When I saw Star Wars: The Force Awakens on December 16th, 2015 I was perfectly oblivious to any advance publicity. It had all started in late October 2012, when news broke that Walt Disney Studios had taken over Lucasfilm and its many assets. Kathleen Kennedy was appointed chief officer of the once Lucas-helmed enterprise and quickly proceeded to start pre-production of the seventh Star Wars installment (whilst prepping the spin-off film Rogue One in secret) . This course of surprising events made me abandon, unfollow and ignore dozens of film-related websites and social media accounts. Old habits were instantly dropped and I started distancing myself inevitably from one of my favourite hobbies, the film industry. It is therefore that I had not seen a single second, millimeter or anything of the new Star Wars: The Force Awakens, whose midnight premiere I attended on said December 16th, 2015. I went in totally blank, here is how I received a film whose marketing machinery I had ignored with monkish patience.