In early August, as the final touches on "Split" were completed, the promotional campaign kicked into high gear.
The first major event on the agenda was a poignant one: the cast and crew held a memorial service to mark the first anniversary of Billy Milligan's passing. Milligan, whose extraordinary story of multiple personalities inspired the film, was at the heart of the promotional material that followed. A series of feature articles were released, offering detailed accounts of his life, struggles, and the groundbreaking legal case that brought dissociative identity disorder to the public's attention.
Amidst the press buzz, Martin, the lead actor of "Split," took center stage with a heartfelt announcement. He revealed the creation of a new mental health charity foundation, focused on supporting those with dissociative identity disorder. More than that, he pledged a portion of his $20 million after-tax salary to fund treatment and awareness efforts.
Standing before a sea of flashing cameras and microphones, Martin spoke with sincerity: "During my preparation for 'Split', I visited five psychiatric treatment centers and had the chance to meet dozens of patients struggling with split personality disorder. On the outside, they seem just like anyone else. But on the inside, they're fighting unimaginable battles with their own minds. Playing this role gave me a glimpse into that world, and I feel a deep responsibility to do something to help."
His words were both compassionate and cleverly designed to generate interest in the film. A sharp-eyed reporter quickly picked up on the dual purpose of Martin's statement and asked, "Did you face similar challenges while playing the role?"
Martin paused, his face reflecting genuine emotion. "The character I play has seven different personalities. Every time I stepped into a new one, it required a complete transformation; mentally, emotionally, physically. It was exhausting, and at times, overwhelming. I can't even begin to comprehend the pain that real patients endure every day."
While the press conference had the appearance of a mental health advocacy platform, the conversation frequently veered back to "Split," with questions centered around the film and Martin's portrayal of the complex character. To further fuel interest, Louise, the film's producer, made an additional announcement: 5% of the North American box office earnings would be donated to Martin's newly established foundation, tying the film's success to a worthy cause.
The promotional machine was well-oiled, and with clever maneuvers like these, it ensured that the film remained firmly in the public's eye.
After the press conference, Martin slipped into a black SUV, where his driver, Bruce, was waiting to take him back to the studio. As they drove off, Martin's phone buzzed with a message from an associate known as Old Bush. His European dealings had come to a close, and the funds from a series of lucrative transactions in Ukraine had been funneled into one of Martin's companies, discreetly registered in the Cayman Islands. When the dust settled, Martin's company netted a staggering $2.7 billion from the venture.
With this newfound financial muscle, Martin was already eyeing his next moves. His investment targets were Tesla and Netflix, both companies still on the cusp of massive growth. Tesla's market value was yet to breach $50 billion, and Netflix, hovering around $35 billion, had just begun its global expansion. Martin had an intuitive sense that both were far from their peak, and now, with billions in his arsenal, he was ready to play the long game.
Back in Burbank, Martin's agent, Thomas, was waiting for him at the studio. There was an important meeting on the horizon. "Alexandrovich arrived in Washington yesterday," Thomas informed him. "He'll be in L.A. tomorrow afternoon for the cultural exchange event. You're scheduled to meet with him."
Martin nodded, unphased. "I'm free tomorrow afternoon. Just let me know when he's ready."
The meeting, far from a private one, was part of a larger gathering between a Ukrainian cultural delegation and representatives from Hollywood's elite. The next afternoon, as planned, Martin found himself at a grand event in Los Angeles, rubbing shoulders with politicians, business leaders, and artists. Beside him was Elizabeth Olsen, his co-star, and close friend.
Elizabeth's gaze swept across the crowd, landing on a familiar figure. "It's surreal, isn't it?" she whispered to Martin. "Two years ago, he was just a comedian, someone we laughed with. Now, he's the president of a country." She glanced at Martin, admiration in her eyes. "You've done some incredible things too. What you've built… it's amazing."
Martin smiled, knowing that the world they were part of was full of transformation and opportunity. The stakes were always high, but with every move, he proved that he was more than just an actor, he was a force to be reckoned with, both on screen and in the real world.
Martin's expression was steady as ever. "Even without my involvement, he would've likely ended up as president eventually, maybe just a few years down the line."
Elizabeth nodded, trusting Martin's judgment. "I got the same feeling when I first met him. He wasn't just any actor, there was something more, an ambition that went beyond the stage."
Martin's eyes flickered to the edge of the room, and his voice lowered. "They're coming."
Elizabeth followed his gaze as Alexandrovich and Olena approached. There was no need for introductions as the four of them exchanged polite, firm handshakes. With a gesture, Alexandrovich invited Martin for a private conversation. It was a subtle but intentional move.
The two men slipped into a nearby lounge, the noise of the event fading into the background as the door closed behind them. Alexandrovich's smile was both genuine and calculated. "Martin, I've been meaning to thank you personally for everything, your support has been invaluable. But it seems we've only just now found the time."
Martin returned the smile, though his words held a deeper meaning. "You don't need to thank me. You've certainly provided me with more than enough in return."
They both knew the dynamic between them had shifted since Alexandrovich entered politics. Their once more casual, friendly relationship had taken on a different tone, now measured, now cautious. The conversation drifted over a variety of topics for about ten minutes before it came to a natural close.
As Alexandrovich stood to leave, he extended an invitation. "You're always welcome in Kiev. I hope you'll visit again."
Martin shook his hand, maintaining his composure. "If the time and opportunity present themselves, I'll be there."
With that, their collaboration, which had stretched across the production of "Servant of the People," was put on pause, at least for now. As the two men parted ways, Elizabeth found herself in a quiet conversation with Olena, matching her grace with sharp business acumen. Once a celebrated actress, Elizabeth had evolved into a polished business leader, handling the diplomatic exchange with ease.
The event rolled on into the evening, eventually transitioning into a formal dinner hosted by the California government. It wasn't until after ten o'clock that Martin and Elizabeth finally returned home, exhausted from the day's affairs. As they entered, Lily appeared from the studio, eyeing the array of gifts and souvenirs from the Ukrainian delegation. She raised an eyebrow and asked, "So, a government run by comedians and producers, how reliable is that?"
Martin paused, thoughtfully considering the question. "Maybe it's setting the stage for a global drama," he mused with a wry smile.
Elizabeth, ever the realist, interjected, "Not all of them are comedians. One of their top figures is a former world boxing champion."
Lily nodded slowly, catching on. "Ah, so that's the muscle behind the operation."
She turned back to Martin, her tone playful but curious. "So, when are you planning to take over the White House?"
Martin grinned, his response casual but laced with an air of mystery. "Now's not the right time. But give it about ten years, who knows what the world will look like by then."
Elizabeth chimed in, her voice teasing but firm. "No matter how chaotic things get, you need your rest. You've got a media event tomorrow, remember?"
As if on cue, Lily and Elizabeth each grabbed one of Martin's arms, pulling him toward the stairs like a pair of determined taskmasters. He went along with a mock groan, dragged up the stairs like an ox yoked to the plow.
By mid-August, the buzz around "Split" had reached a fever pitch with the release of the film's first full-length trailer. It was a two-minute spectacle that zeroed in on Martin's transformation between multiple personalities. David Fincher, with his signature style, had crafted the trailer with rapid-fire editing and sharp, short shots, showing the protagonist's personality shifts in a dizzying sequence. In a matter of seconds, viewers were treated to the kaleidoscope of identities that lived inside a single person.
The hype surrounding the movie was already immense, driven in part by the intrigue of a character with 24 distinct personalities. Fans had been eagerly awaiting the trailer, and when it dropped, social media platforms like YouTube exploded with reactions.
But the true test lay in the acting. If Martin's portrayal of these fractured identities didn't hit the mark, the film risked unraveling. The audience would judge the performance harshly if it wasn't perfect. Yet, when the trailer hit the web, the response was overwhelmingly positive.
One YouTube commenter encapsulated the general sentiment: "It's insane; same face, same actor, but it feels like eight completely different people!"
It was clear the film had already made its mark, even before its release. The stakes were high, but the early signs pointed to a resounding success.
"After seeing the trailer, all I can say is: Martin Davis' acting is absolutely mind-blowing!"
"Yeah, I'm Martin Davis, and I'm here to tell you: I'm not exaggerating when I say even we are afraid of my acting skills. And yes, I said 'we' for a reason."
"Honestly, if for nothing else, watching Martin's performance alone is worth the price of admission!"
As Disney Pictures and Davis Studio ramped up their promotional efforts, Martin's portrayal of a character with multiple personalities quickly became a viral sensation. The trailer, featuring Martin seamlessly shifting between different personas, caught fire on social media. Within days, it had been shared more than 10 million times. The internet couldn't get enough of the animated, dynamic clips showing Martin's rapid personality switches.
The crew even created a set of animated emojis, capturing the best moments of Martin's performance, and released them on the official social media pages for 'Split'. Fans and media alike shared them endlessly, turning Martin's thousand-faced portrayal into the meme of the moment. In the age of digital marketing, social media interaction was becoming the new frontier, and 'Split' was leading the charge.
"The Shallows" had set the gold standard for social media marketing, but Martin's "Split" emojis were already surpassing expectations. Within just one week, the emoticons were being used globally, especially in countries where platforms like Twitter and Instagram were prevalent. Even in regions where social media was restricted, fans still found ways to spread the hype.
This surge in popularity was also driving a larger trend in Hollywood: the rise of actor-based emoji packs. After Martin's clips took off, people began digging up old gems from Hollywood archives, like Quentin Tarantino's famous "Awesome" moment from his talk show days during the release of 'Kill Bill'.
However, like 'Kill Bill', 'Split' was rated R, filled with intense scenes of nudity and graphic violence. This meant that, despite its viral success, 'Split' was never going to be shown in certain markets, including the world's second-largest film industry. Still, this limitation didn't dampen the promotional team's spirits.
In addition to the social media storm, traditional marketing was in full swing. Radio spots, TV commercials, outdoor billboards, and a constant stream of media articles ensured that 'Split' was inescapable. The marketing budget was huge, and Disney and Davis Studio were sparing no expense to keep the buzz alive.
Meanwhile, Martin and co-star Anya Taylor-Joy became frequent faces on media outlets, attending interviews, talk shows, and countless promotional events. Gossip tabloids, always quick to seize a potential romance, began speculating about a relationship between the two.
Hollywood has a tried-and-true formula: when a movie is in the promotional phase, rumors of an off-screen romance between the leads often surface. The gossip is great for publicity, driving interest in the film. And when the film's market potential is exhausted, the actors often 'split,' only to reunite if a sequel rolls around.
This kind of scandal-based promotion is as reliable as the tabloid headlines that surface during high-profile political or business events; cheap, effective, and always a surefire way to grab attention.
While all of this was happening, Disney Studios held an internal preview of 'Split' for critics and industry insiders. The film was met with near-universal praise, with many experts highlighting the film's ability to captivate audiences from start to finish. The buzz from these private screenings only increased the studio's confidence in the film, and they quickly organized more preview events for fans, media outlets, and Hollywood insiders.
For Martin, 'Split' wasn't just another movie, it was his shot at an Oscar. The reviews from these early screenings were promising, and the positive reception had both Davis Studio and Disney feeling optimistic. They were ready to lift the embargo on reviews, allowing the hype machine to go into overdrive.
In today's Hollywood, holding back a film's reputation is often a red flag. When a movie is met with poor internal reviews, studios will sometimes suppress it, leading to speculation about its quality. But when a film receives strong praise during test screenings, studios can't wait to unleash it to the world.
Martin, of course, knew the game all too well. In his earlier career, he'd seen films that were so bad, even after several days in theaters or multiple episodes into a series, they still didn't have a rating on major websites. It was a clear sign of their poor quality. But this time, with 'Split', the momentum was unstoppable, and Martin was ready to ride the wave, straight to the top.
Why waste money on PR to boost ratings when the quality should speak for itself?
When it comes to films that need artificial hype, they're often disappointing at best. But 'Split' was proving to be the exception, earning its accolades the right way, through sheer talent and craftsmanship. Rotten Tomatoes, known for its rigorous scoring system based on professional film reviews, was quick to rate the movie. It scored an impressive 94% on the freshness meter, with critics showering praise, particularly on Martin's electrifying performance.
One reviewer raved, "The way the protagonist shifts between personalities is mesmerizing. Each persona feels distinct and fully realized. Martin's acting alone is enough to make this film a hit!"
Another critic echoed that sentiment: "This psychological thriller showcases the pinnacle of Martin's acting abilities. Among Hollywood actors born after 1980, no one comes close. Watch this movie, and you'll agree with me!"
And yet another wrote, "Martin's performance is both chilling and exhilarating, it's impossible to look away."
Over on IMDB, with enough user ratings pouring in, 'Split' held strong with a 9.0. Fans who had been lucky enough to see early previews couldn't stop praising Martin's role, but the kudos didn't stop there. Director David Fincher's work was lauded as well, with some comparing it to his earlier masterpiece 'Gone Girl', calling 'Split' a worthy addition to his filmography.
The acclaim wasn't limited to fans and critics. The Metacritic score was a robust 83, signaling widespread praise across the board from media, audiences, and film critics alike. But perhaps the most telling sign of the movie's potential was the feedback from theater managers across North America. Their internal reports, accessible only to the film's producers and distributors, were glowing, giving 'Split' an "A" grade, which meant confidence in the film's box office potential was sky-high.
And that confidence was reflected in the numbers. With Walt Disney Pictures behind it, 'Split' was slotted to open in 3,860 theaters across North America, an enormous release for an R-rated film. The theater chains were putting their faith in it, knowing the buzz was real and the potential audience was massive.
Even Leonardo DiCaprio, after catching an early preview, couldn't help but be impressed. Sitting in Martin's office, he shook his head in mock disbelief. "You've gone too far this time, Martin. You're a freak. If you keep showing off your acting like this, no one's gonna want to compete with you anymore."
Martin, ever composed, poured tea for both Leonardo and Jack Nicholson, who sat on the other side of the room. "The Oscars like this kind of thing," Martin said with a small grin. "So I had to make sure everything was on point. This wasn't just a random role, it's based on a true story, and that adds weight."
Leonardo leaned back, looking at Nicholson. "Billy Milligan's story though... you think it's legit? Or was it just his way of getting off the hook?"
Nicholson, with his trademark smirk, shrugged. "I don't know the whole truth, but in Hollywood, Milligan is practically a legend. His case has inspired so many films, including a lot of Oscar winners. If you dismiss Milligan, you're dismissing a huge part of Hollywood's past."
Leonardo laughed, realizing the strategy behind Martin's choice. "Ah, now I see. You picked this story on purpose, didn't you?"
Martin didn't deny it. "There are plenty of people in North America diagnosed with dissociative identity disorder. So why choose Milligan? Because his story grabs attention, and when you say the film is adapted from real events, it gives the whole thing more credibility."
And that wasn't all. Martin had deliberately turned down early suggestions to add supernatural elements to the story. Jonathan Nolan had proposed giving the protagonist superpowers during the initial stages of the script, but Martin rejected the idea. Sure, superpowers would make the film more fantastical, but then it would lose its grounding in reality and that was a key part of the film's promotional strategy. Without the "true story" angle, the film would lose much of its dramatic weight.
Nicholson nodded in approval. "Martin, you've thought this through far more than Leo here."
Leonardo playfully threw up his hands. "Hey, I'll be back next year! You won't be the only one on stage."
Martin smiled, leaning forward. "When does your next project start shooting?"
"Next month," Leo replied with a sigh. "Heading to the frozen north of Canada. Snow, ice... it's gonna be brutal. I'll be freezing my ass off."
Martin chuckled, knowing the feeling of grueling shoots. "Sounds like you'll be having a blast."
"Yeah, sure," Leonardo said with a roll of his eyes. "A real 'blast'."