6. Don't Believe The Hype
Linked very much to the point concerning marketing, Disney need to develop the Star Wars brand rather than simply assuming they have bought a property that requires no investment for maximum likely return. Star Wars may still be a hugely bankable brand, but it has been neglected since the end of the Original Trilogy, with more merchandise and spin-off atrocities than most franchises could ever survive. George Lucas was hardly against selling his trademarks to high bidders which is why Yoda's latest appearance has been as a phone sales man, and Darth Vader (albeit in miniature) has been selling cars. Disney need to account for those missteps, and make their own efforts to grow the brand beyond what it has already become. Obviously there is some faith that it is possible and that potential lies mostly in the possibilities of the universe but Disney cannot rely on slapping the Star Wars label on an undercooked, under-marketed film series and expect immediate, massive returns.