Part 13/20:
With effects still in progress, marketing launched early. Trailers and posters depicted the vast scale and adventure waiting in space. A teaser trailer, featuring little footage but compelling Ralph McQuarrie artwork, teased audiences about this “adventure unlike anything on your planet,” building anticipation.
The film’s release in May 1977 was initially limited. Theaters were hesitant, but word-of-mouth skyrocketed attendance, and Star Wars became a cultural phenomenon. The film grossed over $220 million in North America alone, smashing records. Toys—particularly a line by Kenner—became an immediate craze, although the deal was heavily skewed in Kenner’s favor, giving Lucas a tiny fraction of profits.