SB it's more about sentiment... Lucas funds Star Wars out of his own pockets and thus takes all the profit. All Fox does is collect a fee for acting as distributor. However half the human race in the coming months will go see this movie, and the first thing they see is the Fox logo with "A News Corporation Company" at the bottom. Historically this has given the share price a powerful boost but they are likely to earn more money from "Robots", or even "Fantastic Four" in June.
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