The Mandalorian And Grogu - Does Disney Actually Hate This Movie?

TL;DR

Disney's marketing for The Mandalorian & Grogu film has been so apathetic and ineffective it feels like the studio doesn't believe in its own movie.

Key Points

• 1.The show's credibility was already damaged: Season 3 undid major plot points, sidelined the main character, and alienated most of the fanbase before the film was even announced.
• 2.The first trailer generated almost no excitement, described as visually representing the concept of "meh" — nothing suggesting a cinematic event bigger than a TV episode.
• 3.Disney wasted an expensive Super Bowl ad spot (estimated ~$10 million) on a vague, low-energy 30-second clip that confused audiences so badly the Lucasfilm marketing director had to publicly explain what it was trying to do.
• 4.With no Star Wars film in over 6 years, a brand at its lowest creative and commercial point since the early 1990s, and a culturally indifferent mainstream audience, this film needed aggressive marketing — and got the opposite.