Last week, Walt Disney Studios released the first teaser
trailer for the much anticipated film Star
Wars: The Force Awakens, the seventh installment of the Star Wars
franchise. As the fifth highest-grossing
movie franchise in history, the series is synonymous with entertainment for decades. With these films, writer and director George
Lucas, effectively changed the way the movie industry publicized films.
You can watch the teaser here.
Marvel may have blockbuster films and widespread products,
but Star Wars did it first. Series like
The Hunger Games may be hyping up a
film a year in advance, but Star Wars beat them to it by about 40 years. The series
made its silver screen debut in 1977 and has been dominating pop culture ever
since. After its release, the films became cultural phenomenon spawning collectibles,
video games and even pajamas. The franchise brought a whole new element to the
film industry- merchandising on a massive scale.
Before its release, Lucas had the idea to begin building up
anticipation for the film months in advance. That promotional tactic of using
teaser trailers with long lead time seemed ridiculous at the time, but has now
become the new model for publicizing films.
(source: Mashable)
Rumors of the latest Star Wars installation began back in
2013 when a photo of Lucas and Hollywood sci-fi director J.J. Abrams was “leaked”
before the director announcement was made. Since then, the studio was silent,
allowing the public to generate their own speculation. Like Lucas’ long-lead
teaser trailer tactic, studio generated hype has been dominating in film publicity.
Lucas must have had the right idea. Since the teaser trailer
was released last week, Star Wars has
been a hot topic on social media, trending on Twitter for days. The film doesn't
hit theaters until December 2015 but the trailer certainly leaves plenty for
fans to discuss in the meantime, continuing to build hype. Hopefully, the film
can deliver.
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