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Does Star Wars have a marketing problem?

Discussion in 'General Movie Discussion' started by Jaxxon, Feb 28, 2022.

?

What do you think of Star Wars marketing?

  1. Satisfied. Fans don’t need anything more.

    9 vote(s)
    56.3%
  2. Underwhelmed. I wish Star Wars did a better job building fan excitement.

    7 vote(s)
    43.8%
  1. Jaxxon

    Jaxxon Green Space Rabbit

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    I hear fans say this a lot, and I thought it would be nice to see an actual poll.

    Does Star Wars have a marketing problem?

    I feel like this question came to a head on Disney+ day, when even the most positive Star Wars pundits left disappointed by a near total absence of Star Wars news.

    I see why fans take issue with Star Wars marketing. I think it comes down to two main issues:

    1. Downtime between marketing. I hate to always compare to Marvel, but it’s the most direct comparison. When Hawkeye ended, we already had teaser content for future shows like Moon Knight and movies like Doctor Strange. There was no real “down time” in fan discussion because even when a project ended, you had teasers and trailers to talk about.

    But with Star Wars, there’s a lot of down time. We have several exciting shows coming soon, but now Book of Boba is over and we have almost no marketing content for anything new. The most we have is one Kenobi poster. Feels like Star Wars is missing an opportunity to keep fans excited and engaged.

    2. Too much secrecy? It does feel that sometimes Lucasfilm is so afraid of spoilers that they hamstring their own marketing. For example, I found the Book of Boba Fett trailers much more underwhelming than the actual show. It felt like they were playing it so secret that it actually hampered fan excitement.


    Thoughts? Is Star Wars marketing perfectly fine? Or are there some problems? Are there problems I missed here?
     
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  2. Martoto

    Martoto Rebel Official

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    I don't really recall fans being critical of the trailers failing to excite them about Boba Fett. Most of the fans I had talked to were going to watch it regardless. And that was common for both those that were already looking forward to the show and for those that were not interested in/didn't need a Boba Fett show.

    I think though that there is a section of the fans who seem to be more preoccupied with the marketing. In fact they count the marketing as part of the film/show experience. Personally, I think that as a fan I have little use for the "marketing" except when and where I can see the thing. So I am completely mystified when people who would have watched the show in full anyway complain about feeling manipulated or misled by the marketing. Especially when they choose to predict what will/won't appear in the episode and what it must mean based on what they've seen in the trailer, and it doesn't play out exactly as predicted.
     
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  3. NinjaRen

    NinjaRen Supreme Leader

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    I really miss the marketing of TFA and TLJ. It was big part of the experience. You were hyped, you had so many speculations because of the official marketing content- so many talks with other SW fans.

    Yes, movies and TV shows are different. Obviously a movie has to be marketed much more. But I wasn't really hyped or excited for Mando S2 or TBOBF because they didn't really give us something to look forward to during the marketing run.

    I hope Kenobi does the marketing right. It's probably the most anticipated SW content since TFA. IMO they should release a teaser trailer pretty soon. Followed by official pictures and interviews, BTS snippets and finally a full main trailer.
     
  4. Darth Derringer

    Darth Derringer Rebel General

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    Some online sources are predicting one today.
     
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  5. The dinh

    The dinh Rebel General

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    Of course they do. They didn't hire me. ;)

    IMHO, I don't believe they've ever needed to market before, the story sold itself and we, the fans, helped.

    BUT, after the backlash for (once again my opinion) disjointed-story telling in some recent work, something seems off within Disney SW. Maybe it's just the "pandemic" but my spidey sense is tingling.
    upload_2022-3-1_15-11-46.png
     
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  6. deadmanwalkin009

    deadmanwalkin009 Force Sensitive

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    Don't you mean peter tingle?
     
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  7. Lock_S_Foils

    Lock_S_Foils Red Leader

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    This is a great thread that I will jump into tonite …. At work now …..
     
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  8. DailyPlunge

    DailyPlunge Coramoor

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    Pretty much after Solo the marketing has been great. There was huge interest in The Rise of Skywalker before release (according to Google Trends interest was higher than before TLJ). Mando has been a huge success and they were basically starting from scratch. I would have preferred that Din's involvement in BOBF been marketed before release, but it seems (based on ratings) that it didn't matter in the long run. Fans have complained online (when aren't' they?) about not getting enough, but generally those fans aren't the ones people in marketing are trying to reach.

    Some people confuse reception with marketing. The Rise of Skywalker was lowest rated Star Wars film by audiences (by industry metrics). That hurt the film. Solo was rated higher and made less money at the box office. That's an example of a marketing failure.
     
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  9. Jaxxon

    Jaxxon Green Space Rabbit

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    I think you’re into something here. In the early days of Disney Star Wars, after TFA and RO, I was like, “I’m all in. I don’t need trailers. I have all the hype I need. Just give me the movie.”

    But they’ve had enough okay-to-bad content now that I need a little more convincing to get excited. Like, yeah, I’m gonna see it anyway, because it’s Star Wars. But if you want me to get hyped and stay talking about it, I need something to go on.

    For as much as people rag on the JJ Abrams “mystery box” thing, it did a great job keeping the hype alive between films. We were talking about “Who is Rey? Who is Snoke? What’s up with Luke?” for a solid two years.
     
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  10. Darth Derringer

    Darth Derringer Rebel General

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    I wouldn't blame the marketing for Solo's box office. The film was rated higher and featured some great performances by Donald Glover, Emilia Clarke, and Woody Harrelson BUT the pre-release trailers had to feature the title character - Alden Ehrenreich as Han Solo. That meant a lot of potential ticket-buyers saw him in action and said, "um, that's not MY Han" and passed.
     
  11. The dinh

    The dinh Rebel General

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    [​IMG]
    I walked right into that one.
     
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  12. DailyPlunge

    DailyPlunge Coramoor

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    Based on some surveys (lost the link) it was mostly Star Wars fans who didn't show up to see it. For a film that was graded well by Star Wars fans it's a failure of marketing to get people in the seats. It's not all on marketing. It was released too close to Endgame/Deadpool and would have benefited from a Christmas release (which Iger admitted later). I haven't seen any data putting the issue with Alden Ehrenreich. There's some evidence that fans were never really excited about a Han Solo film in the first place. So Lucasfilm marketing needed to generate some excitement.
     
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  13. Rogues1138

    Rogues1138 Crazy Old Wizard
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    I was practically shocked that the theater was empty on my viewing of Solo. Empty theatre for a Star Wars film? ( 5 people in attendance) SHOCKING… I thought it was mostly because of the backlash of TLJ, nonetheless, I enjoyed TLJ and Solo. Enhrenreich did not bother me as Solo, but I certainly did know allot of fans didn’t care for him. Anywho, hoping for a Disney+ Solo series… :D
     
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  14. DailyPlunge

    DailyPlunge Coramoor

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    The box office projections based on social media and ticket trends a few weeks before release were pretty good for Solo, but the reviews came in mixed and that really killed the buzz going into a film. I enjoyed Solo, but it had flaws. That was reflected in the reviews and reception of the film.

    There's a huge appetite for good Star Wars/Marvel films. The idea that there's a backlash that carries over to the next film doesn't really make sense when you look at what Marvel does with something like Shang-Chi, The Eternals, and Spider-Man. Films are judged independently. The Rise of Skywalker still did well at the box office despite poor reception because it was released at good time. It also didn't stop Mando from being a big hit. We heard a lot about backlashes when it game to Mando after the Gina stuff and Fett's ratings were even higher than Mando. I take backlash talk with a grain of salt. Most people aren't looking at IPs like that.
     
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  15. Darth Derringer

    Darth Derringer Rebel General

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    Both TLJ and TROS were guaranteed to 'do well at the box office' as follow-ups to one of the most successful films of all time (TFA).

    Good box office doesn't always mean great marketing and great marketing doesn't always mean good box office.
     
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  16. Kraven Head

    Kraven Head Rebelscum

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    SW is the most marketable movie franchise of all time. LFL could release a movie next week w/ just am obscure teaser on Youtube and it would make bank.
     
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  17. Mosley909

    Mosley909 Rebel Official

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    Personally think one of the things Disney has done best since it took over has been marketing. I can't really think of anything to criticize them in terms of marketing. Maybe the marketing campaigns for Rogue One and Solo were a bit slow off the ground but that was mainly due to the production issues and it's a really minor quibble as I remember the trailers but really good when they came.
     
  18. Ghost of Obi Wan Kenobi

    Ghost of Obi Wan Kenobi Rebel Official

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    Heck yeah, Star Wars has a marketing problem. At least they do now under Disney, which is astounding because Disney is the king of “selling stuff.”
    Here are some things which can be handled better:
    1- first and foremost, taking advantage of investor day meetings and (non Celebration) conventions to showcase big stuff. True, we have gotten this in the past, but it’s inconsistent. Especially when Marvel seems to deliver each and every time.
    2- stop announcing big news on random days of the week. They can time it better with holidays and special events.
    3- rescheduling Kenobi’s premiere date at the last minute because they realized it should coincide better with Celebration. No duh.
    4- stop this “mystery box” tactic. It’s annoying. It makes fans antsy. And it causes speculation to get out of hand. Instead, they should release pictures and film snippets on their official site like what George Lucas did with the prequels during the early 00s (and what Peter Jackson did with LOTR on its official website.)
    5- release artwork and pictures of toys and merchandise before some disgruntled factory-worker leaks the same photos from his iphone.
    6-confirm “obvious” casting rumors. It would not have hurt if Mark, Carrie, and Harrison simply said “yeah, we’re in it” back in 2013. The same applies with last week’s interview with Donald Glover.
    7- use the Super Bowl halftime. Please. I think they premiered a TLJ teaser back in 2018, but what about having a Kenobi trailer this year? Super Bowl is a guarantee everyone will see it. Wasted opportunity.
     
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  19. p03

    p03 Human/Cyborg Relations

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