In 1977, George Lucas made what is considered the smartest financial deal in Hollywood history. During negotiations with 20th Century Fox for 'Star Wars,' Lucas offered to forgo an additional $500,000 director's fee in exchange for two things: ownership of any sequels and all merchandising rights. At the time, movie merchandise was considered worthless by the studio, which was struggling financially. However, after the film's release, Star Wars toys, posters, and clothes became a global phenomenon. By 2012, when Lucas sold his company to Disney, it was estimated that Star Wars had generated over $20 billion in merchandise sales alone. This deal shifted the power in Hollywood, proving that the 'ancillary' market of a film could be far more lucrative than the box office itself, and it turned George Lucas into one of the wealthiest individuals in the entertainment industry.