Disney has announced the theaters that, starting this Friday, will be showing the "tease" for Star Wars: The Force Awakens—an 88-second-long preview that's either so short or so insignificant that Disney's not even calling it a "preview" or a "teaser." So, you know—manage your expectations. The theaters are listed here—the Force Awakens footage will be playing at these locations, in front of every movie, at every showtime, for two days—but none of them are in Oregon.

It's an interesting tactic. I'm generally a fan of things that remind people that going to the movies can be fun and unique, but from a marketing angle, this is kind of a weird choice: Considering that Disney owns or partially owns ABC, Hulu, ESPN, and quite possibly the air in your lungs and the ground under your feet, they could have made it so that far, far more people would see this trailer. No doubt it'll end up online at some point (my guess is a blurry, shaky, iPhone-filmed version, scored by the sounds of orgasming nerds, will hit YouTube about .03 seconds after the "tease" first screens), but it's interesting that at least initially, Disney doesn't seem to be going the official online route. There are more efficient ways to get more eyes on your ad, something that Disney knows as well as anybody.

What this implies, then, is that the release of The Force Awakens could stress the theatrical experience in a pretty big way—which'd make sense, given that it's increasingly important for films to feel like "events," not to mention the fact that the film was shot on 35mm. Maybe, like Interstellar, The Force Awakens will try to stress that this film, like previous Star Wars films, were designed to be seen on a giant screen, away from your couch and away from your phone.

Or maybe I'm reading too much into an 88-second-long ad that people haven't even seen yet.