Way way back in October 2012 the Internet's attention was caught almost exclusively by the news of the Lucasfilm-Disney merger and announcement of Star Wars Episode VII - The Force Awakens. Since then, excitement has only increased and reached a fever pitch last Monday when the poster was released, the final trailer was released, and online ticket sales were open. Many websites crashed from the demand placed on them by ticket sales. Clearly there is huge demand for more Star Wars and palpable excitement. However, if you ask any of the eager fans (including myself) what the movie is actually about, the answer is basically the same: "I don't really know." Pretty much what we know for sure is that Han, Luke, Leia, Chewbacca, R2-D2, and C-3P0 are back in some capacity, it is set about 30 years after Return of the Jedi, has a desert planet, a snow planet, the bad guy's name is Kylo Ren and has a rather unique lightsaber, Finn is a former stormtrooper that eventually gets a lightsaber, Poe Dameron is a pilot, Rey is a desert scavenger, and a couple other character details here and there. But what is it actually about? Again, I don't really know. Which in and of itself is crazy, there have been 3 trailers and the movie is one of the most highly anticipated movies of all time that gets everyone's attention any time it does anything and there are millions of fans desperate for details. Add that to the fact that in this day and age there is usually an official synopsis of the story of a movie put on its website and trailers that pretty much tell you everything about the movie yet the marketing of Star Wars stands apart. And herein lies the lesson movie studios can learn.
Most times when I watch a movie trailer I feel like I am given too much and usually don't have too many questions going into a movie. Not to say that I don't necessarily want to see those movies or that the movies are bad, I'm talking specifically about the advertising. The advertising for The Force Awakens has been remarkable because each trailer has only really teased details without telling any. They did just enough to get your interest and keep it because you're still not sure what you're in for, but you know it's a new Star Wars movie and really when the demand is that high, that is pretty much all you need to know. In terms of contrast, let's take The Amazing Spider-Man 2's ad campaign. The first poster totally spoiled that the Green Goblin was in the movie. I mean we knew Harry Osborn was in it, but now we knew that he would be the Green Goblin. Then there were so many trailers showing almost every crucial scene from the movie so none of the scenes had as big of an impact because most of them you had at least a glimpse of before. But the trailers for The Force Awakens really have only showed just a handful of scenes so most of the movie will feel fresh. That is really what modern movie advertising has done, there really are not enough surprises anymore. However, I do have to admit that showing Finn with a lightsaber is a little spoiler but really that is the only moment in the advertising that I felt like I was cheated out of a surprise.
Now, I do understand that advertisers want to get the attention of audiences. It is really difficult for a movie to get made and even more so to turn a profit. So I understand wanting to show off the cool stuff so people will want to see it. But if you show too much then they will feel like they already have. Obviously every series doesn't have the benefit of having the recognition of Star Wars. But, referring to The Amazing Spider-Man 2 again, after 4 successful movies you're audience is pretty much set so all you really need to let them know is there is a new Spider-Man movie coming out and people will go to see it. That has essentially been the practice of the ad campaign for The Force Awakens and based off of the advance ticket sales it seems to be working pretty well for them.
So in a nutshell, movies don't need to tell us everything in advance in order for us to go something. They should try to learn from the example of Star Wars: The Force Awakens and learn the art of "just enough". No easy task I am sure, but I firmly believe it will help make movies more enjoyable and will attract much more interest that way. Of course, that is just my thoughts on everything, what do you think?
