yeah apparently there has been a healthy tradition between directors and studios congratulating each which started with Steven Spielberg and George Lucas.
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The tradition of taking out ads to pat each other on the back began in 1977 when Steven Spielberg congratulated buddy George Lucas after Star Wars overtook Jaws at the domestic box office. It carried on from there including when Lucas later gave a shout-out to Cameron as Titanic unseated Star Wars in 1998. In 2015, Disney/Marvel and The Avengers paid tribute to Universal’s Jurassic World and its record-smashing opening weekend. Later that year, Uni returned the hat tip as Disney/Lucasfilm’s The Force Awakens rode past the dinosaurs, moving the practice to social media for the first time.
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