Maybe not sure if serious because the OP says they are releasing a new movie and targeting 2015.
edit: BTW, I don't like a 3 year time frame. After the 1-3 Episodes disaster they need to rethink the franchise from the ground up and take their time.
targeting is the key word. just b/c someone says target doesn't mean they are doing it.
also as you said that gives them two years til release date. do they have a script, do they have a vision, etc.