Star Wars Day on May 4, 1979, the day Margaret Thatcher took office as Prime Minister of the United Kingdom. An online news article from the Danish public broadcaster says her political party, the Conservatives, placed a congratulatory advertisement in "The London Evening News", saying "May the Fourth Be with You, Maggie. Congratulations." The saying was used in a UK Parliament defence debate on May 4, 1994. Astrophysicist and author Jeanne Cavelos used the saying on page 94 of her 1999 book "The Science of Star Wars". In 2008, the first Facebook groups appeared, celebrating "Luke Skywalker Day," with the same catchphrase. While
Star Wars (film) 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 film at the San Diego Comic-Con and elsewhere within science fiction fandom. Worried that "Star Wars" would be beaten out by other summer films, such as "Smokey and the Bandit", 20th Century Fox moved the release date to May 25, the Wednesday before Memorial Day. However, fewer than 40 theaters ordered the film to be shown. In