A photo from the opening of George Lucas’ “Star Wars” in 1977 — held, as the premiere for J.J. Abrams’ “Star Wars: The Force Awakens” in 2015, at a moviegoing complex on Hollywood Boulevard and Highland Avenue — shows a mass of people waiting to get in outside the theater. The image and several more of its kind are fascinating to look at, for one thing taking us back to an almost inconceivable time before the world ever knew “Star Wars” but also conjuring thoughts, out of reach for many, of what it would have been like to be there at the creation.
What the photos don’t do is suggest a national frenzy. Though there were certainly a crowd at the opening, little was known about the movie from the young Lucas, and it was days and weeks before most people would find out about Luke and light sabers and all the rest, let alone turn it into a cultural phenomenon. Only 40 theaters across the country initially screened the movie. When consumers finally began flocking to it, they learned about Han Solo and Darth Vader and the Millennium Falcon for the first time, not quite believing what they were seeing.
FULL COVERAGE: ‘Star Wars: The Force Awakens’
The scene at the same site for another “Star Wars” movie Monday night was, needless to say, much different. Four blocks of Hollywood Boulevard were appropriated for a tented party space. Celebrities dressed up as characters. There were twice as many security checks as the average domestic flight, and far more nervousness about phone possession.
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Stormtroopers interact with the crowd at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Daisy Ridley, who stars as the new character Rey, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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John Boyega, who stars as Finn, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Gwendoline Christie, who plays Captain Phasma, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Carrie Fisher, who reprises the iconic Leia, plays with the photographers at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Lupita Nyong’o, who plays Maz Kanata, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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George Lucas, left, creator of the “Star Wars franchise, and director J.J. Abrams chat at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Adam Driver, left, who plays Kylo Ren, and Oscar Isaac, who plays Poe Dameron, arrive at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Actor Harrison Ford and his wife, actress Calista Flockhart, arrive at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Mark Hamill, who plays Luke Skywalker, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Oscar Isaac, right, sneaks up on Adam Driver at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Anthony Daniels, left, who plays C-3P0, and Peter Mayhew, who plays Chewbacca, arrive at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Gwendoline Christie, who plays Captain Phasma, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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George Lucas, left, creator of the “Star Wars franchise, and director J.J. Abrams share a hug at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Actress Kate Capshaw, left, and her husband, director Steven Spielberg, arrive at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Actress Carrie Fisher, left, poses with her daughter, Billie Lourd, at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Actor Andy Serkis arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Domhnall Gleeson, who plays General Hux, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Lupita Nyong’o, who plays Maz Kanata, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Adam Driver, who plays Kylo Ren, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Gwendoline Christie, who plays Captain Phasma, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Photographers swarm droid BB-8 at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Droids C-3PO, left, and R2-D2 arrive at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Max von Sydow, who plays Lor San Tekka, arrives at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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A peek inside the tent at the Hollywood premiere of “Star Wars: The Force Awakens” reveals a silvery character.
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Statues of characters Rey, Kylo Ren and BB-8 made of Lego bricks are displayed inside the tent at the red-carpet premiere of “Star Wars: The Force Awakens” in Hollywood.
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Daisy Ridley, one of the new stars of the franchise, walks the red carpet for the premiere of “Star Wars: The Force Awakens.”
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Luke Skywalker himself, Mark Hamill, gestures toward photographers on the red carpet for “Star Wars: The Force Awakens” in Hollywood.
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Harrison Ford and his wife Calista Flockhart pose on the red carpet at the Hollywood premiere of “Star Wars: The Force Awakens.”
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Carrie Fisher quiets a raucous crowd while walking the red carpet.
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Director J.J. Abrams greets Spike Lee and his wife Tonya Lewis Lee at the red carpet premiere of “Star Wars: The Force Awakens.”
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John Boyega, who plays Finn, arrives at the Hollywood premiere of “Star Wars: The Force Awakens.”
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Actress and cast member Lupita Nyong’o walks the red carpet.
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Adam Driver and Oscar Isaacs clown around on the red carpet for the Hollywood premiere of “Star Wars: The Force Awakens.”
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Gwendoline Christie, who plays Captain Phasma, strikes a pose at the Hollywood premiere of “Star Wars: The Force Awakens.”
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Anthony Daniels, who plays C-3P0, poses on the red carpet at the Hollywood premiere of “Star Wars: The Force Awakens.”
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Billie Lourd, solo, on the red carpet.
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Clare Grant and her husband Seth Green, writer Lawrence Kasdan, and producer Kathleen Kennedy and husband Frank Marshall take in the Hollywood premiere of “Star Wars: The Force Awakens.”
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Peterr Mayhew, who plays Chewbacca, takes to the red carpet with his lightsaber cane.
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“Star Wars: The Force Awakens” actor Andy Serkis makes it known that he is in the seventh installment of the “Star Wars” franchise at the film’s Hollywood premiere.
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C-3PO and R2-D2 at the red-carpet premiere of “Star Wars: The Force Awakens” on Hollywood Boulevard.
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Mellody Hobson and George Lucas arrive at the world premiere of “Star Wars: The Force Awakens.”
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A large Captain Phasma awaits inside the tent housing the red-carpet premiere of “Star Wars: The Force Awakens.”
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Karrueche Tran, left, and Chantel Jeffries make their way down the red carpet at the premiere of “Star Wars: The Force Awakens.”
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The stewards of “Star Wars,” George Lucas, left, and J.J. Abrams, meet and hug on the red carpet.
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J.J. Abrams acknowledges George Lucas as he continues down the carpet toward the Hollywood premiere of “Star Wars: The Force Awakens.”
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More of the atmosphere inside the tent housing the red carpet premiere of “Star Wars: The Force Awakens.”
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Kate Capshaw and Steven Spielberg.
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Musician Janelle Monae.
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Robert Iger, chairman and chief executive of the Walt Disney Co., arrives on the red carpet with his wife, Willow Bay.
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Model Kelly Rohrbach catches photographers’ flashes.
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“Modern Family” actress Sarah Hyland and actor Dominic Sherwood hit the red carpet for “Star Wars: The Force Awakens.”
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“Modern Family” actress Sarah Hyland and actor Dominic Sherwood kiss on the red carpet.
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Stormtroopers continue to make their presence felt on the red carpet at the premiere of “Star Wars: The Force Awakens.”
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Stormtroopers drink in the spotlight on the red carpet -- while keeping order, of course.
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Actor Max von Sydow.
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An Empire-themed car is displayed at the “Star Wars: The Force Awakens” Hollywood premiere.
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“Heroes Reborn” actor Greg Grunberg
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Reporters wait for the stars to arrive at the “Star Wars: The Force Awakens” Hollywood premiere.
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Actress Zendaya
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Rey, Kylo Ren and BB-8 figures at the “Star Wars: The Force Awakens” Hollywood premiere.
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Stormtroopers inside the tent housing the red-carpet premiere of ‘Star Wars: The Force Awakens.’
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Harrison Ford, Mark Hamill, Carrie Fisher and Peter Mayhew (background) attend the Hollywood premiere of “Star Wars: The Force Awakens.”
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A security dog keeps watch.
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A cosplay staple at “Star Wars” events, the Hip-Hop Stormtrooper arrives for the premiere.
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The red carpet for the Hollywood premiere of “Star Wars: The Force Awakens.”
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Darth Vader and Stormtroopers decorate a dress at the premiere.
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Eric Garcetti, Andy Serkis and Domhall Gleeson.
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Joseph Gordon-Levitt, left; Spike Lee and Tonya Lewis Lee; and Sofia Vergara.
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Zendaya, Constance Zimmer and Jaime King.
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Actress Gina Rodriguez, left, Chris Hardwick and Lydia Hearst, and Geena Davis.
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“Game of Thrones” actress Gwendoline Christie, who plays Captain Phasma, takes selfies with “Star Wars” fans.
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Actresses Carrie Fisher and daughter Billie Lourd attend the “Star Wars: The Force Awakens” Hollywood premiere.
(Jesse Grant / Getty Images for Disney) Yet Disney sought to take a page from Fox’s 1977 playbook in one key respect: the lack of information heading into the event.
The typical big-budget sequel these days follows a well-choreographed set of moves. The trade press ferrets out much of the key log line information. Numerous trailers begin spelling out the action. Long-lead pieces fill in the picture further. Screenings for junket press and critics begin to leak out more info. By the time a premiere happens, there isn’t a lot of material information that’s actually been undisclosed, the event less a grand unveiling than an inevitable confirmation. Sure, the quality of a film isn’t known, but the shape of it largely is, at least to those motivated enough to seek it out.
Not so for “The Force Awakens.” There was, for all the marketing bombast, a rare absence of actual information. Shooting leaks on this film were almost non-existent, and even when they happened they tended to pertain to extra-story material (such as Harrison Ford’s injury). Not a single member media had seen the film (or confessed to it, anyway). By one unofficial count there was about six minutes of trailer time released, in contrast to the 10 or more minutes most blockbusters reveal. The key facts on certain main characters was not known, even after a Comic-con panel purporting to explain some of it. In some cases — Lupita Nyong’o and Andy Serkis, e.g. — we weren’t given more than a name. How the known characters from the earlier films had reached the point they did in this movie was kept well -hidden.
On screen, “Star Wars: The Force Awakens” is filled with nostalgia for the first trilogy, whether with its individual scenes or larger themes. The studio’s marketing department, it turns out, was jumping into its own wayback machine — taking a 2015 movie and employing the reticence of 1977, when most people didn’t know much more than what they saw in the odd poster or trailer. Think about what a massive feat it was last year when Christopher Nolan withheld the casting of one actor, Matt Damon, for “Interstellar.” “The Force Awakens” did that with whole chunks of the entire movie.
Part of the motivation for this comes from Abrams himself. The director and his collaborators are known for embracing the idea of the mystery-box and often veer to the secretive, even releasing pages to cast on a need-to-know basis. But the strategy has also been part of a larger studio plan too.
Disney has danced a delicate two-step on “The Force Awakens” — to seed as much interest as possible while also telling as little as possible. The assumption has been that potential viewers just need to be reminded there is a “Star Wars” movie to come see it. And so the information can come at 1977 levels. Without the safety-valve of Internet discussion, interest, already as high as any franchise in recent memory, began to surge and surge some more.
On Monday, it all burst forth. Except it all burst forth not into 1977 but 2015, when the “Star Wars” universe is a) already extremely well known and Talmudically studied and b) the fruits of that study can zap around the world, entering the vortex of online reactions and counter-reactions that it had avoided for long. (Disney held to an embargo for Tuesday at midnight for reviews, but at this point that’s going to matter only to official weigh-ins.)
And so information that would have been doled out, reacted to, made peace with, then debated anew over months all came out and went through that process within hours, like some kind of movie-marketing particle accelerator.
There was the breathless positivity and plot hints reverberating all around, offered by journalists and celebrities and rounded up by other journalists and sites, then plumbed further. When Patton Oswalt tweeted “Without spoiling it, I can say that #StarWarsForceAwakens has the BEST final shot of any Star Wars film. Wow.”, the tweet was liked thousands of times, many of the likers wanting to know just what it was that was so wow-worthy.
Meanwhile, negativity, even of the mild sort, became a fulcrum of online obsession. The influential blogger Devin Faraci, to take just one example, left the theater and tweeted this. “STAR WARS: THE FORCE AWAKENS is ok. I know it’s poetry, I know it rhymes, but does every line have to rhyme with the last poem?” The tweet unleashed a storm of backlash — needless to say, from a fair number of people who hadn’t seen the movie, and even less needless to say, with some harsh language. Faced with trolls, Faraci went droll. “People are super mad I said FORCE AWAKENS is ok,” he tweeted back simply.
My colleague Rebecca Keegan, meanwhile, learned this firsthand when a Tweet about the movie passing the Bechdel test inspired a flood of stories, including this, um, rather pointed one.
And of course the review glut at midnight on Tuesday night will ensure that there isn’t a plot point that won’t go scalpeled, dissected and analyzed before the first consumer ever steps into a theater.
This is all fine from Disney’s standpoint, since no information or reaction can change the movie’s box office trajectory. Spoilers at this point — or even, frankly, lukewarm sentiments— are not going to stop anyone from buying tickets.
Whether this was all a good way to experience the release of a movie as a consumer is a more complicated question. There are those--Abrams is among them--who would argue that less is more in a culture that has long passed the point of trailers giving away the whole movie (these days, blogs and pre-release coverage do that). In such a world, an ounce of mystery is worth a pound of goodness.
Of course, what the holdback strategy did in this case, what it inevitably will do in 2015, is less preserve the pre-release mystery than reveal it all at once. It’s not that most people won’t know much when they enter a theater to see “The Force Awakens” this weekend, learning of characters and major developments for the first time, “New Hope”-style. They’ll know--they’ll just have found it all out in a rush a few days before. Disney didn’t create a more mysterious moviegoing experience. It just drove a lot of pre-release traffic to entertainment Web sites.
In fact, it’s not even clear that we ever truly had a desire not to know, judging by the widespread online inquiries Monday night. Interest in a phenomenon like “Star Wars” operates on two different, almost opposite, levels in our current moment: There’s a craving to be surprised bit a need to find out. Curiosity and mystery duke it out in the antipodal filmgoer mind. And with so much information available, practically begging to be read, the outcome of that battle is rarely in doubt, though that hasn’t stopped some weapons from being furnished or star pleas from being made.
In an era when old-fashioned movie unveilings are rare, Disney tried to create one. But the world is a new-fashioned place, and the reactions could only follow in kind. “Star Wars: The Force Awakens” has been an experiment in how a studio can turn back the clock — in several ways, actually, but particularly when it comes to pre-release information. If it tries really hard, it can. Until it can’t. Time, and Twitter, always win.
@ZeitchikLAT
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