Bab 237: Intensifying promotion
In the midst of Harvey Weinstein's frustration, on the smoother side of things, Paramount Pictures appeared remarkably at ease.
In the early hours of the morning, while the bustling city of Los Angeles still slumbered, within the expanse of a lavish mansion, Sherry Lansing awoke early. Seated upon a balcony chair, she indulged in a delicious and nutritious breakfast, her thoughts consumed by the upcoming distribution campaign for "Saw".
As the North American distributor for the film, Paramount Pictures needed to make appropriate adjustments based on the film's daily performance.
Moreover, the final outcome had the potential to significantly impact Paramount's quarterly performance, with projects harboring substantial profit potential, each holding utmost importance for the studio.
After all, sometimes, the magnitude of profits didn't carry as much weight for stockholders as the percentage of return did.
Glancing casually at the time, Sherry realized it was about time to have the next-day screening statistics for "Saw" gathered from all around the United States. She made a call to her assistant, instructing her to prepare and bring over the printed reports.
Approximately half an hour later, the assistant arrived downstairs, driving a car. As the butler opened the door, she ascended to the second floor balcony in haste, her expression a blend of urgency and a touch of delight.
"Have the statistics been compiled?" Sherry inquired.
"Yes." The assistant nodded, retrieving the report documents from her briefcase and handing them over.
"Totaling $4,903,000, an increase of 30% compared to the last period," the assistant said with evident joy.
Sherry nodded, a smile gracing her lips. However, she didn't offer an immediate response. Setting aside the reports, she stood and entered the house, retrieving a bottle of red wine and two glasses from a cabinet's storage compartment. She poured a glass for herself and another for her assistant.
The assistant accepted the glass promptly, sensing that her boss was likely in high spirits. Sherry, usually not one to indulge in drinking beyond social norms, sipped her glass with a pronounced sense of excitement. Setting it down, she remarked with a touch of nostalgia, "Yet another young director emerges."
"That's true."
With such a surge in box office numbers, as long as the momentum remained, the film was unquestionably a market success.
"Notify the management team to convene a meeting at 2 o'clock this afternoon to discuss the distribution strategy," Sherry instructed. Just as she was issuing these orders, her phone rang—David Andrews, one of the heads of the publicity department, was calling.
Answering the call, Sherry smiled, "Good morning, David. What can I do for you?"
"Last night, in Chicago, a 17-year-old girl watching "Saw" suffered a sudden cardiac arrest and fainted."
Despite the gravity of the situation, the way David shared the news seemed... almost jubilant?
Of course, Sherry understood why. After all, once such news was spun properly, it became the best publicity material and the most suitable hot topic for a horror film.
"How is the girl now?"
"She's not seriously harmed. They managed to revive her after rushing her to the hospital."
"Why did she faint?"
"The girl already had some issues with her left ventricle, and she had undergone surgery before. Her heart couldn't handle intense stimuli. During the film, her heart rate spiked too fast, causing her breathing to become irregular and rapid. She gasped for breath all at once and fainted."
"I see." Sherry contemplated thoughtfully, seeking ways to work this situation to her advantage.
As for the call from David, it was clear that he recognized the promotional value within it. Seeing that the president remained silent, he first articulated his plan, "I've already sent someone to contact the individual involved. Once we've coordinated with the hospital, we'll approach the media and television stations to broadcast this news. Both sides will conceal the premise of the heart condition. After all, it's more sensational to have a regular person faint from fright than someone who already had health issues. There's a greater need for sensationalism."
"Very well, proceed as you've suggested. I'll seek approval from the board of directors and allocate funds specifically for the cultivation and amplification of this incident. Oh, and also, online platforms. Have the PR company generate some buzz there too. Suggest that "Saw" is an exceptional horror film akin to "The Shining". Discourage the average audience from watching it, and if they must, they should brace themselves for being utterly terrified."
...
With a concrete plan in place, Paramount, being a major company, acted swiftly.
Around 3 o'clock that afternoon, numerous tabloids began to report that "Saw" had almost killed a young female viewer. The contents varied, but most revolved around the main incident and mildly criticized contemporary films. There was an increasing abundance of explicit scenes, with no consideration for the audience's tolerance.
Following that, television stations "took the initiative" to rush to a Chicago community hospital for an interview with the individual involved.
The girl recounted the incident in detail, engaging in a dialogue with the host, mostly describing the film itself—sudden scenes, frightening moments—and her feelings when she fainted.
The attending physician also made an appearance, offering a medical perspective that excessive fear-inducing elements in films could indeed impose unnecessary physical strain on viewers.
As for why these individuals cooperated, it was, of course, due to Paramount's generous "hush money" of $1.5M. They also signed confidentiality agreements; should they leak any information, their lives would be destroyed in minutes.
For the sake of money, everyone followed a simple and unified narrative. Everything progressed astonishingly smoothly.
With all preparations in place, Hollywood's well-worn viral marketing machine began its work.
In just two days, newspapers and television channels were inundated with headlines like "Almost Scared to Death by "Saw"."
The gossip-hungry masses were instantly intrigued. Collaborating with the news media, this incident quickly became fodder for many idle chatters.
Countless film enthusiasts turned their attention to it. They couldn't escape discussions of the film's role in the incident.
For a time, an online frenzy erupted.
Yahoo Community even dedicated a discussion column on its homepage, just a click away.
Many individuals, munching on their popcorn, engaged with the numerous shills hidden within the threads, purposefully steering the conversation toward the film, fueling its momentum.
The posts were filled with reviews and impressions of "Saw". The majority of them emphasized the horror of the movie.
For example: "It's genuinely terrifying. I strongly recommend it for those with strong nerves."
"I can totally relate to the girl fainting. I watched it with my girlfriend, and she literally toppled from her seat in fear."
"If you have a weak heart, absolutely do not watch. I'm giving a serious warning."
...
Initially, many casual viewers were indifferent to this type of film. However, with this kind of publicity, it became a challenge in itself. People wanted to test their courage, and their interest in watching the film was piqued.
Many even made bets with friends or classmates, claiming that whoever performed the worst during the screening would be the most cowardly.
As a result, the number of curious individuals planning to visit the cinema to see for themselves kept growing.
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