For the second time in as many years, a new Star Wars movie is hitting theaters. This time it's Rogue One: A Star Wars Story, which is striving for a more awkward title than even the prequel trilogy accomplished. The movie's story is … well … it's basically the one told in the opening crawl of the original Star Wars, the one we all started calling Episode IV or "A New Hope" just in the last 15 years or so.
Felicity Jones plays Jyn Erso, the daughter of the man who helped design the Death Star, the technical terror that's part of the Empire's master plan to solidify its rule over countless planets. Jyn is a bit of a hellraiser who's recruited by the Rebel Alliance to help steal the plans for the ultimate weapon in the universe. So, she and a ragtag bunch of Rebels go undercover to try to uncover the space station's weak spots.
The movie has received a big campaign, with a handful of trailers and plenty of TV spots that show Jyn and her multicultural crew, as well as Ben Mendelsohn as Orsen Kerrick, the Imperial officer they're hoping to foil—and a few hints at involvement by Darth Vader himself. There have also been significant efforts from a core group of five companies who signed on as promotional partners and who have used the movie as a springboard for their own efforts. Let's take a look at what they've been doing: