MAY THE 4TH BE WITH YOU!
Bookings for Lucasfilm’s highly anticipated in-cinema release of Solo: A Star Wars Story are now open
Star Wars: Force for Change to Donate Up To $1 Million to Support UNICEF
May 4th is a day Star Wars fans have chosen to celebrate and honour all-things-Star-Wars, be it by posting Star Wars related content to social media, hosting Star Wars screening parties, wearing Star Wars costumes and clothing, or shopping for Star Wars merchandise. Why May 4th? Because, as it happens, fans invented a clever turn of phrase based on the classic Star Wars slogan “May the Force Be With You” back in 1978: “May the FOURTH Be With You”. While originally invoked among US fans as a Fourth of July greeting, it was reset to May 4th the following year when a full-page ad appeared in the May 4, 1979 issue of The London Evening News to congratulate British Prime Minister Margaret Thatcher on her taking office that day: “May the Fourth Be With You, Maggie. Congratulations!”
Since then, and especially in recent years, Star Wars fans have claimed May 4th as their day, a day that has also given Lucasfilm an opportunity to give back to the Star Wars community that honours that galaxy far, far away. This year, in the name of Star Wars: Force for Change – an initiative that inspires people to make a positive impact on the world – Lucasfilm and Disney will be giving back wherever they can, and we encourage fans to do the same.
Since 2012, Lucasfilm has encouraged May the 4th activities through its official website and social channels as well as provided built-in discounts and special offers on Star Wars merchandise. And since “May the 4th Be With You” doesn’t carry the same witty punch when translated into other languages, “Star Wars Day” has been adopted to establish a global meaning for this annual worldwide celebration.
For more information on the history of Star Wars Day, check out this article on StarWars.com: www.starwars.com/news/gearing-up-for-may-the-4th-and-with-good-reason
Lucasfilm and Star Wars: Force for Change have announced Roar For Change, a global challenge in support of UNICEF. The initiative invites fans and families to share their own version of Chewbacca’s iconic roar. For each public post, like, or share on Facebook, Instagram or Twitter that includes #RoarForChange between May 3 – 25, 2018, Star Wars: Force for Change U.S. will donate $1 to UNICEF, up to $1 million. Funds will be used to support UNICEF’s lifesaving work for children around the world.
“Every year, May 4th has seen fans across the globe become Forces for Change and rally around good causes,” says Paul Gainer, Head of Disney Consumer Products Commercialization. “This year, as part of the countdown to the launch of Solo: A Star Wars Story, we’re giving them a fun way to support UNICEF while celebrating Han’s legendary sidekick Chewbacca, and his iconic roar, which is almost as recognizable as the Wookiee warrior himself.”
Fans can share their best Chewbacca impersonation, don Hasbro’s Electronic Chewbacca mask, or create a Dubsmash using one of Chewbacca’s best-known roars from the Star Wars saga, which will be hosted on the app’s homepage for the duration of the campaign.
The initiative kicked off with a video featuring the cast of Solo: A Star Wars Story, revealing Chewbacca’s diva behavior on the set of the new movie, which hits theaters on May 25.
“Chewbacca may not always have the best temperament but beneath the gruff exterior is a heart of gold,” says director Ron Howard in the launch video. “That’s why he’s challenging you to Roar for Change.”
Partners from across the Star Wars galaxy have joined forces to celebrate the initiative. LEGO is taking to the streets of New York with the first-ever Brick Millennium Falcon pedicab to promote Roar for Change and give fans the chance to roar alongside Chewbacca himself in Bryant Park on May 4. Hasbro and Funko each met the challenge to Roar for Change and created celebratory
videos to help unlock the donation to UNICEF.
Star Wars: Force for Change, a charitable initiative from Lucasfilm and Disney, harnesses the strength of Star Wars to empower and improve the lives of children around the world. Since 2014 when it was inspired by Star Wars fans, Star Wars: Force for Change has raised over $16 million to date for charitable causes around the world.
Nearly one in four children worldwide are severely malnourished. UNICEF is working in 190 countries and territories to defend children’s rights and, among other issues, help address malnutrition. On behalf of Star Wars: Force for Change, funds unlocked through this campaign will help UNICEF to provide Ready-to-Use-Therapeutic Food packets to children suffering from malnutrition, helping them to have a chance at a brighter future.
“We are thrilled to team up with Star Wars: Force for Change and Chewbacca to help improve the lives of malnourished children around the world. It’s incredible to see Star Wars fans rally around the spirit of Chewbacca and UNICEF’s lifesaving mission. Together, we can protect all that is good in a galaxy not so far away,” said Rajesh Anandan, Senior Vice President of UNICEF Ventures, UNICEF USA.
Learn more about the campaign at ForceForChange.com.
About Star Wars: Force For Change #ForceForChange
Star Wars: Force for Change, a charitable initiative from Lucasfilm and Disney, harnesses the strength of Star Wars to empower and improve the lives of children around the world. Since 2014, it was inspired by Star Wars fans, and the countless hours they have dedicated to philanthropy over the past four decades. To date, over $16 million has been raised for charitable causes around the world on behalf of Star Wars: Force for Change. With a bright future ahead, and new Star Wars stories to be told, Force for Change aims to continue collaborating with causes and encouraging others to be forces for change in their own community. To learn more, please visit ForceForChange.com.
About Solo: A Star Wars Story
Board the Millennium Falcon and journey to a galaxy far, far away in “Solo: A Star Wars Story,” an all-new adventure with the most beloved scoundrel in the galaxy. Through a series of daring escapades deep within a dark and dangerous criminal underworld, Han Solo befriends his mighty future copilot Chewbacca and meets the notorious gambler Lando Calrissian, in a journey that will set the course of one of the Star Wars saga’s most unlikely heroes.
The film stars Alden Ehrenreich, Woody Harrelson, Emilia Clarke, Donald Glover, Thandie Newton, Phoebe Waller-Bridge, Joonas Suotamo, and Paul Bettany.
Ron Howard directs “Solo: A Star Wars Story,” and Kathleen Kennedy, Allison Shearmur and Simon Emanuel are the producers. Lawrence Kasdan, Jason McGatlin, Phil Lord and Christopher Miller serve as executive producers. Jonathan Kasdan & Lawrence Kasdan wrote the screenplay. “Solo: A Star Wars Story” opens in theaters on May 25, 2018.
UNICEF saves and protects the world’s most vulnerable children, working to ensure child rights and providing health care, immunizations, nutrition, access to safe water and sanitation services, basic education, protection and emergency relief. Through their work in over 190 countries, UNICEF has helped save more children’s lives than any other humanitarian organization.
May the 4th be with you…always.