'The Phantom Menace' Trailer Was a Game-changer, And Not Just For Star Wars
A teaser for the first Star Wars prequel wasn't just a treat for fans in 1998: it was a win for Apple and a test of the rising internet.
Richard TrenholmFormer Movie and TV Senior Editor
Richard Trenholm was CNET's film and TV editor, covering the big screen, small screen and streaming. A member of the Film Critic's Circle, he's covered technology and culture from London's tech scene to Europe's refugee camps to the Sundance film festival.
I stick my head out of my door and run into two of my neighbours. "He's watching it again!" we yell at each other. Together we sprint down the corridor of our college residence, our new home since leaving our family only a month or two earlier, to the room at the end -- where the one guy with a computer and a modem plays the trailer for
Episode I: The Phantom Menace at earsplitting volume, again.
It was 1998. Like Star Wars fans all over the world, my buddies and I couldn't get enough of the Phantom Menace trailer. Long before Star Wars' current ubiquity, long before The Force Awakens and The Last Jedi and Rogue One and Solo, before Disney Plus and The Mandalorian, before even the Clone Wars cartoons, the return of the sacred saga to the big screen was set to be a world-shaking moment. The
for The Phantom Menace gave the first glimpse, and therefore were huge events for fans.
But they were more than that. Today, teasers and trailers and teasers for trailers are a huge part of the movie marketing machine on
and countless entertainment and fan sites. But back then the previews for The Phantom Menace didn't just offer a peek at a new Star Wars flick: for some of us, the Phantom Menace trailer was our first major brush with this new-fangled invention called the World Wide Web. The trailer was a game-changer, a milestone for the next-generation technology driving a cultural and technological quantum leap into a new millennium.
At last, we will reveal ourselves to the Jedi
It's astonishing to think how much things have changed in the last two decades, and many of those changes began for me that very year. In 1998, not only did I go to college, but I also I got my first email address -- Hotmail, of course. My phone was a payphone at the end of the corridor, and you had to hope someone passing by would answer it and knock on your door -- which is why I also got my first mobile phone, an Ericsson T28, in very short order.
I even hand-wrote essays, until I acquired a word processor with an LCD screen that displayed three lines of text.
By 1998 we had the iTunes Trailers site and news site Ain't It Cool, but there was no Facebook, no Twitter and no YouTube. Into this veritable stone age came the first teaser for The Phantom Menace, six months before the film's release date Nov. 18 1998.
The first trailer was shown at 75 US and Canadian theatres before Universal's Meet Joe Black,
The Waterboy and 20th Century Fox's The Siege. Star Wars fans queued around the block to get in, watch the trailer, and then leave. Trailers were also repeated afterwards, so some fans are reported to have ducked out before the feature presentation only to return at the end for a second glimpse of the preview.
But the real impact was seen online. StarWars.com offered a free download of the trailer in Real Video, QuickTime and AVI formats. After a decade and a half of anticipation since Return of the Jedi, the world went crazy for the first glimpse of the new Star Wars adventures.
Always two there are
A second trailer was posted online on 11 March 1999. Longer and better quality, the two-and-a-half minute video was posted in
QuickTime digital video format. According to Jonathan Bowen's Anticipation: The Real Life Story Of Star Wars: Episode I, this was a major coup for Apple over rival formats. Indeed, QuickTime itself was downloaded 600,000 times just on the day the second trailer went live.
The second trailer was even more of a galactic-sized hit. Opening with a room-shaking rumble of an oncoming droid invasion force, the trailer introduced Liam Neeson and Ewan McGregor as Qui-Gon Jinn and the young Obi-Wan Kenobi, as well as Natalie Portman as Queen Amidala. Like fans around the world, my friends and I went nuts for the spine-tingling Imperial March by John Williams and the double-lightsaber-wielding Darth Maul.
In 24 hours the trailer was downloaded more than a million times.
In the first five days, it was downloaded 3.5 million times, soaring to 6.4 million downloads within three weeks.
himself described the second trailer as "the biggest Internet download event in
According to Empire, the trailer "created online congestion not seen since the publication of the Starr Report". As if that wasn't enough, it landed at the same time as the US sporting frenzy known as March Madness, making this an insanely busy period for web traffic. But the web held.
In fact, the success of the Phantom Menace trailer demonstrated the success of a new technology for handling such colossal traffic. Previously, if lots of people suddenly visited a site it would be overwhelmed and crash. But a company called Akamai had come up with a way to more efficiently distribute the load.
Akamai was founded by MIT graduate student Danny Lewin and his advisor Professor F. Thomson Leighton, who met a challenge from web pioneer Tim Berners-Lee to come up with an algorithm for optimising internet traffic. Akamai's FreeFlow system distributed online content so a spike in traffic hitting a particular website didn't cause it to crash, solving the problem of "hot spots". Akamai's solution was so significant, Wired at the time compared it to the development of seafaring or written numbers.
In March 1999, the technology proved itself. Between Entertainment Tonight's website hosting Phantom Menace trailers and ESPN's online coverage of March Madness, Akamai successfully handled 250 million hits on those two sites alone. While rival websites crashed, Akamai's technology juggled as much as 3,000 hits per second.
In 2001, Lewin, a former officer in the Israeli Defence Force, was flying on American Airlines Flight 11 from Boston to Los Angeles when he confronted hijackers and was stabbed to death. The date was 11 September; Lewin was the first person to be killed in the 9/11 attacks.
Akamai's technology was one of many important steps forward in enabling the Internet to become the global communication tool it is today. A few million people watching QuickTime videos might not seem like much in an age when billions have viewed Despacito and Gangnam Style, but the Phantom Menace trailers gave a preview of how huge cultural events would soon be voraciously consumed and discussed online. They gave a glimpse of the future of movie promotion, and the way fans would engage with pop culture in the coming online age. And they proved the technology that helped lead to today's world of high-speed internet video, like YouTube and Netflix and Disney Plus, home of every single Star Wars movie and TV show. Including, on May 27, a miniseries bringing back Ewan McGregor as Obi-Wan Kenobi.
The Phantom Menace trailers were a milestone in creating today's online world. And the film itself? Sadly, the results didn't quite match up to the anticipation...
This story was first published on 28 November 2014, and has been updated.
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