Which 1977 film's merchandise packaging innovation created a new industry standard that collectors still reference today?

The film industry doesn't just create movies; it creates merchandise experiences. Product packaging for film-related merchandise has evolved dramatically over the decades, becoming an art form and marketing tool in its own right. This trivia question explores a groundbreaking packaging innovation that changed how movie collectibles were presented and preserved, creating a new standard for the industry and influencing retail displays worldwide.

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Star Wars (with its 'Kenner Early Bird Certificate Package' and subsequent blister card packaging)
Close Encounters of the Third Kind (with its light-reactive packaging that revealed hidden images)
Superman (with its die-cut packaging shaped like the Superman logo)
James Bond's 'The Spy Who Loved Me' (with its transforming package that became a display stand)