Uh oh, it looks like LucasFilm caught onto the fact that many of us were maybe starting to find our Star Wars excitement more heavily weighted toward the stand-alone anthology Rouge One over the bigger, shinier The Force Awakens. Perhaps they just wanted to remind us that hey, TFA may not have Mads Mikkelsen (sidebar: WHY DOESN’T EVERYTHING HAVE MADS MIKKELSEN IN IT?), but it’s going to be awesome. How do they remind us of that? With 15 seconds of intimidating Imperial crowds, cute robots and emotional heroines, and— oh yeah, John Boyega wielding a big blue lightsaber.
I’ve criticized the new trend of dropping trailers and press releases on Instagram and Twitter before, but I’ve officially (at least temporarily) changed my mind. Because the 15 second autoloop trailer idea is pure brilliance. Let me know when you all break free of the hypnosis this induces. It may be a while.