Star Wars: Episode VII – The Marketing Awakens

It may come as news to you that a new episode of the Star Wars saga hits theaters December 18, 2015. So like one week from now.

If you haven’t heard about it yet (and you’re not alone), it’s likely because there’s been almost no mention of it anywhere. Not on TV and especially not online.

But we can assure you that Star Wars: Episode VII – The Force Awakens is a real thing. Totally not making this up.__2d2bc779bf50e


That said… we know little about what the movie is actually about. In fact, we know next to nothing.

Remember Luke’s expression when Obi Wan Kenobi explains the force in Star Wars: Episode IV – A New Hope? That’s been our general reaction to the teasers and trailers.

Amazed. Totally amazed. Albeit incredibly confused.


But having watched said teasers and trailers a few hundred times now, we have a hunch that Star Wars: Episode VII – The Force Awakens might just be about… sales and marketing.

No, seriously. Let’s dissect some of the maddeningly cryptic movie excerpts featured in the teasers and trailers:


Maddeningly Cryptic Movie Excerpt 1

MAZ KANATA: I have lived long enough to see the same eyes in different people. I see your eyes. I know your eyes.

ANALYSIS: Eyes? Why so obsessed with eyes? Because eyes are what marketing is all about. Not just dazzling the eye with pretty creative, but using things like eye tracking and heat mapping to understand where the eye goes when looking at your website, ads or marketing collateral. Always know the eyes, Marketing Jedi’s.


Maddeningly Cryptic Movie Excerpt 2

REY: There were stories about what happened.
HAN SOLO: It’s true. All of it. The Dark Side. The Jedi. They’re real.

ANALYSIS: Tell me Han isn’t a PR specialist selling a juicy, if unbelievable story to an industry pub.


Maddeningly Cryptic Movie Excerpt 3

SUPREME LEADER SNOKE: There has been an awakening. Have you felt it?

ANALYSIS: Pretty sure if you swap out “awakening” with “sale” you’ll see this is really a subject line for an e-Blast.


Maddeningly Cryptic Movie Excerpt 4

MAZ KANATA: Who are you?
REY: I’m no one.

ANALYSIS: Can you say Lead Gen?


Maddeningly Cryptic Movie Excerpt 5

KYLO REN: I will fulfill our destiny. I will finish… what you started.

ANALYSIS: That is to say, we can fulfill your order after this retargeted online ad reminds you to come back to our website and complete the purchase on that item you were eye-buying about 18 minutes ago.


Maddeningly Cryptic Movie Excerpt 6

HAN SOLO hands REY a blaster pistol and tells her: You might need this.

ANALYSIS: Han stole that move straight from the Amazon Suggested Products playbook, amirite?



As you can see from the examples above, Star Wars: Episode VII – The Force Awakens is almost certainly about sound sales and marketing strategies. And that’s cool with us, because that’s what we’re all about. Plus, it looks friggin’ amazing!

If your business is looking to harness the Force of marketing in 2016, be sure to contact us at Lessing-Flynn. After all, the Force is strong in this agency. Our leadership has it. I have it. My co-workers have it. You have that power, too.