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Quartz
Why Star Wars Day is the most successful fake holiday
Today is Star Wars Day, also known as “May the fourth be with you” day, an annual celebration of all things Star Wars that plays on the space opera’s famous Jedi phrase, “May the force be with you,” as well as the first film’s release date of May 25, 1977. In recent years, as Star Wars has given rise to numerous sequels and prequels, Disney and its subsidiary Lucasfilm have used the fan-driven day to promote the brand in a wide array of ways.
