Early praise for the newest installment of "Star Wars" gave a boost to shares of Walt Disney and Electronic Arts, which recently launched a videogame based on the hugely popular space saga.
Following prequels between 1999 and 2005 that were widely seen as disappointing compared to the original trilogy that began in 1977, fans at the premiere of "The Force Awakens" earlier this week said the magic was back.
Shares of Walt Disney rose 3.75% last night while Electronic Arts, which last month released its "Star Wars Battlefront" videogame after three years of development, jumped 5.26%.
Disney shares rose again today, though EA saw its share price give up some of the gains enjoyed yesterday.
Film creator George Lucas sold the "Star Wars" franchise to Disney in 2012 for some $4 billion and the newest installment opens in most countries this week.
It could gross $2.8 billion worldwide, analysts say. That would put it in the same league as all-time top grosser Avatar, distributed by Fox in 2009.
The movie's long-awaited debut is expected to fuel demand from die-hard Star Wars fans both young and middle-aged, with Electronic Arts estimating it will sell 13 million units of its new game for the fiscal year ending March 2016.
That could account for almost a quarter of EA's revenue during the second half of the year but such a target could be at risk if the movie does not resonate with fans.
Shares of Electronic Arts have gained 56% this year while Disney has climbed 20%.