Premiere clickbait writer and Forbes contributor Scott Mendelson has hit a wall — and here’s why it matters. It’s been over a week since he posted Disney marketing disguised as an op-ed about Solo: A Star Wars Story, and Mendelson’s still doesn’t have an angle for his next piece about the film.

“I’ve already written nearly 1,000 words positioning Disney’s non-marketing as the new genius way to market a film. But I’m running on fumes over here. I have 12 pieces pre-loaded for once the Solo trailer drops though… stuff that will trigger everyone and keep the film top of mind in nerd circles… but unless we get the trailer this week, I’m not sure I’m going to hit my quota.”

As part of his “influencer” agreement with Disney, Mendelson is contractually obligated to write at least one opinion piece about The Last Jedi and Solo: A Star Wars Story every week through 2018. The subjects of his pieces are left to his discretion – Mendelson is even free to criticize the films occasionally for believability– but there’s little wiggle room when it comes to the agreed upon schedule and the promised clicks.

“Hopefully I get them to okay a few more Black Panther pieces in place of the Solo stories I’m running behind on. Otherwise, I really have no idea what to write about. Despite what the haters will tell you, my readers do in fact have standards. And I’m not about to subject them to Buzzfeed-levels of trash like The 7 Ways Emilia Clark’s Eyebrows Will Save Solo.”

Despite his current dilemma, Mendelson remains optimistic the Solo trailer will arrive this weekend during Superbowl LII. Hang in there, Scotty!

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-William “Willybobo” Bobo