Disney expected more revenue from The Last Jedi, and they could have got it

How could they have earned more, you ask? Well, if word of mouth have just been better... Many claim that you cannot make a movie which will please all of the fans, especially in the case of such a huge franchise like Star Wars. While that is probably true, you can always make a film that most or at least more viewers will be happy with. Theoretically, there are an infinite number of scenarios where a story of a film can go. Of those virtually infinite scenarios, there are many which will displease people, less which will divide them, and even less which will resonate with the most. If you look at the Gaussian distribution depicted above, the latter section can be found near the top of the bell curve. Is it easy to find the few possible stories for that scenario? No, it isn't. It requires a lot of time, effort, dedication and cooperation. But if there is someone who has the resources for all that, it is Disney, and of course, Lucasfilm, backed up by them. Thus, if there wasn't always this urgent rush for money which, on the long run, also threatens with saturation, actually most fans could be pleased and more money be earned.