With the New York premiere of The Dark Crystal scheduled for December 13, 1982, Jim and his colleagues spent the week before promoting the film. An extensive press kit had been created including still images, bios, ideas for feature stories, credits, and overall production notes. In addition, an Electronic Press Kit for potential coverage on air included a video tape and credits, bios, suggested lead-ins for taped stories and promotions, editing notes, artwork, slides, and transcripts of the material on the tape.
Jim had been receiving publicity updates throughout the fall and early winter, detailing ideas for promotions and requests from the press. Some of the publications seeking interviews included Coming Attractions, The New York Post, New York Newsday, The Daily News, Harper’s Bazaar, Glamour, Prevue, Weekly Reader, People, The Los Angeles Times, Boston Herald American, Fort Lauderdale News and Sun-Sentinel, The Globe, Gannett Westchester Bureau, Starlog, The Christian Science Monitor, Sixteen, The Miami Herald, Aquarian Arts Weekly, and The Pittsburgh Press.
Domestic promotion was just the tip of the iceberg. A UK marketing research firm was hired to assess the position in Australia, France, Germany, Italy, Spain and the UK. It was clear that international interest in the film was high, and by January 1983, The Dark Crystal was booked in theaters across Europe, South America, Australia and Asia. The film screened at festivals in France, the Philippines, and in Spain. And Jim traveled the globe celebrating the magical world that he had created.