Everything surrounding the Oscars could certainly be described as dramatic. If anyone thinks that just because they made an outstanding film or played a remarkable role, an Oscar statuette will naturally fall into their lap, they might end up waiting a lifetime. Matthew observed that some filmmakers, eager to snatch the Best Picture award from the popular favorite "The Lord of the Rings: The Return of the King," even resorted to dragging J.R.R. Tolkien—who had been dead for decades—into their campaigns.
Then there was Charlize Theron. Matthew learned from the media about the unfortunate events of her youth, which likely contributed to her paradoxical nature of both enduring Stuart Townsend and maintaining her independent and strong facade.
In late January, the Academy announced the Oscar nominations. "Pirates of the Caribbean" secured nominations for Best Actor, Best Makeup, Best Visual Effects, Best Sound Mixing, and Best Sound Editing.
This was Johnny Depp's first Oscar nomination for Best Actor.
Matthew made a point to call and congratulate him. Johnny Depp was delighted but very realistic, knowing that for Jack Sparrow, just being nominated was already the peak; winning was a long shot.
Matthew also received good news. Due to "Pirates of the Caribbean" receiving five Oscar nominations, the committee confirmed that the cast would receive a certain number of attendance slots, and he, being one of the lead actors, would walk the red carpet at the Oscars.
Upon learning that Matthew would be at the Oscars, Sean Daniel immediately came over to discuss how to maximize the Oscar buzz for promoting "Dawn of the Dead."
In recent times, the Oscars promotional push had been intense. Post-production for "Dawn of the Dead," nearing completion, had been relatively quiet except for leveraging the attention drawn by Matthew's involvement with Disney, with no other significant promotional plans in place.
"Dawn of the Dead" had a moderate production budget and even less allocated for marketing. If they were to run a major promotional campaign during the peak of the Oscars season, it wouldn't be much more effective than what they were doing now, and wouldn't attract much attention.
"Oscars is a big stage, watched by millions every year," Helen Herman told Sean Daniel. "It's indeed a great opportunity for promotion. Anything noteworthy that happens at the Oscars or the subsequent dinners quickly spreads across the country."
Sean Daniel, sitting on the couch, slowly began, "That's precisely why I'm here. Can we use the Oscars to create some buzz for Matthew?"
Matthew interjected, "There will be many big stars at the Oscars. I haven't been nominated, nor am I a presenter. It might be hard to get noticed, right?"
"Yes, it's a bit challenging," Sean Daniel nodded. "That's why we need to think of something."
Helen Herman, chin propped on her hand, was clearly pondering the right strategy.
"What if I… trip while walking the red carpet?" Matthew suggested, recalling Jessica Alba's infamous performance.
"No good!" Helen Herman, who had heard about Jessica Alba's mishap, immediately dismissed the idea. "Such antics are only suitable for actresses, and it completely contradicts the persona you project to the public, which would backfire."
Matthew thought about it and agreed; his public image was always one of resilience, wildness, and strength. How could he possibly plan to trip on the red carpet?
"That indeed wouldn't be suitable," agreed Sean Daniel. He paused, then added, "Our promotion has always piggybacked off Disney's popularity. 'Pirates of the Caribbean' and your upcoming role in 'National Treasure' have brought some attention to 'Dawn of the Dead,' but the immediate impact of the Oscars is incomparable."
Clearing his throat, Sean Daniel continued, "Another crucial point is that 'Dawn of the Dead' is releasing very close to the Oscars ceremony. If you can generate noteworthy news at the Oscars, combined with the crew's promotion, it would definitely be effective."
He explained why he had come specifically: the Oscars ceremony was in late February, just two weeks before the North American premiere of "Dawn of the Dead." If Matthew could use this platform to generate a hot topic, the subsequent hype could easily carry over to the film.
The crew still had a $6 million marketing budget unspent. While not a lot compared to major productions, it was enough to make a significant impact.
Matthew knew Sean Daniel's reasoning made sense, and not only would it benefit the film, but it would also be advantageous for him personally. The film's success and the lead actor's profile were tied together; if "Dawn of the Dead" was a box office hit, even if he didn't reach A-list status, his position as a solid B-lister would be more secure, and he could demand higher fees for future films.
The question remained: how could he create news at the Oscars? The ceremony was full of A-list celebrities, and the media and public focus were on those stars and award recipients, not on a typical supporting actor.
Moreover, creating news required choosing the right method; if not handled properly, it could turn into a scandal.
"That could backfire," Helen Herman remained silent for a while, thinking, until she finally spoke up. "I have an idea."
Matthew and Sean Daniel both looked at her expectantly.
"Let's get Matthew an invitation to the Vanity Fair party after the Oscars," Helen Herman proposed calmly, as if discussing everyday matters. "The party will definitely not lack eye-catching female stars. Matthew, play to your strengths."
"What do you mean by my strengths?" Matthew was slightly displeased.
Helen Herman didn't directly answer his question but said, "With your attributes and skills, hooking up with a female star shouldn't be difficult. Not many actresses who make it to the Oscars are reserved."
Sean Daniel instantly grasped Helen Herman's implication, adding, "Ideally, she should be a rising star or someone who naturally sparks conversation."
Matthew scratched his head, "It's not guaranteed to succeed."
"I believe in you," Helen Herman adjusted her glasses, seeming very confident in Matthew. "Many female stars are not as reserved as you might think."
She earnestly told Matthew, "Your best bet is to charm one at the party and take her out; Sean and I will coordinate with the media to ensure it's well-documented."
Sean Daniel wholeheartedly agreed, "It could work."
Matthew was silent for a moment, mulling over Helen Herman's suggestion.
Helen Herman added, "The biggest advantage of this plan is that even if it doesn't spark the desired interest, it won't evolve into a scandal with negative effects."
Matthew thought about it; indeed, it seemed feasible. After his brief fling with Jessica Alba cooled, numerous tabloids had speculated about his fast-paced dating life.
As long as he wasn't married or officially dating someone, flirting with other female stars would just be considered tabloid fodder, not negative news.
"Alright then," Matthew finally agreed, since it wouldn't bring negative consequences. "I'll do my best."
Knowing Hollywood's penchant for thrill-seeking and frequent partner changes among both male and female stars, Helen Herman's plan seemed quite doable.
Matthew was somewhat confident in his appearance; while not everyone's cup of tea, he definitely appealed to the masses.
The three of them then huddled in Helen Herman's office to iron out the implementation details until it
was almost time to leave. Satisfied, Sean Daniel took his leave.
Now that the strategy was set, both the production team and the Angel Agency would fully support its execution.
For "Dawn of the Dead," besides the hook of remaking a classic zombie film, Matthew was a significant promotional asset. Others like Zack Snyder and Jessica Alba lacked sufficient fame.
"If everything goes smoothly and the news breaks," Helen Herman told Matthew, "I'll contact Anderson Martinez, who's handling the publicity for 'National Treasure.' I believe they'll also push from behind to give 'National Treasure' a memorable preliminary promotion."
Matthew had no objections, simply responding, "You handle these matters. The day after tomorrow, I'm off to Washington with the crew to start filming."
He planned to return to Los Angeles before the Oscars to prepare for the ceremony, even setting aside a $50,000 budget for his outfit, styling, and transportation for the event.
"I'll stay in Los Angeles to manage the promotions and your red carpet appearance," Helen Herman said, remembering something else. "Have you found a new assistant yet?"
Matthew shook his head, "Not yet. I'll use whoever the crew provides for now."
Helen Herman didn't dwell on the topic and switched back to business. "I've confirmed the situation with Michael Bay; he really wants to make a film with profound humanistic thought. We don't need to risk changing styles with him. After you leave Los Angeles, I'll decline the invitation due to scheduling conflicts."
"That works," Matthew fully agreed.
As 2004 rolled into its second month, Matthew left Los Angeles with most of the crew, flying to Washington to begin shooting "National Treasure."
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