Star Wars: The Last Jedi Trailer Isn’t Messing With The Formula For Success
The Star Wars: The Last Jedi trailer arrived exactly on time, with no leaks and no risks taken either.
Do you know where you were the moment you heard Disney bought the rights to Star Wars and Lucasfilm? I do. I was sitting in the hairdressers, next to co-blogger Ms Isobel.
“Four BILLION dollars?!” I screamed. It seemed a insane amount of money for a moribund franchise, dead in the water since the prequel disaster of the early aughts. Yes, there were TV cartoons for kids that several of my hardcore Star Wars friends watched. But seriously. Four. Billion. With a B. Could they really go all in and resurrect one of fandom’s oldest franchises?
Three years later, Disney made back just over half of that on their first release, Star Wars: The Force Awakens, with $2.066 billion at the box office. And I had become a true believer convert. I saw Rogue One: A Star Wars Story last year (box office proceeds, $1.056 billion.) It was my favorite worst movie I saw all year.
Now comes the proof in the pudding, that The Force Awakens wasn’t just a one time lucky strike, because J.J. Abrams shamelessly remade Star Wars: A New Hope because Disney was damned if they would risk failure with this relaunch. And yet, it is striking how risk adverse they are, even as they approach making back every dollar they spent on the rights to this franchise and take it into the black. The first trailer for The Last Jedi, released almost two years to the day, in the exact same venue, with the exact same methods at the Star Wars Celebration last spring, was so faithful to the roll out for Episode VII, that even the trailer itself is beat for beat the same as the first trailer for The Force Awakens.
And now here we are, almost two years to the day again, on Monday Night Football halftime on Disney’s other property, ESPN. It’s Columbus Day weekend, and the trailer for The Last Jedi ios dropping, just as the one for The Force Awakens did. Since there’s little chance of any surprises, the only question is, can this trailer live up to it’s predicessor, and drive thousands of emotionally wound up fans to the box office websites to pre-order their tickets for December 15th?
And yet….there were. Surprises that is. Luke seems to have really turned Rey away. Kylo Ren seems to be unable to turn to the dark side completely.
And so…they turn to each other? My heart cannot take it.
Star Wars: The Last Jedi comes to theaters December 15th, 2017, and I will be there.