Bad brand management has more destructive force than the Death Star

The greatest living film critic I know is my 10-year-old son.  He cuts straight to whether he enjoyed it and couldn’t give a monkeys about artistic value. His rating of the latest run of Star Wars movies from best to worst goes The Last Jedi, The Force Awakens, Solo and then Rogue One. Mainly because of the bit with Darth Vader. So taking that to mean that Solo (the adventures of young Han Solo for those not in the know) is objectively a good film I was surprised to read tha