Disney CEO: Rollout for ‘Star Wars: The Force Awakens’ is “Extremely Deliberate”

Disney CEO: Rollout for ‘Star Wars: The Force Awakens’ is “Extremely Deliberate”


Disney CEO Bob Iger and the Millennium Falcon

From the two teaser trailers and the announcement of Force Friday, to the release of all-new images from the set courtesy of Vanity Fair, the rollout of Star Wars: The Force Awakens has been “extremely deliberate,” according to Disney CEO Bob Iger.

“Generally speaking, you’re going to see us release, in a very careful way, certain elements of the film as part of a carefully designed marketing plan as we get much closer to the film,” said the CEO.

As excited as most fans were for Avengers: Age of Ultron, it did seem as though the promotion of the film was overwhelming at times. It sounds like that won’t be the case with The Force Awakens – which is good news for fans who are striving for a pure movie-going experience on December 18.

“We are managing all this with great care,” continued Iger. “We are mindful of the fact that we need to market this and go after this new generation and new territories. We also want to be careful that the demand does not create almost too much in the marketplace too soon.

“And so, everything we have done to date has been extremely deliberate, and we have a carefully constructed and deliberate plan going forward in terms of what we roll out in the marketplace in terms of product and marketing.”

Iger concluded with: “We’ve got something here that is very, very special.”

Source: The Hollywood Reporter

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  1. Melinda
    May 6, 2015 at 15:22 Reply

    I have no doubt that this has been the plan all along. Not only is Disney (and Lucasfilm) interested in bringing a new generation of fans into the fold, many of us who have been around since the very beginning want that “first-time” experience when we go to the theater in December. That’s the way I’m approaching it. Yes, I’m a “built-in” fan, but like anyone who loves going to the movies, I like to be surprised. I certainly don’t want to know the story before I even take my seat.

    I can wait. (I think 😉 lol) At least that’s what I keep telling myself. 🙂

    December will be here before we know it. 🙂

    MTFBWY 🙂

  2. Tommy Mac
    May 6, 2015 at 15:42 Reply

    I love this approach so far; there are far too many movies lately that pretty much tell us the entire story in the trailers and other material long before the film actually hits the screen. Just look what they did with the new Terminator film as a prime example, as they gave away what SHOULD have been a major plot twist in the latest trailer.

    I do NOT want to know the story of Episode 7 before I see it, I want this to be fresh and new and exciting.

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