How Disney Managed the Tricky Marketing of Star Wars: The Last Jedi

Episode VIII brought a number of unique challenges

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There’s been a lot of Star Wars recently.

When The Last Jedi hits theaters on Friday, it will be the third Star Wars movie in as many years, twice the rate of theatrical output as either of the previous trilogies. Even accounting for how Rogue One: A Star Wars Story wasn’t a “Saga” entry (meaning not part of the core series), it’s a release schedule that outstrips anything that’s come before. That’s notable for a franchise that has been known at least partly by its scarcity.

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