Chapter 88: Midnight Box Office, Roadshow Promotions
[Chapter 88: Midnight Box Office, Roadshow Promotions]
As expected, the next day, Linton's box office forecast made headlines in the media.
However, the articles were all criticisms -- some called him arrogant, others said he was ignorant, some claimed he was just dreaming...
They all had something to say, but every report mentioned the movie Step Up and the premiere the day before. It definitely added a huge boost to the movie's buzz before its release.
---
At midnight on August 7th, Step Up opened with screenings in 2,000 theaters across 4,600 screens.
The movie's soundtrack CD was fully stocked in all record stores, with the soundtrack poster displayed in the best spots.
Universal Studios' merchandise shops also had Linton's two shirt styles and hats from the movie available.
Linton and Naomi did not go to the cinema, but stayed at the estate waiting for news.
---
At a Beverly Hills theater, Levitt's daughter Christie and a group of classmates bought tickets and waited for Step Up to begin. They all looked like Linton fans.
The group held fan support props, attracting attention and even influencing some couples who were just there for a late-night movie to purchase tickets for Step Up.
After midnight, everyone with their soda and popcorn passed through the ticket check. Christie was surprised to see the theater nearly full, with an occupancy of over 85%.
The movie started, and she was quickly captivated by the exciting film. As the story unfolded, she and her friends often yelled out:
"Linton, he's so handsome!"
"Linton's dancing is amazing."
The atmosphere in the theater was very lively.
At the finale, the song B What You Wanna B played with the credits rolling.
The audience, initially ready to leave, stayed to watch the credits with hidden easter eggs.
"Oh, Tyler got signed by the Harlem dance crew, and the second male lead was picked by the Lakers for their tryout team, that's awesome..."
Everyone was moved, seeing how the actors had achieved bright futures through hard work.
...
After the movie ended, the friends enthusiastically discussed it, clearly conquered by the film.
Someone suggested: "Shall we see it again tomorrow? I want to really study Linton's dance and maybe learn it."
"Yeah, such a great movie, Linton is so handsome, and the dancing is so cool. I'm definitely coming back."
"Not just Linton is handsome and cool, the girls in the movie are pretty too. I'll watch it a few times."
"Right, let's meet here again tomorrow."
The proposal to watch the movie again the next day was unanimously approved.
Leaving the theater, the group was approached by a market research company representative asking them to rate the movie.
Normally this late, they wouldn't want to waste time on surveys or accept small gifts from the company.
But tonight was different -- they all gave A+ grades because they loved Step Up so much.
Christie also peeked at some people clearly not Linton fans who also rated it A or A+.
---
Back at the estate, Linton received a congratulatory call from Levitt: "Linton, good news. Step Up had an 80% occupancy in the midnight screening across 2,000 theaters and 4,600 screens, earning $1.54 million in box office."
"That's great, looks like we're on the path to success."
"Absolutely fantastic. I have a feeling the movie might hit over $100 million in North America."
"We'll need you to work hard on marketing and distribution."
"Don't worry, our interests align. We'll invest all the promotional resources needed."
"Thanks, Levitt, for calling so late."
"No problem, it's part of my job, and I'm as excited as you are. Now I can sleep well tonight."
"Haha, wish you sweet dreams!"
"You too, bye!"
...
Linton hung up, picked up Naomi, and said, "We did it: $1.54 million at midnight from 2,000 theaters and 4,600 screens."
Realizing the news, Naomi kissed him and cheerfully exclaimed, "Yeah, we did it, honey! You're amazing -- I'll reward you properly."
She already sensed she was about to become a big Hollywood star.
Fueled by the exciting box office news from the midnight show, both were thrilled and passionately celebrated, with Naomi showing fierce energy, matching Linton's fervor, making their night long and intense.
---
At 9 a.m., Linton led Naomi, Meena, Bella, Danny, David, and Ellie to Universal Studios to meet up with Halle and Tyra for the nationwide publicity tour.
Initially, Universal planned only for Linton and Naomi to do the tour, but Halle and Tyra asked to join, and Linton agreed. Universal assigned a PR agent named Jason to accompany them.
Linton brought Bella along to handle massive fan materials.
She prepared 2,000 movie posters with Linton's autograph, 500 T-shirts, and 300 baseball caps -- all signed by Linton.
These would be gifts for each city's fan club to organize viewing events and boost offline promotion and ticket sales.
...
Levitt also shared midnight audience survey results from the third-party CinemaScore company.
CinemaScore conducted on-site surveys in 90 theaters across 30 cities for the midnight shows.
They surveyed 4,916 viewers: 52% male, 91% under 25 years old, 17% minority groups.
An impressive 4,636 gave A+ ratings, 237 gave A, and fewer than 10 rated below B+.
The results were spectacular.
However, the survey noted the midnight crowd was mostly Linton fans, so the results might not be fully representative.
More extensive surveys after the wide release would provide a more objective view.
---
The first stop was Houston. Just stepping out of the airport, the group was met by hundreds of fans cheering wildly.
Most wore the T-shirts Linton wore in the movie, holding a banner: "Linton Takes Flight, Stars Follow Bright."
Many media reporters were there too.
Seeing such enthusiasm, Linton's team was delighted but mindful of airport operations, so Linton briefly interacted with fans and answered a few questions from reporters before leaving.
Universal's local distribution office sent a shuttle van to take them to the Hilton Hotel.
...
On the way, Jason happily remarked, "With this huge fan support, tonight's Houston media headlines will definitely be all about us."
In 1992 America, film marketing roadshows mainly involved interviews with local newspapers and TV, participation in local TV talk shows, organizing fan meet-and-greet events at commercial plazas, and sharing filming stories.
They rarely interacted directly with audiences in theaters unless it was a major, nationally influential cinema.
Whenever the team arrived in a city, surrounding area media would swarm in like a whirlwind.
Since this was Linton's first big promotional test, Jason quickly briefed them on interview etiquette and prepared answers for many likely questions.
...
Once settled in the hotel, Bella entered the room.
"Boss, the hotel outside is packed with fans. You should greet them."
Linton went to the balcony on the 4th floor. The crowd outside numbered at least a thousand, some possibly following from the airport.
He smiled, waved, and blew kisses, interacting with fans across the distance for nearly half an hour before returning inside, with fans slowly dispersing.
...
"Boss, this afternoon you'll do media interviews in the hotel. I'll take the fan materials to the Houston fan club hub to meet core fans and discuss viewing events."
"Alright, have David go with you."
...
The afternoon included 12 major media interviews, each lasting 15 to 20 minutes.
The interviews went smoothly despite a variety of questions.
Some asked how Linton transitioned so quickly from singer to actor-director.
Others inquired about filming difficulties and amusing incidents.
Some wondered about his impressive dancing skills.
Others questioned how he endured the initial skepticism surrounding the movie.
There were also questions about casting controversies, original soundtrack, and score.
Universal had prepped responses, and Linton handled these easily, naturally becoming the center of attention.
He also guided reporters to ask Naomi, Halle, and Tyra some questions, giving them moments in the spotlight.
...
During the evening TV talk show, besides answering host and audience questions, Linton performed street dance live, including dance collaborations with Naomi and Tyra, finally singing B What You Wanna B."
Halle also sang 'Til The Dawn, which, although not as polished as Shania, earned enthusiastic applause.
The talk show was a hit, with the production promising to air it the next evening during prime time.
*****
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