LucasfilmNow that the initial weekend flush is behind it, that hot period when pretty much anything that had the Star Wars name on it could have earned $500 million worldwide, audience fervor for Star Wars: The Last Jedi has cooled off like a chilly winter evening on planet Hoth. In North America, daily holds for the Rian Johnson-directed flick have been significantly worse than those experienced by Rogue One: A Star Wars Story, and if the pattern continues The Last Jedi could actually wind up doing not much better than the 2016 spin-off movie. Not that Star Wars: The Last Jedi is in any danger of losing money. Disney could have called it The Star Wars Movie That Will Completely Turn You Off From Ever Seeing Another Star Wars Movie Again and it still would have collected $1.2 billion at the box office and turned a tidy profit. This is a matter of how well the film succeeds in meeting financial expectations, how well it fulfills the needs of the franchise, and whether it strengthens the Star Wars brand for future projects.

Source: Forbes December 22, 2017 12:33 UTC