09/20/2011 11:33 am ET

Jawas Peddle Star Wars Complete Saga Across New York City (Photos)

It's still a month and a half until Halloween, but anyone living in this city can tell you that social norms and dress codes rarely stop people from wearing whatever they want. So it should come to nobody's surprise that when Fox Home Entertainment dressed up a bunch of people as science fiction characters to promote the long-awaited Blu-ray release of the Star Wars saga, nobody batted an eyelash. At least the photos are funny.

My colleague Stuart Ramson was asked to photograph the three Jawas hawking copies of the box set in Grand Central Terminal, mimicking their sale of droids in the movie. A requisite Stormtrooper followed, reminding them to "move along." (C'mon, fellow nerds. I know you're getting my references.) Visions abound of machine gun-toting police officers and shocked commuters standing next to these costumed characters. But it was not meant to be, as the people passing through Grand Central Terminal are regulars to the city and all too familiar with the weird and out of place. Police kept their backs turned and pedestrians walked right by, thinking to themselves, "Wait, I thought Comic-Con took place in San Diego..."

What a tragedy of a marketing effort that would have been. The publicity strategy would have to change, so the group marched the short distance over to Times Square, where tourists and slack-jawed gawkers made for a much more captive audience -- and the shinier buildings made for better pictures.

Jawas Peddle Star Wars Complete Saga Across New York City