A few days ago you may have felt a great disturbance in the force, as if millions of PR managers suddenly cried out in terror, and a theatre chain was suddenly silenced.
Translation: Regal Cinemas learned the hard (and often harmless) lesson so many online retailers have already experienced on countless occasions.
While updating their customer-facing website over the weekend, Regal broke the news that a teaser trailer for “Star Wars: The Force Awakens” (a.k.a “Star Wars: Episode VII”) would be shown in a small number of theaters. The circuit’s website even went so far as to list the nine cinemas showing the teaser before all films from November 28th through November 30th. In a commendable attempt to be thorough, Regal also posted links to the announcement on Facebook and Twitter.
The only problem in all this is that the official announcement of the teaser trailer for “The Force Awakens” was meant to come from its director J.J. Abrams who had not yet made the news public. Oops.
The “incident”, if you can actually call it that, occurred early Monday morning setting off a nerd alert in certain sectors of the Internet galaxy. Though Regal quickly took down the webpage and deleted their posts on Facebook and Twitter, they were soon made aware (if they weren’t already) that once something is published online, it is impossible to erase. Screenshots of their webpage and even a YouTube video began making the rounds on social media and the blogosphere.
— Bad Robot (@bad_robot) November 24, 2014
It wasn’t long before official word came from Abrams, via his production company’s Twitter account, that an 88 second teaser for the highly anticipated release would hit select theatres this Friday. Shortly afterwards Regal republished their webpage announcing details on where and when to see the “Star Wars” teaser.