So then LucasFilm would set up a subsidiary called "Star Wars: The Force Awakens LLC" and license the trademark to themselves to sell the generic "Movie" produc

So then LucasFilm would set up a subsidiary called "Star Wars: The Force Awakens LLC" and license the trademark to themselves to sell the generic "Movie" product, or whatever loophole works. Trademarks could be more restricted, but they serve a purpose to both consumers and brands.