ANAHEIM, Calif. — Even in the social media age, some movie studios still see fans as zoo animals to be force-fed: We, the cool film people, will tell you, the easily manipulated consumers, what to like. Other Hollywood companies have developed a true appreciation for the geek masses, but they are still learning how to hone a strategy.

And then there is the “Star Wars” studio.

At a time when creating — and controlling — fan communities has become crucial to the success of all kinds of movies, the company that remains the most skilled at that art is Lucasfilm. Unlike most big studios, it has a full-time head of fan relations. Employees respond to handwritten letters (yes, they still flow in, mostly from children), and pump out exclusive tidbits on six social networks each day, with materials lined up a month in advance.

The heart of Lucasfilm’s fan operation is a biennial gathering called “Star Wars” Celebration, the 10th installment of which started here on Thursday and is expected to draw 45,000 amateur Jedis, Wookiees and Stormtroopers over four days. “How many out there waited all night long?” Kathleen Kennedy, the president of Lucasfilm, asked the crowd inside the Anaheim Convention Center as the event began.

A roar rose up: The line to enter the exhibition hall began forming at 5 a.m. on Wednesday, or about 28 hours before the doors opened. To sustain the faithful, Lucasfilm employees arrived with 200 pizzas late Wednesday night.