It seemed like they wanted to get back towards that traditional SW Memorial Day weekend, but the weird thing was, by the time Solo came out, that just felt so wrong. After three Christmases in a row with an SW film, to me at least it kind of felt like that’s where it always belonged, almost like how could you release a SW film at anytime other than Christmas? In the summer it’s just another in the sea of blockbusters, but in December it really stands out as an event. And as a family friendly franchise, it pairs nicely with the home for the holidays holiday. I haven’t made it to a big family Christmas party in years, but when TFA came out it was a big topic of discussion at my family’s get together. That sort of thing really helps with the overall hype and BO performance.