In a theatre's lounge, people began to leave. Miller, the deputy general manager of the Los Angeles branch of Imperial Entertainment, and Brown, the deputy head of the selection department of AMG Cinemas, were among the last to exit.
Clearly, they had something to discuss.
"How many screens are you giving this film?" Brown asked tentatively.
Miller shrugged. "If it weren't for the extensive marketing, this lousy film wouldn't even make it into Imperial Entertainment's theatres."
Brown agreed. "The film itself is indeed terrible, no doubt about that. However, their marketing strategy is unique and very effective. Even in my company, many people are talking about the Blair Witch."
Miller turned to him. "How many screens are you giving it?"
Worried that AMG might give it more screens than his company, Miller wanted to ensure parity in their decisions.
"Twenty theatres, twenty screens, but none in prime locations," Brown said honestly.
Miller laughed. "I'm the same. If it weren't for our previous collaborations with Seashore Entertainment and the big buzz they've created, I wouldn't have given even ten screens." He then asked, "You seemed to be impressed by their marketing. Why only so few screens?"
Brown responded with a question, "And you?"
"Even with great marketing, a bad film can still fail," Miller said seriously. "Remember 'Batman & Robin' two years ago? Huge hype, but the box office was disastrous."
Brown chuckled. "I agree. Good marketing doesn't necessarily translate to good box office for a bad film. This film's quality is just too poor..."
Had it not been for the recent buzz, the film wouldn't have attracted high-level interest for a preview.
Brown added, "Whoever devised this marketing plan is a genius, but they lack experience and have underestimated the importance of film quality."
Miller nodded. "You're right. The marketing is crazy, and whoever came up with it is smart, but they don't understand the film market well enough."
Brown continued, "Stanley Kubrick's 'Eyes Wide Shut' is releasing the same weekend. I'm saving more screens for Tom Cruise and Nicole Kidman. The buzz around them is as strong as the Blair Witch."
"True. 'Eyes Wide Shut' may be a bit artsy and obscure, but it's still better than 'The Blair Witch Project,'" Miller said. "The Cruise-Kidman couple attracts a lot of attention."
The media frenzy around Tom Cruise and Nicole Kidman's marriage on the rocks was intense.
As for "The Blair Witch Project," it had its trial screenings. If the response was as good as the marketing hype, expanding the screenings would be easy. The companies had played this game many times.
In another lounge in the theatre, Garcia met Michael after finishing discussions with representatives from several chain theatres.
Michael asked directly, "How did the screening go?"
Garcia shook his head slowly. "If we could, I wouldn't have held this screening."
"We don't have the leverage to negotiate with large theatre chains without it," Michael said. "They insisted on a screening before considering it. We had no choice."
Commercial companies prioritize profit, and their money isn't thrown around carelessly.
Garcia added, "Fortunately, we met our basic target. Including three major theatre chains, we've secured 100 theatres and 100 screens. The locations are mostly average."
Michael nodded in satisfaction. "That's good enough. With our long-term partners, we can open 'The Blair Witch Project' in 200 theatres in its first weekend."
If he remembered correctly, the original film didn't open in over 50 theatres.
"Let's hope everything goes as planned," Garcia said.
This film was Michael Davenport's acquisition. He planned the marketing and solved the funding for distribution. If successful, it would stabilize Seashore Entertainment after the acquisition and establish enormous prestige within the company.
A successful film could transform Seashore Entertainment.
Michael instructed, "Coordinate with the printing company and FedEx. If the film's box office is good, be ready to ship more copies immediately."
"Rest assured," Garcia said confidently. "Both are ready. I'll confirm again. Once the funds are in place, they'll start immediately."
Michael considered the schedule he had seen earlier. "The biggest competition that weekend is 'Eyes Wide Shut' starring Tom Cruise and Nicole Kidman. But its audience differs from ours, so it shouldn't affect us much. Our heavy investment in marketing will show its effect next weekend."
David Villier, who had been silent, interjected, "I believe it will succeed!"
As the head of marketing, he had access to the first-hand data and was very confident.
Michael asked, "How are the people in Africa?"
Garcia replied, "They're doing well. Costs are low, and the air is good. I heard director Daniel Myrick even organized them to shoot a documentary about Africa."
Michael thought for a moment. "Bring them back to Los Angeles three to four weeks after the film's release. We need them to handle all the media attention."
During the film's peak popularity, Michael and Seashore Entertainment would stay out of the spotlight, letting the director and actors take the media attention.
Michael checked the time. "That's it for today. If the opening weekend is good, I'll take everyone to see 'Eyes Wide Shut.' I hear you get to see Mrs. Cruise in the nude."
Like many art-house actresses, Nicole Kidman had many roles with nudity.
The phrase "No nudity, no art" comes to mind.
"Eyes Wide Shut" was the subject of many rumours, including that it led to Tom Cruise and Nicole Kidman's divorce and that some scenes involved real acts that affected Kidman's health.
Michael's most profound impression of the film was Nicole Kidman. The Australian actress had an excellent figure.
It was her peak in terms of beauty and figure.
With the screening finished and securing 100 theatres from chain theatres, "The Blair Witch Project" moved into its final stage of pre-release marketing and distribution.
Two hundred copies were quickly delivered, the theatre list was posted on the film's website, and the promotional campaign never stopped. The viral marketing spread and more people discussed the students and the Blair Witch.
Finally, on July 16, "The Blair Witch Project" premiered in 200 theatres across the United States.