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I'd argue that for Star Wars, watching the trailer in a theater is still a HUGE part of the experience.
Oh I agree, Star Wars is first and foremost a theatrical experience. My only point is that they don't exactly need a big movie to attach a trailer to anymore. Hell, the Phantom Menace trailer premiered with Meet Joe Black.
They don't need it, but they still do it. I can't remember the last huge trailer that was either online only or attached to some no-name stuff over a dead weekend.
As for TPM, technically, it was attached to Meet Joe Black, Enemy of the State, and The Waterboy. Two of those were big movies at the time, and the other starred Brad Pitt. It was also Thanksgiving. There was even a reporter waiting outside our showing of Enemy of the State after the movie, asking some of us if we came just to see the trailer. I was in high school, with a group of friends, and when the reporter interviewed me I used the name of one of our good buddies who wasn't with us, and said I was HUGE Star Wars nerd, collected all the toys, dressed up, etc. My friends played along without skipping a beat, and "I"/ my friend were the main subject in an article on the front page of the local paper the next morning. He still gives me sh*t for that to this day.