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Ep 24: The Eastwood and Beyond
Much like any public event, spreading the word about a film’s upcoming arrival in the pre-digital age took the form of paper flyers that would end up in the view or hands of potential moviegoers. The Star Wars Trilogy’s original theatrical era yielded a wide variety of these ephemeral items. Below is an international sampling for each film.
As the original movie’s May 25th, 1977 limited engagement premiere approached, heralds advertising the release began to appear and would continue to be used during its initial run. Produced in the three styles above, the blank area at the bottom of these flyers was used by theaters in participating markets to list local venue information and promotions.
From the Collection of Erik Janniche
From the Collection of Pete Vilmur
Star Wars heralds can be found in numerous combinations of design and locale, making them a challenge for completists and more geographically focused collectors alike. The “Entertainment Odyssey” examples above were used in the Baltimore, MD area and the Plitt Century Plaza in Century City, CA.
From the Collection of Pete Vilmur
The iconic Hildebrandt artwork was often utilized in smaller handbill form, as seen in the bicoastal pair above. Star Wars kicked off a 35 week run at the Holiday 6-Plex in Cheektowaga, NY on July 15th, 1977 and landed at the Granada Theatre in La Grande, OR on August 17th.
With inflight filmed entertainment arising in the 1960s, commercial airlines had to bring George Lucas’ galactic spectacle to their passengers and inform them of its accension to the friendly skies. Such was the goal of the Strato-Cinema program that was published weekly by Inflight Motion Pictures, Inc.
Source: eBay auction
Back down on American soil, theaters such as the Academy 6 in Greenbelt, MD printed flyers to announce special events as the film hit engagement milestones.
The Beltway Plaza Mall venue promised quite the parties to commemorate the six month and one year marks for Star Wars: costume contests, photo ops with the “Star Wars Elite” cosplayers group, Princess Leia cutting anniversary cakes and even the destruction of a Death Star piñata! The movie played there for 62 fun-filled weeks beginning on June 29th, 1977.
Source: eBay auction
Though not until sometime in 1980 after the release of The Empire Strikes Back, Star Wars also circulated among U.S. military bases throughout the country and like so many other titles was promoted to service members and their families via Army and Airforce Exchange Cinema Flyers.
This small Hildebrandt-themed handbill was printed for the Icelandic release of Stjörnustríð in July 1978. At the time, the country’s population was roughly 222,000, making it one of the film’s smaller international markets. Presented with the original soundtrack and Icelandic subtitles, Logi Geimgengill (“Flame Spacewalker”) made his heroic screen debut, as did a Wookiee named Loðinn (“Hairy”).
The first A4 size handbill pictured below was available in theaters for the November 1977 release of La Guerra de las Galaxias in Spain. Its front displays Tom Chantrell’s Style C artwork just as the country’s one sheet poster did, and the back lists the main cast (including [El] “Jefe Jawa”), production credits, a synopsis and colorful “FRASES DE PUBLICIDAD” touting the film’s box office supremacy and the way it opened new roads in the “Seventh Art” that is cinema. A similar handbill lacking the 1977 date was printed for the movie’s Spanish re-release in 1978.
Shown above is a handbill for the 1979 Spanish re-release that recreates the 1978 Style D “Circus” poster artwork by Charlie White III and Drew Struzan. Spain was apparently the only country outside of the U.S. to adapt the Style D artwork for their own theatrical advertising campaign. The reverse matches the text from the country’s original Star Wars handbill, aside from updated printing information on the lower edge.
Source: eBay auction
As an exhibitor for MGM and 20th Century-Fox’s titles in Portugal, Filmes Castello Lopes brought American studio classics like The Wizard of Oz and 2001: A Space Odyssey to Portuguese moviegoers and offered an exclusive engagement of A Guerra das Estrelas as seen in the above catalog sheet (which for the purpose of this article could be considered a flyer of sorts).
Tom Jung’s Style A artwork adorns the cover of this multi-page pamphlet that publicized the Münster-based Apollo-Theater’s February/March 1978 slate of programming, including a showing of Krieg der Sterne on February 10th. Lucas’ previous hit American Graffiti screened the day before.
From the Collection of Michael Gohlke
Above are additional Deutschland flyers for the first film, including one from the Kali in Stuttgart exhibiting the English version (also starting February 10th) and another from the two-kino Central Theater in Sindelfingen with showtimes from March 17-19th, 1978.
Distributed in Japan's cinema lobbies for decades and still produced to this day, double-sided “Chirashi” flyers represent attractive and affordable pieces of movie memorabilia – particularly for poster enthusiasts that are tight on space. Printed in B5 size (roughly 7 x 10”), Chirashi showcase artwork derived from Japanese theatrical posters on the front and list credits, production details and local engagement information on the reverse.
Three Chirashi designs were generated for Star Wars, each calling attention to its Academy Awards success.
One was a miniature rendition of Seito’s one sheet for the film’s June 1978 debut. Seito created striking imagery for a number of Japanese genre movie posters in the 1970s and 80s and his Style A re-interpretation is certainly a standout.
A second iteration replicates another 1978 Japanese one sheet featuring an interesting collage of components from Tom Jung's Style A half sheet (diving X-Wings), the Hildebrandts’ Darth Vader and ascending X-Wings and various photographic elements depicting the other characters (plus the infamous upside-down Death Star). An adaptation of this design can also be found on Japanese B3 (14x20") transit posters as well as a one sheet from South Korea.
The third variation for Japan’s May 15th, 1982 re-release simply repurposes Tom Jung’s classic Style A one sheet artwork.
Several domestic charity premieres for The Empire Strikes Back took place in the days leading up to the film's May 21st, 1980 limited release in the U.S. The flyer below for the Northern California Benefit Preview on May 20th at San Francisco's Northpoint Theatre is printed on nice quality paper stock with the film’s logo in silver.
Tickets were available for $20 each, with funds raised to help match the National Endowment for the Arts Challenge Grant to Berkeley’s University Art Museum and the Pacific Film Archive (plus, attendees received a “specially designed, limited edition, collector's T-shirt”!). Empire would go on to play in 70mm, 6-track Dolby Stereo at the Northpoint for 28 weeks beginning the following day.
From the Collection of Pete Vilmur
Known for its North American record-setting run of Star Wars a few years prior, Beaverton’s Westgate Theatre would present another Portland, OR area exclusive engagement for The Empire Strikes Back as advertised by the flyer above. One of the sequel’s 127 opening week bookings, the Westgate’s run would cap at a more modest 37 weeks.
From the Collection of Erik Janniche
Mason, MI’s Mason Twin Cinema, which looks to have become a second-run venue by the late 70s, notified local moviegoers of Empire’s forthcoming Christmas appearance with the double-sided flyer above. The theater seems to have also hosted a Christmas 1977 stint for Star Wars.
Source: eBay auction
Empire was shown at military bases throughout the U.S. as well, with similar Army and Airforce Exchange Cinema Flyers printed to notify base residents.
From the Collection of Pete Vilmur
Pictured above are some additional Exchange Service flyer variations for Empire, likewise implementing Roger Kastel’s Style A art.
A small handbill using Tom Jung's Style B art promoted Iceland's release of Stjörnustríð II (once again with íslenskur subtitles). A previous owner might have given the film a four-star rating back in 1981.
While returning stars like Hans Óli and Svarthöfði retained their uniquely Icelandic aliases, new characters Lando Calrissian and Yoda kept their original names.
An Imperija Uzvraća Udarac handbill from former Yugoslavia lists the movie’s main credits along with a brief synopsis that, in translation, roughly correlates to the plot (though the ending is spoiled). Other translation fun facts include the use of “laser duel” for the final battle and “blackmailers” for bounty hunters.
Similar to posters from the region, the handbill features the logo of Croatia Film, a distribution and production company based in Zagreb, along with a mark for FEST 81, Belgrade's International Film Festival held in February 1981 where Empire was presumably selected and screened as an example of one of the world’s finest motion pictures.
An A4 size El Imperio Contraataca handbill was available in Spain for its theatrical run that commenced in limited release on September 29th, 1980. Featuring Noriyoshi Ohrai’s Japanese poster artwork on the front as duplicated in the Spanish one sheet, the back lists the cast, credits and a synopsis.
Speaking of Ohrai’s Empire Style A masterpiece, it was used for the front of a Chirashi flyer for the film's release in his native country on June 28th, 1980.
A second Empire Chirashi mirrors the photo collage from the Japanese Style B one sheet.
At just over 1,000 stateside bookings for its opening weekend in 1983, Return of the Jedi had immediate wide exposure to American audiences, including many that frequented venues in the suburbs. This 6x9” flyer reproducing Tim Reamer’s Style A artwork promoted the movie’s May 25th debut at the Oakland Mall in Troy, MI (a suburb of Detroit). The mall’s theaters closed by 2000 and eventually converted to a Steve & Barry’s retail clothing store which shut down in 2009. The space would later be occupied by a Gibraltar Furniture and Rug store, and as of 2015, a Dick’s Sporting Goods. With new multiplexes in the vicinity, this spot, like so many shopping mall cinemas of the era, faded into obsolescence.
The AMC Carolina Circle 6 on the lower level of the Carolina Circle Mall in Greensboro, NC got the festivities started four days early with a meet-and-greet session with Darth Vader and C-3PO on Saturday, May 21st (otherwise known as “JEDI DAY”).
Source: eBay auction
A curious “collection of special highlights” was also shown every 30, 15 minutes from 1-4pm that fine afternoon.
From the Collection of Jeffrey Hunter
In addition to suburban mall theaters, Return of the Jedi was subjugating neighboring mall retailers throughout the country. This Vader-starring flyer for the Southtown Cinemas I-II-III in Ft. Wayne, IN can be seen in the photo below posted behind the counter at a B. Dalton Booksellers in a sea of Jedi wares (look near the fire extinguisher sign).
Established by the General Cinema Corporation as a twin theater in 1971, the Southtown Mall’s cinema had just been converted to a triplex in 1982 and was yet another to offer Jedi in Dolby Stereo on opening day (in this case, taking over two of the three auditoriums).
This rare glimpse of a truly “wild-posted” flyer provides a great snapshot of the Jedi marketing machine and all of the ancillary published material bookstore shoppers might be interested in after catching the movie.
Photo Credit: Bea Jonas
For those keeping track, note the presence of the novelization, storybook, Official Collectors Edition, Ralph McQuarrie portfolio and Random House bookmarks among other items.
Keeping within the shopping mall confines, 20 years after its first store opened in New Jersey's Cherry Hill Mall in 1963, the flyer above from novelty retailer Spencer Gifts advertised "toys, mugs, t-shirts, posters and more" that were “now appearing” from the Jedi merchandising juggernaut.
From the Collection of Jeffrey Hunter
From the Collection of Joe Mantid
Like its Trilogy predecessors, Jedi was a mainstay on the Military Exchange theater circuit as demonstrated by the above left flyer with a rather patriotic color scheme. Those serving on bases overseas were given the opportunity to see the movie as well. The above right flyer announced Jedi’s January 1984 visit to the Hahn Air Force Base in Germany.
The screening calendar flyer below was mailed out to Decorah, IA residents and prominently advertises Jedi's 4 week engagement at the Viking Theatre that began on July 15th, 1983.
Initially a single screen venue, the Viking was converted to a triplex and continues to be operated by R.L. Fridley Theaters, Inc. as the Viking 3. The reverse of the flyer lists the schedule for the now demolished Decorah Drive-In.
Across the pond, a June 2nd release date was settled upon for the United Kingdom as listed on this advanced ticket application flyer for 70mm engagements at the Dominion Theatre and Odeon Marble Arch in London. Serving as somewhat of a proto reserved seating system, the flyer also makes mention of the Return of the Jedi display that was viewable at the Harrods department store.
Customers sending in their booking forms and payment were given the choice of seating tiers and of course had to specify whether they preferred smoking or non smoking areas.
The postcard sized “fan card” below enticed British moviegoers and department store shoppers by spotlighting Luke Skywalker refreshed with Jedi confidence amidst Jabba the Hutt’s monstrous goons.
The function of these fan cards is detailed in the “Promotional Aids” section of the U.K.’s Jedi publicity kit. Available to exhibitors and retailers at only £6.50 per pack of 500, they were an economical premium to boost hype for the movie and awareness of venues.
Based on the extant variations on the reverse, it was commonly handed out at Odeon cinemas and Debenhams department stores, though other locations have surfaced.
From the Collection of Andy Preston
From the Collection of Craig G. Thomas
More basic “See the full range of Star Wars toys” or simply blank cards left room for a specific business or cinema to list their information.
From the Collection of Darren Slade
The movie’s description is derived from a December 1981 draft of the opening crawl that was also used to preface Archie Goodwin’s Marvel Comics adaptation.
From the Collection of Craig Stevens
From the Collection of Andy Preston
Many young fans received them at Darth Vader appearances hosted at Debenhams locations, with some even having theirs autographed by “Darth” himself. Those that questioned the inconsistency of the Dark Lord’s signature were punished accordingly.
Photos Courtesy of Simon Farrell (Whose brother survived Vader’s iron grip)
The Jedi fan cards were distributed in neighboring Ireland, as illustrated by the back of this example for the film’s imminent run at the Ambassador Cinema in Dublin.
Also advertised is an Irish version of the ambitious Jedi Adventure Centre promotional display that had a rollout in the U.S. and Canada in July 1983. Dublin’s branch of the Brown Thomas chain of department stores would host the walkthrough exhibit across the River Liffey from the Ambassador.
Jedi can be seen off in the distance on the Ambassador’s marquee in the below photograph of a bustling Dublin in 1983.
Source: Photos of Dublin
Concluding Iceland’s scarce trio of handbills, another one from Nýja Bíó cinemas heralded the release of Stjörnustríð III. Logi would finally redeem his father Anakin Geimgengill and defeat the Keisarinn (“Emperor”).
El Retorno del Jedi’s fall 1983 theatrical release in Spain was aided with another double-sided A4 size handbill from InCine. Michel Jouin’s French poster artwork donned the front as replicated in the Spanish one sheet.
The back has typical production information and some suggested publicity superlatives – the best perhaps being “EL SUENO MAS GRANDE JAMAS IMAGINADO” (“THE BIGGEST DREAM EVER IMAGINED”).
Jedi’s July 2nd, 1983 Japanese release was accompanied by another pair of Chirashi flyers. The first uses Drew Struzan’s artwork for the film’s Revenge of the Jedi teaser poster with the revised Return title. A variation without the Japanese text beneath the title was also printed.
The second design showcases Jedi’s Style B artwork which was created by Tokyo native Kazuhiko (Kazo) Sano, a painter and illustrator who moved to the San Francisco area in 1975 to study at the Academy of Art College. His commission for the one sheet was a breakthrough in his career.
The small flyer above advertises a double feature of “part 3s.” Jedi and Superman III (which also had a July 1983 Japanese opening) were to be shown together at the “Mainichi Underground” theater in Nagoya starting on Christmas Eve. The right side is a coupon for 200 yen discount (100 yen for students), good for up to three people.
1986 would see a Japanese theatrical re-release of both The Empire Strikes Back and Return of the Jedi. A horizontally aligned Chirashi combining the previous “collage” style design from Empire and a new photographic montage for Jedi was made for the occasion. The flyer’s reverse had the standard vertical orientation with each film getting a column for its respective printed information.
Revival marathon screenings of the entire Trilogy would take place stateside and abroad in the years following Jedi’s release.
Source: eBay auction
Above is a flyer for a double session Trilogy screening hosted in Australia by the bfc Film Exhibition Board in June 1990.* bfc Film Fanatics got a discount rate of $4.00 for all three movies (in Dolby Stereo to boot). With kids tickets at $2.50 for over 6 hours of entertainment out of the house, a better deal for parents will never exist again.
Live action spinoffs starring Wicket and friends (and nasty foes) would hit the big screen overseas in several markets, some of which continued their handbill treatment for the Trilogy films.
La Aventura de Los Ewoks hit Spanish cinemas in August 1985 and was advertised by InCine with another A4 size handbill. Drew Struzan’s wonderful Style B international one sheet artwork caught the eyes of patrons, while the synopsis on the reverse immediately asked them the apt question, “¿Se acuerdan de los Ewoks?”
Chirashi were produced for both live action Ewoks films in multiple styles. For Caravan of Courage’s August 17th, 1985 release, the mighty Gorax dominated the flyer's composition which miniaturizes a photo collage Style B one sheet unique to the country.
Two Chirashi were disseminated for the March 21st, 1987 Japanese release of Ewoks: The Battle For Endor, or as the title was roughly translated: Endor: Fairy of the Magical Sky. That title somewhat explains the mystical quality of the first style’s atmosphere and the presence of Pegasus in the lower right. [Disclaimer: having not watched this movie for decades, it dawned on me that the translated title and depiction of the white horse must be referencing this moment of evil deception].
Where the previous Battle for Endor Chirashi leaned into the fantasy motifs, the second equally bizarre flyer went hard for the sci-fi angle with an odd dominant image of Wilford Brimley’s star cruiser orbiting what we can assume to be the Endor moon. This piece is worth seeking out with it likely being the only Star Wars poster graced by Phil Tippett. As usual, these flyers were adapted from Japanese one sheet posters.
Originally Published May 10th, 2023
*Approximate date - bfc Trilogy screening could have also occurred in 1984.
Theater engagement information retrieved from Michael Coate’s History, Legacy & Showmanship retrospectives.
Special thanks to Simon Farrell, Michael Gohlke, Jeffrey Hunter, Erik Janniche, Duncan Jenkins, Joe Mantid, Jonathan McElwain, Paul Naylor, Andy Preston, Mark Salotti, Darren Slade, Craig Stevens, Craig G. Thomas and Pete Vilmur for their contributions to this article.
