside of theaters for weeks, eschewing both work and bathing, hoping to be the first to get tickets. "The Phantom Menace" may have been the first instance of customers buying many tickets at one time, committing to seeing the film multiple times before they had even seen it once.
Then they saw it once.
It took a...
Then they saw it once.
It took a...
- 9/29/2022
- by Witney Seibold
- Slash Film
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