No, that's not a hoax you're seeing above. An enterprising group of Star Wars fans has taken their campaign for more stories in the so-called "Expanded Universe" public in a big way with a billboard advertising in San Francisco.
Tech Times reports on the move in the hometown of LucasFilm, sharing that the group known as Give Us Legends raised $5000 online to pay for the advertisement meant to catch the attention of the Disney subsidiary who controls George Lucas' galaxy far, far away.
Originally growing from projects like the original 1976 Marvel Comics Star Wars series and growing through a number of novels, comics and video games, the expanded universe told the story of what came after the original Star Wars trilogy before JJ Abrams' The Force Awakens rewrote the script for a new cinematic future for the franchise. While stories and characters from the EU stopped shortly after the sale of LucasFilm to Disney, many of the projects from that era have remained in print under the "Star Wars Legends" banner.
More on the plea can be found at the group's website giveuslegends.net