Twentieth Century Fox and UTV Media-owned Sport magazine are teaming up to promote the upcoming 'Star Wars Episode 1: The Phantom Menace' by handing out lightsabers to people on the streets of London.
The lightsabers are, of course, faux -- in fact, they're actually magazines that have been designed to look like the iconic Jedi lightsabers from the Star Wars movies. People passing through London's West End can expect to get their hands on one of these lightsabers, and listeners of the TalkSport station (which is also owned by UTV Media), will get chances to win other Star Wars-branded goodies.
According to Sport magazine's advertising manager Kevin O'Byrne, "Star Wars' fans are almost as passionate as sport fans, so this deal between 20th Century Fox and TalkSport is the perfect combination."
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