Media analysts Doug Creutz and Stephen Glagola (via) thinks that Solo‘s lackluster performance at the box office comes down to the film’s marketing not being able to sell audiences on lead Alden Ehrenreich. They compare the Solo teaser trailer with Rogue One’s:
The first 35 seconds of the trailer almost exclusively focuses on Felicity Jones as the protagonist Jyn Erso, selling her as a new franchise hero. The second half is dominated by the Imperial alert klaxon and Forest Whitaker’s voice over, and practically screams ‘EPIC’ at the viewer, before closing on another hero shot of Jones.
Solo’s, on the other hand:
The teaser, by our count, only had about 10 seconds of screen time where Ehrenreich’s face was clearly in the picture – not, in our opinion, nearly enough. In general, we felt like the Solo marketing campaign didn’t get fully up to speed until about a month before the movie came out, and that is simply too short of a window for a big franchise picture.
Ehrenreich did figure much more prominently as the campaign went on, but maybe it was a case of too little, too late? They dismiss the effect of Star Wars fatigue, mixed reaction to The Last Jedi, and production worries as fairly minor concerns.
A new behind the scenes video has emerged at USA Today, showing some new aliens, droids, and more of Lando’s capes. It features Cinematographer Bradford Young, creature effects guru Neal Scanlan, costume designers David Crossman and Glyn Dillon, who reveal that Solo has the most costumes ever produced for a Star Wars film.
With a little help from a friend, Solo director Ron Howard answered some fan questions on Twitter this afternoon. Among the reveals: Composer John Powell has written the saga’s first theme for Chewbacca!
Lucasfilm and Force for Change are launching Roar For Change, their latest initiative for Solo. Share your Chewie roar on Facebook, Instagram or Twitter with the hashtag #RoarForChange, and Force for Change will donate $1 to UNICEF USA, for up to $1 million.
Lucasfilm dropped a new Solo featurette on us this afternoon, giving us a lot of new looks at the film – particularly Corellia, Mimban and the sabacc game. (Plus more from his first meeting with Chewbacca!) There’s also talk from Ron Howard, Alden Ehrenreich, Donald Glover, Emilia Clarke and Lawrence Kasdan.