ByTaly Andino, writer at
Taly Andino

Now that "Star Wars 7: The Force Awakens" has been out for close to a month, it's pretty much safe to talk about the one thing that it did right prior to release that we can all hope every other movie studio can take notice.

Be aware, SPOILERS ahead.

Information, something that we would never think to consider as being a bad thing, but when it comes to movies, it's the deciding factor between a surprise factor during the movie, or going in knowing all the basic plot points and just waiting for them to unfold on the screen.

In November 2014 we got a trailer. It was simple, and to the point. Showing us the main characters and some nostalgia footage of the Millennium Falcon. Over a year before the movie's release date.

The trailer and the non-information provided was pure genius. 1 minute and 30 seconds of nostalgia. About 80% of the footage on this trailer did not make it into the movie.

The studio then released a simple "We're home!" trailer in April of 2015. With a release date of December 2015, people wondered if it was too soon, if the internet would do it's part in ruining one or if not THE most anticipated movie ever. Again, with this 2nd trailer no hints were given about the plot or the main characters.

After the release of this trailer, more images, TV spots and posters were released. Giving us the same non information and highlighting the things we already knew.

"Star Wars: The Force Awakens" 2015
"Star Wars: The Force Awakens" 2015

Once the above movie poster was released, everyone went into a speculating frenzy regarding Finn, his connection to any past Jedi or his non connection. In the middle of that poster was Rey. In front for everyone to see. We all started to wonder what her connection is to Kylo and/or Finn. Is she Kylo's sister, Luke's daughter, or someone that will be introduced away from the Solo/Skywalker families?

Finn vs. Kylo Ren
Finn vs. Kylo Ren

They gave us footage of Finn wielding a lightsaber against Kylo Ren right before the release of this poster. It was probably the biggest calculated marketing ploy deception technique I've ever witnessed. Yes, the scene did occur as it shows, but not in the same context that we would have imagined when seeing the trailer.

In all these months that led up to the release of the film. Speculation was still running rampant up to release date. People were so intrigued to the level of secrecy on the part of the studio to keep 90% of the movie under wraps, that everyone started to fear the one thing they were always seeking, spoilers. So much so, that Google Chrome came out with an extension/add on they called Force Block for their browser that will stop you prior to entering a page that even hints at anything "Star Wars" with a clever warning screen.

Google Chrome Force Block Add On
Google Chrome Force Block Add On

Let's not even mention that Luke Skywalker was nowhere to be found in any of the trailers, promotional material and TV Spots. Which led to even more speculation as to who was the actual bad guy in the movie.

Speculation, rumors, and leaks. Those are all a by product of the studio doing right by it's movie and the fans. Releasing just information you need to know, and see.

Since I can remember, I don't think I've ever gone to a movie knowing so little about it, but have so much history with its movie universe. Let's be honest though, it's "Star Wars", all their trailers could have been footage of BB-8 and the Falcon for 30 seconds and it would still be the biggest box office release of all time.

Duracell came the closest to spoiling one of the biggest mysteries of the movie before release with this commercial:

Right off the bat in the thumbnail image of the video, you see a little girl dressed as Rey with a green lightsaber. At the 0:36 mark of the video, you see her show off her powers and join the fight with her brother. Nothing was really made of this, even my own post speaking of the possible spoilers went barely unnoticed. Which is a testament as to the discipline the fan base gained during the entire marketing campaign. I only noticed it because it came on during a Monday night football game.

Watching the movie, and seeing the plot, twists and surprises unfold, was very rewarding to know that I didn't expect any of it to occur in the way that it did. Watching Rey use her new found force powers and lightsaber abilities to defeat Kylo Ren, to watch probably one of the most iconic characters in Han Solo meet his end, and to finally see where in the heck was Luke Skywalker this whole time. It was as rewarding as it can get.

Disney and LucasFilms did right by it's movie and didn't over saturate the internet with information nor trailers giving us more plot points. It gave the movie more re-watch value than any movie all of 2015. Age of Ultron lost it's re-watch value after the 20th TV Spot.

Should more studios take notes from the marketing campaign Disney rolled out for "Star Wars 7: The Force Awakens"?


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