European Stars and Stripes (Newspaper) - July 23, 1978, Darmstadt, Hesse                                Page 6 the stars and stripes sunday july 23, 1978 message from dissident s wife a crowd estimated at 4.0m listens to a talk by mrs. Altal so Sharansky right wife of convicted russian Diss wads publicity tie ins Dent Anatol so Sharansky. With her at the Berkeley cui., gathering u Folk Singer Joan Boex. Tipi photo big new Blitz pushes top film Star wars by Edwin Mcdower new York not since its release on May 25, 1977, the motion picture Star wars has grossed More than $221 million at the Box office More than any other film in history. Nevertheless the twentieth Century Fox film corp. Has unleashed an unusual multimillion Dollar publicity Blitz on behalf of the film and Only a Hermit is Likely to miss being exposed to it. The company began a 3 i Day Campaign saturating television with 60 different advertisements proclaiming the movie s opening in 1,644 Heaters in the United states and Canada. Viewers in an Esti mated 97 percent of All american Homes Are expected to see at least one of the ads that Are running simultaneously on prime time network programs. At the same time thousands of ads for the Fum Are being broadcast for 10 Days on radio stations in the nation s top markets. Record stores Are using window Dis plays and publicity to Spur sales of the original soundtrack album that has Al ready sold More than 3 million copies. In addition companies Are cranking up a merchandising tie in that has already grossed More in royalties for the film com Pany than have Many of its motion Pic Tures. The tie in is expected to generate More royalties this year than any other film property has earned in a single year. The merchandise has already grossed Well Over $200 million at retail an Kenner alone has shipped Well Over $90 million in Star wars toys at wholesale since the be ginning of the year and can t keep up with demand said Mark fevers. Fox s vice president for merchandising. The Kenner products co. Is a division of general Mills. All the licensing is being handled directly by Fox rather than through Independent agents who generally line up promotional tie ins for commissions of up to 50 percent. Fevers said the company had deliberately limited major licensees in the United states to about 25 Blue ribbon companies in contrast to the 79 it licensed for products based on planet of  Star wars is an exception to the Rule of thumb that merchandising tie ins for motion pictures Are risky because of their relatively Brief shelf  licensees for Fox s doctor Doolittle for example lost heavily when that picture failed at the Box office. Most in demand Are popular television series which each week play to Mil Lions of viewers. According to Pevers Clark s of England is using the Star wars theme to Intro Duce a line of Quality children s shoes into the american Market. Topps chewing gum has already paid Fox almost $1 million in royalties. And the Star wars digital watch of Texas instruments represents that company s first character licensing arrangement. In addition there Are Premium tie ins with coca cola Burger King and Procter 4 Gamble. They will give Star wars glasses or posters to customers for which Fox not Only will receive royalties on the Giveaway items but will also be paid for the privilege of promoting the Star wars theme. The reason for this saturation Campaign according to a Fox official is that although Star wars has set Box office records it still has been seen by Only a fraction of the potential Market. Last summer Star wars was in about 1,000 Heaters in America said Ashley Boone Fox s vice president for Domestic markets and distribution. But whenever the picture fell below a certain Box office level we had them return the print on the theory that the picture does t have the full level of enjoyment in half empty  the number of Heaters showing Star wars dropped progressively so that it is now in Only about 40 first run Heaters but the Force will reappear in Heaters All across the country until it is retired Onset. 7 to await Star wars 1j" stateside Miracle baby Dies after 13-month struggle Indiana Pous up Miracle baby Stevie Mclaughlin s fight for life has ended after 13 months. The youngster who was named the Miracle baby by doctors at Riley Hospi Tal for children after surviving three open heart operations a pacemaker implantation and a tracheotomy has died. The infant son of or. And mrs. James Mclaughlin of Plainfield ind., succumbed at his grandmother s borne to i when a weak artery in us N.C. blast month a garage 5 station Rel township fire000 to help pay for the Bills which passed paid about 80 percent of the the boy returned to Rik enlarged N.C. artery and he was released july 14. Feat raised my t Illinois representative mugged in Wash a Washington a rep. Bob Michel r-ni., suffered a cot ton be lacerations of the face and swollen eyes when be was mugged by an unknown bomber of assail ants behind his borne police  congressman who was treated at a Hospital and then transferred m Berbes Danavall Hospital was reported in Good con  said be was getting out of is car at Hli Home la the Smith East Lingua when be was attacked 1 ants escaped with his Wallet Art earlier this month set. Mshel d-n.c., was robbed while iat a boo  was not injured Aal i returned his Wallet and Ere request after they took Mac by Independent on the Ott Taf not produce it until an former and current Start will be too old for the part