It's reasonable for me to be a three-time Golden Horse Award-winning director and an all-around

Chapter 168 Immersive Premiere Promotion! Stunning Hollywood! (Two chapters combined, 7500 words, please vote!)

"Of course it's impossible to shut down the entire Washington, D.C."

Lu Rui could tell from the expressions on the faces of the people in the conference room that they had misunderstood.

Even if you gave him ten times the courage, he wouldn't dare to do something like that!

Locking down Washington? What's the difference between that and locking down the capital in your own country? You could lose your head.

"What I mean is, we can close off one or two blocks around the Washington Musical Theatre and recreate the 'desolate New York' scene from the movie."

For example, covering the streets with dead branches and leaves, turning off half of the streetlights and wrapping them with rags, parking vehicles haphazardly, and sticking SOS notes on windshields...

The large screen played clips from the movie, such as the deserted Fifth Avenue and the abandoned supermarket, immersing the audience in the identity of 'post-apocalyptic survivors' from the moment they entered the venue.

Then, arrange 10 to 15 actors to play the 'Night Demon', who will quickly appear in the corners of the street or make a low growl to create tension.

Meanwhile, 'safe zone signs' were set up to guide the audience to the theater, and social media was updated in real time with UGC content about 'encountering the Night Demon outside the theater,' igniting online discussions in advance..."

As Lü Rui eloquently explained, a unique premiere plan was clearly revealed to everyone.
The construction of a "doomsday New York" scene outside the venue creates a futuristic impact.

An interactive "Safe House Awakening" ceremony was set up inside the venue to deepen the audience's memory of the film.

When the creative team appeared, they released a suspenseful "doomsday mission" segment, inviting the public to participate in the task of finding the "doomsday survival kit" and encouraging interaction from audiences across the United States.

Once all the apocalypse survival kits are collected, the "beacon of hope" can be lit simultaneously on landmark buildings in cities such as New York, Los Angeles, and Washington!
The film then officially began screening.

In this way, the buzz generated will be far greater than simply holding a premiere!

"LV, you're a marketing genius!"

Lauren became more and more excited as she listened, until she was so excited that she could hardly calm down.

After hearing the plan, he suddenly felt that his previous marketing methods were simply too low-level. It seemed like he had spent a lot of money, but the effect was minimal.

In contrast, this proposed plan is so compelling that just hearing about it stirs up a storm of emotions!
Lu Rui smiled and said, "These are just some personal ideas. Whether they can be implemented depends on your efforts."

"Lv, wait for me!" Lauren stood up abruptly without hesitation. "I'll go ask my superiors right away. As long as they approve, we'll get started on the arrangements immediately."

"it is good."

Lu Rui nodded in agreement and then carefully repeated the details of the plan to the others in the conference room so that they could take notes.

Afterwards, he went to Dennis's office to inquire about the release of "Taken".

"The North American run is expected to end on December 14, with a 60-day run, and the total box office is estimated to be over $60 million."

After the theatrical run ends, we will gradually move forward with distribution plans in other countries, including online and offline licensing, DVD releases, etc., with total revenue expected to be no less than $1.2 million.

"it is good!"

Lü Rui nodded in satisfaction.

If we calculate based on $1.2 million, and add the $1.08 million box office from Southeast Asian countries, the total would be $2.28 million.

This figure just exceeds the $2.15 million grossed by "Crouching Tiger, Hidden Dragon"!
Meanwhile, Hero's global box office of $1.83 million was far behind.

His next goal is to surpass Li An in every aspect.

In particular, the $1.28 million North American box office record set by "Crouching Tiger, Hidden Dragon" must be broken!
At the same time, while Lu Rui was chatting with Dennis, curiously inquiring about the situation at 20th Century Fox, Lauren had already appeared in the office of Warner Bros. President Alan Horn.

"Boss, this is the situation. Lv has come up with an exceptionally brilliant promotional plan..."

After he carefully repeated what Lü Rui had said, Alan Horn fell into deep thought.

His current focus is on "Harry Potter and the Goblet of Fire," and he is single-mindedly working on the film's promotion and distribution.

Compared to the $1.5 million investment in "I Am Legend", the latest "Harry Potter" film cost a whopping $2 million and was fully funded by Warner Bros., unlike the former which only invested over $4000 million.

Therefore, the two projects are naturally not comparable in terms of the level of importance attached to them.

However, after its first week of release, "Harry Potter and the Goblet of Fire" only grossed $1.5 million at the North American box office.

This result is certainly not bad; it's even better than the previous two films.

However, it falls slightly short compared to the first book, "Harry Potter and the Philosopher's Stone".

If Warner Bros. relies solely on the revenue from this movie, its total revenue this year will likely be lower than Disney's.

The thought filled Alan Horn with resentment.

Warner Bros. absolutely cannot lose!

We cannot relinquish our position as the top-grossing company in North America for several years.

Right now, all our hopes rest on "I Am Legend".

This film must beat Walt Disney's The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, and Universal Pictures' King Kong to ensure Warner Bros.' survival.

"boom!"

Alan Horn slammed his hand on the table and ordered, "Go with Lv's plan. I will personally lead the team and coordinate the operation of all departments."

Closing down even one or two neighborhoods in Washington, D.C., is no easy task.

Therefore, he had to seek help from his parent company WarnerMedia and also collaborate with CNN and HBO, which was no easy task.

……

……

"Lv, your proposed solution has been approved."

Lauren didn't care how much effort her boss had to put in or how much hair he had to lose for this.

All he knew was that he could now implement the new plan for the premiere of "I Am Legend" according to Lü Rui's ideas.

"Alright! Let's get started then."

This time, Lü Rui didn't intend to be a hands-off manager; he wanted to personally participate and familiarize himself with the process of promoting and distributing big-budget films.

The main purpose is to lay the foundation for the future.

When Ruixing Films is able to independently produce big-budget films one day, with the experience they have now, they will be able to make more attempts in distribution.

Meanwhile, as December approaches, the popularity of domestic Lunar New Year films continues to rise.

Harry Potter and the Deathly Hallows hit the market first and raked in huge box office revenue.

Hermione is still played by Emma Watson, with blonde hair and big eyes, which perfectly matches the aesthetic preferences of audiences both at home and abroad.

Unlike the latest version, where Hermione is now a black woman with thick lips, which is simply an eyesore!

There are also new developments regarding "The Promise".

In addition to confirming that the global premiere will be held at the CPPCC Auditorium on December 12, Chen Kaige has also sounded the horn for an attack on pirates.

A proposal to combat piracy was published online and quickly attracted many big names in the industry to join in.

Many directors and film companies responded, hoping that the authorities would introduce corresponding measures and systems.

In recent years, the piracy of films and television programs in China has become increasingly rampant, causing heavy losses to the entire industry, which practitioners deeply resent.

Jackie Chan was the one who suffered the most, with many of his works suffering huge losses due to piracy.

At that moment, Lü Rui was in Washington preparing for the premiere of "I Am Legend" when he received a call from Chen Hong: "Director Lü, we hope you can join the anti-piracy initiative. Filmmakers in the industry are supporting it, and it can only benefit the development of the industry."

Lu Rui naturally had no reason to refuse: "Alright, I will fully support the fight against piracy!"

He hadn't taken the initiative to lead the effort before because he felt his qualifications weren't enough.

With Chen Kaige leading the charge, it wouldn't hurt to follow suit.

Therefore, Ruishijie immediately issued a statement in response to the call to combat piracy.

Lü Rui himself, along with Ning Hao, Shen Ao, and Zhao Peng, also authorized their names in the proposal.

For a time, the topic of combating piracy continued to gain popularity, becoming a focus of attention within the industry and even across the entire internet.

The film "The Promise" also saw a surge in popularity as a result!

In contrast, Chen Kexin's "Perhaps Love," Zhang Yimou's "Riding Alone for Thousands of Miles," and Liu Zhenwei's "A Chinese Odyssey Part Two: Cinderella" were overshadowed and couldn't gain any recognition.

Seeing this momentum, almost everyone felt that "The Promise" would become another epic glory in the history of Chinese cinema after "Hero"!
……

Before we knew it, it was July 28th.

The premiere of "I Am Legend" has officially begun.

Two blocks surrounding the Washington Music Theatre have been temporarily closed.

The asphalt road surface along the street was covered with a layer of withered yellow leaves and small pebbles, as if it had been desolate for a long time.

Half of the streetlights were leaning, with faded strips of cloth wrapped around their poles, rustling in the wind.

Several rusty cars were haphazardly parked on the side of the road, their windows shattered and doors wide open. One of them had a yellowed note stuck to its windshield, with crooked handwriting that read, "Help us, on Fifth Street..."

The newsstand on the street corner had long since collapsed, and the scattered newspapers were being blown about by the wind, with the dates still before "Doomsday".

A large screen stands at the entrance of the block, playing on a loop images of an empty Fifth Avenue from a movie, as well as an abandoned supermarket with overturned shelves.

The quiet streets and the occasional shadows made the guests who had just stepped into the neighborhood tense up instantly.

CNN correspondent Lake is carrying a camera and broadcasting the premiere live.

Along with him, many lucky audience members who had been invited to the premiere also stepped into the neighborhood.

After entering the neighborhood, the group did not wander around, but instead cautiously followed the street signs and headed towards the theater.

The streets were deathly silent, and the cold wind sent a chill down one's spine.

Suddenly, a hunched figure flashed past the alley entrance, accompanied by a low roar, which drew gasps from the crowd!
That was the actor playing "Nightmare," dressed in tattered gray-black clothing, moving swiftly through the shadows and disappearing in an instant, leaving only a lingering sense of tension.

Lake captured the scene with a high-speed camera and then broadcast it to multiple television stations via a television signal transmission van.

Viewers watching on screens, like everyone else in the audience, gasped in astonishment.
"Was that a Night Demon? It looked terrifying!"

"I heard that the Night Demon usually appears at night, so there shouldn't be any problems during the day."

"Be careful, make sure you get to the theater safely, and don't get caught by the Night Demon..."

At this time, the topic of "encountering the Night Demon" has quietly taken off on social media.

Someone captured a blurry image of the "Night Demon" flashing by on a street corner, while others uploaded photos of themselves posing with the "SOS note." The discussion grew louder as more people entered the venue.

From the moment we stepped into this gated neighborhood, everyone felt as if they had truly entered a post-apocalyptic world from a movie.

A palpable tension and curiosity filled the air as everyone awaited the official start of this special premiere.

Although everyone present knew that everything in front of them was just a movie promotion gimmick.

Those "night demons" were actors, the desolation of the streets was a meticulously staged scene, and the so-called "SOS note" was just the work of a prop master...

But this did not diminish the attention; on the contrary, it caused the marketing buzz surrounding the premiere to continue to soar.

After all, closing off two blocks in Washington, D.C. to host a movie premiere is impressive enough in itself!
The news had spread across the United States days ago, so much so that not only have the media flocked to the scene, but many ordinary people have also come to the outskirts of the neighborhood to watch, wanting to see what the "apocalyptic scene" actually looks like. On social media, discussions about the topic have grown exponentially, rivaling the popularity of any major news story.

This immersive experience allows viewers to feel a strong sense of connection to the film even before entering the theater.

Even knowing it's fake, the immersive tension and curiosity are enough to make them willingly pay for this "doomsday feast".

This also made "I Am Legend," which has not yet been officially released, a hot topic across the United States.

As they continued forward, the streets were desolate on both sides, and the figure of the Night Demon kept appearing.

Every so often, a "safe zone sign" appears, with an arrow pointing to the Washington Music Theatre. The edges of the sign are deliberately worn, as if they were hand-drawn by survivors, instantly enhancing the sense of realism.

The crowd at the scene was buzzing with discussion:

"Will Denzel Washington be visible if I cross this block?"

"It should be possible. Let's look forward to it. I haven't seen him star in a movie in a long time."

"Black people saving the world, just thinking about it is awesome!"

"Of course, America isn't just made up of white people. Without us Black people, there wouldn't be the America we know today."

The journey was uneventful, and hundreds of people successfully entered the theater.

At this moment, the theater has been transformed into a "safe house" for the movie's protagonist.

The walls were covered with yellowed maps of the virus's spread, and countless sticky notes recorded fragmented information about survivors, such as "supplies in the third block" and "Night Demons are afraid of ultraviolet rays."

In the center of the stage stood a replica weapon rack, with imitation rifles and machetes neatly arranged, and several carefully maintained green plants placed next to it, exuding vitality in the dim light.

In the background, the low rumble of "routine defense alarms" intertwines with "radio static," instantly drawing people into a confined, survival-like atmosphere.

The group took their seats as instructed, but their attention was still drawn to the details around them.

Suddenly, all the lights in the venue went out, leaving only the emergency lights emitting a faint green glow.

The big screen lit up slightly and began playing a special short film titled "1000 Days After the Virus Outbreak".

In the footage, Denzel Washington sits alone in a safe house, muttering to himself as he speaks to the camera:

"It's been 1000 days, and the radio signal is still just static... Are there really any other survivors in this world?"

As soon as the words were spoken, a deep voice suddenly came from the darkness, carrying a static-like quality like that of a radio:

"This is a survivor broadcast. Question: Does anyone here believe there is still hope after the apocalypse?"

The host appeared as a "survivor" and raised his hand in greeting.

The audience members raised their hands in response, and the cameras captured their determined or moved faces in real time, projecting them onto the big screen.

At that moment, it was as if everyone in the audience had become fellow travelers in this apocalypse, and the discussion about #IAmALegendarySurvivor# spread across the internet with the broadcast, sparking heated discussions once again.
"My God! This is so real!"

"Experiencing movie scenes in real-life settings? My goodness! The audience members who were able to attend the premiere today are so lucky."

"I definitely have to see the movie when it's released; this premiere promotion was so cool!"

Meanwhile, the Chronicles of Narnia publishing team was completely bewildered in front of their television screens.

"It's just a movie premiere, is it really necessary to go to such lengths?" The distribution manager rubbed his eyes, staring at the "safe house" set on the screen, his tone full of disbelief.

The planning assistant next to him gaped: "Closing off the entire street is one thing, but to do this in the theater? Even the background music is the alarm sound from a movie... This concept is just too outrageous!"

“The key is that interactive segment,” another member pointed to the screen showing the audience raising their hands. “It makes everyone feel like a ‘survivor,’ and the reach is incredible! Compared to this, the roadshows and interviews we had planned seem like child’s play.”

"Who came up with this plan?" someone couldn't help but ask. "When did Warner Bros. develop such a brilliant distribution genius?"

"Who knows? Such a brilliant solution could probably only be conceived by a top-tier team in the industry, right?"

The team was filled with amazement. Their initial underestimation of "I Am Legend" completely disappeared, leaving only shock at this "dimensional reduction attack" marketing strategy.

They suddenly realized that the box office battle this winter would probably be much tougher than they had imagined!

However, they soon discovered that what they were seeing was just a warm-up, and the real "big move" was yet to come!
Just as the audience was immersed in the atmosphere of "survivor resonance," a steady footstep sound came from the theater entrance.

Denzel Washington, dressed in Neville's iconic overalls from the film, with a prop rifle slung over his shoulder and a yellowed "Survivor's Journal" clutched in his hand, walked step by step to the center of the stage.

"Fellow survivors!" His voice carried the resolute tone characteristic of his character. "According to the safe house records, before the outbreak, we reserved 1000 'doomsday survival kits' and hid them throughout the United States."

Now, I will officially issue the mission!

He opened the log, and the task details appeared simultaneously on the screen behind him:

First: The official team will release the first batch of clues after the premiere, including virus spread data maps, coordinates of city ruins, etc. The clues need to be deciphered to locate the hidden location of the "survival package".

Second: Each survival kit contains a ticket to the premiere of "I Am Legend", customized "Nightmare Defense" themed merchandise, multi-functional survival tools, and most importantly, a specially made "Hope Projector".

Third: The lucky ones who find the survival package must go to a designated landmark within 3 days, such as the Empire State Building in New York, the Hollywood sign in Los Angeles, or the Washington Monument, and hand the "Hope Projector" to the on-site staff to redeem an additional commemorative gift.

Fourth: Finally, all projectors will be activated simultaneously, projecting the "green plant" logo from the movie onto various landmarks, forming a "beacon of hope" that spans the entire United States!
The entire process will be broadcast live by the media, allowing everyone to witness it.

“The mission has a three-day timeframe. I hope that before the movie's release, ‘The Light of Hope’ can illuminate the entire United States.” Denzel closed his journal, his gaze sweeping across the room. “Now, the operation officially begins!”

As soon as he finished speaking, the audience erupted in excitement, eager to rush out and join the "doomsday treasure hunt."

Online discussions surged like a tidal wave:
"This is what you call effective marketing! It's a million times more interesting than simply releasing posters and holding a press conference! I'm going to check a map of New York right now; I bet I can find the survival kit!"

"What an amazing design that 'Hope Projector' is! Just imagining the Empire State Building lighting up with green plant icons gives me goosebumps!"

"Three days! Just enough time for me to fly to Los Angeles! I'll give it my all for 'I Am Legend'!"

"I thought the magical world of Narnia was cool enough before, but now it seems that the interactive experience of post-apocalyptic survival is even more amazing!"

"Did Warner Bros. suddenly get some kind of magic touch? Who came up with this brilliant idea? We're begging the mastermind behind it all to come out and pay homage!"

On the other hand, the publicity team for "King Kong" was equally stunned.

Director Peter Jackson pointed at the screen, his tone tinged with urgency: "Could we make something similar? It doesn't have to be this big, but it should at least have that feeling of nationwide participation."

The team members looked at each other in bewilderment.

A moment later, the publishing manager shook his head with a wry smile: "Peter, we can't learn that... I Am Legend is a post-apocalyptic story, where you can play 'treasure hunts' and 'projection,' but we can't really put a King Kong model around all over New York, can we? Not to mention how much that would cost, the New York police wouldn't agree to it either."

“But this effect is too exaggerated…” another person muttered. “Warner Bros.’ previous marketing campaigns weren’t this wild. How come they suddenly changed their minds? Whose idea was this?”

No one could answer the question. All that remained in the office was the trailer for "A Beacon of Hope" on the screen and the team members' helpless yet amazed silence.

At this moment, silence speaks louder than words; this silence is deafening!
Half an hour later, the interactive segment at the premiere came to a temporary end.

The live broadcast signal was turned off, the lights in the theater went completely dark, the big screen lit up, and the full movie of "I Am Legend" officially began to play.

Lu Rui was also in the theater at the moment, but he was not sitting in the audience. Instead, he was in a private box with several Warner executives, watching the scene through the glass.

Judging from the real-time data online and the audience's reaction at the scene, the premiere was undoubtedly a success that exceeded expectations.

The topic has generated a huge amount of discussion on various platforms. Although there are no trending search terms yet, the popularity of the topic is undeniable.

In modern terms, this means that the trending topics on the entire internet had already been booked in advance!

During the screening, the entire theater was completely silent, with everyone immersed in the story.

As Neville confronted "Nightmare" alone on the empty streets of New York, faint gasps filled the air.

As he fought desperately to protect his only hope, a suppressed scream broke the silence.

No one left early throughout the entire event. Even the Warner executives in the private box, who were used to big events, couldn't help but clench their fists for the tense plot.

As the film ended and the credits rolled, the entire audience erupted in thunderous applause that lasted for a long time.

Almost simultaneously, major websites across the United States updated the first clues about the "doomsday survival kit".

The virus data map is marked with three blurry red dots, and the coordinates of the ruins point to three blocks in New York, Chicago, and Houston.

In an instant, countless people began to decode the clues and check the map.

Some people called on friends and family to form teams and set off, while others shared their "treasure hunt" experiences on social media platforms.

A nationwide carnival called "Finding Hope" has officially begun!

As the event theme suggests, at this moment, everyone becomes a participant in this "legend".

Inside the private room, Lü Rui smiled and said firmly, "Believe me, this 'Legend' craze sweeping across America will pave a road to the box office peak for the official release of 'I Am Legend'!"

Looking at his confident demeanor and considering the current popularity of the film, Alan Horn smiled and clapped.

He even had a hunch that, with this kind of publicity, "I Am Legend" might be able to achieve results surpassing "Harry Potter and the Firestone"!

As the saying goes, those involved are often confused, while bystanders see things clearly.

While Walt Disney and Universal Pictures were busy ramping up their film promotion efforts, some at 20th Century Fox had already figured out the tricks of this marketing campaign.

"The production company behind 'I Am Legend' is Ruixing Films, and the production company behind 'Paranormal Activity' is also Ruixing. The promotion and distribution of both films relied on generating nationwide discussion and participation, and the methods were exactly the same. If I'm not mistaken, they should both be the work of that Chinese director."

The president of Fox had sharp eyes and saw things very clearly.

The producer credits for both films list Lü Rui, and their marketing strategies are remarkably similar. What a coincidence!
"Boss, this Chinese director has indeed achieved a lot in Hollywood these past two years," the secretary remarked with some emotion.

“That’s right, he’s more talented than Ang Lee and John Woo,” the Fox president said with certainty.

After saying that, he stood up and asked, "Is the person in charge of Ruixing Film Industry very interested in the copyright of one of our company's novels?"

“Yes,” the secretary replied immediately, “it’s Life of Pi.”

"Let's wait and see," the president said after a moment of contemplation. "If 'I Am Legend' sells well, we can try collaborating with him. Maybe we'll get a pleasant surprise."

As is well known, Fox has been supporting Cameron in making Avatar, aiming to create a film unlike any other.

Cameron's relentless pursuit of film quality resulted in an extremely slow filming process.

But Fox remains hopeful, firmly believing that this film will leave a significant mark on film history!
After all, Cameron had previously created a box office miracle of $18 billion with "Titanic"!

On the other hand, the novel "Life of Pi" is equally remarkable, as it incorporates three elements that are notoriously difficult to film: water, children, and animals.

Imagine the difficulty of perfectly presenting a magnificent ocean, lively and vivid animals, and children who develop emotional bonds with them on the screen.

However, from another perspective, once it is successfully filmed, it will undoubtedly become a groundbreaking masterpiece, erecting a new milestone in the history of film development!

The president of Fox knew very well that if Ruixing Films could prove its production capabilities with "I Am Legend", 20th Century Fox would definitely not hesitate to cooperate.

After all, since its inception, 20th Century Fox has always been on the path of creating miracles.

The iconic Star Wars series, which spawned Industrial Light & Magic, brought audiences a dazzling visual feast and ushered in a new era of science fiction films.

From "Poseidon," which pioneered the disaster film genre, to "The Sound of Music," which captivated audiences with its moving music and story, each work has propelled the development of the film industry in different dimensions.

Therefore, Fox has always maintained an open and collaborative attitude towards teams with the potential to create extraordinary works.

"Closely monitor the box office and word-of-mouth trends of 'I Am Legend'," the president instructed his secretary. "If it really achieves the expected popularity and results, take the initiative to contact Ruixing Film Industry to discuss the copyright cooperation of 'Life of Pi'. I am very much looking forward to seeing how that Chinese director will interpret this fantasy story."

"Okay, Boss."

The secretary nodded and noted it down, thinking to herself that after get off work she would first go with her friends to find the "doomsday survival kit" to help light up the ray of hope.

The innovative promotional strategy of "I Am Legend" has truly amazed countless people across America!
(End of this chapter)