Welcome to a look inside The Holocron. A collection of articles from the archives of *starwars.com no longer directly available.

(*Archived here with Permission utilising The Internet Archive Wayback Machine)

1983
Return of the Jedi Theatrical Experience

Return of the Jedi opened six years to the day after A New Hope on May 25, 1983, and brought with it Lucasfilm’s new theater sound quality assurance system: THX. Audiences at special THX-certified theaters were able to experience the acoustic qualities of the film as the filmmaker intended, due to a stringent set of technical requirements and special equipment outlined by the certification. These enhanced frequency and treble response, giving the audience a fully immersive aural experience of the saga’s final chapter. Jedi audiences were also the first to witness the now classic “Deep-Note” THX trailer, which has become a fixture of the theatrical experience at many venues.

Like Star Wars and Empire, Jedi brought all sorts of promotional materials to U.S. theater lobbies, including posters, displays, concession premiums, and programs. By the next time a Star Wars movie saw wide release, most of the varied poster formats and all of the lobby cards had fallen out of circulation.

Tickets

With Star Wars hype reaching a crescendo in the summer of ’83 and with Jedi seeming a surefire hit before it was even released, benefit organizations, radio promotions, sweepstakes contests and more were all staged ahead of the film to ramp up excitement (and donations). More Jedi preview screening tickets exist on the collectors market today than any other from the classic trilogy, exhibiting a wide range of styles. There are formally-printed cast-and-crew tickets on rag paper with foil-embossed logos, slick cardstock invites for benefit organizations, standard-issue paper stubs with the film title and venue, and some of the first computer-printed examples that are still used today.

Posters

Jedi was the last Star Wars film to offer such a wide selection of poster sizes to theater exhibitors — inserts, half-sheets, one-sheets, 30x40s, two-sheets, and standees. Theatergoers who had attended films back in December 1982 may have been lucky to spot one of the rare Revenge of the Jedi theatrical teaser posters beneath the “Coming Soon” marquee — these were quickly sought after by hardcore collectors in the first weeks of 1983, then by the masses after mid-February, when newspapers announced the film title had been changed to Return of the Jedi. Though many lucky recipients may have hoped to retire on the eventual sale of their coveted Revenge poster, no retirement-worthy transactions have been reported to date.

For the film’s actual release, the Style “A”, or “raised lightsaber” poster was used to herald the Jedi’s return. Looking back, its spare composition seems unusual for a Star Wars release poster, since the posters released prior to and since have been predominantly montage. Actually, the raised lightsaber image was borrowed from the first Star Wars poster, isolated and elaborated on to evoke the spirit of the entire trilogy.

The classic artwork montage poster did finally make an appearance later that summer, masterfully composed by Kazu Sano. Interestingly, this was the first Star Wars montage not to include the droids within the composition. The omission would be repeated with the prequel trilogy’s final poster submission for Revenge of the Sith.

Lobby Cards

The U.S. lobby cards issued for Return of the Jedi were the last seen for any Star Wars film released domestically, since they fell out of use by the mid-’80s. The assortment of Jedi cards was similar to that used for Star Wars and Empire, with a few changes mixed in. The standard bordered and borderless 8″x10″ minis were still present, as were the 11″x14″ standards. However, the portrait cards had been upsized to 16″x20″, bringing the total count of cards cut in that size to 11 (eight portrait cards and three scene cards). In addition to two large 20″x30″ scene cards, there was one inclusion that has long baffled collectors — a single 17″x30″ card showcasing Ralph McQuarrie’s exploding sail barge artwork. Why a single, undersized card featuring artwork (also unusual) was selected for inclusion among the lobbies is unknown, although one can’t deny the appeal of one of McQuarrie’s masterful paintings blown up to scene card size.

Licensee Displays

Coca-Cola again ran a cup and pitcher promotion similar to that used for Star Wars and Empire, which offered a free Jedi cup or pitcher with the purchase of a large Coke and/or popcorn. Plastic cups and popcorn buckets would again sport Star Wars graphics when the Special Editions were released 14 years later.

Coke decided to join forces with Kenner for Jedi’s 1985 re-release, with a paper cup promotion that contained game pieces to win a variety of Kenner prizes. The posters and counter displays for this promotion are of special interest to collectors, since the prizes depicted include the now hotly sought-after Power of the Force action figure collection as well as the rare Huffy Speeder Bike ride-on toy. The cool dogfight-in-space graphics don’t hurt the display’s desirability either.

Program

Like The Empire Strikes Back, a similarly-sized program book was printed for Return of the Jedi, including rare behind-the-scenes images and interviews. These programs were also sold on newsstands, taking the film’s marketing message directly to the streets.

T-shirts

Some savvy theater owners found that if a moviegoer’s ticket was slapped onto a t-shirt, then it could become a walking advertisement for the film in the weeks following its “redemption” at the box office. This particular example was used for a premiere staged in Denver, although its possible these tees could have been used at select theaters nationwide.

When Return of the Jedi debuts in May 1983, President Reagan starts his own “Star Wars” initiative, while Valley Girls take over the malls with their own language. Take a look back at what life was like in 1983. The original Jedi will only be available as a bonus disc packaged with the 2004 Special Edition of Episode V when the Star Wars trilogy is released as individual movie DVDs on September 12 for a limited time. Click here for more information.

Highlights of 1983:

President Ronald Reagan proposes to develop technology to intercept enemy missiles called Strategic Defense Initiative — nicknamed “Star Wars.”

An estimated 100 million people watch the controversial TV movie “The Day After” which depicts the aftereffects of nuclear war.

McDonald’s introduces the Chicken McNugget.

Swatch offer their first watches.

“MAS*H” ends after 10 years on CBS TV, the first longest running TV series ever. Over 125 million Americans tune in to watch the final episode.

TV shows debut: “Mama’s Family,” “The A-Team,” “Fraggle Rock,” “He-Man,” “Love Connection,” “Scarecrow and Mrs. King.” Mini-series: “V” and “The Thorn Birds.”

Atari releases Star Wars, a vector graphics-based game based on the popular film franchise. Nintendo releases Mario Bros.

Sally Ride becomes first American woman in space on the Space Shuttle Challenger.

Drug Abuse Resistance Education (DARE) program launched in U.S.

Microsoft Word is first released.

Tom Brokaw becomes lead anchor for “NBC Nightly News.”

President Ronald Reagan signs a bill creating a federal holiday on the third Monday of every January to honor American civil rights leader Martin Luther King, Jr.

USSR leader Yuri Andropov invites Maine schoolgirl Samantha Smith to visit the Soviet Union after he reads her letter in which she expresses fears about nuclear war.

Celebrity deaths include Tennessee Williams and Gloria Swanson.

Cost of a movie ticket was $3.15, while gas was $1.16 a gallon. . A first class stamp is .20.

Top grossing films: Return of the Jedi, Tootsie, Trading Places, WarGames, Superman III, Flashdance, Octopussy, 48 Hours, Mr. Mom, National Lampoon’s Vacation, Jaws 3-D, and Risky Business.

Other movies released: Valley Girl, Scarface, Silkwood, Twilight Zone: The Movie, Yentl, The Right Stuff, The Outsiders, Monty Python’s The Meaning of Life, Educating Rita, Eddie and the Cruisers, The Dead Zone, The Big Chill, and A Christmas Story.

Vanessa Lynn Williams becomes the first African-American to be crowned Miss America.

Terms of Endearment wins Best Picture and James L. Brooks wins for Best Director, while British film Gandhi wins 8 Oscars, at the Academy Awards.

Run DMC releases their debut single “It’s Like That”/”Sucker M.C.’s.”

A-ha, Dinosaur Jr., Megadeth, Phish, Red Hot Chili Peppers form while the Misfits, Thin Lizzy, the Carpenters, the Who and Bauhaus break up.

Hit songs:

“Hungry Like the Wolf” – Duran Duran
“Hold Me Now” – The Thompson Twins
“Mr. Roboto” — Styx
“99 Red Balloons” – Nena
“Blister in the Sun” – Violent Femmes
“Africa” – Toto
“Beat It” – Michael Jackson
“Blue Monday” – New Order
“Buffalo Soldier” – Bob Marley and the Wailers
“Burning Up” – Madonna
“China Girl” – David Bowie
“Cruel Summer” – Bananarama
“Down Under” – Men at Work
“Gimme All Your Lovin’” – ZZ Top
“Family Man” – Hall & Oates
“I’ll Tumble 4 Ya” – Culture Club
“New Year’s Day” – U2
“Photograph” – Def Leppard
“Relax” – Frankie Goes to Hollywood
“True” – Spandau Ballet