Box office take doesn't translate like it use to. Star Wars has a large fanbase, but it's easy as SW fans to think everyone will be all over this movie like us. There is a large moviegoing public out there that just won't really care, just like the people who preferred Spider-Man 2 over AOTC, Iron Man over Indiana Jones and the Crystal Skull in 2008, Lord of the Rings over the whole series. They got more excited about The Dark Knight and The Avengers than they did about Revenge of the Sith. They don't care about seeing prequels in 3D. They may share Star Wars related memes in their Facebook feeds and watch the movies when they pop up on Spike TV, but they still call us geeks and childish for liking SW while they consider those other movies as average mainstream pop culture, much like everyone did about Episodes IV, V, VI. To them SW is too tame and classic cinema whereas the modern (and overrated) Avengers and stuff like Michael Bay's Transformers are a bit edgier and cool. You can hear it in the theater at where the audiences laugh and what upcoming movies they cheer. There really isn't any reason to expect a new movie to be perceived differently; this whole thing is like deja-vu 1999 (or 1998) except the public has been inundated with nonstop SW in movies or TV screens for 15 years now, unlike then.