Jackson's long-range marketing outreach to the vast LOTR fanbase for his Hobbit trilogy is a great case study for how Disney should work to control and manage the fan expectations for Episode VII and build hype ahead of its release. Jackson's Facebook page and his production diaries for The Hobbit, his recently published iPad app are just some of the amazing efforts undertaken to create a vast and deep pool of goodwill ahead of the movies. Even if Jackson doesn't write or direct the next Star Wars trilogy, I'd strongly urge Disney to consult with Jackson and his marketing team about pulling fans along for the ride throughout the pre-production and production of the next Star Wars movie, or barring that, steal liberally and extensively from the Jackson marketing playbook. Jackson is better at this than Lucas was, and it's not clear that Lucasfilm can do any better with the early and long-range marketing without Lucas directing the process. For all the people who claim that John Carter foundered over marketing, that should not give Star Wars fans hope that Disney will get this critical early marketing stage right or negotiate the marketing through the release date with the level of skill that Jackson has shown.