If you're a fan, it's great. If you're not, it's probably overkill on a global level. I'm talking about the latest Star Wars movie, and the promotion/hype/fascination with it. I've lost count of the number of promotional tie-ins with the movie, let alone all the opinion pieces, news stories, interviews with the cast, etc. A lot of the buzz you see is part of carefully coordinated marketing campaign, but a lot is also self-generated for the fun of it.

Take Britain's Channel 5 weather presenter, Sian Welby, for instance. Her recent Star Wars reference-infused forecast has gotten millions of looks over the past few days:

I love how she works the movie references in without making a big deal about it. I guess she figures if you get it, you get it. If not, no harm, she's still got the forecast covered. Sian Welby did something similar a few months back, on "Back to the Future Day."

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