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Celebration
Star Wars Day is an informal commemorative day observed annually on May 4 to celebrate the Star Wars media franchise created by founder, former chairman and CEO of Lucasfilm, George Lucas. Observance of the day spread quickly through media and grassroots celebrations since the franchise began in 1977. wikipedia.org
The date originated from the pun "May the Fourth be with you", a variant of the popular Star Wars catchphrase "May the Force be with you". The holiday was not created or declared by Lucasfilm, but has been embraced by them and parent company Disney.