Annual fan-driven celebration of the Star Wars franchise held on May 4th, built around the pun “May the Fourth be with you” (referencing the film’s iconic phrase “May the Force be with you”). A tongue-in-cheek dark side counterpart, “Revenge of the Fifth,” follows on May 5th.

Origins

The phrase “May the Fourth” has political origins: on May 4, 1979, Margaret Thatcher became UK Prime Minister, and her political party took out a London Evening News ad congratulating her with “May the Fourth Be with You, Maggie. Congratulations.”

However, the fan celebration didn’t solidify until the 2000s-2010s with the rise of social media. The first organized Star Wars Day events occurred at the Toronto Underground Cinema (2011) and Los Angeles (2011), gaining traction on Twitter and Facebook.

Lucasfilm officially adopted Star Wars Day in 2013, acknowledging the grassroots movement. Disney, which acquired Lucasfilm in 2012, has since built major marketing campaigns around the date.

Social Media Phenomenon

#StarWarsDay and #MayThe4th trend globally every May 4th with:

• Cosplay photos: Jedi robes, Sith Lords, Mandalorian armor, droids
• Movie marathons: Streaming all nine Skywalker Saga films (or beyond)
• Meme formats: “I am your father” revelations, “Hello there” Obi-Wan quotes, Baby Yoda/Grogu
• Debates: Best trilogy (Original vs. Prequels vs. Sequels), Han shot first, canon arguments
• Fan art: Digital illustrations, traditional paintings, LEGO builds
• Corporate tie-ins: Brands using “May the Fourth” puns (from makeup to fast food)

Disney & Lucasfilm Celebrations

Since Disney’s takeover, Star Wars Day has become a major event:

• 2013: First official recognition by Lucasfilm
• 2015: “May the Fourth Be with You” marathon on TBS (original trilogy)
• 2020: Disney+ released final episode of The Mandalorian Season 1 on May 4
• 2021: The Bad Batch series premiered on Star Wars Day
• Theme park events: Galaxy’s Edge activations, character meet-and-greets, exclusive merchandise

Revenge of the Fifth (May 5th)

A playful dark side counterpart emerged referencing Revenge of the Sith (2005):

• Sith appreciation: Darth Vader, Emperor Palpatine, Darth Maul tributes
• Dark side memes: “Let the hate flow through you,” “unlimited power”
• Villain cosplay: Red lightsabers, Imperial uniforms, Sith Lords
• Cinco de Mayo crossover: Confusion/combination with Mexican holiday

Some fans also recognize Revenge of the Sixth (continuing the wordplay).

Merchandising Bonanza

Retailers launch exclusive products and sales:

• Funko Pops: Limited-edition Star Wars figures
• LEGO: Exclusive sets, discounts on UCS models
• Apparel: T-shirts, hoodies, hats with May the 4th branding
• Collectibles: Hasbro Black Series, Hot Toys, vintage action figures

Criticism

• Over-commercialization: Disney’s transformation of grassroots fan day into marketing event
• Franchise fatigue: Constant content releases (movies, shows, spin-offs) diluting specialness
• Fandom toxicity: Online harassment of actors (Kelly Marie Tran, Moses Ingram), toxic gatekeeping

Related Hashtags

#MayThe4th, #StarWars, #May4th, #RevengeOfTheFifth, #MayTheFourth, #StarWarsDay2024, #Jedi, #Sith, #Mandalorian, #BabyYoda

Sources

• Lucasfilm official Star Wars Day history:
• Margaret Thatcher ad (1979): London Evening News archive
• Disney+ Star Wars Day events: https://disneyplus.com
• Social media trends: Google Trends, Twitter data 2011-2023