It feels like every 2017 blockbuster dropped a trailer over the past two weeks. Everything from Transformers: The Last Knight to Spider-Man: Homecoming and War of the Planet of the Apes showed their wares recently, and with Rogue One: A Star Wars Story primed to reach theaters, many of us figured that a Star Wars: Episode VIII teaser would be attached. Inevitable, right? Only, when I recently sat down with Adam Driver to discuss his upcoming film Silence, I also asked him if he'd be happy if Episode VIII just dropped in theaters with no trailer at all? He told me:
I think that'd be bold. I'd love it, yeah! Then no one would know anything. The less people know, I feel like, the more exciting... the more of an event it is.
As I pointed out to Adam Driver, Rian Johnson's as-yet-untitled Star Wars: Episode VIII is one of the very few movies on the 2017 slate -- or, of any time frame -- that actually COULD open in theaters without showing any marketing and still make a small fortune. For starters, it's following up the immensely successful Star Wars: The Force Awakens, which reintroduced Hollywood to the saga that takes place a long time ago, in that galaxy far, far away. Also, it's Star Wars... a brand that sells the way Marvel (also Disney) sells. A trailer is unnecessary.
That being said, even Adam Driver has to know that this isn't how things work. There will be a full marketing campaign in place for Star Wars: Episode VIII, with trailers and TV spots and plenty of maneuvers to increase awareness as we get closer to the release. The only thing that makes me believe that Disney realizes that they DON'T have to give away every detail of Rian Johnson's film is that we are a year away from the release, and we don't even know the SUBTITLE of the film, let along having seen any footage from it (outside of one shot of Luke Skywalker looking pensive). Could this mean Disney will sit on Star Wars: Episode VIII as long as they can? We can only hope.
Here's Adam Driver, talking his hopes for the Episode VIII trailer:
Star Wars: Episode VIII opens in theaters on December 15, 2017.