Here's why May the 4th is celebrated as Star Wars Day across the galaxy and Colorado events to join in
It didn't begin a long time ago or in a galaxy far, far away, but every May 4 it feels like images, memes and promotional deals involving "Star Wars" have an inescapable gravity.
May 4 — or May the 4th, as fans say — has evolved over the years into Star Wars Day, an informal holiday celebrating the space epic and its surrounding franchise. Be sure to check out the Colorado events celebrating the fan favorites below.
HONG KONG, CHINA - MAY 04: Fans celebrate Star Wars Day on May 4, 2023 in Hong Kong, China. Star Wars Day is an informal commemorative day observed annually on May 4 to celebrate the Star Wars media franchise.
Keith Tsuji / Getty Images
What is Star Wars Day?
Star Wars Day was created by fans as a sly nod to one of the films' most popular catchphrases, "May the force be with you." Get it? Good, now May the 4th be with you too.
It's not an official holiday, but has become so well-known that even former President Joe Biden marked it last year when "Star Wars" actor Mark Hamill dropped by the White House a day beforehand.
"I think it's a very clever way for fans to celebrate their passion and love for 'Star Wars' once a year," said Steve Sansweet, founder and executive chairman of Rancho Obi-Wan, a nonprofit museum in California that has the world's largest collection of "Star Wars" memorabilia.
TAIPEI, TAIWAN - May 04: Star Wars fan cosplaying as Padme Amidala pose for photograph outside Taipei Performing Arts Center during the May The Fourth Star Wars celebration day in Taipei, Taiwan on May 04, 2023.
Walid Berrazeg/Anadolu Agency via Getty Images
How did it begin?
The phrase "May the 4th be with you" was used by fans in the years after the first film was released in 1977, and even appeared in a British political ad in 1979 celebrating Margaret Thatcher's victory as prime minister on May 4 that year.
For some fans, the official Star Wars Day comes on May 25, the date of the first film's release. The Los Angeles City Council even declared the date to be Star Wars Day in 2007, although the California Legislature voted in 2019 to designate May 4 as Star Wars Day.
NEW YORK, NEW YORK - MARCH 21: Star Wars “March To May The 4th†kicks off in New York City, delights fans with new products and a stunning, dynamic light show on the façade of The Empire State Building on March 21, 2024 in New York City. (Photo byfor Disney)
Noam Galai
How has it spread?
May the 4th caught on informally among fans through inside jokes shared on social media and viewings of the films to mark the occasion. Businesses eventually joined in on the fun, with brands ranging from Nissan to Jameson Whiskey running ads or posting on social media about it.
Disney, which acquired Lucasfilm in 2012, embraced the day as a way to further promote the franchise with merchandise, special screenings and other events surrounding the brand.
Not all "Star Wars" fans are enthused about how ubiquitous the once-underground joke has become. Chris Taylor, a senior editor at Mashable and author of "How Star Wars Conquered the Universe," labels himself a "May the 4th grinch" in part because of its commercialization.
"I love a good dad joke as much as anyone, but my God you can take it too far," Taylor said.
CARACAS, VENEZUELA - MAY 5: Caracas residents participate in the 10km Star run, in relation to the theme of Star Wars, in Caracas, this May 5, 2024. Every year, May 4 marks a special date for Star Wars fans all around the world, who come together to celebrate the Star Wars Day.
Pedro Rances Mattey/Anadolu via Getty Images
How is it being celebrated this year?
The day is being celebrated on a large and small scale this year. Disney+ is launching the new series "Star Wars: Tales of the Underworld" on the date, and it comes as the second season gets underway for another franchise series, "Andor."
It also follows the announcement that a new stand-alone "Star Wars" film installment starring Ryan Gosling will be released in 2027.
Disney marks the day with the launch of new "Star Wars" merchandise, ranging from lightsaber sets to jewelry.
Most Major League Baseball teams have marked the day in recent years with special events incorporating "Star Wars" characters. For example, the San Francisco Giants sold special tickets for Saturday's game that included a bobblehead portraying pitcher Logan Webb as "Obi-Webb Kenobi."
Check out these events in Colorado:
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