From Flower Vase to Film Emperor in Hollywood

Inside a suite at the Four Seasons Hotel, a flurry of activity filled the room. Makeup artists, stylists, and movie crew publicists bustled about, putting the finishing touches on preparations for the upcoming premiere. It was organized chaos, with everyone knowing their role.

Hayden sat in a chair, undergoing the final touches of his makeup, quietly observing the scene before him. Though no one said a word, the tension in their shoulders, the hurried footsteps, and the unfocused gazes all conveyed the pressure that permeated the air.

Even for "Star Wars: Episode II – Attack of the Clones," the box office performance of "Spider-Man," which had broken countless records, forced them to be on high alert and fully prepared, doing their utmost best before the movie's premiere.

Amidst this swirling vortex, Hayden drifted off slightly, his thoughts scattering into the void.

Originally, Hayden hadn't been worried at all—

"Star Wars" was undoubtedly the number one franchise in North America, deeply influencing the continent's popular culture. Such a project couldn't possibly fail. Any actor in any role was guaranteed one hundred percent success. Even a minor character was highly sought after, with half of Hollywood fighting tooth and nail for it. Why would Hayden need to worry?

But now, unexpectedly, a sense of fear and panic gripped his heart, and his thoughts began to race chaotically through his mind, without any clear direction. The look in his eyes became unfocused.

The call yanked Hayden from outer space back to Earth. He lowered his eyes in a fluster, hiding his emotions, afraid that his sudden confusion would be detected. He kept his gaze fixed on the ground, afraid to look up.

Carter, lost in joy and excitement, didn't notice Hayden's disguise and couldn't wait to exclaim in excitement.

"We've got it! We've got it!"

"Hollywood Boulevard is completely packed, overflowing onto the surrounding two streets. It's shoulder to shoulder, a sea of people."

"The first fans in line arrived forty-eight hours early to camp out. You should see them; they brought tents and blankets, fully prepared like they were camping, sleeping two nights in front of the Chinese Theatre."

"The anticipation is off the charts. They can't wait to get into the theater."

Like a sudden downpour, the entire hotel room erupted in a clamor. One could clearly feel the joy erupting.

Even Hayden suddenly looked up, hope igniting in his eyes. Behind a mix of emotions, a restless excitement quietly broke ground.

Nearby, someone suppressed their excitement, cautiously asking,

"Then, how does it compare to two weeks ago?"

Without mentioning the name "Spider-Man," the film was like Voldemort, a taboo, a name that no one dared to utter easily, yet hung over their heads like a dark cloud.

As Carter turned his head, he could see everyone had stopped what they were doing, looking over with a mixture of nervousness and excitement.

"Absolutely better."

Wow!

That one sentence was enough. Everyone raised their hands and cheered, the world spinning rapidly, making them dizzy.

Hayden was no exception.

Carter turned back to look at him, they exchanged a glance, and then a smile bloomed on their faces.

"Star Wars" was indeed "Star Wars." The fans' fervor pushed the movie premiere to a new high, once again powerfully igniting the market's energy—

The major media outlets and industry insiders were all excited.

Such a summer blockbuster season was a once-in-a-decade event. The long-suppressed market energy was likely to explode in one go, pushing the focus and heat on the film to a new high, potentially benefiting the entire summer season. Hollywood was also in a festive mood.

Immediately, all eyes refocused on the Chinese Theatre.

So, what about the "Spider-Man" crew?

The promotional period was over, the movie had been out for two weeks, and its subsequent trajectory had stabilized. Now, it was just a matter of seeing the box office power of "Star Wars: Episode II." But honestly, there wasn't much more the crew could do.

So, vacation.

At least, that was the official line. But their eyes were also closely watching the dynamics of the "Star Wars: Episode II" premiere on Hollywood Boulevard today.

Snap.

Edgar hung up the phone, looked at Anson, and gestured with the phone. "It's Adam Scott."

Anson looked puzzled, showing a confused expression.

Edgar explained, "The head of Sony Columbia's marketing department. We had a little friction with him last time because of 'The Tonight Show' incident."

Edgar spoke lightly, but the behind-the-scenes struggle hadn't been so simple. Sony Columbia had almost blacklisted Anson.

Now, after the storm—

Sony Columbia, from top to bottom, was ecstatic. Their gamble had paid off, and they clearly recognized that "The Tonight Show" had played a crucial role.

Adam Scott was also able to swallow his pride and personally apologized to Edgar. Edgar didn't take the opportunity to embarrass him. Anyway, he didn't need to slap his face; Adam's own face was already swollen. But Edgar hinted that Adam should apologize to Anson and Jay Leno.

It had to be said that Edgar was indeed shrewd, tying Anson and Jay Leno together, subtly elevating Anson's position and establishing his status in the industry.

Anson suddenly understood, slightly raising his chin. "Hasn't the promotional period already ended?"

Edgar, "'Star Wars: Episode II's' opening weekend box office hasn't been released yet, and we don't know the impact they will have on our subsequent box office. So, the promotional period isn't over yet."

"He called to discuss your upcoming schedule with me. Sony Columbia is considering adding some follow-up promotions."

Anson, "Such as?"

Edgar, "It's nothing more than magazine interviews or post-screening tours in different cities."

Simply put, it was still the same old routine.

From a communication studies perspective, there are many diverse strategies for publicity, promotion, and marketing, but they all boil down to understanding the psychology of the target audience.

Of course, in the age of social media, publicity and promotion on new media platforms are slightly different because news updates are faster and faster, and the standards for measuring so-called buzz and hot topics are also full of variables.

Precisely because of this, in 2002, the routines of movie promotion were relatively fixed and lacked novelty.

Even if follow-up promotions were conducted, the target audience that should have been covered had already been covered, making it difficult to attract new groups. The promotion might be futile, wasting time, effort, and cost, without achieving results.

Anson casually said, "Why not make full use of the heat from 'Star Wars: Episode II'?"