In 1981, Shooter brought Marvel into the lucrative comic book specialty shop market with "Dazzler" #1. Featuring a disco-themed heroine with ties to the X-Men (based upon an unproduced motion picture set to star Bo Derek), the first issue of this series was sold only through specialty stores, bypassing the then-standard newsstand/spin rack distribution route altogether, as a recognition by Marvel of the growing comics shop sector. Subsequent issues of "Dazzler", however, were sold through newsstand [returnable] accounts as well. "Dazzler" was the first direct sales-only ongoing series from a major publisher; other Marvel titles, such as "Marvel Fanfare" and "Ka-Zar", soon followed. Later that same year, Shooter wrote "Marvel Treasury Edition" No. 28 which featured the second Superman and Spider-Man intercompany crossover. Additionally in 1981, Shooter was recognized as one of six "New Yorkers of the Year" by the New York chapter of the JayCees, for his "contributions toward revitalizing the comics industry and helping Marvel Comics achieve a new pinnacle of success." Shooter also institutionalized creator royalties, starting the Epic imprint for creator-owned material in 1982; introduced company-wide crossover events, with "Marvel Super Hero Contest of Champions" and "Secret Wars"; and launched a new, albeit ultimately unsuccessful, line named New Universe, to commemorate Marvel's 25th anniversary, in 1986.