A long time ago in a trailer far, far away, Clones fell flat, generations clashed over the returning Jedi and the awakening Force, and Solo reigned supreme … for now …

After viewing the trailers for all nine previously released Star Wars movies as well as the soon-to-be released 10th, a group of 250 Star Wars fans rates the trailer for Solo: A Star Wars Story the best of the lot. While that may or may not tell us whether the full Solo film will be among the most well-regarded, this same survey did rate the Attack of the Clones trailer as, by far, the worst.

The survey, conducted by Hill+Knowlton Strategies, asked fans to rate each trailer based on its storytelling attributes – specifically, its ability to deliver wonder, wisdom, and delight, which are the attributes that make up H+K’s proprietary Strategic Storytelling Index.

From Solo to Clones: Star Wars Films Ranked By Trailer (H+K Strategic Storytelling Index)

The fate of the galaxy might not be hanging in the balance, but this is important stuff. While there have been many horrible movies marketed by great trailers, and many weak trailers marketing powerful films, the ability of a production team to edit together a trailer that tells a story compelling enough to get fans into seats is one of the most important aspects of film marketing.

While this ranking may not cause quite as much debate as whether Han shot first, it promises to be heated: a sharp generational divide exists among two movies. Older generations (36+) rank Return of the Jedi higher than Millennials (3rd versus 9th). Maybe a bit of nostalgia? Millennials rank The Force Awakens higher than older generations (1st versus 9th). For Millennials, this was the first Star Wars movie made for them.

Generational Clash: A Great Age Divide Over Return of the Jedi and The Force Awakens (H+K Strategic Storytelling Index)

Whatever side they fall on, the respondents — leading into Star Wars Day (May the fourth) — were universally aligned in their excitement to see Solo when it opens in theaters on May 25.


Star Wars Trailers Strategic Storytelling Index (as PDF)