The Super Bowl is traditionally the launching pad for trailers and teasers for eagerly awaited films, and while I’m most excited about The Adventures of Cliff Booth, this year’s Big Game also featured a brief spot for The Mandalorian and Grogu.
As the ad began I thought “Oh it’s the Budweiser ad…” but then I realized it wasn’t. In stead it was the Mandalorian and Grogu being pulled across a snowy landscape by a team of tauntauns. There was narration by someone who was reminiscent of the late Kuiil, but I don’t think it was Nick Nolte. The narrator talks about paths, and the force and the way:
Sometimes we choose our path. Other times the path chooses us. Through it all we keep pushing forward, driven by a deeper purpose, guided by an unseen force. The journey never gets any easier. The bond just gets harder to break. This is the way.
The spot was directed by Jon Favreau, who also directed The Mandalorian and Grogu. I thought it was a cute little teaser with added Clydedale references in the spirit of the Super Bowl. T was also in the spirit of the original show which we fell in love with with its “70s kid show” episodic problem of the week format.
But Star Wars fans did not like it, at least on Twitter. I know I shouldn’t be on Twitter but it happens. A representative statement:
This might be the worst marketing campaign I have ever seen. 100 days from release, this is what they throw out. I do not believe this film has any groundbreaking surprises they are trying to hide, it is simply Sidequest: The Movie. Nothing to offer. Straight to DVD style.
For the record, there is an actual traditional trailer for TM&G, which opens on May 22nd. This one features humor, mayhem, peril and Sigourney Weaver.
/Film went for the clicks with the headline The Mandalorian and Grogu Super Bowl Trailer is the Worst Star Wars Spot We’ve Ever Seen:
Not so with “The Mandalorian and Grogu.” The “Big Game” trailer seems to assume that the audience is particularly exhilarated to see the two characters riding a wagon together, which is a big ask considering the three seasons “The Mandalorian” has already spent confirming that these two characters indeed enjoy traveling together. This is simply a slice-of-life moment, which is cute enough … but a very weird stylistic choice, as trailers go.
It’s worth noting that the actual trailer came our four months ago and no one really noticed. However his Super Bowl spot has people talking and complaining. So maybe it did the job after all?
Besides, Star Wars fans seem to have little to do in life any more except complain. And they don’t even have a Snyder Cut to worship, just complaints. Longtime Star Wars head honcho Kathleen Kennedy recently stepped down, (to be replaced by Dave Filoni) something cranky Star Wars fans prayed for every day. In her exit interview she noted that Star Wars fans like to complain, and thought that might have “spooked” The Last Jedi director Rian Johnson. That is one way to describe fan reaction to that film.
Once he made the Netflix deal and went off to start doing the Knives Out films, that has occupied a huge amount of his time. That’s the other thing that happens here. After Shawn and I started talking about Star Wars, Stranger Things kicks in and he was completely consumed for a while by that. That’s what happened with Rian. And then I do believe he got spooked by the online negativity. I think Rian made one of the best Star Wars movies. He’s a brilliant filmmaker and he got spooked. This is the rough part. When people come into this space, I have every filmmaker and actors say to me, “What’s going to happen?” They’re a little scared.
Johnson actually refuted this on his own X post: “lol zero spooked, sorry.”
Anyway, will Jon Favreau by spooked by the negative reception to a feel good image of Din Djarin and Grogu enjoying a beautiful snowy journey together? Can Star Wars fans find anything in life to be happy about? Will people go see a Star Wars movie in a theater again after a six year break? I guess we’ll have to wait until May.
