• 1999 - Release of the first of three new episodes foreseen to complete the Star Wars saga
• Reposition the previous episodes (Star Wars, from 1977; The Empire Strikes Back, from 1980; and Return of the Jedi, from 1983), under the Star Wars umbrella

• Need to re-educate the huge base of Star Wars fans, built during 20 years, regarding the name of the saga and the fact the new episodes would in fact take place at a time chronologically before the first ones
• Need to relaunch the saga for the new generations
• Existence of audiences against science fiction - older men and women generally

• In 97, the "Guerra nas Estrelas" (as it was known in Brazil since the first premiere back in 1977) trilogy was relaunched as Star Wars. That is why it was important to create awareness for the saga's name
• During the ten month period previous to the official premiere of episode I, Fundamento adopted a segmented media strategy, in such a way as to achieve the four main target publics, defined according to their level of resistance:
  • Core (men aged 18 - 35)
  • Converted (women aged 18 - 35)
  • Latent (boys and girls aged 12 - 18)
  • Anti-Star Wars (men and women aged over 35)

• Not carrying out any kind of preview
• Negotiation to place exclusive stories about costumes and scenography in several female media outlets (Marie Claire, Elle, among others)
• Negotiation to exclusively place other materials about the movie, such as weapons and military vehicles, in male media outlets
• Interviews with actors for teenager magazines (Capricho, Contigo, etc.)

• A closed exhibition session for specialized media registered a record number of 261 journalists
• Exclusive stories about costumes were published by Veja and Capricho magazines and the daily newspaper Folha de S. Paulo
• News reports about Special Effects, Weapons and Space Shuttles were published in specialized magazines
• Star Wars: Episode I - The Phantom Menace was featured in cover stories of the country's main magazines
• In Brazil, the movie was exhibited during six months and was seen by 3,5 million viewers. In the first exhibition weekend in Brazil, the movie generated R$ 4 million in revenue at the box office, and in the second, it generated another R$ 2,5 million.
• 11 volumes with clips were generated
  
  

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