My latest checks in on the Rogue One campaign and covers some of the unique challenges Disney/Lucasfilm are facing as it ramps up its first non-Saga theatrical outing:
Here we are, about two months out from the release of a new Star Wars movie, Rogue One: A Star Wars Story. It’s safe to assume at least a decent percentage of you are waiting anxiously to head to theaters and journey once more to a galaxy far, far away. But the marketing and advertising for the movie has faced, and will continue to face, some interesting challenges that haven’t been in front of previous movies.
First, let’s make sure we’re all on the same page: Rogue One is the first Star Wars movie that doesn’t bear the iconic “Episode” designation. The seven movies to date (let’s not count 2008’s Clone Wars, which was a theatrical release splicing together three episodes of the then-upcoming TV series) have all been Star Wars: Episode #, a labeling that now seems to apply only to the “core” movies that tell the big story of the Skywalker family as well as their friends, allies and adversaries. Rogue One follows Jyn Erso (Felicity Jones), a Rebel operative tasked with stealing the Death Star plans. Yes, the ones that Princess Leia hides with R2-D2 at the beginning of the original Star Wars.