In an interview to promote his book project / faux artefact S, the director-writer-producer stressed that he’s still “not a 3D fanatic” but “understood why it was important to the studio” to release Star Trek Into Darkness in the format, and hinted at a more conventional promotional campaign than those he’s previously overseen for Cloverfield, Super 8 and that Star Trek sequel. “Star Wars is in every way a different animal,” he said. “It’s always been a more open, fan-engaged universe than I’ve been used to, so I’m sure there’ll be some sort of compromise.”
Abrams admitted that his experiences with you-know-who on Star Trek Into Darkness would guide his hand when it came to throwing out Star Wars curveballs. “We were trying to preserve the unexpected for the audience”, he explained of Benedict Cumberbatch’s big bad, “but it came across as if we were trying to be too clever”.