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DM235 said:

As per my post a few pages back, they are expecting to make $9.6b from the movie / licensing / advertising.  That is revenue, and not profit, but it alone easily justifies the $4b price Disney paid for Lucasfilm.

http://gamrconnect.vgchartz.com/post.php?id=7692667

I agree in that the price seems low now, but 4 years ago when there was no hype, and the highest grossing Star Wars movie was The Phantom Menace (with box office revenues of $1.027b), and the last Indiana Jones movie wasn't very good, it probably didn't seem like a bad deal.

I read somewhere Lucas kept part of the rights on the toys, so he gets 4 billion, doesnt have to pay atention to haters anymore and still get a share of Disneys sucess reviving the hype. Id take that deal.