They're all definitely shocked. They thought brand power would have given them the largest launch for Memorial Day Weekend, which would have been a good headline to point to when the people who didn't like it or were boycotting were pointing to it being the smallest opening for a SW film. However, they didn't even come close.
They're also shocked to find out that the vast majority of people don't think exactly like they do, either about the films or their politics. So now they are reaching for any excuse to explain away the poor BO results. Half the world/fans must be bigots and/or the film wasn't diverse enough are the two very poor reasons, which also clash with one another, many seem to have finalized on. Denial is an ugly thing.
Bolded: And they make bigots out of themselves by thinking like that.
Western country's have never been more peacefull than now, some do not realize that they can be happy they have the freedom to call others bigots and yet they believe to see hate into everything. There's alot of suffering in our world and that vocal minority of the diversity and gender/social political activists dont care about that, they nitpick their own freedom isnt perfect to their liking yet.
What a luxury to have i must say, and what a spoiled selfish way of living.