– by Brian Jasper

As summer drags along with its big, mostly poorly-reviewed tentpole pictures, fans can at least hope for new trailers of their favorite franchise movies set for release during the holidays. Chief among these if you ask, well, everyone, is Episode VIII of the Star Wars saga, The Last Jedi. To that, Disney says, “too bad” (I’m paraphrasing).

Lucasfilm has confirmed that while they will be present at this year’s San Diego Comic-Con, their presence will be limited to the convention floor and there will be no special Star Wars events. This means no new trailer. This is despite the fact that San Diego Comic-Con has long been a premier destination to gin up some buzz by dropping some new footage on convention goers. Wonder Woman had a stellar Comic-Con trailer last year, accompanied by a Justice League trailer that caused more hype than a new energy drink at an eSports event. In fact, superheroes hit last year hard, with additional trailers for Suicide Squad, Luke Cage, and Doctor Strange also seeing the light of day at Comic-Con in 2016, but the convention trailer game isn’t just about our four-colored heroes coming to life. 2016 surprised fans with a Blair Witch trailer, and also touted big franchises Fantastic Beasts and Where to Find Them and Kong: Skull Island.

All that being said, Lucasfilm must not see a need to promote Star Wars as hard during Comic-Con. This is the second year in a row that they will skip a trailer showing, as Rogue One did not have a special event in 2016, so where might we see something new out of Episode VIII? Look no further out than ten days from now at Disney’s fan-centric D23 Expo 2017. Rumors are that Star Wars, Disney’s flagpole franchise since being purchased in 2012, will stake out its own territory at D23 perhaps for the foreseeable future. That leaves Comic-Con to Disney’s other big money maker, Marvel. 

From a business standpoint, this makes a lot of sense. Comic-Con is the biggest convention around for fan properties, but Star Wars doesn’t need the added exposure. Its trailers get millions of views on YouTube regardless of when they come out and the last two films easily broke a billion large at the box office. Marvel, while still incredibly successful, has a larger, year-round release schedule and Comic-Con is the epicenter of its fans’ experience. We’ve seen Marvel films do really well in theaters (Avengers, Guardians of the Galaxy) and we’ve seen Marvel films do just okay (Ant-Man, Thor: The Dark World). Marvel needs to use Comic-Con as a key part of their marketing efforts and it only helps that they aren’t competing with their fellow franchise for the lion’s share of the attention.

Are you going to Comic-Con? Or are you like me and sitting at home, seething with envy toward your editor? I can’t wait to see what announcements come out, and we only have 16 more days to wait!

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SOURCE: SDCC Unofficial Blog