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BOB MOON: Here in Los Angeles, the wookies are wandering the streets. They're swarming the convention center here for what's billed as the biggest Star Wars fan gathering of all time. It's the 30th anniversary of that classic sci-fi movie. And to celebrate — and make a little money — Lucas Films is working a little marketing magic online. Jeremy Hobson explains.

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JEREMEY HOBSON: People are already doing some pretty crazy things with Star Wars movie clips on the Internet. Like this so-called mash-up — Star Wars meets Monty Python:

[ VIDEO CLIP: We meet again at last . . . I command you to stand aside . . .Don't underestimate the force. . . . So be it. ]

The problem for Lucas Films is, that video is on YouTube. It's unauthorized, and it's not bringing Starwars.com any traffic.

So today, hundreds of authorized Star Wars clips will be available for you to use almost any way you like — at Starwars.com.

JIM KASKADE: The intent here is to increase traffic tremendously.

Jim Kaskade is president of Eyespot, which is providing Lucas Films with the video-mixing software they'll need to make this happen.

KASKADE: Content's king, so the more content that's viewable, the more monetization opportunities around it.

Translation: You get to watch an ad when you make your mash-up.

I'm Jeremy Hobson for Marketplace.