When Kathleen Kennedy took over Lucasfilm, she brought in extremely partisan and ideologically driven individuals and placed them in positions of power. This was dramatically true on the new Lucasfilm Story Group. These individuals did not like the original Star Wars, they did not believe in its mythos, and they saw the franchise as so unassailably popular that they could use it as a means by which to influence the culture. Whereas from a business standpoint you would never, ever, in a million years take the steps they did, they systematically destroyed the characters from the original trilogy, killed them, and attempted to replace them with facade stand-ins that had no depth whatsoever. Han Solo was made into a father who abandoned his wife and child, returned right back to where his original story arch began for no reason, and then was unceremoniously murdered by his son. Chewbacca was made to be a non-threatening caretaker of furby-lites. R2D2 and C3P0 were made non-existent. BB8, also known as Marketing Ball, was pushed front and center for comedic murdering of bad guys with tokens like a rabid slot machine. Luke Skywalker, the hero who refused violence against his evil father in the belief that anyone could be redeemed, became a psychopathic, bitter hermit who once pondered murdering his own nephew in his sleep because he was becoming a bad guy... and then promptly died of force exhaustion. Yoda was turned into a crazy ghost who lights trees on fire for no damn good reason. Princess Leia became an unkillable space goddess with zero context whatsoever. In the place of the beloved, now mostly killed trilogy characters, they gave us Rey who has almost no character development, zero training, but out of nowhere is more powerful than anybody in the galaxy... and has already beaten Kylo Ren twice, so really who cares at this point? Kylo Ren, aka Emo Baby Vader. I started to keep going, but honestly, there's no point. You can get an idea of just how bad this all is.
Anyway, George Lucas felt so betrayed by what he saw them doing to his characters and his original mythos, that he called Disney the "white slavers." Mark Hamill felt so betrayed that he called his character "Jake Skywalker" because Luke would never have done these things. Colin Trevorrow was set to direct Episode 9, but he looked at the Episode 7 and 8 scripts and warned Kathleen Kennedy that this was going to go horribly wrong if they stayed the course... he told her he needed Luke alive in Episode 9 and that fans had a reasonable expectation for him that wasn't being met. She fired him. This was just after TFA had come out, so at that point she was basically untouchable.
Bottom line is this: Lucasfilm as is currently formed sees the original Star Wars and the prequels as fundamentally flawed and not worthy of today's standards. They wanted to change all of it. And they succeeded. They destroyed the story arch and character of Han Solo. They made Luke Skywalker a loser and a failure. They wiped out basically every original character they deemed less than what they could come up with. And now they get to live with this situation.
The word has gone out from the very top of Disney, and the actors are just following along with the directives. I wasn't sure that the messaging campaign was official to accept that The Last Jedi was a bad movie, but I'm fully aware today that it is true. I'll be providing more info soon.
Funny how that tune has changed in the past week, eh?
If you look at the purchase patterns of TFA and TLJ, TLJ was on pace to beat TFA according to the first week sales. And then that movie fell off a cliff in regards to tickets. That's because the critic reviews were incredible and most people really enjoyed TFA. Then word of mouth got out. Then China removed it from their theaters within one week.