There are three types of trailer. There's the kind that simply introduces the film as existing, and hopes that's enough. There's the kind that appeal to pathos by bombarding you with stuff you want. Then there's the kind that actually reveal plot elements, practically acting as a tiny version of the movie itself. [Star Wars: Episode VII — The Force Awakens](tag:711158) is currently attempting to be all three, and no matter what JJ Abrams permits us to see, he knows that we'll gorge on it regardless.
Just by watching the first trailer for Star Wars Episode 7, you can tell the movie already oozes confidence. The trailer is essentially made up of several unrelated images. You could arrange them in any order, and the trailer would still seem to say "yeah... we know you're gonna watch this!"
The second trailer was no less confident, but seemed to tug on the audience's heartstrings a little more. The moment you hear the original John Williams score, you're at the movie's mercy, and by the time you see Han Solo glad to be home, you're a quivering mess already booking your seat. There's still plenty more time until Episode 7 gets it's release, and I'd say we're due for another trailer, more detailed and explanatory than what we've received so far.
So where's the plot?
The very lifeblood of internet speculation depends, strangely enough, on not knowing stuff. I'd hazard a guess that, once a trailer for Episode 7 explicitly tells us what's going on and why, the online fan communities will calm right down. Sure, we're shown things going on in recent trailers, but we're still far from the premise building marketing that so many other movies rely on. It seems JJ Abrams could pick out a set of shots blindfolded, and throw them out there, confident that each will generate just as much excitement as the next. My point is, no explicit story has been released for Episode 7 yet, because none needs to be.
When JJ Abrams and Disney do finally feel ready to throw us a bone, my guess is that a trailer may focus on Adam Driver as Kylo Ren. Since it's all but confirmed that his controversial hilted lightsaber is a Sith artifact, and that he doesn't start the movie with it, the plot to Episode 7 is clearly driven by some mounting threat by his hand. A great way to get audiences on board for the Force Awakens would be to help them understand exactly what threat the heroes in the movie are facing, and why they should care about the story other than just "hey Star Wars!"
Got any more Han Solo back there?
So here's a guess. Further marketing for Star Wars Episode 7 will go light on including Han Solo, or any of other recognizable figures from the original trilogy. The "Chewie, we're home!" line was an excellent hook to convince fans that this indeed was Star Wars, and not some second hand imitation of something they love. That convinced fans ten times over, so now is the time to follow through and focus predominantly on the new, younger characters like Finn the Stormtrooper and Rey the scavenger. Let them truly introduce themselves and actually speak on screen. Voiceovers are all very good at creating an ominous sense of grandeur, but a movie ultimately doesn't have a heart until the people in it can really express themselves.
As for speculation about where this plot will take us, or the ultimate fate of characters like Han Solo, we can be sure to see tightly sealed iron doors in place of even a sliver of information. That could be a reaction to the way the internet runs with "leaks", or it could just be the way JJ Abrams markets his movies. Ironically, his method of quarantining his own stories actually stokes curiosity more than excitement. Will this ultimately work as a method building hype in the long run? Of course it will. It's Star Wars. Let's not be silly!