Star Wars and the (possible) danger of expectations
The internet is hype. Okay, sure, people got excited before it came along, and Star Wars is undeniably a special case (your kids’ kids’ kids will enjoy new instalments long after The Hunger Games has faded from memory), but in 2015, if you talk about hype, you’re talking about the internet.
And so it is that Alan Horn, chairman of Walt Disney Studios, has had to – at least try and – downplay expectations for Star Wars: The Force Awakens’ opening weekend. This for a film that has already broken every record for advanced ticket sales ($50 million and counting). If that figure fails to impress, you may want to bear in mind the previous record-holder, 2012’s The Dark Knight Rises, sold a measly $25 million in advanced tickets on its way to a $160 million opening.