On May 25, 1977, Memorial Day weekend opened with an
intergalactic bang as the first of George Lucas’ blockbuster
Star Wars movies hits American theaters.
The incredible success of Star Wars–it received seven Oscars,
and earned $461 million in U.S. ticket sales and a gross of
close to $800 million worldwide–began with an extensive,
coordinated marketing push by Lucas and his studio, 20th
Century Fox, months before the movie’s release date.
“It wasn’t like a movie opening,” actress Carrie Fisher, who
played rebel leader Princess Leia, later told Time magazine.
“It was like an earthquake.” Beginning with–in Fisher’s words–
“a new order of geeks, enthusiastic young people with sleeping
bags,” the anticipation of a revolutionary movie-watching
experience spread like wildfire, causing long lines in front of
movie theaters across the country and around the world.
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