In Disney's defense, the studio could not have picked a better weekend to pull this stunt. Point is, all year Disney has courted and benefited from a rabid online Star Wars fan base - and then it artificially limits the first big reveal to an offline audience that largely won't care about being first. This strategy is ostensibly designed with the fans in mind, but by trying to use age-old promotional tactics, it's alienating a rather dedicated following, and more importantly, it's a slap in the face to those who care the most. It's a weird misstep for Disney and Lucasfilm, which so far have been successful in courting the internet at large. The 'world premiere' first trailer for Episode VII: The Force Awakens will debut this Friday in 30 theaters (28 in the US and two Canada) - potentially more, but the messaging is clear that this is an offline, ticketed event.
This week, large swaths of Star Wars fans will pay upwards of $15 for a ticket to The Penguins of Madagascar and walk out before the movie even starts. Update November 26th, 5:20PM: Disney has just announced the trailer will now be available for everyone online this Friday, free of charge.
