Exactly. Stock went up just from the trailer.
That's what folks are underestimating. I totally see where they are coming from, and I'm sure my talking about it doesn't help because it comes across as StarWarsFanBoiBlather, LOL.
Anyone that knows me knows I like me some Star Wars. Because of that, people always talk Star Wars to me, LOL. And some people would be shocked at how many people were at one point in their lives somehow have very strong, vivid, happy memories of Star Wars. Like, people that haven't seen a "space film" since they saw ROTJ in the theater.
I had a woman in her 50's who sometimes has to stop and have which one is Star Wars and which one is Star Trek explained, who was standing next to me when my phone made an R2-D2 noise. "Hey, that's Artoo!" she said. She couldn't have told you which one he was a part of, but she said "Oh I always loved him" and when I showed her the trailer she put the date in her iPhone calendar.
It's sort of like how we have no concept today of a TV show that literally half the population of the country watched at once - a network show that can pull 10M viewers is a hit today, when that wouldn't even get you in the top 30 back then. Even big films come and go so quick from the culture (Hello! AVATURD!) that it's blink and you miss - I have watched the Oscars every year since I could speak (it's the Gay Superbowl) and even I can't name the last 3 Best Picture winners...
Those lapsed folks are the people that were excited by the trailer - the ones that like the rest of the country had a common cool movie that you just had to see, and one that has certainly held the test of time. Thing is - people are vaguely aware that Star Wars still exists in some form, but to the general public - even the prequels didn't take hold. Most of those 40-60 year-olds didn't even see the prequels because they weren't what they recognized as Star Wars. So it's not oversaturated, it's that there has been this extremely profitable core that has had nothing to do with more general pop culture for a long time.
The Force Awakens was a really smart title, LOL.