Epic Star Wars Battle Rages in Times Square

Though we've seen countless brands collaborate with the Star Wars franchise to grab our attention (VW, Adidas, LEGO), it's rare when marketing efforts are as epic as this. To celebrate the official launch of BioWare's Star Wars: The Old Republic video game, Electronic Arts staged a lightsaber duel between Jedis and Siths in New York's Times Square on Tuesday, December 20, 2011. The flash mob, called "Freeze Battle," raged every half hour from 4-6:30 p.m. (Notice how this was a “freeze battle,” meaning people froze like statues.) Judging from the pictures and the video below, it looks like the 100 or so people participating were having a grand ‘ol time. Must have been fun to watch, as well.

Star Wars: The Old Republic website

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