LucasFilm has locked in a whole slew of domain names that all reference the title “Star Wars Identities” which has the internet buzzing on what this could possibly be. A new project, a film, an animated feature or TV show. Who knows, it could be hundreds of things.
Or it could be strict speculation on their part. Companies often register domain names for projects that haven’t even gotten off the drawing board, much less to full production, to avoid having to fight for them later should they decide to create something with the moniker. After all, domains are only at most $35 if they get them at Network Solutions, but even cheaper at places like GoDaddy at around $7-10. That is much less expensive than paying a $1000 or more to take it to WIPO arbitration to seize control of the name or buying from the current “owner” who may be using it for honest or squatting purposes. This is especially true for sw-id.com. While its scope maybe limited, it still could have other uses besides Star Wars and if so, could cost them real money to get it back. So it’s better to buy it now and have nothing come of the target, than fighting to acquire these later. By the way, if you are one of those that likes to register typos, keep in mind that Lucas also grabbed a lot of those too. Dealing in typo of trademarked items is kind of bad form anyway.
There are several standing projects at LucasFilm, any of which could be related to these. There is the yet to be filmed 52 scripts that Lucas wrote in a new TV series based on his creation. There is also a new sitcom coming out from the guys who brought the world Robot Chicken. Or it could be something totally new like JK Rowling did with Pottermore, an extension of the films in a series of quests, etc. If that’s the case, I definitely want to be sorted into the Dark Side. All of this is pure speculation on my part. Potter also spawned an official encyclopedia and while Star Wars has an amazing, but unofficial one at Wookiepedia, Lucas could be looking to do the same thing.
Either way, by the time it is released, all the speculation will have kept the name in the back of our minds, clamoring to see what it turns out to be and that is very good viral marketing.
