Apparently iger told the Disney’s shareholders they never expect these standalones to make as much as the saga films. That’s understandable. Both standalones to date have had huge production difficulties as we know.

But the marketing (and marketing budget) for this was purposefully kept low key. Less so than rogue one I believe. They knew avengers and deadpool would own the summer so it’s not like they made a massive mistake unknowingly. I’d say it was a calculated risk.
Cos now we have 18 months with absolutely no Star Wars.

So by the time ep 9 rolls around well probably have solid info on the tv series and next standalone / Rians trilogy / GOT guys trilogy.

Breathing room to let people want it again. This is all really calculated and measured I’d say.

Then why did you bet so high, 137 million? May is not an usual time for a SW movie release. They are diluting the shit out of this franchise and will squeeze it till it bleeds every morsel of money it can and then sell it off. Then, 50 years from now someone will reboot the original trilogy and milk that ass for more money because it can because of people like you, dime.