Every weekend, the national television network's news channel would broadcast several highly influential comprehensive interview programs, attracting a large number of Chinese viewers who closely followed current affairs. Among this audience were teenagers as well as middle-aged and elderly groups. Even in this era dominated by the Internet, the influence of this TV network across the country remained undeniable.
Phil, the Chief Executive Officer of Warner Bros. Greater China, sat in front of his television right on time during Saturday's prime-time slot, tuning in to the news channel. As an important part of Star Wars: The Force Awakens' China promotional campaign, Duke's exclusive interview with the national television network was about to air in the prime-time news feature program.
Moreover, Warner Bros. Greater China had also secured the related authorization; this interview would later appear both in text and video form on some of the most important online promotional platforms.
Ever since Duke acquired Lucasfilm a few years ago, Warner Bros. Greater China and Lucasfilm had been working actively to promote the Star Wars franchise in the country. Now, the marketing campaign for Star Wars: The Force Awakens in China had entered its most critical phase.
Because of the "Great Scissors" restrictions on Hollywood film publicity, Phil had been extremely cautious during the earlier stages of marketing. This time, however, was an exception—after all, this was a nationally televised public interview, which meant the "Great Scissors" had more or less given silent approval.
Still, Phil couldn't help but worry that the interview might be suddenly pulled off the air. It wouldn't be the first time the "Great Scissors" did something like that. Just earlier that same year, Quentin Tarantino's Django Unchained had been abruptly withdrawn right after it premiered here…
Fortunately, that concern didn't come true—the interview program began right on schedule.
After so many years in the Far East, Phil had no trouble understanding Chinese. Like every other interview program, the show began by introducing the background of this segment:
"The Star Wars franchise has long transcended the realm of cinema for American audiences—it has become a cultural phenomenon that permeates all aspects of daily life. Although it has been ten years since the last Star Wars film, the passion for the saga has never faded. Compared to that nostalgia, however, Star Wars has a less deep-rooted foundation among Chinese audiences. The new film, directed by the renowned Hollywood filmmaker Duke Rosenberg, serves as a gift to a new generation of fans—another large-scale 'offensive' in spreading Star Wars culture across the globe."
"Viewers don't need to have seen the previous six films to enjoy this one. They can start from here—The Force Awakens marks the beginning of Star Wars in China and around the world."
As the director and producer of the film—and the owner of Lucasfilm—Duke Rosenberg's statement made the film's strategic significance unmistakably clear.
A new Star Wars wave was rising, destined to grow in scale and influence.
The movie not only aimed to capture younger audiences but also had veterans like Harrison Ford and Carrie Fisher on board to preserve the series' "original flavor."
In addition, Star Wars creator George Lucas served as a consultant, ensuring the franchise's spirit remained intact. Longtime fans had nothing to worry about.
In short, the production team had successfully addressed the two main concerns surrounding the new Star Wars: whether it would appeal to Chinese audiences, and whether it would satisfy longtime fans. They assured everyone there was nothing to fear.
During the interview, director Duke Rosenberg revealed many behind-the-scenes stories:
"How the new droid BB-8 was physically operated on set; how Harrison Ford's sudden injury affected the crew; how Daisy Ridley and Daniel Wu were chosen; who the biggest Star Wars fan on set was; and whether the heroine might actually be Chewbacca's distant cousin."
"Let's follow Duke Rosenberg as he takes us into a galaxy far, far away…"
For the Chinese market, Duke naturally emphasized Daniel Wu. Shortly after the interview began, the topic shifted toward him.
"Before Daniel Wu was confirmed for the role, his character had already been written. You may not have noticed, but every character in the Star Wars films shares one crucial trait."
Throughout the interview, Duke spoke fluent Mandarin with the reporter. To Chinese audiences, his proficiency might not rival that of Dashan, but it easily surpassed that of 99% of foreigners—instantly winning people's affection.
The Mandarin coming from the television sounded even more standard than Phil's, despite Phil having practically settled in China for years.
"Every character in this franchise shares a common emotion—'desperation.' It's the deep longing born from despair that drives them to risk everything. Depending on their personal despair, what they long for—and how they express it—differs. Luke desperately wants to leave that cursed place and escape the farm that imprisons him; Princess Leia wants to help her father and make him understand; Han Solo is obsessed with money—nothing matters more to him; and Darth Vader is willing to risk everything to reclaim his plan."
"There's no middle ground in this universe. Characters with different desires make the story all the more compelling. So, you must write their deepest longings truthfully and present them authentically—while never forgetting to balance it all with humor. George achieved this perfectly in his original films, mastering that subtle and peculiar equilibrium. Every character is desperate in their own way, and seeing those forces come together is truly fascinating. That's why we sought actors who would be intriguing when paired together—and Daniel Wu was exactly that kind of choice."
The female reporter then asked, "Why did you choose to make a female character the protagonist?"
Hearing this, Phil couldn't help but smile. He knew the real reason—modern blockbusters increasingly catered to female audiences, as the female market had become crucial to the film industry.
But he also knew Duke would never phrase it that way and indeed, he didn't.
"The heroine, Rey, is a product of our time. My team and I have come to recognize the power that young women possess today—something we didn't see ten years ago. Rey embodies that power and limitless potential; she enters this story with both strength and vitality, and I believe that will strongly resonate with today's girls."
Clearly, Duke was speaking from a creative rather than commercial standpoint.
"Male characters have always been granted such traits by default. But when it suddenly becomes a capable female lead, it feels fresh. By the way, Rey makes plenty of mistakes in the story—watching how she learns from them is one of the film's joys. She's an all-around talent, and I think that's something a male character couldn't deliver with the same charm."
The national TV reporter shifted the topic toward the main villain. "Can you tell us a bit about the antagonist Kylo Ren? In all the officially released posters, his unique appearance and design stand out. What inspired his look, and how did you plan to build his character?"
"All right," Duke replied, "but I can't give away too many spoilers. In this film, we needed a representative of the dark side. Of course, he's not the only villain, but he's a key figure among them. He comes from a mysterious group called the 'Knights of Ren,' and his name comes from that. You'll see them in the film and notice that Kylo Ren is one of them."
For promotional purposes, Duke also revealed a few related details. "The entire order shares that distinctive appearance. Their role in this film is somewhat similar to what Darth Vader represented in the previous movies. But you can't just say, 'Let's make another Darth Vader!' We knew from the start he had to be a completely new character. So, when designing him, we had to approach it from both an aesthetic standpoint and a storytelling one."
Phil could see Duke on the television screen pausing in thought, carefully choosing his words to avoid giving too much away. "His character takes pride in Darth Vader. That is to say, he comes from a place where Darth Vader is known. That's my release valve—it's not just the audience who knows Vader; Kylo Ren does too. This gave us something tangible to explore and build upon when naming and shaping him. This man might deeply admire the Empire's cause; he might see Darth Vader as the ultimate force who was seduced by the light side."
The interview continued. The entire one-hour program was devoted solely to Duke, which made Phil's work feel a bit easier. He knew well what the name Duke Rosenberg meant in this populous nation—how widely known and influential it had become.
With this national television interview, Warner Bros. Greater China could now implement a whole series of related marketing strategies.
As the program drew to a close, Duke's interview segment ended, and the show began introducing Star Wars: The Force Awakens itself: "Although The Force Awakens had a massive production budget, director Duke Rosenberg was committed from the start to ensuring emotional authenticity and a tangible, handcrafted texture—unlike some sci-fi or action blockbusters that rely excessively on dazzling CGI effects."
Before wrapping up his brief exchange and heading back to work, Duke summarized with these words: "Of course, I'd like to believe that the world doesn't need to be constantly reminded of the existence of positivity and hope. But the first Star Wars was born amid an age of cynicism—both in the film industry and in the real world—when people felt surrounded by betrayal, crime, and corruption. Star Wars reminded them that love, adventure, and loyalty still existed in this world."
"I believe Star Wars: Episode VII truly carries forward the spirit of the original trilogy. You'll find yourself connected to a world that gives you strength and purpose. That message may be far closer to reality than you imagine."
Now, it seemed that audiences around the world—hungry and eager—had already received that message, felt it deeply, and embraced it wholeheartedly.
....
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