Capítulo 24: Chapter 24: Fake Promotion
If Friday's soaring box office only further solidified *Speed*'s position in the eyes of 20th Century Fox, then the skyrocketing numbers on Saturday provided the perfect justification for expanding the film's release.
In just one day, *Speed* earned $106,254 at 20 theaters, with each theater pulling in over $5,000! For a single day's performance, these numbers were what you would expect from a major blockbuster.
By Sunday morning, after a meeting, 20th Century Fox had made the final decision to expand the film's promotion and theater count!
Even though CAA called to express dissatisfaction with Fox spreading its promotional resources thin, their complaints had little impact. Fox worked with CAA because it benefited them, and *Speed* was also a money-maker. A commercial company will never act against profit.
"These short-sighted fools!"
Lovett slammed the phone down, snorting angrily. "When *Alien 3* is released, 20th Century Fox will regret today's decision!"
"Should we do something?" Rick Solomon, sitting across from him, cautiously suggested. "With our media connections, it wouldn't be difficult to tarnish *Speed*'s reputation."
"Is your head full of rust?"
Lovett had finally figured out that the guy across from him was an idiot. "That would just give Duke free publicity! CAA is only powerful because we bring in profit for Fox..."
He couldn't help but warn, "If we mess with Fox's profits, they won't hesitate to turn against us. CAA might not fear Fox, but... what if it draws the attention of News Corp. behind them?"
Despite their bold front with Fox, Lovett understood perfectly well that CAA was nothing compared to a giant like News Corp.
Expand promotion and theater count?
Thinking about this latest news, Lovett absentmindedly twirled the pen in his hand, realizing it might be time to reevaluate Duke Rosenberg.
After spending Saturday with his mother in New York, Duke didn't return to Los Angeles until the new week had already started. Instead of heading home from LAX, he went straight to the *Speed* studio in West Hollywood.
Robin wasn't there; he was at the Fox building in Century City. However, as the director, Duke had no trouble accessing the relevant data, and he noticed that the studio staff looked at him quite differently than before.
But Duke didn't care about that. Success and failure for a director often hinge on a fine line, and you never know when those same people will be looking at you with pity or disdain.
Once in his office, Duke's first priority was checking Fox's plans to expand the release.
For the new week, Fox would expand *Speed* to 500 theaters and inject another $2 to $3 million in promotional funds, depending on the situation.
Though the figure didn't seem huge, Duke didn't forget this was the early '90s. Even *Terminator 2*, released last year, had a North American promotional budget of only a little over $9 million.
Of course, as part of the contractual obligations, Duke, Uma Thurman, Keanu Reeves, and other key cast members would begin participating in Fox's promotional campaigns from this weekend onwards.
After reviewing all this, Duke turned his attention to the first weekend box office data for *Speed*.
Following solid numbers on Friday and Saturday, the film earned $112,566 on Sunday, pushing the weekend total to $281,598, with a per-theater average of over $10,000!
Duke exhaled slowly, finally feeling a bit of the immense pressure he had carried for the past year, as heavy as the Rocky Mountains, begin to lift. He was finally seeing the dawn of victory and success, but it had come at such a cost. It was like the American Dream—always seemingly within reach, yet never fully grasped.
If success was going to come like a wild storm, then let it rage even more fiercely!
With Fox's resources, making copies of the film and coordinating with theaters were no trouble. By the second week, *Speed* was finally showing in mainstream theaters across 500 locations and more than 750 screens. The promotional efforts were also ramping up, with constant appearances on multiple channels of the Fox Television Network.
In print media, advertisements and articles not only appeared in second- and third-tier papers but also in publications like *Variety* and *The Hollywood Reporter*. Even the North American "Big Three" newspapers featured *Speed*'s name and related images.
"Keanu Reeves and Uma Thurman star in a thrilling journey of love and danger…"
Of course, aside from the film itself, the promotion focused heavily on the two leads.
The combination of widespread, intensive promotion and the film's A-level audience rating began to show in the box office numbers.
Monday: $750,000.
Tuesday: $760,000.
Wednesday: $730,000.
Thursday: $770,000.
By the time the next weekend rolled around, *Speed*'s North American box office had surpassed the $3 million mark.
To prepare for promotional activities in Los Angeles over the weekend, the cast and Fox's marketing team held a meeting at the Fox building on Friday. Duke, along with the other key cast members and their agents, participated.
Fox's marketing team, being the experts, had drawn up the promotional plan. The crew didn't have much to say, and as long as there were no objections, everything would proceed as planned.
It was then that Duke realized how inconvenient it was to not have an agent. If he had any issues with Fox's plan, he would have to raise them himself, without the necessary buffer.
In truth, the promotional plan wasn't all that complicated: fan meet-and-greets, interviews with newspapers and television, interacting with live audiences, sharing behind-the-scenes stories…
"Mr. Rossman, Mr. Wilson," Duke addressed the two Fox executives hosting the meeting, "I have a personal suggestion..."
"Go ahead."
David Wilson gestured for him to speak. Duke glanced at the nearly 20 people in the room. "I'd prefer fewer people in the room."
Townsend Rossman and David Wilson exchanged a glance and nodded, and the others began filing out.
"Could we have Mr. Reeves and Ms. Thurman, along with their agents, stay behind?"
Once Townsend Rossman agreed, the four of them stayed.
Sitting closer together, Townsend Rossman's eyes held a glint of appreciation as he looked at Duke. After all, if *Speed* continued its current trajectory, it would give Rossman considerable leverage in his bid for the CEO position.
Naturally, he would appreciate someone who could bring him such benefits.
Noticing Rossman's gaze, Duke gave him a slight nod. After receiving a signal to speak, Duke said, "I attended the preview screenings in both Los Angeles and New York and picked up on some audience reactions."
Duke glanced at Keanu Reeves and Uma Thurman. "They really like Keanu and Uma..."
"Thank you," Uma Thurman smiled at Duke, while Keanu Reeves, going through a rebellious phase in his life, merely raised his chin slightly.
"I have an idea. It's just a suggestion."
This was something that could greatly boost the film's promotion, so Duke didn't hesitate. "Many viewers are hoping to see Keanu and Uma get together!"
He raised a finger. "Not just in the movie. A lot of people want them to be a couple off-screen too."
"You mean…" Uma Thurman clearly understood.
But before Duke could continue, Townsend Rossman spoke first. "According to our feedback, that sentiment is not only present, but it's also fairly strong."
At this point, there was no need for Duke to say more. It was clear Fox agreed with his suggestion. After all, they wouldn't be the first or the last to fabricate an off-screen romance for the sake of movie promotion.
Uma Thurman and Keanu Reeves, along with their agents, then went to a Fox-provided lounge to discuss the matter. But Duke knew that the chances of them turning it down were slim. *Speed* had already shown the potential for big success. If they "temporarily" became a couple, the media, when covering one of them, would inevitably mention the other. This was a classic case where one plus one equaled more than two in terms of promotional strategy.
As long as this "couple" attracted attention, their film *Speed* would also stay in the spotlight.
Fox was clearly interested in such a publicity stunt. Afterward, Townsend Rossman's assistant visited the lounge, returning with good news: both actors and their agents had reached an agreement.
Duke didn't care what kind of arrangement had been made between the two. Even if Uma Thurman and Keanu Reeves ended up together for real, it was none of his concern. All he cared about now was whether *Speed* would become a box office hit.
The next day, Saturday afternoon, the cast and Fox held a media and fan event at Santa Monica's shopping plaza. When Keanu Reeves and Uma Thurman walked the red carpet hand in hand, they immediately electrified the crowd. The reaction from the media and fans, especially young couples who had seen *Speed*, sent high-pitched screams echoing toward the Pacific Ocean.
Fans, reporters, paparazzi, and camera lenses focused entirely on the "couple." Keanu Reeves and Uma Thurman stole all the spotlight, taking the event to its peak.
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