Back in 1977, Jaws snatched Star Wars title at the box office. George Lucas and Steven Spielberg were friends, and Lucas decided to be a good sport about it. According to Business Insider, Lucas purchased a one-page ad in Variety congratulating his friend on the achievement.
That started a long tradition of Lucas congratulating Spielberg again when E.T. snatched the title again in 1982 with another full page ad in Variety.
It wasn't just Spielberg that Lucas was fine sending congratulations to. When Titanic surpassed Star Wars at the overall box office, Lucas once again took out an ad to congratulate James Cameron.
It appears that the tradition is alive and well, even as Lucas has moved on and Star Wars is in Kathleen Kennedy's hands. However, a full-page ad in a magazine is a little outdated these days, so a graphic on Twitter is much more modern. The official Star Wars Twitter account posted the following image after Avengers: Infinity War broke the box office record set by Star Wars: The Force Awakens.
There is likely no bad blood between the companies since they are both owned by Disney, but it's nice to see the tradition is alive and well. Should another movie surpass one of Star Wars' records, we can assume that Kennedy will be sending another graphic out with congratulations.
Summary: As the Avengers and their allies have continued to protect the world from threats too large for any one hero to handle, a new danger has emerged from the cosmic shadows: Thanos. A despot of intergalactic infamy, his goal is to collect all six Infinity Stones, artifacts of unimaginable power, and use them to inflict his twisted will on all of reality. Everything the Avengers have fought for has led up to this moment – the fate of Earth and existence itself has never been more uncertain.
Avengers: Infinity War, directed by Anthony and Joe Russo, stars Robert Downey Jr., Josh Brolin, Mark Ruffalo, Tom Hiddleston, Chris Evans, Chris Hemsworth, Jeremy Renner, Chris Pratt, Elizabeth Olsen, Sebastian Stan, Benedict Cumberbatch, Paul Bettany, Chadwick Boseman, Benedict Wong, Zoe Saldana, Karen Gillan, Vin Diesel, Dave Bautista, Pom Klementieff, Scarlett Johansson, Don Cheadle, Tom Holland, Bradley Cooper, Sean Gunn, and Anthony Mackie. It will be released on April 27th.
— Star Wars (@starwars) May 1, 2018