Just when everyone seemed to be canceling their Disney+ subscription to take Jimmy Kimmel Off-air, Lucasfilm released the trailer for “The Mandalorian & Grogu,” which happens to be the first “Star Wars” movie to hit theaters since “The Rise of Skywalker” which closed out the nine-episode Skywalker Saga in 2019. The trailer barely caused a stir online, which is why many “Star Wars” fans were hoping to see an extended trailer with new footage during the Super Bowl. What they saw left many disappointed.
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‘Star Wars’ disappoints with ‘The Mandalorian & Grogu’ Super Bowl ad
Given the current price of a commercial Super Bowl slot, many were hoping for a strong marketing campaign during the game. Instead, audiences were presented with a brief 30-second commercial that was essentially a parody of a Budweiser commercial, featuring the titular Mandalorian, played by Pierre Pascaland Grogu, also known as Baby Yoda, pulled by Tauntauns rather than the typical Budweiser Clydesdale horses.
You can watch the Super Bowl commercial above.
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Why didn’t Lucasfilm market the film more aggressively?
Even though it was a cute parody ad, many fans were rightfully concerned about the poor marketing job Lucasfilm did for this film. After three seasons on Disney+, does the casual viewer know that “The Mandalorian & Grogu” is actually a movie that will hit theaters in May? While “Star Wars” fans are certainly aware of this, the general public may not be.
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After all, the last “Star Wars” film released in theaters was in 2019, even before the lockdown due to the COVID-19 pandemic. “The Rise of Skywalker” proved so controversial that Disney appeared to abandon theatrical releases and turn its attention to various Disney+ series: “The Acolyte,” “Obi-Wan Kenobi,” “Andor,” “Skeleton Crew,” “Ahsoka” and “The Book of Boba Fett,” to name a few. All of these shows had varying levels of success or failure, but they weren’t theatrical releases.
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Some thought it was a “Star Wars” toy commercial
On YouTube, many reactions were mixed. One user said they were at a bar watching the Super Bowl and “everyone in the bar thought it was a toy commercial,” which shows how confusing the commercial was.
“This looks more like a new Ford truck commercial than a Star Wars trailer,” another fan lamented. “I thought Mando was going to throw me a cold Bud Light,” another user joked.
“You have the opportunity to market the first Star Wars movie in six and a half years at the Super Bowl, and all you give us is a Ford commercial?!” another fan asked, prompting another user to respond: “They probably know it’s not a good movie, so they don’t want to show too much.” »
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Lucasfilm apparently attempts to defend advertising backlash
In a statement shared by VarietyDisney’s executive vice president of creative marketing, Jackson George, appeared to defend the controversial ad:
“Grogu is more than a character; he’s a pop culture phenomenon. Alongside the heroic Mandalorian, he brings levity, humor, joy, and an instant emotional connection that transcends the moment. This Big Game spot celebrates how much we love and connect deeply with these characters, reminds us of the fun, heart, and spectacle that define Star Wars, and offers a small promise of the experience audiences will have seeing these two beloved icons on the big screen.”
How will ‘The Mandalorian & Grogu’ perform at the box office?
Likewise, Lucasfilm brand marketing manager Ryan Stankevich also released a statement:
“Our creative and marketing team landed on a unique concept that gave a nod to classic Big Game spots from years past. It captured the warmth, humor and emotional connection between these two beloved characters and was the perfect next step for our campaign as we prepare for their big screen debut this summer.”
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Although “Star Wars” fans eager to see the film in theaters may have found the ad humorous, it may have confused members of the general public who only know “The Mandalorian” as a Disney+ series, not as a theatrical film. It remains to be seen whether Lucasfilm will be able to generate enough hype in the coming months to make “The Mandalorian & Grogu” a box office success.
“The Mandalorian & Grogu” hits theaters on May 22, 2026.