Via Forbes.com:

Star Wars: The Force Awakens is the movie that is, it could be argued, the film that has been the most visible this year. It’s the Holy Grail of marketing as it is a film that markets itself. If there ever was a franchise that was the equivalent of Just Add Water, Star Wars would be it.

There is no doubt that moviegoers are hungry for the movie. The Wall Street Journal has reported that more than $50 million of tickets have already been sold for screenings domestically. In the first two weeks of release in the US the film is expected to land somewhere between $100 million and $300 million with a final tally of somewhere around the $2 billion mark globally. There is pretty much zero risk of The Force Awakens being anything other than a massive hit.

But, according to stats that came out of TechWeek in Los Angeles recently, the omnipresent marketing could be both a blessing and a curse. The blessing? There probably isn’t a person on the planet that doesn’t know that there is a new Star Wars movie about to be released.

The curse? There probably isn’t a person on the planet that doesn’t know that there is a new Star Wars movie about to be released, but a significant minority are already trying to avoid the marketing avalanche.

As we get ever closer to the December 18 release date, it seems that, for a large section of the audience, the awakening of the force is not the big thing; it’s the avoiding of the spoilers.

In a presentation entitled The Future of Social Optimization: Innovations in Audience Insights from the Film Industry, Marc Maley, the CEO of FUEL Intelligence – a custom platform bringing the power of contextual data performance metrics to entertainment marketing – revealed some undeniably interesting insights.

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