In 1982, the Mars candy bar company rejected the inclusion of M&M's in the new Steven Spielberg movie E.T.: The Extra-Terrestrial. Competitor Hershey, on the other hand, took a chance with their Reese's Pieces, which is similar to M&M's but contains a peanut butter filling, and with the movie's blockbuster success, its candy sales dramatically increased, perhaps by as much as 300%.
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