Searching around the Variety full page is ~8-10k.

To make a point both in reality and in the land of money. In three years when Star Wars gets a 3D release in theaters. By that time a fan scan of the movie might have been released. Sometime prior a campaign is started to get people on board of going to see the movie in theater, but not on opening day. On opening day the Variety ad goes out saying, "Thank you George for the great movie. As you won't preserve the film, we have. To prove to you our gratitude for the creation of this film we will go see your Star Wars in 3D on the second weekend." Then if the comparison number of opening day to second weekend are of some significance, a point could have been said to have been made.

or replace the going to see the movie with some donation idea. but when you're dealing with money, you're going to lose... The "it's HIS movie concept" is too easy a position to fortify.