Lucas is in a unique position himself to create these rules and enforce them. He paid for the entire film himself, and he and Fox are just trying to maintain absolute control over the film.
Audiences want something smart and intelligent, but the rules of marketing still apply ... if it's too esoteric, you may lose the mainstream audience,
This is the perfect test to gauge the faith-based audience. You can't underestimate this market. The usual rules don't apply (to churchgoing audiences) because they can rally a crowd quickly.