Disney’s marketing team tries to explain the plan behind their much criticised The Mandalorian and Grogu Superbowl spot. It would be fair to say the idea was to take advantage of Superbowl memberberries and link it to a new Star Wars film. However, it went down like a lead balloon and on every single online platform all I’m saying is negativity. I said in our coverage (see related below) of the big game spots and trailers that it was so bad it actively encouraged me to not go see the film. This is not good marketing in my opinion and the film’s initial teaser trailer didn’t help much either.
However, according to Disney’s Marketing VP, as per Variety, it’s all going according to plan.
“Grogu is more than a character; he’s a pop culture phenomenon. Riding alongside the heroic Mandalorian, he brings lightness, humor, joy, and an instant emotional connection that transcends the moment,” said Disney’s executive VP of creative marketing Jackson George. “This Big Game spot celebrates how deeply we love and connect with these characters, reminds us of the fun, heart, and spectacle that defines ‘Star Wars,’ and offers a bite-sized promise of the experience audiences will get when they see these two beloved icons on the big screen.”
Fun, heart, spectacle? I saw twee, overly immature and tonally more Flash Gordon than Star Wars. I also like many others I’ve seen commenting felt it reminded me of a Xmas time promo. It has snow, and a sleigh being pulled by Tauntauns.
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“Our creative and marketing team landed on a unique concept that gave a nod to classic Big Game spots of years past,” Stankevich said. “It captured the warmth, humor, and emotional connection between these two beloved characters and was the perfect next step for our campaign as we lead up to their big screen debut this summer.”
The perfect step folks. I no longer care to see it and the reaction online has been nothing short of universal negativity about a movie no one is sure they fancied in the first place. Perfect for making it a flop maybe. I really think Disney needs to do much better going forward, the money wasted on this air time, when everyone would have been happier with a new actual trailer is staggering. They could have dropped it online before the big game like DC Studios did with Supergirl. All the exposure and none of the cost.
All I know is that Lucasfilm is going to have to work hard to get me into theatres to see The Mandalorian and Grogu. Given I’ve seen every other Star Wars film since Return of the Jedi (1983) released in theatres and I liked Mando Seasons 1 & 2 a lot, that’s impressive work. What do you think as Disney’s marketing tried to explain their thinking behind The Mandalorian and Grogu Superbowl spot? Thoughts below.
