Then there's the fact that "Star Wars" fans, like Young, are more likely to have kids under the age of 18.
"There's something really magical happening," Young said. "This is a multigenerational entertainment vehicle. That's really where the power is. And, when you have a franchise that spans several decades and is multigenerational in the products that it creates, then the branding you create works on both sides."
"Star Wars" also resonates with women, who make the majority of the household decisions. Facebook said that in the 30 days leading to this opening week of "Star Wars: The Force Awakens," 52 percent of the people talking about the film were women. Men tended to be more engaged, however, meaning they were more likely to post or comment about "Star Wars" content more often. It also discovered that while more millennials were talking about the movie, Gen X were the group most likely to have more interactions per person.
"Women in general in terms of their representation in gaming and sci-fi have been overlooked in terms of their contribution to the audience," DigitasLBi's Pratt said. "Females as a buying group are certainly like Gen X. They overindex in terms of their presence in the decision-making process and buying power. Eighty percent of the household decisions are made by women."
"Star Wars" gives brands a way to enter a conversation that it knows people are passionate about, Pratt said.
"You're not just looking for the ability to target or define yourself," he said. "You're looking for ways to identify and message people that really leverages and seizes onto that rite of passage. That way you have a right or permission to talk about something I'm heavily engaged with and be able to link into that passion."
Note: The story was updated to clarify the information from Shullman Pulse. Out of the top 10 percent of Gen Xers, 64 percent have a personal net worth of at least $1 million, not 64 percent of the whole demographic.