Disney's $4 billion dollar gamble on "a galaxy far, far away" appears to be paying off and then some.
Star Wars: The Force Awakens is breaking box office records following last week's premiere and passes Jurassic World's global box office debut with $524.9 million.
“That’s an incredible weekend,” Disney CEO Bob Iger told Bloomberg. “What this really does is it sets this great franchise up for far more value creation over a longer period of time for the company.”
The Force Awakens has yet to open in China, which is the world's second largest movie market.
“‘Star Wars,’ I’ve said a number of times, I think is probably the most valuable, maybe even the most important mythology created in our time,” the Disney chief said.
Analysts say the space saga could become the biggest-selling movie of all time.
"Our sole focus has been creating a film that delivers that one-of-a-kind Star Wars experience, and director JJ Abrams, Lucasfilm president Kathleen Kennedy and the Lucasfilm team have outdone themselves," Walt Disney Studios chairman Alan Horn said.
The new Star Wars movie is already available for pre-order on Blu-ray disc.