[Chapter 111: Box Office Subsidies and New Rewards]
"Daniel, what do you think?"
As the film screening came to an end and the house lights came up, Link glanced at producer Daniel DeVito.
Daniel adjusted his glasses and wore a conflicted expression. He was a seasoned producer, having worked for over a decade on films such as The War of the Roses. He considered himself experienced and skilled.
In his eyes, both Paranormal Activity and The Blair Witch Project were just low-quality flicks. He deemed The Blair Witch Project inferior to Paranormal Activity. Watching Paranormal Activity had made him jump out of his seat, while The Blair Witch Project, though somewhat scary, simply didn't pack the same punch.
"Is this movie really going to be good?"
He wanted to say it would probably flop and that no one would watch it after its release. However, the last time he dismissed Paranormal Activity, it had ended up becoming the highest-grossing film of 1992.
Before any box office numbers for The Blair Witch Project came in, he decided to hold off from commenting further.
"It's not bad; it's interesting enough to give it a shot. Maybe it'll even perform well at the box office."
Daniel thought to himself that if this movie was a hit, he figured he ought to hit the books again and get reacquainted with the current film market and audience tastes. Otherwise, he could drift further from the mainstream and become a second-rate producer.
"Jon?"
Link turned to Jon Gordon, the head of the marketing department.
"Link, I don't have any objections. As long as it's your film, we'll do our utmost to market it and attract more viewers to maximize box office returns," Jon replied, shrugging.
"Alright, how's the collaboration with World News Weekly on hyping up the 'Blair Witch Incident' coming along?"
"It's already underway."
Jon informed him that since the beginning of the month, World News Weekly had been running headlines promoting The Blair Witch in its newspapers, generating some buzz in the United States. Over the next two months, World News Weekly would keep releasing related news to sustain interest in The Blair Witch.
"You're going to promote horror stories again? Wait, I think I remember you saying on that talk show that your next movie wouldn't be subjected to such publicity stunts, as a testament to your skills," Sofia interjected.
"Yeah, I remember, and I also mentioned that I wouldn't attach my name to this project. If I did, it might ruin the documentary's authenticity, so this film isn't technically mine."
"You're so cunning."
"It's also for the sake of the film," Link chuckled and continued discussing marketing efforts with Jon Gordon.
...
However, collaborating with World News Weekly was just part of the plan. Compared to Paranormal Activity, The Blair Witch Project slightly lagged in quality. The original had soared at the box office largely due to the hype surrounding it -- 90% on promotion, only 10% due to its actually interesting content.
For The Blair Witch Project to make a splash, significant marketing efforts were paramount.
He proposed three marketing strategies. First, they would continue to hire extras from The Blair Witch Project's crew, ensuring they stayed in town to cooperate with journalists and make everyone believe they were locals, which would enhance the film's documentary credibility.
Second, they would run more news pieces about missing persons and publish missing person flyers, trying to raise awareness about the real-life disappearances of the characters based on Rene, Matt Damon, and Ben Affleck.
Third, he planned to send people to Illinois to investigate the 'Blair Witch,' creating intriguing news stories.
For instance, reports of tourists disappearing, children going missing, sightings of the Blair Witch, hiring bounty hunters to capture her, locals denying the existence of witches, or even people claiming to be the Blair Witch or her daughter. There could be public protests against the witch hunts, calls for government legislation to protect the rights of witches, or even suggesting a witch run for president -- anything to turn her into a real, controversial figure.
...
Sofia listened to his marketing plan, awe-struck. Was it really possible to promote a film like this? If Link's methods succeeded, even a rookie could be turned into a superstar.
"We need to promote The Blair Witch Project like we did with aliens and Bat Boy -- get as many people as possible to know that the Blair Witch is a dangerous, mysterious, and real entity. You guys in the marketing department should create a detailed plan and see how much it would cost. Like with Paranormal Activity, I wouldn't care about the expenses; I just want results," Link said slowly.
"No problem, Link. When is this movie scheduled to release? The more time we have, the better the promotional impact," Jon replied.
"Paranormal Activity hasn't even wrapped up its run yet. No new films will hit theaters for the next two months, so you have ample time to prepare."
"Got it."
Jon noted it down.
"Link, is this kind of promotion really okay? What if people criticize you?"
Sofia asked.
"What's to fear? This is Hollywood. Some people make money kneeling, some lying down, and some by exploiting others. If I can make a profit just by taking a few jabs, that's a piece of cake," Link shrugged.
"You're truly an incredible guy."
"Do you feel disappointed seeing this side of me?"
"Of course not! I think you're brilliant and insightful -- more so than my dad. He just focuses on making films without understanding the promotion, even if his films are good, they flop at the box office. If he were as sharp as you, he wouldn't have to make films he doesn't want to just to pay off debts. I'm starting to believe that following you to learn was the right choice. I need to learn much more than just filmmaking from you," Sofia said, excitedly linking her arm with his.
"I'm not that incredible; don't overthink it," Link laughed.
---
[The film has completed production, and box office subsidies are being tallied...]
[Host participation rate: 56.3%, film completion rate: 87.8%, promotional effectiveness: 12%, film alignment with market: 67%]
[Reward: 1.2 times box office subsidy; directorial experience +10%; directorial stamina +5%; film quality increase +10%]
"1.2 times box office subsidy? The system's becoming stricter. Making money from box office hits won't be that easy anymore."
"What does the film quality increase mean?"
"Does the system's reward mechanism not only enhance stamina but also improve film quality?"
Link felt curious about the system's changes.
...
After treating Sofia to a meal, Link returned to the company's screening room, pulled out the master copy of the film, and watched it again to see the effects of the 10% quality increase.
*****
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