Every saga has a beginning
The first trailer for Star Wars: Episode I – The Phantom Menace is widely considered to be one of the greatest trailers of all time, showcasing elements never before seen in the history of cinema and becoming a cultural event that helped change the film industry and the way blockbusters were marketed.
Released in theaters on November 18, 1998, playing before the Brad Pitt film Meet Joe Black, moviegoers finally saw the first new Star Wars footage in nearly two decades. Those lucky enough to see it were overwhelmingly positive and euphoric, with many cheering, hugging, applauding, and crying. It was an event unlike any other.
Yes, Star Wars was back and in a big way. But what made it so special to the hearts of so many? Let’s relive the magic, the myth, and the story behind one of the greatest cultural phenomena in history.
When the trailer for Star Wars: The Phantom Menace debuted in theaters, the anticipation was immense, with many fans viewing the trailer having high expectations. The overall excitement surrounding the teaser for a film was something never before seen.
The Phantom Menace trailer began with a sparkling Lucasfilm logo and the phrases “Every generation has a legend,” “Every sage has a beginning,” and “Every journey has a first step.” Then suddenly, the magic returns as John Williams‘ classical “Main Title” score blasts through the theater speakers. Key audio and visual moments that drove fan excitement introduce audiences to a young Anakin Skywalker, Obi-Wan Kenobi, Qui-Gon Jinn, the return of some old friends in R2-D2 and C-3PO, and gave fans a first glimpse of the prequel-era Jedi, the Sith, and the evil Darth Maul. The entire trailer centered around the mystery of Anakin, whom Qui-Gon Jinn believed was particularly strong in the Force.
Star Wars was finally back, although it did take a little time to get to that point.
Heir to the Empire is a 1991 novel by Timothy Zahn that kicks off the Star Wars “Thrawn Trilogy”. Image courtesy of Getty
By the late 1980s, Star Wars had all but vanished after the end credits of Star Wars: Return of the Jedi rolled. Books were written, made-for-television movies, and animated cartoon series were released, but those closing years of the decade weren’t kind to the galaxy far, far away, and the franchise became very quiet. Star Wars was but a flicker of what it once was. That was until a novelist named Timothy Zahn took the world by storm with his 1991 novel Heir to the Empire, which kicked off the Star Wars “Thrawn Trilogy.” It was set five years after Return of the Jedi and followed Luke Skywalker, Han Solo, and Princess Leia as they helped establish the age of the New Republic, which was threatened by the brilliant Imperial Grand Admiral Thrawn and his fleet. The book is credited with revitalizing the Star Wars franchise and was a major success, reaching the #1 spot on the New York Times Best Seller list and selling millions of copies. Zahn’s novel is considered the first step in revitalizing Star Wars because it was the first major new story set after Return of the Jedi; it introduced the compelling villain Grand Admiral Thrawn and successfully continued the story with popular characters while building a more expansive and “lived-in” galaxy, which reignited fan interest in the franchise. Star Wars‘ interest was growing, and Lucas took note of it, believing that a new generation of fans was “ready for more”.
“For a whole new generation who have yet to experience it on the big screen, and for everyone else, to experience it again.”
But, Star Wars major comeback was with the 1997 “Special Edition” re-releases, which were highly successful at the box office and revitalized the franchise for people other than its hardcore fan base. The theatrical releases of the original trilogy was digitally remastered and updated with newly enhanced scenes, restored footage, and updated sound effects, reintroducing the films to an entire new generation.
“See it again…for the first time.”
The Special Editions provided the positive boost needed for a triumphant Star Wars return to the big screen.
George Lucas officially started working on the Star Wars prequels in the spring of 1994, beginning with his screenplay for Episode I. He had been thinking about a prequel trilogy since at least 1992 and publicly announced the project in 1993 shortly after the hype of the book series by Zahn. Lucas developed an elaborate backstory that focused on the origins of Darth Vader, then known as Anakin Skywalker. The story was conceived to form the beginning of a long saga, with themes of duality and the corruption within the Galactic Republic.
Lucas had taken a hands-on role in plotting his big-screen spectacle. His return to the director’s chair for The Phantom Menace made the trailer even more of an event — a way of announcing to the public at large that Star Wars was going to be back and bigger than ever.
Star Wars Episode I – Phantom Menace L-R: R2-D2 (Kenny Baker), Ewan McGregor, Jake Lloyd & Liam Neeson
The Phantom Menace became a milestone for next-generation technology that was a driving force for a cultural and technological quantum leap into a new millennium. It promised a grand, epic story with groundbreaking special effects and the emotional weight that fans associated with the original trilogy. The trailer showcased what was to come; the rest is history.
Family and friends during the midnight opening of Star Wars: The Phantom Menace. Image courtesy of NBC Studios.
But why was a trailer for a film so successful? The reason the trailer was a success was that it brought joy to so many. It’s about the excitement of bringing your family to see the movie together. Star Wars was now about family. “Every generation has a beginning.” And it sure did. It was the start of a whole new chapter in the story that spanned decades. One that you could share with others for decades to come.
Ray Park as Darth Maul in Star Wars The Phantom Menace. Image courtesy of Lucasfilm
The film was finally released by Lucasfilm and distributed by 20th Century Fox on May 19, 1999 after years of production, it became a major box-office success upon its release, though it did receive mixed reviews from critics and some fans.
I want to personally thank Mr. George Lucas for bringing Star Wars back into the hearts and souls of so many. The trailer is one of the reasons why I’m a fan, and a reminder that “No one’s ever really gone” and that you, the fan, are Star Wars.
Star Wars The Phantom Menace Remastered 35mm Trailer
And now, for the 25th anniversary, the restoration of a lifetime is here: the greatest trailer of all time. Star Wars Episode I: The Phantom Menace 35mm fully restored to all its glory.
“See it again, the first time”
You can view the video below and in a higher resolution on YouTube. The trailer that Lucasfilm restored, interestingly enough, was put together so early that it doesn’t have “The Phantom Menace” in the title during the end card. Nevertheless, enjoy! I know I did.
May the Force be with you… always.
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