Star Wars Day the initial group never received widespread acclaim, the phenomenon spread to college campuses a few years later, and Star Wars Day was born. In 2011, the first organized celebration of "Star Wars" Day took place in Toronto, Ontario, Canada at the Toronto Underground Cinema. Produced by Sean Ward and Alice Quinn, festivities included an Original Trilogy Trivia Game Show; a costume contest with celebrity judges; and the web's best tribute films, mash-ups, parodies, and remixes on the big screen. The second annual edition took place on Friday, May 4, 2012. Fans (even government officials) have celebrated "Star Wars" in a
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