“The Rise of Skywalker” Was Full of Empty Marketing Gimmicks 
Sun, April 18, 2021

“The Rise of Skywalker” Was Full of Empty Marketing Gimmicks 

Most of the marketing material for "The Rise of Skywalker" felt rather gimmicky / Photo Credit: Bel Adone via Wikimedia Commons

 

“The Force Awakens” came out in 2015, and on the promotional material, people saw this head-to-toe Stormtrooper captain decked out in a silver suit. Later in the movie, we find out that her name is Captain Phasma, and realize much later how small of a role she had. Come “The Last Jedi,” though it was a divisive movie, it seemed like there would no longer be gimmicky marketing stunts. 

“The Rise of Skywalker” upended that. 

In this regard, Screen Rant writer Craig Levy probably shares the same opinion as many Star Wars fans when he said just how gimmicky “The Rise of Skywalker” marketing was in particular.

It was well and good that Zorii Bliss was on the marketing material. That’s just to be expected since she will be introduced as a new character. So was Jannah, another First Order defector like Finn. But what felt a little confusing was the addition of the red stormtrooper which some fans puzzled over for days when it came out. 

But when the movie finally hit theaters, the troopers didn’t even get speaking lines. They were only picked off by Finn (John Boyega) and Jannah (Naomi Ackie). 

If they were mere gimmicks that were intended for fun (like the Porgs were, and that BB-8 First Order counterpart), it would have been fine. But a lot of the characters that were shown the spotlight during the marketing campaign of “The Rise of Skywalker” had next to no seismic effect on the movie’s storyline, already muddying the tarnished image of the movie just for its frantic pace. 

Some people wonder if maybe director JJ Abrams understood that the movie might not be satisfactory for some Star Wars fans, who are already notoriously prickly, but whatever it is, most of the marketing was off the mark.