If Disney knows how to do one thing well it is marketing. Especially when it comes to monetizing its assets. And it had done a great job in monetizing it Star Wars investment. Much of the big money comes from merchandising. TLJ ruined all that. They had an exciting new big three good guys in Rey, Finn, and Poe.

But the whole story line made Finn and Poe look like idiots. Instead of being heroes they were either clueless, useless, made stupid decisions, deserters, and the list goes on.

How do you market two of your heroes when they are now characterized like that? Rey is the only marketable person in the franchise now. Kylo is a whiny adversary and as such isn't nearly as cool or menacing as Darth Vader.

Still wondering how they got that whole movie past the big wigs at Disney. So strange.