This Is Not The Way: It’s Time For Star Wars To Get Serious About The Mandalorian & Grogu

Star Wars is finally returning to theaters after seven years. However, The Mandalorian & Grogu's marketing is currently struggling to make that long-awaited comeback as exciting as it should be.

Almost 24 hours later, it's no secret that the Super Bowl's Mandalorian & Grogu TV spot has been divisive. However, the reason for the Star Wars controversy actually has less to do with the spot itself, and more to do with the entire strategy behind The Mandalorian & Grogu's marketing thus far (or lack thereof).

To Be Clear: I Liked The Mandalorian & Grogu's Super Bowl TV Spot

To be clear, I did actually like The Mandalorian & Grogu Super Bowl TV spot. It’s a creative parody and homage to Budweiser’s classic Big Game commercials, replacing Clydesdale horses with The Empire Strikes Back’s tauntauns pulling Pedro Pascal's Din Djarin and Grogu on a hover-sled through the snow. Sam Elliot's voiceover was also an excellent touch, and it perfectly fits the Spaghetti Western vibes the movie seems to be going for.

As a standalone piece, the Super Bowl spot works. However, the problem is that the ad is being released at a time when we still don't have a full proper trailer, and The Mandalorian & Grogu is just over three months away.

Not only that, but the lackluster teaser we did get in September was extremely light on both scale and substance, meaning expectations were admittedly quite high for The Mandalorian and Grogu heading into the Super Bowl.

Star Wars' Super Bowl Spot Wouldn't Be Controversial If Mandalorian & Grogu Already Had A Full Trailer Out

More than likely, the Super Bowl spot wouldn’t have been controversial if we'd already had a full Mandalorian & Grogu trailer, or if one had been released later on during the game between the Seahawks and Patriots.

It almost feels like Lucasfilm is just banking on the baked-in fandom alone. Yes, plenty of people will show up. But if this movie is meant to define a new theatrical era for Star Wars, it needs to successfully hook the mainstream as well. 7 years after his debut, Grogu being cute doesn't cut it anymore.

Audiences need context, conflict, and a reason to care beyond character recognition, and none of that has been clearly communicated so far, especially for a franchise that began as a streaming series and is now making the pivot to a theatrical release.

We need to be shown in explicit terms why The Mandalorian & Grogu's story deserves to be told on the big screen as opposed to just making The Mandalorian season 4.

With the movie only a few months away, Star Wars needs to show why this story belongs on the big screen, not just why it feels familiar...and that simply hasn't happened yet.

THIS Is The Way: 7 Years Later, Star Wars' Big Return To Theaters Needs To Feel Much Bigger Than It Currently Does

The lack of urgency we're getting from Lucasfilm feels worrying, given how close the release is. The hype simply isn’t where it should be for Star Wars’ first movie since The Rise of Skywalker, something that should feel like a can't-miss event and a major spectacle.

For perspective, the recent Masters of the Universe teaser gained more views in two weeks (36M) than The Mandalorian & Grogu teaser has managed in four months (11M). It's a brutal comparison to make, but it highlights how underwhelming the rollout (and reception) has been thus far.

The best time for a substantial trailer would have been yesterday. With no major superhero movie trailers pulling focus during the Super Bowl, The Mandalorian & Grogu could have dominated the conversation and generated the hype to levels one would hope and expect to see at this point. As a result, it's never been more apparent that Star Wars needs to get serious about The Mandalorian & Grogu, the sooner the better.

The Mandalorian & Grogu releases in theaters on May 22nd, 2026.