USA Return of the Jedi Style "A" Jedi Adventure Center Poster

inkblot

USA Return of the Jedi Style "A" Jedi Adventure Center Poster
Click to enlarge

Other Info: This poster and its accompanying counter display where used to promote the Jedi Adventure Centers that opened in July of 1983 to capitalize on the 4th of July weekend at major shopping malls across the nation, through July 17. (Even though Fox's goals were to have the Center set up around the US at 350 sites, it appears that there were only 145 they actually got set up.) Each of the malls paid $2,500 for the centers, which were billed as ''modular environments'' to be set up in the malls themselves, not in the stores. The set consisted of a modular metal framing system that housed twenty-eight panels of artwork in all different sizes that included a Jedi Hall of Fame, with original artwork; a wraparound photo center that framed customers against a fantasy from the movie (such as the Ewok village); and a communications center for phone conversations with Darth Vader or See-Threepio. The Jedi Adventure Center promotional package included 1,400 prizes contributed by licensees and valued at $4,800, plus posters and a 60-page marketing guide. Adventure Centers were supposed to have been sent out to 20 foreign countries, including most of the English-speaking world, plus Japan and South America. (However it is unknown just how many international countries received a Center.) Touted as being 'the largest movie promotion and possibly the largest retail promotion in the US.' it certainly has become one of the grandest theatrical movie tie-ins in history. Sadly, when it was all said and done, it quietly disappeared leaving fans of the trilogy mystified, always wondering about whether they had actually seen the exhibition as a kid or just wishing they had. The poster itself contains of mainly a white background with a light blue frame around the edge. It has the small style "A" illustration inset in the lower right hand corner and across the top it says, "Welcome To - The Jedi Adventure Center". The Return of the Jedi film logo is seen at the bottom middle along with the Lucasfilm trademarks. (See pics below)

Our good friend Pete Vilmur wrote a wonderful piece about the Jedi Adventure Centers back in 2006 for the Hyperspace members on StarWars.com - here is that article -

Star Wars at the Mall: 1983's Jedi Adventure Centers
~November 02, 2006

Fans who were lucky enough to live around one of about 150 select shopping malls in the U.S. during the first few weeks of July, 1983 may have happened across an unusually large display touting the arrival of the third chapter in the Star Wars saga, Return of the Jedi. The Jedi Adventure Center, an enormous walk-through display showcasing the characters, scenes, and special effects of the classic Star Wars trilogy, was devised by distributor 20th Century Fox to lease out to nearly 130 shopping malls and/or movie theaters nationwide for Jedi's release. While early estimates suggested that 250 venues would be receiving the display, reports from the manufacturer show that only 130 were shipped out, possibly because of the campaign's late arrival on the scene (the Jedi Centers arrived over a month after Jedi debuted in theaters).

Filling a 14-foot square area and measuring about eight feet tall, the 200-pound modular walk-through display featured three separate activity areas: a Jedi Hall of Fame, Photo Center, and Communication Center.

In the Hall of Fame, visitors could view concept art, photos, drawings, and documents from the classic trilogy, displayed on large mural-size panels attached to tubing. In the Photo Center, guests could be photographed in front of Ewok Village artwork, appearing to become part of a scene from the film. Finally, the Communication Center allowed visitors to listen in on pre-recorded introductions by C-3PO (voiced by Anthony Daniels) and Darth Vader, dropping hints about the storyline revealed in Return of the Jedi. Hyperspace members can listen to those eight recorded messages here.

Over 30 licensees provided merchandise to be used as prizes for the various competitions, which included a "Star of the Day" contest (visitors drew a character portrait "out of a hat" to see if it matched that day's designated character) as well as contests for drawing and trivia. Prizes for each venue included 1,400 items valued at nearly $5,000, including four collections of Kenner's full line of 65 action figures.

The Jedi Adventure Centers constituted the most ambitious movie promotion Fox had ever staged at shopping venues, the likes of which have not been seen since, at least for a Star Wars movie. With the relatively few Adventure Centers leased during the summer of 1983, many fans were probably unaware of their existence -- fortunately, Hyperspace members can now experience a little of what those early fans would have seen and heard at their hometown shopping mall during the summer Fox was calling the "Year of the Jedi".

brush_ink




inkblot

More Views: 
Promotional photo of the Jedi Adventure Center - taken in Wichita, KS.
More Views: 
Jedi Adventure Center flyers for Match-The-Stars Identification Contest!
More Views: 
North Hills Village Mall - Announcing Final Weekend to see Jedi Adventure Center.
More Views: 
Jedi Adventure Center - Coloring Contest page.