If you walked into a movie theater in early 1977, you probably had no idea what a Wookiee was. You definitely didn't know about "The Force." But then you saw it. Standing there in the lobby was a sheet of paper that changed everything. The Star Wars 1977 poster wasn't just an advertisement; it was a promise of something we’d never seen before. It’s kinda wild to think about now, but back then, 20th Century Fox was terrified this movie would flop. Hard.
George Lucas was a nervous wreck. The production was a disaster. Yet, that poster—specifically the one with Luke Skywalker holding a lightsaber toward the sky—sold a dream that the grainy trailers couldn't quite capture. It gave us scale. It gave us a sense of myth. Most importantly, it gave us a reason to buy a ticket.
The Brothers who defined a galaxy
Everyone talks about Drew Struzan these days, and rightfully so, but the real magic of the original 1977 campaign started with the Brothers Hildebrandt. Greg and Tim. They were fantasy illustrators, mostly known for their work on The Lord of the Rings calendars. They had exactly 36 hours to finish the "Style B" poster. Can you imagine that? 36 hours to create the most iconic image in cinematic history. They worked in a fever dream.
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The result was something operatic. You’ve got Luke looking way more muscular than Mark Hamill actually was, and Leia looking... well, a bit more "fantasy damsel" than the fierce leader she ended up being on screen. It didn't matter. The vibe was right. It felt like a space-age King Arthur. Honestly, that’s exactly what Lucas wanted. He wasn't selling hard sci-fi; he was selling a fairy tale.
But here is a weird fact: their version wasn't the first one. Tom Jung was the guy who did the "Style A" theatrical one. Jung's version is the one where Luke is in that iconic "V" stance. It’s more atmospheric, darker, and used a lot more negative space. If you look at the Jung poster vs. the Hildebrandt poster, you can see two totally different versions of what Star Wars could have been. Jung’s felt like a dark space epic. The Hildebrandts made it feel like an adventure.
Why collectors go crazy over the "Chantrell" version
If you’re a serious collector, you know the name Tom Beauvais or Tom William Chantrell. These guys handled the international and British markets. The "Style C" poster by Chantrell is often cited as the "definitive" one by hardcore fans. Why? Because it actually looks like the actors.
Chantrell had a different philosophy than the US designers. He used photos of the cast for reference. In his version, Leia looks like Carrie Fisher. Han Solo actually looks like Harrison Ford, holding a blaster and looking cool. It’s more crowded, sure. It’s got X-wings and TIE fighters buzzing everywhere. But it feels real. Collectors will pay upwards of $5,000 to $10,000 for a high-grade original Style C today. It’s basically the gold standard.
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There is also the "Circus" poster. Ever heard of that one? It’s a 1978 re-release poster that looks like it’s been pasted onto a wood fence. It was designed by Rick Hoberg and Dave Stevenson. It’s weird. It’s quirky. It feels like a piece of street art from a galaxy far, away.
Spotting a fake in a world of reprints
You’ve gotta be careful. Seriously. The market for the Star Wars 1977 poster is absolutely flooded with bootlegs. They look good. At first glance, you’d think you found a treasure in your grandma’s attic.
Most of the time, you didn't.
The GAU Logo trick
Look at the bottom of the poster. On an original 1977 US one-sheet, there should be a small GAU (Graphic Arts Union) logo. On many fakes, this logo is blurry or missing entirely. It’s a tiny detail, but it’s the difference between a $2,000 investment and a $20 piece of glossy paper.
Size matters
Original one-sheets from that era were almost always 27" x 41". Modern posters are 27" x 40". If your "vintage" poster is 40 inches tall, it’s a modern reprint. Period.
Hairlines and dots
If you have a magnifying glass, look at the print quality. Originals were printed using a lithographic process. This means you’ll see a specific pattern of tiny dots. Fakes often look "pixelated" or have a weirdly smooth, digital sheen. Also, check the "hairlines" on the characters. In the original Style A, you can see fine strands of Luke’s hair. In fakes, these usually blur into a solid blob of color.
The "Star Wars" vs "Star Wars: Episode IV" debate
Here’s a fun bit of trivia that messes with people’s heads. No poster printed in 1977 says "A New Hope" or "Episode IV." None of them.
That subtitle wasn't added to the film's opening crawl until the 1981 re-release. If you see a poster that claims to be from 1977 but mentions "Episode IV," you are looking at a later print or a flat-out lie. The original posters just said Star Wars. It was a singular event. Nobody knew there would be nine more movies, plus spin-offs and TV shows. It was just one weird, beautiful movie about a farm boy and some robots.
Why we can't stop looking at them
There’s a psychological element to why the Star Wars 1977 poster works. It uses a triangular composition. Your eyes start at the bottom with the droids, move up through Luke and Leia, and end at the terrifying mask of Darth Vader looming in the background. It’s a visual hierarchy. It tells the whole story without a single word of dialogue.
Modern movie posters suck. There, I said it. Most of them are just "floating heads" photoshopped together by an intern. They feel corporate. They feel safe. But these 1977 posters? They were paintings. They had texture. You can see the brushstrokes. You can feel the intention behind every line.
That’s why they rank so high in the hearts of fans. They represent a time when movies felt like handmade artifacts.
How to start your own collection without going broke
Look, not everyone has ten grand to drop on a mint-condition Style A. That’s fine.
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- Go for the "Insert" posters. These were 14" x 36" and printed on cardstock. They were meant for smaller displays in theater hallways. They are often cheaper but look amazing when framed.
- Look at international versions. Sometimes the Spanish or Italian versions of the Star Wars 1977 poster are more affordable and, frankly, have much cooler, more experimental artwork.
- Check the 10th-anniversary prints. In 1987, they did some high-quality reprints that are now vintage in their own right. They aren't "originals," but they are officially licensed and hold their value better than a random Amazon print.
Actionable steps for the aspiring collector
If you’re serious about hunting down an original piece of history, don't just hit eBay and hope for the best. You’ll get burned.
- Join the community. Sites like Heritage Auctions or MoviePosterExchange are where the real pros hang out. They have experts who vet the posters before they even go up for sale.
- Learn the "Fold" history. Before the mid-80s, almost all movie posters were sent to theaters folded. If you find a "1977 original" that has absolutely no fold lines and isn't "linen-backed," be very suspicious. Most originals were folded into quarters.
- Invest in UV glass. If you do buy an original, don't put it in a cheap $15 frame from a big-box store. The sun will eat that ink for breakfast. You need UV-protective glass and acid-free backing.
- Check for "Snipe" stickers. Sometimes theaters would stick a "starts Friday" sticker (a snipe) directly onto the poster. To some, this is damage. To others, it’s proof of authenticity and adds a layer of history.
The Star Wars 1977 poster is more than just a piece of paper. It’s the visual DNA of a franchise that redefined global culture. Whether it’s the Jung, the Hildebrandt, or the Chantrell, these images are the reason we still look at the stars and wonder what’s out there. Just make sure you check for that GAU logo before you hand over your credits.