Chapter 136: Public Relations
[Chapter 136: Public Relations]
After saying goodbye to Sofia and the others, Link continued the meeting with several executives to address the current public relations crisis.
The articles from the Los Angeles Times and Hollywood Reporter had a devastating impact on The Blair Witch Project, and it was crucial to respond quickly to avoid more significant box office losses.
"Mark, Michael, can you find out who leaked the news about the merger between Guess Pictures and Trimark Pictures? By contract, that information shouldn't have been made public before the film's release. Leaking it could hurt our box office numbers, which we can't afford," Link instructed.
"Got it, we'll investigate right away. If it turns out to be an inside job, we'll take serious measures," Michael Leeson and Mark Amin nodded in agreement.
"Jon, Sean, the Los Angeles Times reported that viewers who liked The Blair Witch Project have a low level of education. This is complete slander. No matter what it takes, we need to silence them. At the same time, let's reach out to some esteemed professors, experts, and public figures to say they enjoyed The Blair Witch Project --that it's a highbrow film that low-IQ people wouldn't understand. We need to counteract the negative impact of that article," Link said, looking at the head of marketing Jon Gordon and the head of legal Sean.
The investigative piece in the Los Angeles Times was more damaging than the Hollywood Reporter's. The article equated low-education demographics with fans of The Blair Witch Project, essentially branding them as illiterate.
Even in the weeks to come, potential viewers might hesitate to watch The Blair Witch Project out of concern for being labeled as "low-education" when they walked into the cinema. The article was detrimental, and immediate action was required.
"Understood. Our marketing team already launched a response, informing media outlets that the Los Angeles Times investigation is nonsense. If only low-education people liked The Blair Witch Project, then why would geniuses like Richard Gere and Robert Downey Jr. publicly praise it? That alone shows their report is incredibly narrow-minded. We'll arrange for a major media outlet to redo the survey, adjusting the proportion of low-education viewers to show it's even less significant," Jon Gordon chimed in.
"Our legal department is also preparing to sue the Los Angeles Times for 'educational discrimination,' demanding a public apology," Sean added.
Link nodded and continued, "Also, the PR department needs to strengthen communication with media outlets. We should be aware of such reports ahead of time; we can't wait until the article goes live to respond. That's too passive."
"Okay, Link!" Michael Leeson said next.
...
After sending the four out, Link called his agent, Sam Haskel, asking the WMA PR department for assistance, saying he was willing to pay their fees.
Currently, Guess Pictures did not have an independent PR department, just a small team with limited effectiveness. The WMA had a professional PR team with deep ties in the media industry, giving them a significant advantage in handling crises like this.
Once the various departments at Guess Pictures sprang into action, the media quickly started churning out news that muddled the waters.
For instance, famous host Elaine Joyce mocked the Los Angeles Times report on her show, suggesting that it wasn't The Blair Witch Project but rather Disney animated films that attracted viewers with the lowest education levels -- movies enjoyed primarily by elementary school kids.
The New York Post and Washington Daily News published criticisms of the Los Angeles Times, highlighting that their attempts to categorize audiences by education was misguided. Such approaches violated the principles of objectivity in journalism and hinted at educational and racial discrimination as well as unfair competition. The Los Angeles Times should apologize to all who watched The Blair Witch Project, as well as financially compensate Trimark Pictures for their losses.
On the same day, Trimark Pictures filed a lawsuit against the Los Angeles Times for "unfair competition," seeking $100 million in damages.
...
In the meantime, Harvard Divinity School professor Michael Burton and Stanford University professor John Levitt publicly lauded The Blair Witch Project after watching it, calling it a thought-provoking film that beautifully portrayed humanity's yearning for and sacrifice to mysterious powers.
Many well-known critics offered in-depth analyses of the film, arguing it held significant depth and complexity. They stated that those claiming it had a simplistic plot simply didn't understand it.
Director Ed Merrick received multiple invitations from TV channels for interviews, sharing insights into the stories behind the film in response to the hosts' questions.
...
Thanks to the efforts from all departments at Guess Pictures, the negative media coverage of The Blair Witch Project began to wane, and box office earnings started to recover slowly.
In its fourth week of release, The Blair Witch Project earned $11.07 million in North America -- a 52% drop from the previous week -- indicating the major impact of the Los Angeles Times' reporting.
After the fourth-week figures were tallied, The Blair Witch Project's total earnings climbed to $117 million, with expectations of reaching around $150 million in North America.
---
"Cheers!"
On Hollywood Boulevard, at the Carolan Champagne Bar, Matt Damon, Ben Affleck, Casey Affleck, and a few actor friends were having a celebration.
"Matt, Ben, you two are incredible! Your first project already crossed the $100 million mark at the box office, surpassing most big stars in the industry," actor Brendan Fraser remarked, raising his glass in admiration.
Brendan Fraser had met Matt Damon during auditions for School Ties last year, where Fraser landed the lead role while Matt and Ben secured smaller roles. Ultimately, the two had opted out of School Ties to pursue The Blair Witch Project.
"Seriously, what was the budget for The Blair Witch, $100,000? A few thousand invested and you're looking at over $100 million. That's hardly different from Paranormal Activity. If the distribution company creates some buzz, it might even cross the $200 million mark," Casey Affleck chimed in.
"Doubtful. There's been too much negative press about The Blair Witch Project, which has severely impacted its box office. I think $150 million would be the max," Matt Damon replied.
"You guys hitting over a 100 million on your first film is already an impressive feat. Many actors go their whole careers without a film making that kind of money," Brendan Fraser expressed enviously.
"Yeah, with the film's success, you guys have hit the big time! Haha, Matt, Ben, what's it like being a big star?" Joaquin Phoenix teased with a grin.
*****
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