Star Wars: Episode VII easily could have been hyped with a two-year long publicity campaign talking about a wonderful new era of science fiction that also pays deference to cinematic legend. But give credit to Disney for taking over the Star Wars franchise and being very forthright about how they intend to turn the cultural phenomenon into a total and utter piece of shit. 

Disney kicked off their “Star Wars Is Going To Royally Suck” awareness campaign by setting up an Instagram account for the sequel series and having Darth Vader post a kitschy selfie. It’s a very modern way to reinforce the sucky message. Sure, you could use a digitized version of Alec Guinness taking a crap into Carrie Fisher’s mouth, but that might actually give people the wrong impression that you’re trying to be interesting or innovative. Kudos to you, Disney. 

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