Question

The topic of our negotiation is Walt Disney Studios acquisition of the Lucasfilm Ltd. LLC production company on October 30, 2012. Lucasfilm was acquired for $4.05 billion and through this deal Disney acquired ownership of Star Wars, Indiana Jones, and Lucasfilm's operating businesses in live-action film production, consumer products, video-games, animation, visual effects, and audio post-production. The first Star Wars movie released under Disney’s ownership, Star Wars Episode VII: The Force Awakens grossed over $2.066 billion in ticket sales worldwide and an estimated $6 billion in merchandise sales (Star Wars: The Force Awakens). The Force Awakens, released in 2015 is the first of five Star Wars films Disney has planned to release. In one film Disney has already made back the money spent purchasing Lucasfilms Ltd., though founder George Lucas was given 40 million Disney shares as part of the $4.05 billion making him the second largest non-institutional shareholder of Disney(Krantz).

1) Tactics: Describe and evaluate three specific tactics each side is using to advance their strategy.

2) Critique how the strategy and tactics each side is using is affecting their position.

Answer 1