Fox hired Terry Erdmann and a team of publicists including Blake Mitchell and Jim Ferguson to promote the film at Star Trek conventions with a few film clips and free Banzai headbands, which have since become highly sought-after collector's items by fans of the film. The studio made no attempts to sell the film to a mainstream audience with traditional promotion, although there were some magazine advertisements (primarily in Marvel Comics) and related licensing which served as viral advertising in limited venues. Studio publicist Rosemary LaSalmandra said, "Nobody knew what to do with Buckaroo Banzai. There was no simple way to tell anyone what it was about—I'm not sure anybody knew". Lithgow said, "I've tried to explain the story line to people and it takes about an hour. I mean it; it's that complicated. But it's terrific. Every time I tell people about it, I get so excited that I end it by saying, Buckaroo Banzai, remember where you heard it first!"