In 1977, George Lucas produced Star Wars. Even though its unparalleled success in popular culture was a surprise to most in the industry, Marvel Comics made a rather fortunate gamble. Three months prior to the film’s release, Marvel Comics published a six-issue comic rendition of the film. Star Wars #1 became the first million copy seller since the Golden Age. Star Wars was made into a regular series. Further success followed as the Kenner Toy Company manufactured toys based on the film. The films, toys and comic books worked together to fortify the unit sales of Star Wars products. Marvel Comics also tried to take advantage of other popular toy lines by releasing The Shogun Warriors and The Micronauts.
The success of these comics helped Marvel Comics in the late seventies to stabilize its position in the overall market. This lead to the company being able to set a new practices such as returning art and paying out royalties.
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