May the 4th. It seems like just any other day to most people. However to fans of one of the biggest franchises in the world it is a very special date. May the 4th is a play on words of the famous line from Star Wars “May the Force be with you”. It is a day that fans celebrate all things Star Wars and was never actually officially chosen by Lucasfilm as Star Wars holiday but was in fact chosen by fans because of the pun that the day became. It became so big that after the release of Star Wars Episode 3: Revenge of the Sith, May the 5th became revenge of the fifth day. Star Wars fans are more inclined to celebrate everything on the light side of the force, things like the Jedi, the Republic and the Rebel Alliance on May the Fourth, and on May the Fifth or revenge of the Fifth fans are more likely to celebrate the dark side, which includes the Sith and the Empire. The Star Wars franchise capatilised on this momentum in many ways, one of these ways was by releasing all of the Original Trilogy movies and the Prequel Trilogy movies in May. The most recent Star Wars film, Episode 7 The Force Awakens was the first movie to not be released in May. Overall May the Fourth was a marketing strategy that originated organically, was created by fans, has incredible reach across the globe and continues celebrating Star Wars to this day.