Lucasfilm, the company behind the Star Wars franchise, didn’t conceive the idea for the holiday. It began with fans who noticed a pun when they said "May the fourth." When it started gaining popularity on the internet, the film company embraced it.
Lucasfilm is not alone. Companies that aren’t related to the franchise, like Amazon and Coca-Cola, have taken to social media sites to post Star Wars themed promotions.
Todd Durrant, lifestyles manager of a popular media store in Logan, said with new movies being announced, May the fourth is gaining popularity and consumers are starting to buy more Star Wars products in celebration.
“I think it’ll eventually get to where maybe they’ll release a movie on May the Fourth, which would be cool, instead of waiting ‘til December or November," Durrant said. "I don’t have any say in that, but I think people are really starting to get more excited about Star Wars now that they know there’s going to be more movies. It’s not something that’s gonna go away.”
Jon Pust, who’s part of a cosplay group that dresses up for Star Wars Day called Five-oh-First, agreed with Durrant.
“In the past, was a gathering of people who just love Star Wars and continued on even though there wasn’t anything in the mass media, but now that it’s in the mass media, everyone remembers that everyone loves Star Wars,” Pust said.
However you choose to celebrate your love of the storied franchise, happy Star Wars day, and May the fourth be with you.