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Why the Star Wars Trailer Is Terrible

The next chapter from the galaxy far far away won’t be here till Christmastime, but Disney is already busy building on the buzz. First came the reissue of “digital” Star Wars.  Next up,  the trailer for the new Disney Star Wars film.

The suits at Disney must be jazzed. After the trailer came out, the stock jumped in value—by $2 billion.  But if you watch the trailer closely, it's actually a bit of a downer--no signs of cool new technology or exotic new planets and alien species. It is all stuff we’ve seen before, more evidence Disney is trying to cash in on an old franchise rather then open our imagination to new vistas. You would have thought they learned a lesson from Frozen , where the studio delivered so much more than Snow White redux.