Lucasfilm released a Super Bowl TV spot for the upcoming film The Mandalorian & Grogu, but it has drawn mixed reactions from fans and critics. The ad, focusing on the bond between the Mandalorian and Grogu, failed to generate strong viewership compared to similar promotions. Meanwhile, the film's low $166.4 million budget marks a positive shift for Star Wars profitability.
The Super Bowl TV spot for The Mandalorian & Grogu, directed by Jon Favreau, aired during the big game on February 9, 2026, aiming to highlight the emotional connection between the titular characters. However, reactions were largely underwhelmed. ComicBook's James Hunt captured the sentiment with a post titled "Is That It?!", reflecting widespread disappointment among fans who expected a fuller trailer. Across social media platforms, the spot garnered fewer than 1.5 million views on YouTube in the first 12 hours, far below the 173.1 million achieved by Disney's Lilo & Stitch ad in 24 hours.
Lucasfilm's marketing strategy mirrors Lilo & Stitch, featuring a full trailer in November 2025, a low-key Super Bowl teaser, and another expected in March. Yet, the first trailer from four months prior only accumulated 131.5 million views across YouTube, Facebook, Instagram, X, and TikTok—outpaced by the Masters of the Universe trailer's 120.5 million in two weeks. This comes amid declining Star Wars engagement, with The Mandalorian Season 3 holding a 51% Rotten Tomatoes audience score, down from 93% for Season 1 and 91% for Season 2.
Defending the approach, Lucasfilm's marketing brand lead Ryan Stankevich stated, "Our creative and marketing team landed on a unique concept that gave a nod to classic Big Game spots of years past. It captured the warmth, humor, and emotional connection between these two beloved characters." Disney executive VP Jackson George emphasized Grogu's appeal: "Grogu is more than a character; he’s a pop culture phenomenon... This Big Game spot celebrates how deeply we love and connect with these characters."
On a brighter note, the film's production budget of $166.4 million—revealed via California Film Commission tax credits—makes it the cheapest Disney-era Star Wars movie, addressing past issues like Solo: A Star Wars Story's doubled budget leading to its box office bomb status. Principal photography ran smoothly from June to December 2024, using ILM's Stagecraft technology to control costs, similar to the TV series' $100-120 million per season. This efficiency suggests profitability even without massive box office returns, though weak marketing risks underperformance after seven years without a theatrical Star Wars release.
The next film, Starfighter directed by Shawn Levy, filmed from August 28 to December 18, 2025, incorporating more location shoots in the Mediterranean but maintaining a tight schedule.
