![]() This is the final trailer (it seems), but it has the beats of a teaser. ![]() The new trailer feels, to me, very much like the trailer cut by someone who doesn't want to cut a trailer, the work of someone who is meeting a corporate expectation he would rather shun. JJ Abrams has long been a proponent of the Mystery Box, a system dedicated to keeping as much about a movie secret as possible, and the Star Wars marketing has thus far been a triumph for it. Watching the new trailer you can hear that question echoing in the editing room. The Force Awakens is such a juggernaut in the making that you even wonder if they needed to cut a trailer for the thing. It's clear to all involved that this is a film that markets itself, and Disney has been playing frugal with their spending, allowing fans and official licencees do a lot of the heavy lifting. This movie is going to do well, everybody is going to see it, and a lot of people are going to see it more than once. Ticket sales for Star Wars: The Force Awakens crashed the servers of just about every major theatrical chain in the US and the UK.
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