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"I still cannot make myself call the third sequel, "Episode 1" anymore than I can force myself to call the 1977 original "Episode 4."

Preach!

"Still -Lucas is a billionaire, and I am not."

Lucas made a mint from merchandising. He was smart enough to capitalize on that. Of course, that was only successful because the movie was.

[a fool in paradise]

Lucas made a mint from merchandising. He was smart enough to capitalize on that. Of course, that was only successful because the movie was.

Much of the merchandising of Star Trek was made in the 1970s. The tv show itself was short lived (3 seasons?). Merchandising can be very financially successful even if the movie/tv show is not.

Snoopy toys/clothes/greeting cards/etc. are probably purchased by many fold the number of people who actually reading the daily strip anymore or have even one paperback collection of them.