Chapter 238: So-called media
Two days later, as the incident continued to unfold...
The mighty industry leader, Paramount Pictures, unexpectedly announced that they would be holding a press conference to apologize for the film.
Of course, this was by no means a moment of capitulation; rather, it served as a catalyst to further propel their promotional efforts.
When it came to marketing, no one knew how to play the game better than film companies with control over media resources.
Reflecting on the past 7 to 8 years: first, Warner Bros. spearheaded the release of the relatively unknown "Harry Potter" series, which later gained immense influence.
October 15th, morning.
A black Cadillac smoothly navigated the road as fleeting scenes rushed past its sides.
Inside the car, Sherry set aside the newspaper and observed the headlines discussing the incident on the front page. She was extremely satisfied with the company's execution.
"Is everyone prepared? When we hold the press conference later, we need to make it quite a spectacle."
"Yes, President, you can rest assured. We've invited over 30 media outlets, and they're sending reporters to cover the event." The assistant adjusted her speech notes and nodded in response.
Meanwhile, in another location, within his lavish mansion in Beverly Hills, James was exceedingly nervous.
After the film was released, he was on a roadshow tour with the film's creators for promotional events.
Suddenly, he received a call from Paramount, asking them to return.
While on the way, he heard that many media outlets were criticizing "Saw". He began to worry that his work might face a recall after this incident.
As for James' speculations, Lyman found them rather amusing.
Did he think Paramount would forgo the profits they already had? How absurd. Such notions were as laughable as capitalists having an abundance of social conscience.
Although he had been informed of these promotional tactics, he never imagined Paramount could spin such elaborate schemes out of such a minor issue.
From Lyman's perspective, it wasn't exactly a rational choice for someone with a weak heart to watch a horror film. Besides, the movie poster clearly stated that it wasn't recommended for pregnant women and individuals with health problems. Coupled with the film's age rating, it was already barring minors. Given these precautions, who could be blamed?
Regardless, it wasn't entirely fair to place all the blame on the film.
What was impressive, however, was Paramount's ability to seize upon such a small incident for a remarkably clever "negative publicity". They deliberately claimed the film was too frightening and that it was their fault. They apologized, yet managed to stir the competitive spirit and interest of potential viewers. After all, which man wouldn't want to prove himself capable of enduring a horror film that could send a normal person to the hospital?
Moreover, Paramount's brilliance lay in this: first, they fueled the sensation, capturing the attention of many. Following that, they succumbed to the "pressure of public opinion" and announced an apology press conference.
If, at this point, the film's creators appeared together, earnestly bowing, it was likely that many would consider their keyboard efforts or media voices responsible for this outcome, believing they had achieved a spiritual victory.
Little did they know that Paramount had long collaborated with the media, orchestrating everything behind the scenes.
In the world of capital, many self-proclaimed "truths" were nothing more than slightly dressed-up damsels.
What kind of news is valuable? Certainly not the mundane.
"How about "The Truman Show"? Wasn't it successful?"
...
At three in the afternoon, the apology press conference commenced as scheduled.
A cluster of camera flashes were set up, and the journalists, ready to watch the spectacle, took their positions as directed.
It's worth noting that most of the attending journalists and freelance media personnel were paparazzi—everyone had a red envelope to receive. How could they not put on a good show?
Simultaneously, Lyman was dressed in formal attire, sitting backstage in the conference room, watching James rehearse his apology speech.
Well, the preparation seemed quite elaborate.
Suddenly, chaos erupted outside the door.
At the press conference venue, the host had already begun briefly discussing the audience's reception of the film after its release. They then invited Sherry to the stage to speak.
Flashes incessantly flickered.
Sherry's face remained composed as she expressed her willingness to cover all medical expenses and post-care nutritional fees for the girl who had fainted.
Damn.
Countless journalists and freelance media personnel were left dumbfounded. Did it really have to be this hypocritical?
If there hadn't been prior communication, who would believe it? Oh, the audience would, and things would return to normal for them.
Sherry continued with her pretense, speaking quite diplomatically and reiterating numerous official statements before finally allowing the film's creators to step forward.
The flashes started again, blinding to the point where one couldn't keep their eyes open.
James Wan, Jason Statham, Hugo Weaving, J.K. Simmons, and other main creators stood in a line—Lyman was missing. He was the producer, and this wasn't his concern. He didn't need to put on a show of feigned cooperation.
After conveying their apologies, as if by prior arrangement, they all bowed to the journalists.
One could imagine that the nearly 90-degree bows from all the creators would certainly become a focal point in the subsequent media reports and might even be published countless times.
Next came the segment where journalists were free to ask questions.
"Director Wan, when you were creating the film, did you ever consider that the scenes might be too frightening and could lead to something like this happening?" The journalist with the red envelope, number one, asked.
"No, but now that such a thing has occurred, we will undoubtedly assume the corresponding responsibility." James replied humbly, matching his response to the posed question.
"Well then, have you considered re-rating the film? Maybe to an NC-17 rating?"
"This film went through a review process, and there is no situation warranting a redefined rating. Furthermore, the film doesn't excessively depict bloodshed or violence."
"Then, how were those death contraptions designed?" The third journalist spoke up.
"To understand, you need to consider the characters and the context. Jigsaw's actions are all punitive in nature, which is why he devised those contraptions to make victims choose..."
"So you're saying Jigsaw is a good guy?"
"No, he's a villain, an avenger through and through."
...
In the audience, Lyman was left flabbergasted.
Paramount's casually conceived lines for the press conference seemed sincere, brimming with apologies on the surface, yet in reality, they hadn't expended the slightest effort.
Rather, they took advantage of this opportunity to promote the film even more.
It could only be said that in a society propelled by capital, everything seen and heard had already been designed by others, only what they were willing to let you know.
And the "voluntary" cooperation of the individuals involved sealed off any potential route to failure for this publicity stunt.
One could easily imagine that Paramount had indeed made a strategic move.
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