In the following days, Matthew made all necessary preparations, cooperating fully with the crew's promotional strategy for both his personal publicity and the film's hype.
Although the marketing budget for "The Scorpion King" was only a little over ten million dollars, a significant sum in the early 21st century, it was enough to make an impact.
On the internet, Yahoo Entertainment, the largest entertainment website of the time, featured news related to "The Scorpion King" almost daily. Particularly, Matthew, as the center of the promotion, was constantly in the spotlight – one day it was street photography, the next gym workouts, and the day after practicing mixed martial arts.
Ileana Boyar, who had recently become an editor at Yahoo Entertainment, started praising Matthew every few days in various ways, in exchange for the news about famous British actor Johnny Lee Miller's peculiar hobbies and a secret sponsorship fee from the film crew.
Regarding Johnny Lee Miller, Matthew figured he had already offended him enough, so adding a bit more to that didn't matter. They were destined to be enemies. This also served as exploiting the last bit of value from Johnny Lee Miller's enmity.
However, Matthew didn't mention the tape that Angelina Jolie had in her possession. Offending Johnny Lee Miller was one thing, but there was no need to provoke Angelina Jolie unnecessarily.
Had it not been for Winona Ryder's confidentiality contract, he even considered trading her off for more resources at an opportune moment.
Climbing up the ladder always required stepping stones.
In that era, Hollywood's commercial films still predominantly relied on traditional promotion methods but were gradually recognizing the importance of the internet. The official website for "The Scorpion King" was constantly updated with information and even featured a massive countdown timer for the film's release.
Matthew's personal blog also benefited from the promotional momentum. The number of followers surpassed ten thousand, many attracted by his role in the film.
Comments like "Just for the blogger's physique, I'll definitely buy a ticket to the cinema!" and "Support! The blogger is handsome and well-built, just my type!" frequently appeared on Matthew's blog.
Matthew kept his blog updated without fail, posting from film stills to posters and his recent photos, two to three times a week. He understood that social media was the future, capable of creating stars in its own right.
Then there were traditional advertising methods, like subway stations, airports, and crowded squares where Universal Pictures invested heavily in large posters for the film. Half a month before the premiere, the ads even featured on the big screens and electronic billboards of New York's Times Square.
In terms of soft promotion, Universal Pictures excelled. Reports about internal screenings praising "The Scorpion King," high ratings at test screenings, the efforts of actors during filming, and challenges faced and overcome by the crew were abundant in newspapers and magazines.
Promotional marketing often involved stretching the truth or outright fabrication, but the goal was always to benefit the film.
Hollywood, at that time, faced increasingly discerning audience tastes. While technological advancements were notable, there was little innovation in plot or script, leading to greater reliance on clichés and formulas. Thus, for an upcoming movie like "The Scorpion King," tailored promotional campaigns were essential for box office success.
The strategies used by "The Scorpion King" crew were not complicated. They focused on promoting the lead actor – in this case, Matthew – and emphasizing the director, Chuck Russell, portraying the movie as his ambitious comeback.
The promotion also highlighted plot and scenery. Action scenes were particularly emphasized, with slogans boasting about classic cold-weapon action and best action design in years.
Then came the celebrity gossip aspect. Initially, the crew planned to create a fake romance between Matthew and the female lead, Kelly Hu. However, due to certain circumstances, the focus shifted to promoting Kelly Hu, who had joined the "X-Men 2" crew. Reports about her and Wolverine's "indescribable" affair filled magazines and websites, attracting public attention regardless of their veracity.
As the release of "The Scorpion King" neared in late March, Yahoo Entertainment contacted the film crew for an exclusive online interview with Matthew.
Both the crew and Matthew readily agreed, recognizing the internet's potential following the 9/11 attacks.
In the Los Angeles branch of Yahoo Entertainment, Matthew sat in a web chatroom, ready for an interview with Ileana Boyar. Before it started, he asked her curiously, "When did you become so proactive in securing such opportunities for me?"
He knew about Ileana's recent promotion and her newfound influence.
Ileana, speaking softly, said, "The information you provided got me unexpected benefits. Consider this as a reward." She then handed him a paper, "These are the questions I'll ask. Did the crew prepare you?"
Matthew assured her he was ready, though he warned that some answers were lengthy and advised the typist to be quick.
The chatroom was bustling, with thousands joining before the interview began. Ileana didn't immediately start with the questions but let an introduction be typed out first.
"Matthew Hona can be considered a symbolic figure among Hollywood's newcomers. With his sharp gaze, rock-solid face, and sturdy physique, no one finds it odd to see him in action roles. In fact, he's already starred in similar movies like 'Gladiator' and last year's 'The Mummy Returns' as the Scorpion King. But his latest film, directed by Chuck Russell, 'The Scorpion King,' takes Matthew Hona's talents to new heights…"
Reading this, Matthew felt a bit embarrassed – it sounded nothing like him. Yet, he quickly embraced it. After all, repeated lies in Hollywood often turned into truths.
Surrounded by a world of deceit, Hollywood was the most realistic lie-making machine he'd ever seen.
"Such an environment..." Matthew mused, waiting for the interview to start, "is perfect for me."
In a spotless and pristine entertainment circle, if such a thing existed, he wouldn't have made it, especially not in Hollywood. As a villain among saints, he would stand out too much and face rejection. But among other villains, he thrived.
The interview room door opened, and a bespectacled editor came in, whispered something to Ileana, who nodded and said, "I understand."
After the editor left, Ileana instructed the photographer to pause and told the typist to continue typing. She then turned to Matthew and spoke in a low voice, "Some gossip tabloid just leaked that I'm your secret girlfriend, with photos of me entering your house. Can you believe it?"
Matthew shrugged slightly, "Probably from when you visited my place."
"That makes sense," Ileana agreed, having visited Matthew last week. Frustrated, she added, "Has the world gone mad? Even a gossip journalist like me can become the subject of rumors?"
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