The U.S. lobby cards issued for Return of the Jedi were the last seen for any Star Wars film released domestically, since they fell out of use by the mid-'80s. The assortment of Jedi cards was similar to that used for Star Wars and Empire, with a few changes mixed in. The standard bordered and borderless 8"x10" minis were still present, as were the 11"x14" standards. However, the portrait cards had been upsized to 16"x20", bringing the total count of cards cut in that size to 11 (eight portrait cards and three scene cards).
In addition to two large 20"x30" scene cards, there was one inclusion that has long baffled collectors -- a single 17"x30" card showcasing Ralph McQuarrie's exploding sail barge artwork. Why a single, undersized card featuring artwork (also unusual) was selected for inclusion among the lobbies is unknown, although one can't deny the appeal of one of McQuarrie's masterful paintings blown up to scene card size.
Licensee Displays
Coca-Cola again ran a cup and pitcher promotion similar to that used for Star Wars and Empire, which offered a free Jedi cup or pitcher with the purchase of a large Coke and/or popcorn. Plastic cups and popcorn buckets would again sport Star Wars graphics when the Special Editions were released 14 years later.
Coke decided to join forces with Kenner for Jedi's 1985 re-release, with a paper cup promotion that contained game pieces to win a variety of Kenner prizes. The posters and counter displays for this promotion are of special interest to collectors, since the prizes depicted include the now hotly sought-after Power of the Force action figure collection as well as the rare Huffy Speeder Bike ride-on toy. The cool dogfight-in-space graphics don't hurt the display's desirability either.
Program
Like The Empire Strikes Back, a similarly-sized program book was printed for Return of the Jedi, including rare behind-the-scenes images and interviews.
These programs were also sold on newsstands, taking the film's marketing message directly to the streets.
T-shirts
Some savvy theater owners found that if a moviegoer's ticket was slapped onto a t-shirt, then it could become a walking advertisement for the film in the weeks following its "redemption" at the box office.
Be sure to also check out the original theatrical experiences of Star Wars and The Empire Strikes Back!
