Lucasfilm hired Charles Lippincott as marketing director for this movie. As Twentieth Century Fox gave little support for marketing beyond licensing t-shirts and posters, Lippincott was forced to look elsewhere. He secured deals with Marvel Comics for a comic book adaptation, and with Del Rey Books for a novelization. A fan of science fiction, he used his contacts to promote the movie at the San Diego Comic-Con and elsewhere within science fiction fandom.

Film

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