Well SW is hardly Alien or Blade Runner, but like Marvel it makes perhaps most of its money through merchandising, which unless I'm mistaken is solely aimed at children. I don't get the issue... many adults love watching a kids' franchise. Big deal.
I wouldn't use the word 'mistaken' as the dynamic is complicated. Short answer is probably 'No, it's not solely aimed at children. It's a broad range campaign aimed at maintaining a very unique situation'. Bit more involved answer is that it
looks like it's aimed at children because the most prominent marketing is aimed at children, because that's where you're most actively trying to establish brand loyalty, which is already established in your largest customer base, who currently make up the bulk of merchandising (and movie ticket) sales. The people who are the target of this:
Same as Hasbro are making $170 Tie fighter toys for primary school childr.......
Hang on a minute.
If we're just talking merchandising, SW toy sales are unique in that their core customer base
didn't do this:
I was a massive Star Wars fan when I was a kid, had all the movies, games (Rogue Squadron, Jedi Outcast, Galactic Battlegrounds) and heaps of Lego. Then in my mid teens I realized it's all a bit naff and grew out of it....
And that customer base is wildly active. Think of it like a huge spike in a stock market; an aberrant wave in what's usually a sine wave of waxing and waning interest. Hugely powerful entities grew up around and came to be engaged in maintaining this spike and riding this one particular wave, knowing that due to human lifespan, there's a built-in force (ha) that will drive this spike down, a point at which it will exit stage right beyond the screen, and those entities being built-around to its level of income and hence currently desperately needing to re-seed the next generation.
The Lucas quote about SW being for 12-year olds - while maybe true about his intentions - is separate from the larger end result of multiple industries getting involved and growing around it until it became very clearly not aimed at children and more aimed at growing with and around its aging
and ballooning (due to simple overall population increase) fanbase.
In an aside (sorry for mentioning something you Spoons already know) it created the "Birth of the modern blockbuster" regarding the usage of SW's structure as a template to manufacture as-broad-as-possible-inoffensive appeal until we've arrived at RN.7's very-pertinent issue with the current state of nothing but attempts at highly-engineered four-quadrant tentpoles and audiences being treated very much like livestock or foie gras geese.
Kind of hard to wade in here with most of the discussion comparing tips of icebergs but basically it's complicated and the short answer is it just looks like it's aimed at children, who do not constitute the bulk of merchandising income. As of now it's still mainly aimed at maintaining that 'spike' and a part of that effort is igniting brand loyalty in children.
Again, this is just about the merchandising aspect. Whether or not these are 'kids movies' is a whole other discussion.
And I'm with you on the enjoying well-executed kids' movies. Good storytelling is good storytelling and all that jazz.