In a pre-holiday telegram to 20th Century Fox’s distribution team, the studio’s VP of domestic distribution, Peter Myers, boldly predicts that the upcoming George Lucas film Star Wars could break all standing box office records in America. “Exceptional entertainment usually pays off,” Myers writes, “but when it is coupled with a spectacular and innovative presentation, the critics, opinion makers, and the public will be electrified, and it is quite possible Star Wars will emerge as the all-time box office champion.” Though enthusiastically championed by 20th Century Fox president Alan Ladd Jr., Star Wars has thus far been considered a risky prospect by 20th Century Fox shareholders and executives.
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