The Last Jedi will very likely end up 2017 in first place – globally and
in South Africa.
The
Force is is definitely strong with this one: Advanced tracking – Hollywood’s
continuous marketing tracking of films to determine whether ad spent,
publicity, exposure and word of mouth is raising awareness of a film – is
through the roof for the next Star Wars film.
“Unaided
awareness” – that’ is when ordinary people on the street are asked about
upcoming movies and are not prodded by being given names but polled for what
film titles they by themselves can mention – stands at a whopping 35 for The
Last Jedi.
The
previous installment in the new trilogy, The Force Awakens stood at 36.
“Total
awareness” of The Last Jedi stands at a massive 94 to the 92 of The Force
Awakens.
It
spells huge box office returns for The Last Jedi that could become the 4th biggest film opening of all time, and definitely the biggest film earner for
the year, including in South Africa.
Directed by Rian Johnson, The Last Jedi picks up where
Star Wars: The Force Awakens ended in 2015.
It stars returning cast members Mark Hamill, Carrie
Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, and Andy Serkis
and will introduce new planets and creatures ranging from crystal foxes to
penguin-like porgs.
The
Walt Disney Company is notoriously tight-lipped when it comes to hyping films
or to speak about possible box office returns or advanced tracking, but has
offered up some clues revealing that the Mouse House is very aware that The
Last Jedi will do boffo business across the galaxy all through the Christmas
holidays.
Advanced
ticket sales already opened on 9 October in America with Disney telling TVwithThinus that advanced sales started on 10 October in South Africa.
Disney
Africa also created a dedicated, special website, www.thelastjedi.co.za, for South
Africa.
In
South Africa film critics will first get to see Star Wars: The Last Jedi on
Tuesday 12 December under the very watchful gaze of security with night-goggles
like Stormtroopers.
Reviews are under a strict embargo for Thursday 14 December
at 10:01.
Disney
is once again asking the media and film critics to please not include spoilers
in reviews, saying “The Last Jedi contains certain spoilers and we kindly
request that you do not reveal these spoilers in your reviews to maintain the
movie-going experience for all audiences”.
Star
Wars: The Last Jedi opens in South African theatres on 15 December.
