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1. Official teaser
Takeaways: The spaces varied greatly in the amount of content generated during this time. However, the reactions from almost everyone that contributed were of surprise and excitment. Of all the spaces, Twitter was the one with the largest amount of participation. Youtube consituted opinions from die hard fans. However the other spaces were not very active yet. General awareness was still being built across the spaces. -
TheForce.net: Fans react to teaser #1
TheForce.net saw a lot of user traffic when the first piece of footage was released back in 2014. -
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Star Wars: The Force Awakens
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Reddit: The Force Awakens Trailer SUCKS
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2. Official teaser #2
Takeaways: The spaces varied. Not a large amount of new content was generated on Youtube and Twitter. However, on Reddit fans began creating fan art/videos. On the Star Wars fan sites interaction increased and fans "were driven to tears." Many connections were made to previous movies due to the apperance of Han Solo in this teaser. The difference in the way people were interacting became apparent here. First indication that the physical and social norms of the site influence user expereinces. -
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Star Wars Underworld: Emotional responses
Fans increase interaction. Many say that the trailer brought them to tears or left them speechless. -
TheForce.net: Fans react to teaser #2
Fans all across TheForce.net rejoiced when they saw Han Solo and Chewbacca at the end of the second teaser. -
Youtube: Star Wars fanatic YouTube comment
In response to the second teaser trailer, a Star Wars enthusiast wrote perhaps the longest and most informative YouTube comment of all time. This comment offered analysis about different directions the plot of "The Force Awakens" could take. -
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Youtube Troll Video (John Cena)
One person decided to troll Star Wars fans by making a seemingly legit trailer. However, at the end, he decided to include John Cena wrestling clips in order to mess with fans. -
3. Official trailer
Takeaways: Across all spaces, the full 2:35 minutes trailer drew attention. The general fan database is now aware of the movie. And they have lots to say. That same day was other signifcant releases which generated even more awareness on Twitter and Youtube, the more socially interactive sites. Trolls also made an appreance on Youtube. On the Star Wars specific sites and Reddit, the zealot fans were getting into explicit conversations about expectations and criticisms harbored about the movie. -
Twitter: Fan meme
On Twitter ithe same day the official trailer came out, Kanye dropped 2 songs, there was a New Logic music video, and Drake premiered the music video to Hotline Bling. Twitter was pretty pumped as this fan meme demonstrates. -
TheForce.net: Fans react to official trailer
The fan community of TheForce.net were able to draw parallels between Episode VII and Episode IV, but that didn't stop them from enjoying the trailer. -
Twitter: Reaction to Han Solo apperance
As was referenced across multiple digital spaces, fans were stirred by the apperance of Han Solo in the official teaser #2 that was released in April. Although the tweet is from later, it references the earlier footage release, linking together fan culture from collective digital mediums. -
4. Official TV spot
Takeaways: By now, the movie release is culturally classified as common knowledge. Interactions have begun to change from total enthusiasm buzzing about The Force Awakens to a mixture of continued thrill but also annoyance. The amount of content from users published at this point has overwhelmed the spaces we studied. Regardless, most have chosen a side. From analysis, we saw that some individuals feel they have learned too much which has turned them off from participating in supportive ways. -
Star Wars Underworld: Negativity expressed
One of the first fans to express a need for footage to not be added. He states, "Argh they should have left it at that last trailer. As much as I love every second of new Star Wars content I feel as if most people could have just waited another month and a bit. Having said that, of course I've watched this about 5 times already." -
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5. Official TV spot #2
Takeaways: Across all spaces interaction - especially positive - has significantly decreased. The topic of the new movie seemingly has become old news. On Twitter the divide is extremley apparent. On StarWarsUnderworld fans began to have an overwhelmingly negative reaction. So it seems as though at this point, 5 major giveaways may have been too much and ended up pushing away a significant portion of fans. A snowball effect has formed from the previous tv spot in which fans are upset. -
Star Wars Underworld: Fan frustration grows
Wide range of fans now voice frustration with amount of footage released. -
Twitter: Photo reaction to official trailer
One of the most common things to do on Twitter was post reaction photos and videos to the various releases. -
The Force Awakens Movie Release
Takeways: Star Wars has happened over decades, and the culture has manifested into a fandom. There is a difference in HOW people can participate due to the structure of the form of media that they have chosen to post on. It changes the way they interact. On Reddit and the fan sites, users are more invested in Star Wars becausethere is a high level of user architecture. Twitter and YouTube provide more opportunities for users to post specific thought about the movie.
