George Lucas' biggest victory in Hollywood was convincing the studio to give him merchandising rights to Star Wars.
George got the merchandising rights because nobody wanted them. Before Star Wars scifi was at best, a low to mediocre box office draw. 20th Century Fox thought giving Lucas the merchandising and other ancillary rights rather than a percentage of the box office was a good deal. They were very wrong. Just the same, SW is credited with saving 20th century fox from banktuptcy.
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