Tuesday, August 4, 2015

Marketing, Spoilers*, and How Much to Reveal About Episode VII (*There are no spoilers in this post)




First let me say up front that this post will not reveal any spoilers. I was reading something the other day that sparked what I thought could be an interesting discussion. There were some complaints about how the lead-up to this movie is way too secretive, and could ultimately be detrimental to the movie in general. There were also comparisons to how apparently at Comic-Con in San Diego there was quite a bit shown of Batman vs. Superman and we have barely been shown anything at all about Star Wars aside from scant few images and a mere three words of dialogue. They called it the most secretive movie, ever, and that even with the prequels we were shown more than this.

I thought this was an interesting discussion. First of all, as far as marketing goes, I'm probably not the only person who is fairly certain that they can do no wrong in marketing this film. They could show us everything, and they could show us nothing, and it would still make at least a billion dollars. So in terms of that, and in terms of "hype" created by whatever snippets we are shown, I just don't think that is something that the promoters of the film are the least bit concerned about. I'm probably not the only one who was thrilled with every tiny little bit that we've been shown of the movie so far.

Personally I don't feel cheated by this. I don't want to see too much before I actually see the movie. I think we need to remember what a unique opportunity this is, and how this is very different from the prequels, or even a Batman vs. Superman movie. I mean, let's start with hyped movies in general. These days, most of the movies with the biggest hype are based on characters or comics or something else that we have seen before. There isn't much surprise there. The characters are all well established, and sure, maybe they'll take them in a different direction or have something unprecedented happen to them, but the characters like in, say, comic book films we are looking at situationally, rather than focusing on their lives and character development. I mean, often times there is almost no character development, but in the case of the types of films these are, it can often work anyway. I mean, I guess Tony Stark softened a little and settled down (sort of) with Pepper Potts, but that isn't really why we watch those movies. It adds a human element, but nobody watches Iron Man for the character development or the story to see where it goes. We just want a cool movie.

Harry Potter and The Hunger Games were based on books. Anyone who wants to know what is going to happen can just go and read the book. They can show us whatever they want because anyone who wants to can go see how it ends long before the movie comes out. I guess people complained about JJ being all secretive about the new Star Trek movies too (which I watched and enjoyed, but I know almost nothing about Star Trek and paid basically zero attention to the hype for those before they came out) but they were based on characters and situations people had already seen before anyway.

Or, look at Batman vs. Superman. I mean, we know what the movie is about, because the title says it all. Interesting concept, for sure, two supposed "good guys" battling, which you don't usually see. But it's based on previous material. I'm sure it has been changed somewhat, but you can show a lot of that and I don't think it could "ruin" the movie, because we already know what it's about anyway.

Then there are the prequels. I don't specifically recall how much of the prequels we really saw before the movies came out, though I'm sure it was more than we're getting now. I'm sure there was dialogue and a bigger glimpse at the characters. Here's the thing, though: we already knew the story we were going to be told. We knew Anakin was going to be trained as a Jedi and be a great pilot and have twin Jedi babies and eventually turn into Darth Vader. We knew in the end that the Jedi would be destroyed and the bad guys were going to win. There was no way, after seeing the original trilogy, to not know that that was how the movie was going to end. They could've shown us the Vader mask, or Anakin starting to go dark (they probably did; again, I don't remember exactly) and it wouldn't have been a spoiler or ruined the movie for us, because we knew it was going to happen anyway. We got that moment of, "Wow, that looks cool, can't wait to see the rest!" without feeling like, well, now I don't really need to see it, because I already know what is going to happen.

I was actually discussing this just last week with some Star Wars obsessed family members, and how the incredible thing here is that we have absolutely no idea what is going to happen. I mean, sure, some of you have maybe gone and read the spoilers, but for the rest of us who want to be surprised, really all we know is that everyone grew up and now there are some new people and it looks like things aren't going so well now that they have crazy lightsabers. There are no books or source material out there (yet) that can tell us where this is headed. They are actually giving us the opportunity to go into this movie "fresh" and not just going to see something where we know what is going to happen, and I think that is pretty amazing and I want to keep it that way. How often does this happen? Pretty much never, and it might never happen again.

I have no idea whether or not this was the case when the original trilogy came out, if we knew what was going to happen. I think actually that the novelizations came out before the movies did. Probably nobody was paying that much attention until after A New Hope came out, but at least for ESB and ROTJ we were coming off the heels of the last movie. We had some sense of where everyone and everything stood. Vader was still doing pretty well, the Rebels were still, well, rebelling, Luke was becoming more of a Jedi and the Empire still had the upper hand. Thirty years later a whole lot of other things could've happened, so we don't even really know where things are going to stand to begin with. It's amazing and scary at the same time.

So, people complain about not being shown enough, but I think this is an excellent strategy and I really do hope that they don't show us much more. I'd honestly be happy if they didn't show us anything else until the movie comes out. Yes, I know that sounds crazy, but it's true. That said, when the next trailer comes out, I'm sure I'll cry again and feel my heart beating in my throat and will be just as excited as the rest of you. But I also secretly hope that it doesn't tell us too much. Like I said, when is this opportunity going to come up again where we will know so little about a franchise we are so incredibly well versed in? Even with Episode VIII and IX and beyond, just like with the original trilogy, we're going to have a much better idea of where things are going to stand when the movie starts. This could be almost anything. And I would prefer that "almost anything" to be revealed to me on December 18th, not months before while I sit and wait to see the movie that shows me all the stuff I already read was going to happen.

What do you guys think? I just thought it was interesting that people were complaining about the lack of information, and how these other movies have more hype and are showing more. And it just feels as though those other movies have nothing to lose really by showing more because everyone knows what to expect. You could probably show us the end and tell us who wins but it won't even really matter because that isn't what those movies are about.

I'm not trying to stop anyone from reading spoilers who is into spoilers, just making a point based on what I was reading about hype and secrecy, and sort of saying like, why not, when given this incredibly unique set of circumstances, say as little about it as possible? It really sets us up (or those of us who were able to stay away from spoilers) for a movie-watching experience of such a well known franchise that we will probably never get again. And I think that is pretty cool. So, JJ, as far as I'm concerned, don't tell us or show us another damn thing! Although if you do, I'll totally watch anyway. Just don't tell us too much.

31 comments:

  1. Zyra,

    I enjoyed your post. I love spoilers-not rumors-but spoilers. I do think that they're being a little too secretive. What is the big deal about giving us a little outline of the movie without revealing everything? I wonder if they think that if they reveal info, we'll keep asking for more and more...I don't know. And people who don't want spoilers don't have to read/watch them. So it all works out.

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    1. What's the big deal? Again, as I said, because they don't have to and it is the only chance they are ever going to keep things almost entirely secret until the movie comes out. I do believe there will be a time before the movie comes out that somehow we will get something in the form of confirmed spoilers as opposed to rumors, that were not meant to be leaked. But I'll be staying away from that.

      I mean, just think of it like this: you could either walk into that theater and sit down thinking to yourself, "Ok, so now I know what is going to happen, it will be cool to finally see it." Or, "OMG, I can't believe I finally get to see it! What is going to happen? I don't know! Wow, this is so exciting!" I just think it will be a much cooler EXPERIENCE not knowing the whole thing going in as opposed to knowing it all. Would I still enjoy it knowing everything going in? Sure, but I think there is a lot to be said for having it all revealed the first time I watch it.

      Also, the problem with giving away too much and letting people choose whether or not they want to see it is that people talk, especially about this. So those of us who don't want to know are in a lot of danger unless we hide out on a deserted island for the next 4 months.

      To your comment below, I'm almost changing my mind on finding out about Han and Leia before the movie comes out. It'd be nice to find out everything is fine there. I'm starting to think it's inevitable that it isn't, and if it isn't, there is probably some reason that is integral to the plot that I won't want to know about before.

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  2. I mean, really folks, what would be the big deal revealing that Han and Leia were together...That would be expected/wanted by a lot of fans. Unless they're worried about fans' reactions if they weren't. Just speculation...I've read rumors about them. There's a lot of them going around, but no one really knows the truth.

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  3. If they keep everyone wondering, they drive people into the seats so they can find out. Just a thought. I personally want to know as little as possible so can be surprised. I'm looking forward to that part.

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    1. Hey, good to see you. I know you are avoiding spoilers, and are you even staying away from trailers and stuff? You have incredible will power! I think the seats will be filled no matter what, but I also think the entire feel of the crowd could be different depending on whether everyone there knows what is going to happen or if they are all just for the first time finding out. I'm also looking forward to the surprise element. Again, because this is quite possibly a once in a lifetime opportunity.

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    2. Hey. :) I've been lurking and super busy with the family and work. Crazy summer. Nah, I've been watching the trailers. That I can't resist. ;) I'm still dying you've seen it five times! Ack! I couldn't get it once even seeing Jurassic World three times. Saw San Andreas and what do I get? Preview for The Gallows. Yeah, not a chance. I think I just try to stick to certain sites and no searching. I get your point on the seats and probably are right. I could see people being really curious though if have no idea what is going to happen. It might get some casual viewers or people very eager to go. But I guess the demographic for the movie will go even if they do know won't they?

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    3. Oh, I even saw it again when I saw Ted 2. Sorry! Jurassic World (twice) Avengers, Tomorrowland, Spy. So... 6 times.

      Glad to see you anyway. Being busy is good though, keeps you from having to spend too much time worrying about when this movie comes out.

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    4. After reading all the rumours and spoilers from The beginning I've now decided to join Amara on the spoiler free bus. It all got too much for me and I needed a break, so I've decided to do the last 5 months before the movie spoiler free. It's probably too late for that but hey, I feel so much better now I'm not obsessing over every little morsel.

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    5. You're killing me, Zyra. Really. One time is too much? :) I did see the poster though. How cool was Jurassic though?

      Hee hee, Claire! It is super fun on the spoiler free bus. And I'm cool to hang out with. ;) I do so much better if I just don't worry about it. And just having massive faith that JJ, Lawrence, and Kathleen are going to take good care of us. I'm dying to see the house H & L were ready to buy in ROTJ. And they've broken every room in. :)

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    6. Jurassic World was great. I thoroughly enjoyed that ridiculous movie. Clearly, because I saw it twice. In IMAX. I think the first time I see Star Wars will be no 3D and no IMAX. It can be distracting. Also, I think I'd fog up my 3D glasses from all of the tears that will be shed at random moments. My hormonal shift had better not perfectly line up so that I am at my peak of emotional sensitivity on December 18th or else I am going to be an inconsolable, blubbering mess, really almost regardless of the content of the movie.

      I'm glad you have faith in them. I'm still scared to have faith, but find it less worrisome to be reading random speculation that we really have no way of knowing is true.

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    7. We saw it twice in IMAX too. :) The whole family was ready to go again. Ooo, that would rough, yeah.

      Yeah, and probably won't know until Dec. 18. I guess I figure after the prequels, it can only up from there (I won't ask how worse could get it, they might try to answer that). I guess they could try to bring back Jar Jar... ;)

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  4. I used to be a huge fan of Star Trek: The Next Generation. Those movies were a big deal. I didn't troll the internet for spoilers on them, but there were lots of magazine articles out and information about the storyline within them way before the movies came out. ST:TNG was big back in the day. Perhaps, upon reflection, Star Wars is bigger...And I think that sometimes that their plot is too keep as much information away to keep people's interest. However, in my opinion, that doesn't always work that way. Providing information actually builds interest too, as in the case of ST:TNG.

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    1. Again though, I think Star Wars is different. Especially this Star Wars right here, right now. Different. Maybe I am "in" it too much to be able to be objective, but I would feel as though anyone who is going to see this movie, is pretty much going to see this movie no matter what. They don't need a long, detailed trailer to get them excited about it. People went freaking insane for the first teaser trailer that showed us almost nothing and something like 23 seconds of actual visuals, and zero dialogue from the movie. INSANE. Over seriously, almost nothing. They could've shown us 3 seconds of a TIE fighter and we would've gone crazy.

      Star Wars is bigger than anything out there. I would argue it has a much wider fan base than Star Trek. But Star Trek, in a similar way, has a built in fan base already. People are going to go see it probably almost regardless. Then you do get people like me to go see it, who had maybe seen 1 Star Trek movie back when I was a kid and figured, what the heck? It wasn't so much about any hype or anything surrounding it. I don't remember caring much about the trailers and certainly not seeking them out. (I'm talking about Chris Pine as Kirk movies) But more like, ok, cool space movie, JJ Abrams, hot lead male, sure why not? But I would guess that the real Star Trek fans would've gone to see it anyway. They didn't need lots of information before to see it.

      I do also think that in this particular case a lot of the interest is BECAUSE we don't know what is going to happen. We were left looking at the end of ROTJ thinking, cool, happily ever after, no more Empire, yay! We've been shown enough in the trailers to know that whoa, that is not the case. But right now we're wondering... was the Empire not defeated? Did they come back after some amount of time? Is this an entirely new Empire or a completely separate foe we were unaware of? Where did this Sith come from? So many questions! And I think it would be less interesting if I knew the answer to that before I actually go see the movie.

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  5. Ahh...You know there's only 1 or 2 things I really need to know...And they begin with H and L. ;

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    1. Well. I am with you there. Although at this point I'm afraid learning whatever happens there will ruin other things about the movie, and/or start a snowball effect where I keep reading and learn too much. So I might be willing to let that remain a mystery for now as well. Keep in mind though that my feelings on that particular topic change almost daily, and tomorrow I might be begging for someone to tell me. This is why I just need the movie to come out now and put all of the speculation to rest.

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  6. Your feelings change that often? Funny...If it was good news, would you want to know or be pleasantly surprised?

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    1. I don't even know anymore. I think I would be relieved and be a lot more relaxed going in if I knew for sure that they were together and things were good. It also might even make it easier for me to avoid looking at any spoiler type stuff, because the rest isn't as important to me. I mean, I want to see a good story and a cool movie, but I think the one thing that would really upset me the most is if they weren't together.

      I was just looking at the list of books and comics coming out in the coming months. I have to admit, it scares the crap out of me. I'm not excited for any of it, I'm worried about most of it. I'm afraid they are going to do a whole bunch of things that I really won't like. Or will just make me sad.

      And yes, I completely realize how crazy and irrational it is to be emotionally affected by a fictional universe, or specifically a couple in it, but I know myself well enough to know that is how it's going to go.

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  7. I've been ignoring spoilers and I'm enjoying it immensely.

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  8. And Disney Cruise Lines now feature a Star Wars Day on their tours.

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  9. It doesn't matter how they market this movie, it will have huge box office numbers. That being said, for me personally, I would prefer a little more info be widely available without having to hunt down spoilers. I am a pretty harsh critic when it comes to movies, so I like to have an idea of the plot before I go in so I can appropriately calibrate my expectations. Usually, from trailers and clips, I can piece together a general enough outline of the key plot beats that I know what to expect. I don't like to chase down straight up spoilers, though, because that ruins some of the fun when I actually watch the movie. I just want a general overview so I know what to expect.

    Sometimes, movies have a very different tone than the advertising would suggest, and I usually walk out of those movies disappointed, even if I end up loving the film on repeat viewings. For example, Magic Mike is a much deeper film than the trailer would have you believe. I was disappointed when I first saw it because I was expecting a fluffy film with a lot of eye candy and instead I got an actual nuanced plot. When I saw it again, I enjoyed it for what it was - a drama with complex characters. Its sequel is a much weaker film, but it tonally was exactly as advertised. I was able to adjust expectations accordingly and I could enjoy it well enough.

    With TFA, I have no way to manage expectations, so I am really struggling with how I feel about this movie. I am basically left trying to hope for the best but prepare for the worst, and it is kind of frustrating. I can easily think up ways that they could muck this up so badly, and I don't have much to be specifically excited about to counteract that. The only specific thing I know about TFA that excites me is the increased use of practical effects, which will bring out better acting performances. If I had even any hints of the plotline, I am sure I would be much more pumped, but right now, my hopes for this movie feel so tenuous and fragile. It doesn't help that I hated what JJ did with Star Trek Into Darkness, so the last movie of his I saw was disappointing. I just want to be an excited fangirl, but without more info, I can't. I am just too cynical and have nothing to latch on to that can break my pessimism.

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    1. I do agree that it is incredibly maddening when trailers suggest a certain tone for a movie and you go to see it and it is not at all what you were expecting. I've seen several movies I thought were going to be light hearted comedies and turned out to be far more dramatic or dark than I was expecting, and unpleasantly so. I don't think, no matter how little or now much information we are given about this movie before we see it, we are going to be misled about what we are expecting to see.

      I do think that we will be shown more than we have been up to now. There will be probably one more trailer, I suppose potentially two, and I would guess it will show us some more of what we can expect, and we will get some lines of dialogue from several of the characters and a bit more of an idea of what it is about and how it all fits together.

      Yeah, I'm nervous, too. I can't speak for what JJ did to Star Trek, because again, I never paid attention to those movies. I have a bad feeling that this movie is going to be awfully dark. That they are going to show us the characters we knew and loved have all been in a very dark place for a while, which of course totally goes against the last images we saw of them at the end of ROTJ. Do the good guys EVER win? If the Empire is ALWAYS on top, what is even the point anymore? To me, with the OT, there were some darker themes, but it still felt mostly light hearted and fun. You were still under the impression that good was going to ultimately triumph. But I worry that they are going to come back right from the beginning and be like, just kidding, the good guys didn't win at the end of that last movie! At which point they are going to lose me a little.

      I'm not sure though how much knowing before I went to see it might help with any of that, though. Really I would just like to stop wondering and just see the stupid movie now, but apparently I still have to wait a few months.

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    2. the 'spoilers/trailers' are intentionally misleading most of the time, anyway. Did you see the trailer for TESB? It was recently on the internet. It, besides being really dated, lol, alluded that Luke would 'get' Leia; and we know how that worked out!

      I bet there's one more trailer; and it will either reveal nothing about Han and Leia, or hint that they are estranged. I'm suppressing my panic mode and not 'biting' on this one.

      I'm sorry to repeat myself like a hundred times, but it would be incredibly cynical if Han and Leia aren't together.(Sure, they'll still be fighting like cats and dogs, but they'll be in love)

      I'm thinking Han's death(sorry, my guess) would be strange if they were estranged. It would have more emotional punch if they are still in love. If she hates his guts and he dies, its like "oh well..". that would not be a great cinematic moment ,IMO

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    3. I'm sure there will be one more trailer (at least - although it would not surprise me if it was just one more) and it will be very interesting to see how much it shows us, or if it gives us any sense of what the movie might be about.

      That's right, didn't that ESB trailer actually show a brief clip that didn't even end up in the movie of Luke and Leia leaning in to kiss each other? Thank the gods that scene was cut out of the movie!

      I'll be hugely cynical, too. And I don't need more reasons to be cynical.

      Good call on his death meaning less if he has just been old, lonely Han all that time. I mean, we know Chewie would be devastated, but still. I still think it'd be amazing if we all expect Han to die (and again, for me personally this is not based on spoilers, I just kind of have a feeling that is where this is all going) and we are convinced it is going to happen, and then during the movie at some point it looks like yes, he is dead. Except then he's not. Can you imagine the uproarious cheers if that happened?

      I don't actually expect that to happen, but it is still fun to think about.

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    4. I would cry with joy is they'd surprise us with a 'he's alive' as well!

      and I fat fingered my orig. post; what I meant to type was that it would be hugely cynical for Abrams/Disney to not have them together...besides the fact that, as you mentioned, it wouldn't fit with the idealistic 'feel' of the OT. They've stated sooo many times how they want to return to the feel of OT....well, I hope so! - I want to see the 'legacy' characters, together on screen and I want to hear John Williams 'love theme' . If/when they say the iconic "I love you/ I know" - I will spontaneously combust in my movie seat (much to the embarrassment of my children..;)

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    5. Ah, got it. And I agree, it would be very cynical of them. I mean, it looks like things are probably pretty bad overall. Can we just have ONE good thing in the middle of all of this? As intense as the whole story is, at its heart it is still a fairy tale, and everlasting love is a big thing in fairy tales. It'd be nice if amidst all of the crazy chaos there was this one, solid, grounded thing. Plus, from their characters story arcs from the OT it doesn't make sense if they aren't together.

      Also, if they have kids (I would think they do) is it so wrong for ANYONE in the Star Wars universe to have actual parents or does everyone have to be raised by someone else or adopted or whatever?

      But yeah, there is too much "reality" in real life with people breaking up and nothing ever enduring. We need the fantasy side of things to prevail a little. This was my problem with the old EU when things started to get too dark and their kids started dying, and Mara and Chewie and lots of other people. It all started to get too real there. Yes, there should be some sense of danger, but man, things got BAD.

      They do have to say that at some point, don't they? They really do.

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  10. In other, totally unrelated news, the full report on the plane crash is in, and it wasn't Harrison's fault. Like we couldn't have guessed that already.

    Also interesting though was that they mentioned that his harness to hold him in the seat was improperly installed, which led to worse injuries than there should've been. So, apparently he COULD have walked away from it almost unscathed and not with that new scar on his forehead and eyebrow now raised up a little higher than it should be. I do really hope that settles down eventually.

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  11. Interesting about the plane crash. I'll have to read about it.

    Regarding the movie, it's hard for me to believe that it's all doom and gloom for our favorite couple. I just don't believe it.

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  12. There's nothing we can do till December 18.

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  13. Here are some new photos that will be in the latest issue of Entertainment Weekly, along with a story that will probably make the magazine worth buying. Nothing terribly exciting in these photos, but I will say that if you are one of the few people (Amara) trying to see as little about it all as possible, you can maybe skip this one. Nothing earth-shattering at all, really only maybe 1 thing I'm seeing and thinking, "Well, haven't seen that yet." Fun to look at though. http://www.ew.com/gallery/star-wars-force-awakens-first-look-gallery/2274288_clone-all-crops-gallery-star-wars-force-awakens-2015-daisy-ridley-and-john-boyega-0

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  14. Zyra,

    Thank you for posting this. Yeah, I saw them. Correct. Nothing earth shattering there. I happen to get EW in the mail, so I'll view the issue in print. Per Twitter, today (Thurs.) is Han Solo Day (go figure). One of the EW writers said that they're posting more articles today. They must be about Han if it's "Han Solo Day." I hope there's some information about Leia as well. There has to be. Their stories are intertwined.

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