Credit: Epic Stream
The Last Jedi’s marketing campaign is kicking into high gear as we inch ever so closer to its December 15th release date. The film has already released a couple of full length trailers including its most recent TV spot that aired during the Houston Astros and Los Angeles Dodgers World Series game. You can check out that quick 45 second teaser spot below!
The Force Awakens Relied More On Nostalgia On Its Marketing
It’s become clear that #TheForceAwakens had a ton of similar story beats that most couldn’t help but compare the film to #ANewHope. Some of these include a desert planet like Tatooine (Jakku) a droid named BB-8 sent on a mission to deliver a message (R2-D2), or a Cantina bar that houses beings from all over the galaxy in one location (Maz Kanata’s Castle).
While some of those aspects were advertised in the trailers and TV spots, one of the biggest parts of the marketing was showcasing the Millennium Falcon along with its pilots Han Solo and the Wookie Chewbacca. By far the most popular scenes from the marketing campaign of them all was when Han and Chewie stepped into the Falcon proclaiming, “Chewie we’re home.”
This line made a lot of fans (including myself) emotional as it was a line said to welcome #StarWars back to all generations of fans. I believe that this line however was in fact the only part that got fans choked up over the opening of an anticipated Star Wars movie. The rest of the marketing relied heavily on Rey, Poe, and Finn as they began to introduce to us with some of the newer characters. It appears that #TheLastJedi however is doing something a bit different. Let me explain…
The Last Jedi Trailers Pull More Emotional Punches
One thing that I have noticed of all the trailers and TV spots thus far, is that Lucasfilm is relying heavily on emotions for these trailers without giving away too much of the plot. It seems clear that a lot of these trailers are deceiving us for a reason. We are made to believe that Rey may be fighting Luke at one point while eventually turning to the Darkside to join Kylo Ren. The trailers have done a fantastic job raising more questions than we have answers for and that’s a great thing.
The First Trailer Gave Us Luke’s Response To Rey
The Last Jedi trailers and TV spots have had an assortment of emotional depth to them ever since that first teaser that debuted during Star Wars Celebration. That teaser had Luke at the end stating “It’s time for the Jedi to end.” Most people may take this line out of context but I believe Luke is merely explaining to Rey why the Jedi need to end. He’s already tried to jump start the Jedi Order and failed to do so when he lost #KyloRen to the Darkside. He certainly doesn’t want to make the same mistake twice.
Luke has become a hermit on the island of Ahch-To fearing the safety of himself and everyone else in the universe.
The Second Trailer Shows Luke In A Dark Place
While the first trailer gave us Luke second guessing Rey’s ambition, this trailer clearly shows Luke training Rey fully. This in turn has Luke realizing that maybe training Rey wasn’t such a good idea when he exclaims, “I’ve seen this raw strength before. It didn’t scare me enough then. It does now.”
This particular line helps audiences reason with Luke because this wasn’t his first go round training someone who was very powerful in the #Force. This brings even more doubt in Skywalker’s mind so much so that the trailers make you believe that Luke may face off with #Rey at one point and possibly loses that fight.
The Most Recent TV Spot Has Luke Reminiscing His Days On The Falcon
The latest TV spot that aired during the World Series game gave us a surprising amount of new footage with once again Luke being the focal point. The spot immediately opens up with Luke stepping foot on the Millennium Falcon. The last time Luke set foot on the Falcon was after he was rescued by Lando, Chewie, and Princess Lea while hanging on for dear at the base of Cloud City.
Now over thirty years later, Luke is once again setting foot on the Falcon remembering the good times and the bad. This is a scene that truly brings the emotional gut punch in its marketing and one that is necessary to have. The scene most likely takes place at the very beginning of the film and may be one that helps change his mind when training with Rey. You can notice that he is the only one setting foot on the Falcon.
‘The Last Jedi’ Will Continue The Emotional Journey With These Characters
It begs the question if #Lucasfilm will continue the trend that’s occurring and I fully believe that it will. Lucasfilm and Disney have been very careful by not giving away too many plot points. As a result, they are purposely confusing us more than anything else by the way they have been putting these trailers together. Fans are asking plenty of questions and for good reasons.
There is no doubt in my mind that Luke and Rey will be the center points of the marketing. They already are and I don’t see that changing, especially since Luke was completely left out of the marketing for The Force Awakens.
It’s clear that all of these characters have crucial decisions to make and ones that may possibly change their lives forever. We will have to wait and see if some of our questions are answered once The Last Jedi hits theaters next month!
But what do you think? Do you believe that the marketing for The Last Jedi has been more emotional than The Force Awakens? What questions would you like answered in this movie? Share your thoughts in the comment section below!