Marvel does it. DC Comics is learning it. Star Trek did it. But there is no movie series in history that has created the kind of hype as the Star Wars saga.
The year was 1977, and some “stuck-up, half-witted, scruffy-looking nerfherder” named George Lucas came up with the odd idea to begin hyping a movie months before it hit theaters.
At the time, observers considered the three-month-long teaser period even more ambitious than the movie itself, but the film did okay — it’s still number six all time on the top-grossing flick list.
That teaser campaign created a new model for publicizing movies…one closely followed by Lucas’ successor, J.J. Abrams.