Disney exec teases 'extremely deliberate' Force Awakens plan to avoid Star Wars fatigue

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May 6, 2015, 11:57 AM EDT (Updated)

It’s been a decade since we’ve had a new Star Wars movie and any tangible marketing push surrounding the franchise, and the minds at Disney are being extremely careful not to blow it. 

Disney CEO Bob Iger talked about the company’s plans heading into the release of The Force Awakens during a recent conference call to discuss quarterly earnings. One of the big topics? The marketing push, toy and videogame tie-ins designed to build up the overall zeitgeist without shoving the franchise down our throats. It’s a delicate balance, and Iger says they’re well aware.

That explains why we only have two trailers up to this point (which makes sense, considering we’re still seven months out from the release date), and no toys are set to hit shelves until September. Oh, and the company is also being careful to lay some groundwork in the videogame arena (i.e. Battlefront), but not so much that it dilutes the film. Like we said — delicate balance.

Check out an excerpt from Iger’s comments below:

"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. This is already a very strong franchise, but a film has not been released in 10 years. We’re not treating this as something that is brand new. We’re mindful of the fact that there’s a whole generation of people out there that were not as steeped in the Star Wars lore and not as in love with the franchise as an older generation…

We are managing all this with great care. 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."

Star Wars: The Force Awakens opens this December, and Iger’s comments are fascinating peek into the art of promoting a movie and building a franchise. Hey, they’ve done it once with Marvel, so we have no doubt we’ll be living in Star Wars Land come the end of the year.

(Via The Hollywood Reporter)