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Originally posted by: DarthAstuart
I do think one significant distinction is that the prequels HAD to have been made with at least one eye toward the marketing and tie-ins, and I don't know that ESB was. ANH definitely wasn't cause who knew if toys and shit would even sell?
Fox didn't think the film was going to do too well, so instead of giving Lucas a cut of the box office take, they gave him the rights to the marketing tie-ins as a token gesture. Little did they know the Pandora's Box they were opening by turning product tie-ins over to a marketing genius.
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ROTJ was the beginning--that interview bit from lucas (in one of the many books) where he reveals he created the ewoks so that he could have a toy ewok to give his daughter.
He really is a sad figure.