To capture attention and generate more profits, Hollywood never lacks innovative publicity strategies. Publicizing the scandal between Matthew and Keira Knightley is just one of Hollywood's routine tactics.
At Angel Agency, Matthew walked into Helen Herman's office, looked around, and asked the woman behind the desk, "Why haven't I seen Amanda these past few days?"
Helen Herman replied indifferently, "She went back to New York."
Matthew didn't inquire further, pulled out a chair, and sat opposite Helen Herman, saying, "I have something to tell you. Keira Knightley and I couldn't resist, we got together."
Helen Herman wasn't surprised at all. A young man and woman, both attractive and at the most impulsive age, living under the same roof, getting together was only too normal. Was Matthew any saint, or was Keira Knightley any better? Anyone willing to use such a publicity method to gain more attention wasn't exactly a paragon of virtue.
After thinking for a moment, she asked, "You and Keira Knightley aren't getting serious, are you?"
"It's real that we got together."
This matter was different from purely personal private lives; Matthew had to inform Helen Herman to prevent her from being caught off guard by any sudden changes. He added, "Of course, the boyfriend-girlfriend thing is still fake."
Matthew pondered for a moment, then added, "Keira is more sensible than I thought. We're just really enjoying..." He coughed, finding it difficult to express certain things in front of Helen Herman, who seemed quite conservative, and instead said, "You don't need to give it much thought, the plan regarding me and Keira should proceed as it was."
Helen Herman nodded, "I understand."
Suddenly, she picked up a piece of paper from her desk and pushed it towards Matthew, saying, "This is a letter from one of your young fans, mailed to Disney Studios and then forwarded to me."
"Why would you show me this?" Matthew was quite curious.
He had received fan mail before, but Angel Agency had people specifically assigned to reply, so he never had to bother with it.
Helen Herman didn't answer but instead pointed to the letter, saying, "Read it first."
Matthew nodded, opened the letter, and began reading carefully.
"Dear Matthew Horner, dear Will Turner..."
The handwriting was neat and tidy, much better than his own scrawled letters.
Matthew continued reading.
"I am an ordinary girl from Harvard-Westlake School. Since I saw 'Pirates of the Caribbean: The Curse of the Black Pearl' last weekend in the cinema, I've been crazily idolizing you. You must be the hero who appears with shining light to rescue me from the villains!"
At this point, Matthew couldn't help but scratch his head; this sounded so much like a Disney fairy tale. A princess in distress, waiting for the prince to arrive...
"In my middle school, there's a very bad principal who always targets and bullies me. Not just me, all my classmates are constantly threatened by him. We've always plotted to resist but never had the courage."
"Matthew Horner, you are the powerful blacksmith Will Turner, who can easily knock down a dozen pirates by yourself. How I wish you could appear in our school and eliminate the bully principal..."
The more he read, the more Matthew felt an urge to laugh. This young girl's letter, which went on to describe his bravery and the principal's villainy, vividly hoped for him, the strong and handsome blacksmith, to rescue them from their so-called misery and thoroughly defeat the principal.
Matthew guessed that the school's management must be extremely strict, and the principal probably liked to make examples out of students. This girl was likely caught as a negative example by the principal, and, feeling aggrieved but lacking the courage for revenge, could only endure silently, eventually resorting to this kind of idol worship.
This was essentially the same as children imagining Ultraman defeating all the villains.
The letter's conclusion made Matthew smirk.
"If you can defeat the bad principal, I will definitely fall in love with you!"
The signature read, "A girl enduring bullying, Lily!"
After reading, Matthew put the letter down on the desk, curiously asking, "Helen, why specifically show me this letter?"
He believed that with "Pirates of the Caribbean" being a hit, there would be no shortage of fans writing him letters.
Helen Herman suddenly burst into a bright smile, a rare occurrence for her.
"Is a little girl's idle fantasy really that amusing?" Matthew couldn't understand her unusual expression, "Didn't you ever have similar fantasies when you were a little girl?"
"Me?" Helen Herman seemed to recall something, saying, "I never really thought like that."
Matthew pointed at her from across the space, "You lack imagination."
Helen Herman's smile faded, not picking up on Matthew's comment. Instead, she suggested, "How about you help this little girl realize her dream?"
"What?" Matthew doubted he heard correctly, "What did you say?"
Helen Herman calmly said, "You didn't experience auditory hallucinations. You heard me correctly."
Matthew scratched his head, "You really want me to take down a principal?"
"Not me," Helen Herman quickly clarified, "After receiving this letter, Disney Studios' publicity department planned an event for you to help a kind-hearted little girl deal with the bully principal."
She smiled slightly, probably finding Disney Studios' promotional campaign amusing, "Of course, media reporters will accompany the entire process, and cameras from the Disney Channel and ABC's entertainment channel will follow you throughout."
Matthew also laughed, "Disney Studios is really..." He was about to say 'insane' but realized this publicity method was very eye-catching and also beneficial to him personally. He corrected himself, "Indeed, it's a good idea."
Such a promotional campaign was obviously beneficial for him, likely attracting a loyal fan base and creating the illusion of him being very caring, making it easier for people to like him.
"Handling a school principal shouldn't be too hard," Matthew furrowed his brows again, "But what about the many teachers and security staff? How do we deal with them?"
Helen Herman waved her hand dismissively, "Don't worry about that. Disney Studios has already contacted Harvard-Westlake School, and the principal has agreed to this event."
"Agreed?" Matthew was even more surprised, "The principal actually agreed?"
In his mind, principals were authoritative figures, untouchable and revered, not just by students but even teachers tread carefully around them. In a school, the principal was the absolute authority.
Helen Herman was sure about this, "The principal of Harvard-Westlake School has officially confirmed with Disney Studios. He will hold a school-wide student meeting in the auditorium this Wednesday, and that's when you'll appear. You'll subdue him in front of all the students and teachers, for everyone to see."
Matthew couldn't understand and had to ask, "Why?"
"It's actually quite simple. Harvard-Westlake School is a prestigious private school." Seeing Matthew's confusion, Helen Herman explained briefly, "The school's management is very strict, which, while ensuring order and atmosphere, can also lead to psychological backlash from the students. According to the principal of Harvard-Westlake, this event could effectively alleviate students' rebellious psychology, beneficial for future management."
Matthew understood this Leaving Helen Herman's office, Matthew pondered the unusual but fascinating task ahead. His role as Will Turner, not just in the movies but now in a real-world scenario, albeit staged, would surely add an intriguing chapter to his career. The idea of confronting a "villainous" principal to help a young fan, under the watchful eyes of the media, had an undeniable appeal to it, blending the lines between fiction and reality in a way only Hollywood could conceive.
The drive back to his place was filled with thoughts on how this event could unfold. Disney's plan to turn a simple fan letter into a spectacle was ingenious, leveraging the popularity of "Pirates of the Caribbean" for a cause that, while manufactured, had a noble sheen to it. Matthew couldn't help but smile at the thought of how this would be received by the public and his fans.
He decided not to mention the upcoming event to Keira Knightley, respecting Helen's advice and recognizing the potential for unnecessary complications it might cause in their professional relationship. After all, their current "relationship" was already under enough scrutiny from the media and public, blending real and promotional aspects in a complex dance.
As Wednesday approached, preparations for the staged event at Harvard Westlake School were finalized. Disney's promotional team worked closely with the school's administration to ensure everything would proceed smoothly and safely, mindful of the potential impact on the students and the school's reputation. The principal, surprisingly cooperative, seemed to understand the unique opportunity this event presented, not just for the school but for him personally.
On the day of the event, Matthew arrived at the school, greeted by a mix of excitement and curiosity from students and staff alike. The assembly hall was packed, a buzz of anticipation filling the air as everyone awaited the arrival of their "hero" to confront the "villainous" principal. Cameras from Disney TV and ABC Entertainment were strategically placed to capture every moment, ensuring the spectacle would be broadcasted to millions.
The confrontation, carefully choreographed to ensure safety and dramatic effect, went off without a hitch. Matthew, in character as Will Turner, complete with the prop sword from the movie set, faced off against the principal in a staged duel that had the students cheering and applauding. The principal played his part perfectly, feigning defeat at the hands of the heroic blacksmith, much to the delight of the assembled students.
The event was a resounding success. Clips and highlights quickly spread across social media and news outlets, painting Matthew in a heroic light and bringing a wave of positive attention to "Pirates of the Caribbean." The students of Harvard Westlake School got a day they would never forget, and Disney capitalized on the publicity to drive more viewers to the theaters.
In the aftermath, Matthew reflected on the surreal experience of blurring the lines between his on-screen persona and real-life actions. The event not only bolstered his popularity and solidified his image as a hero both on and off the screen but also reminded him of the power of storytelling and its impact on the real world.
As predicted by Helen, the publicity from the event contributed to a significant uptick in "Pirates of the Caribbean" box office numbers for its third weekend. North America's box office earnings surged past the $200 million mark, a milestone that further solidified the film's success and Matthew's rising star in Hollywood.
The event at Harvard Westlake School would be remembered as a clever marketing stunt that transcended traditional promotional tactics, blending fantasy with reality in a way that captivated audiences and demonstrated the enduring appeal of heroes and villains, both in stories and in life.
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