One of the most curious emergent phenomena in an era of everyone making videos and putting them on the internet is the unboxing video. If you like watching nerdy men unwrap mobile phones and hold up USB cables, then truly we're living in a golden age. But with Disney's latest announcement the unboxing video appears to have reached its natural conclusion: An 18 hour toy commercial.
On the day before the launch of the toy line for Star Wars: The Force Awakens the company will be holding an eighteen hour live event on YouTube from around the world, with a famous YouTuber from the Maker Studios stable unveiling some of the available toys. Seriously.
So if you want to tune in for what is likely to be about 8 times longer than the actual Force Awakens film to see some corporate-synergy taking place (Disney also owns Maker Studios), then you're in for a treat. The event will take place in 15 cities in 12 countries, starting in Sydney at 22:45 on the 2nd September UK time, and ending some time after 4pm the next day when the final vlogger, Chris Pirillo will be feigning interest in a plastic Jar Jar Binks or whatever.
Other famous YouTubers involved who nobody over the age of 20 has ever heard of include Bratayley, Einshine, Dollastic, Dante Basco, AyPierre, AlexBy11, Reyst, The Gaming Beaver, Malena010102, EvanTubeHD, Quill18, HobbyKidsTV, and ExpCaseros. The whole show will be anchored by Anthony and Andi Gutierrez.
At midnight on the Friday, get down to your local Disney Store for "Force Friday", with the other newly indoctrinated masses to buy what you've been told to.
Astonishingly, according to Disney "Eighteen of the top 100 (and three of the top 20) most viewed YouTube Channels worldwide are dedicated to toys and toy unboxings" - which is presumably what motivated such a Star Wars-specific QVC knock-off.
The Force Awakens itself will hit cinemas on December 18th.