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Star Wars: The Force Awakens Trails Furious 7, Krampus

Ken Roberts

Yes, "Star Wars: The Force Awakens" shredded many a box-office record on it's opening weekend. But, thanks to it's massive multi-generational fan base, a year of teasing teasers, and plenty of word-of-mouth, Disney had the luxury of letting the movie market itself—with a boost from some big brands.

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Topics: Star Wars The Force Awakens

The Force is Strong With These Ads

Ken Roberts

It goes without saying that here at Pathmatics, we like advertising. But we also like our blockbuster sci-fi movies (heck, our office features space travel posters). So what could be better than watching video ad tie-ins to the biggest blockbuster of all, "Star Wars: The Force Awakens"?

We called on some of our die-hard Star Wars fans and advertising aficionados to put on their movie critic hats and review their favorite—and not so favorite—brand tie-in video ads.

First up, we have CoverGirl's "Which Side Are You?" campaign, showcasing several bold looks from both the Light Side and the Dark Side. Musician Janelle Monáe asks, "Which side are you on?" This video had some of the strongest reactions of the group from "a bit of a stretch" to "hated!"

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Topics: Star Wars The Force Awakens

About Pathmatics

Pathmatics delivers video, display, mobile, tablet, & native ad intelligence to the worlds largest advertisers, agencies, publishers and ad tech providers. The company’s patent-pending PathSource Technology details the entire ad path a creative takes during the serving process, including all intermediaries. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds.

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