JJ Abrams issue is the story telling, not necessarily the parts that were or we're not cannon in the series. To point out a few situations where this is apparent would be to include: - The bait and switch of Chewie's death as it never gave the audience to grieve and feel an emotion. - Telling the audience Rey is a Palpatine moments before she does the lightning trick. It would have been more impactful to be like "wtf?" - Finn's damn question that never got answered. - The switchback to "oh your parents were special after being nothing" - The believable aspect of Rey being a granddaughter when it would make sense if they followed a similar route to Anakin and made her a Creation of the Force as well. He knows how to create action, he knows how to create tension, and his general designs are really good, but he is horrible at story telling and will use nostalgia of things the fans want to create that feeling of awe when it's not fully deserved. What I do think Disney was, and is, trying to achieve is to boost the fandom in the same way Marvel has allowed people to walk around with comic book shirts on and not feel out of place. Each movie has its BB8, its porg, its baby frik, and even baby Yoda; just that character that's cutesy and cool for the kids to like — not to mention the amount of other merchandise being produced. I work in a large scale hardware chain, and ever since the Star Wars series has started back up we've had garden ornaments, door mats, kids tables, draght stoppers, cushions; all Star Wars related. It sells, and that's where I believe Disney won't be too bothered by the fact that the movie didn't do too well, because in the end more people know Star Wars. The younger generation who don't know the difference will buy that cool fandom stuff, and the older generation will buy the original merch. In the end, Disney makes money and the movies really are just a 2 hour advertisement piece. [hr] Watch the first 10min (from the 4min mark) of Gruen for some cool info. These guys back in 2015 had a show that talked about marketing and how various companies did it. At one point they're discussing how Star Wars and Lipstick have anything in common, but there is a product out there that's a Star Wars Lipstick [YouTube=https://youtu.be/AsunbapSurE]https://youtu.be/AsunbapSurE[/YouTube]