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How much do you show? And when do you show it? These are just a few of the questions that J.J. Abrams admits he is wrestling with behind the scenes as the team figures out how best to promote Star Wars: The Force Awakens.
Basically, J.J. Abrams knows that they could go into "radio silence" from now until December, when the sequel opens, and they’d still break box office records. Star Wars, like most of the Marvel properties, doesn’t need to boost the brand. The audience is ready… and many would argue that the less they are shown, the better. In fact, during a conversation with the Irish Examiner during a US-Ireland Alliance Party in Southern California, the director explained that they have TOO MUCH to show, and they don’t want to rush to reveal everything:
We’re just trying to make sure it’s as good as it could be before we put anything out. The disaster would be to race something out for the sake of making an impact and it being not as good as people deserve. … We don’t want to be coy but we have almost a year until the movie comes out, so we have to be smart about what we say and when. We’re always having conversations about it.
This seems to be a lesson learned from J.J. Abrams’ mishandling of the "Mystery Box" swirling around the identity of Benedict Cumberbatch’s character in the director’s Star Trek Into Darkness. After telling us, repeatedly, that it wasn’t Khan… guess what? It was Khan.
But I don’t get the impression that J.J. is holding back on Star Wars: The Force Awakens footage to protect some incredible secret. As he says above, he’s making sure the footage is as perfect as it possibly can be before it goes out into the world. Ask yourself this question: How many times did you watch this short clip? Be honest:
J.J. Abrams knows that every frame of footage he releases will be held up to incredible scrutiny. He wants to entice the fan base. But he wants to please them, as well. The rumor is that Abrams and Kathleen Kennedy will be bringing a full trailer to the Star Wars Celebration in Anaheim in April. Could it be in theaters shortly after that? Stay tuned for more information as we have it.