Why the hell would they therefore think the title was anything else?
Because the title given by the movie itself, presented in the exact same way as the titles for Empire and Jedi, is A New Hope?
Why would I assume the title of the movie I'd just seen was something different than what was on the marquis/video box/in the newspaper/etc.?
I do it all the time. For example, I know that "Hidalgo" is the real name of the movie, even if the box at my video store says "Ocean of Fire"...

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