Spoiler Alert: The Data Behind “Star Wars” Fan Faves and Flops

Lehi, Utah—May 23, 2018—With “Solo: A Star Wars Story” opening this week MaritzCX, the world’s largest enterprise customer experience technology and research firm surveyed 420 self-proclaimed “Star Wars” fans to learn planet preference, favorite movie line and plans for seeing “Solo.” The findings:

Women and men think the same when choosing the “best” and “worst” Star Wars movie. Survey respondents agreed, “Episode V: The Empire Strikes Back” was the best earning 30% of the vote, “Episode VI: Return of the Jedi” netted 25% and “Star Wars Episode IV: A New Hope” took 16% of the votes. The remaining six installments trailed significantly in ranking the best.

 “Episode II: Attack of the Clones” won for worst picture with 22% of the vote followed closely by “Episode I: The Phantom Menace” at 20%.

 Millennials and Gen Xers disagree on movies. Millennials (ages 22-27) prefer “Episode VI: Return of the Jedi,” 33% to “Episode V: The Empire Strikes Back” 26%, while Gen X (ages 38-53) led with Empire at 38% and Jedi trailed at 23%. Baby Boomers (ages 54-72) sided with Gen X in order of preference.

 For viewing, the big screen reigns supreme. 47% plan to see Solo in the theatre and 18% are planning to attend either a prescreening or screening within the week of release. Once released on Blu-Ray/DVD/pay per view 16% say they will take the plunge and watch.

 Planetary preference is a real thing. When posed with the choice of living on any Star Wars planet, where would they live, 25% picked Naboo, 17% had a soft spot for Endor, 11% chose Coruscant. Least desirable habitats included Dagobah (8%), Tatooine (7%), Hoth (5%) and Jedha (4%).

Additional survey insights include:

  • When survey respondents were asked why they would watch “Solo: A Star Wars Story” replies included, true fan (25%), taking my kids/others (21%), have seen them all (17%), enjoy movies (17%) and some are just caving to peer pressure (3%).
  • Women, 18%, ranked their favorite Han Solo lines to be, “You know, sometimes I even amaze myself” and “I know” (in response to Princess Leia’s declaration of love).
  • Men prefer the element of surprise ranking at 16%, “Never tell me the odds!” as their favorite Han line. Their least favorite, 7%, “Hokey religions and ancient weapons are no match for a good blaster at your side, kid.”

More at https://www.maritzcx.com/star-wars-study/


MaritzCX commissioned an online survey of 420 respondents from the Research Now Valued Opinions panel from May 12 and 13, 2018.

About MaritzCX

MaritzCX is customer experience (CX) management for big business. High-value CX programs are critical for every organization. We combine CX software, data and research science, deep vertical market expertise, and managed program services to help accelerate client success. CX programs that are most impactful drive the right kind of actions throughout the company and support a strong business case. MaritzCX seeks to partner with companies that insist on effective and high-ROI CX. Our customers include global brands from the Automotive, Financial Services, Travel & Hospitality, Consumer Technology, Telecom, Retail, B2B, Energy and Utilities industries.

Media contact: Stephanie Miller, Penna Powers, 801-209-8634, smiller@pennapowers.com

This independent survey was conducted by MaritzCX, there is no affiliation with Lucasfilm Ltd., LLC or The Walt Disney Company.