Anticipation is everything – and that's something the people behind the new Star Wars film understand.
Last night, the latest trailer for Star Wars: The Force Awakens was released and it created a social network dust storm as fans reacted in a predictably frenzied fashion.
So what did we learn from the trailer? Not a lot, really, other than it strikes a balance between the old and the new. And that's hardly surprising for a franchise that started way back in 1977.
Both Harrison Ford and Carrie Fisher are there as Han Solo and Princess Leia as the story resumes in the wake of Return of the Jedi. That was back in 1983 so our two heroes have aged considerably.
Leia's looking sad, but we don't know why, while Han is asked by Rey – played by newcomer Saisy Ridley – about the veracity of stories doing the rounds about his adventures with Leia. He stares at her and confirms that it's all true.
Actor John Boyega in the Star Wars VII trailer
Another new face, Adam Driver, surfaces as the latest croaky-voiced villain Kylo Ren, who's clearly going to be up there with Darth Vader in terms of being the greatest bad-ass in a galaxy far, far away.
So, it's a bit like the pre-wedding requirements of a bride: we've got something old (Ford and Fisher), something new (Ridley), something borrowed (Driver's still a cast member of Girls), and something blue (that BFF of a sci-fi franchise, the blue screen).
Star Wars: The Force Awakens is released on December 17. Only eight weeks and two days to go. Here's hoping it's better than the last three films in the franchise, and more like the first three.
Just in case you haven't seen it yet:
