[Chapter 80: Publicity Strategy, Scandal Plan]
On the 22nd, Linton brought Robert and Mira to Levitt's office at Universal's distribution department. Levitt arranged a conference room and gathered relevant colleagues to discuss the distribution of the movie Step Up.
Levitt first handed Linton a screening report and told him that the movie had already received a PG-13 rating. Then his team presented the screening results from five cities.
"Last week, we held one screening each in New York, Chicago, San Francisco, Houston, and Boston for Step Up. The audience invited were all under 25, with a balanced gender ratio. Linton's fans made up almost 30% of the viewers.
After the screenings, we collected 1,467 questionnaires. Among those, 1,125 gave it an A+, 237 gave an A, 96 an A-, and 9 a B+. The reviews were excellent, and after each screening, the audience gave heartfelt, long applause. We also noticed many people started mimicking the dances from the movie right after leaving the theater."
Broad gave a straightforward briefing of the screening feedback, without adding much personal opinion.
"How do you evaluate these screening results?" Linton asked Levitt.
"Honestly, these results far exceeded our expectations. This movie really appeals to young people. Based on this, it's highly likely to be a big hit. Universal has already decided to raise the distribution standards and prepare to invest $6 million in promotion and secure as many theater slots as possible. However, Step Up is only a modestly budgeted commercial production. To gain the theaters' support, we will hold a screening event for all theater representatives on the afternoon of the 25th, and you all should attend."
"Alright, we will be on time. Do you have a specific release date planned?"
"The target audience for Step Up is teenagers, so it definitely needs to be released in August. We have two options, and you can help decide. Universal has already scheduled the release of Death Becomes Her on July 31, a $40 million comedy big-budget production that we invested in. Its target audience is different from Step Up's, but since our available theaters are limited, and to avoid internal competition, we suggest staggering releases by two weeks and choose August 14 for Step Up. Alternatively, releasing on August 7 would extend the summer screening period, although theaters might allocate fewer shows for it."
Actually, Universal internally had no confidence in Death Becomes Her's box office. A commercial big-budget film ended up directed by Robert Zemeckis as an art-house movie. The box office was hopeless; the hope was to earn a few major awards during awards season to boost the film's licensing revenue to avoid huge losses.
Even great directors could't be completely trusted; producers had to keep a tight leash on them. Still, Death Becomes Her was Universal's own investment, their "baby," so they had to push hard for its distribution.
"We should pick August 7 -- the week gap avoids direct conflict. Plus, North America has enough screens, so we can try our best to get theaters to schedule showings. The key is that summer vacation will end at the end of August."
After some discussion, Linton and Robert agreed.
"Alright, August 7 it is. Today is June 22, so we have only one and a half months before release, and the promotion must start soon."
"Can Death Becomes Her's release be adjusted, like moving it up a week?" Linton tried to ask.
"Impossible. Its release date is already announced, and promotions are underway."
"Forget I asked. Do you have a concrete plan for Step Up?"
"For big commercial productions, our promotion follows four stages. First is the prelude stage, including announcing the project, casting buzz, production start announcements, and airing trailers on TV.
Second is the lead-up stage, with the main cast participating in TV shows, stirring rumors or friendships to gain audience interest, plus widespread poster campaigns nationwide.
Third is the heat-up stage, organizing media and critic screenings, holding the premiere, the cast doing interviews, and securing dense media coverage and more TV appearances.
Finally, during the theatrical run, the maintenance stage, the cast tours nationwide for promotion, tracks audience responses, creates buzz, ideally triggering viral stories for the media to follow. Also, be prepared for overseas promotion.
Although Step Up is a small commercial production, based on the screening feedback, we will upgrade our standards and promote it following these four steps. In fact, you already did great in the first stage. Remember in February, all entertainment media and many mainstream outlets continuously reported on you. Although then the coverage was critical, Step Up already became known nationwide."
The meeting room erupted in laughter.
"No one expected the movie's quality to be so outstanding. With a little guidance, it's easy to create a turnaround and generate new media buzz, which is very beneficial for our promotion. Linton, please edit two versions of the promo trailer: one about 1.5 minutes and another around 3 minutes.
We'll arrange fast airing on MCA TV, part of Universal, and we already designed 18 poster versions. Please confirm quickly.
Starting in July, get the main actors moving, create buzz, or leverage their networks to pull media attention. We'll also arrange some TV shows like talk shows and interviews. However, you are still the main box office driver -- you must actively engage with the media. If you and Naomi or Halle can stir rumors, that would be ideal."
"No problem. I'll edit the two promo versions by tomorrow and confirm the posters later today. For the rumors, I can handle that but want to check with Naomi first."
"You're too polite. Honestly, you don't even need to ask. Naomi definitely will agree -- no young actress would refuse such a chance. Remember, the biggest beneficiary of your rumored romance wouldn't even be the movie but Naomi herself. She'd love it. Don't believe me? Ask the others here." The room chuckled warmly and nodded.
"Alright, I'll give you my answer tomorrow morning."
"As soon as possible. If you're willing to push rumors, our promotion staff will create a complete campaign plan."
"Should I notify the main cast to attend the screening event on the 25th?"
"I won't force you. You can decide. Anyway, there will be a premiere ceremony before release for them to attend."
"Also, I have another idea. We can produce the 3-minute trailer on CDs and send them to fan clubs worldwide to spread among fans."
Linton recalled how influential fanbase promotion could be.
"Good idea. Nowadays, everyone has computers, and playing CDs is convenient."
"Do you forecast box office for Step Up?" Robert couldn't help but ask.
"It's hard to say since the target audience is mainly teenagers, and interest among middle-aged and older viewers might be low."
"Do you have specific figures?"
"North America around $40 million, and worldwide $100 million shouldn't be a problem," Levitt gave a conservative estimate.
*****
https://www.patreon.com/Sayonara816.