[Chapter 575: Warm-Up]
In the U.S., there haven't been many standout Christmas blockbusters recently, other than the hit Home Alone from a few years back.
"James, how's the IMAX version of Terminator? It must be something different, right?"
"William, I think I need to increase the budget. For the second Terminator, I want to shoot it directly in IMAX. I saw Jurassic Park, and the effects are way better than just converting it."
Faced with the request from the king of the world, William White couldn't help but feel helpless. The guy's cost control was simply a disaster. Seriously, if it's like this, who knows how much money it will end up needing?
"Fifty million bucks -- no more than that, James. The company is mine personally, but the investment here isn't just mine. You might not know, but these investments can be traded off-market, which means it's kind of similar to stocks."
James Cameron smirked; he couldn't understand William White's reasoning. Why would you let go of a project that was practically guaranteed to make money?
"Alright, William, that producer you sent last time did a good job. Let him handle the costs. You know my sensitivity to numbers isn't high."
Well, that reasoning was pretty solid, to the point where William White couldn't even criticize it. At least he was aware of his shortcomings. If he wasn't so stubborn, none of this would be a problem.
...
"Terminator? Didn't that movie already come out? Why is it back again?"
"David, you don't know? They say it's the IMAX version, and that director's final cut edition."
"Seriously, ten bucks? And on sale? Why don't you just go mug someone for that?"
The unveiling of White Cinemas didn't generate a lot of buzz. After all, with only a couple dozen locations, it hardly counted for anything. Outside the theater, two guys were having an animated conversation when a group of rowdy teenagers rushed by, cursing loudly.
"Shit! If I can't get tickets, Annie will be crushed. If she's disappointed, when will my luck with girls ever change? Move it, move it!"
The two guys who got knocked aside were stunned. Seriously, does it have to be this exaggerated? Just rent a VHS to watch at home; it's an old movie anyway.
"Hey guys, this is an old movie, right? What's the big deal about it?"
"Old movie? What do you know! Do you understand IMAX? It's an immersive experience. You from New York or what?" After saying this, the guy gave him a look of utter disdain, as if he were an idiot.
"Please, it's just 3D! What's the big deal?"
His comment was met with loud laughter. Only a one-eyed guy showed some decency and attempted to explain.
"Bro, those previous ones were just fake 3D. Only the IMAX version gives you that immersive feel. The old kind just made people dizzy."
This scene wasn't just happening in New York; it was also taking place in Los Angeles. Meanwhile, in over a dozen locations worldwide, White Cinemas was experiencing the same moments.
Some might say, isn't this a bit far-fetched? Would so many people really care? Honestly, if you're not in the industry, who really knows what IMAX is?
Well, you guessed it; this was shameless self-promotion. Ranging from BBS boards popular with the youth to TV news, William White was subtly and gently promoting IMAX.
To put it plainly, it was a bit of viral marketing. Those who saw it would show off and stir up jealousy; those who couldn't get tickets would be all envious. The thing about the possibility of rolling in the hay was just fabricated.
William White was totally willing to be shameless for this IMAX venture. As long as there was money to be made, the rest didn't matter.
Promotion was essential. Professional research institutions had released reports on this new film technology. The general public seemed to maintain a wait-and-see attitude.
Damn, this investment was all or nothing! William White was already contemplating that when Jurassic Park hit theaters, the IMAX tickets might not sell at all.
Three or four times the price is no small amount. Price-sensitive audiences wouldn't choose IMAX, so the premature hype kicked off.
Faced with the suddenly red-hot IMAX theaters, Hollywood giants were left speechless. They thought William White would launch an advertising blitz after the new year, much like he did with his Tesla, bombarding the market to increase visibility.
But it seemed they were wrong; the IMAX theaters quietly entered a trial run. There were no waves stirred, no massive advertising campaigns; everything felt laid-back.
But why was it suddenly so popular? This was totally unscientific!
Where was the promised marketing genius?
Where was the supposed niche appeal?
For crying out loud! An old film became this hotspot! By the time Jurassic Park came out, you could forget about even getting a seat.
Tsk tsk, this cinema is really high-end. The ordinary theaters are also decorated very luxuriously. Well, this kind of place is really suitable for taking girlfriends to watch movies.
...
"Sir, our plan is working! It looks like those old-timers are starting to take notice."
"Ha! Well, if it's ten theaters a year, we can't handle any more than that. We still need to be cautious; one wrong move could lead to no one wanting to invest anymore."
"Yeah, a hard lesson learned; the fiasco in the 70s cost many companies dearly."
"The key issue is content. The films suited for IMAX are really very limited. Current computer simulation technology can't deliver the effects I need."
"You might consider nudging Lucas; that guy has made quite a bit lately. Seems reasonable to invest more into his special effects company."
"Not much use — the speed of those 3D accelerator cards is too slow; it just doesn't meet the demands. Developing a dedicated GPU isn't worth it either. Let's wait and see; it's a broader issue in the semiconductor industry."
...
Lucas was definitely thrilled. Once Terminator leaves theaters, he can cash in again. Initially worried about costs, he now sees there was no reason to fret.
Hmm, he needs to find some good scripts. William White was right; the bigger the production, the better fit it would be for IMAX. However, this would create problems for the smaller indie film companies. These ventures were beyond what those small firms could afford.
With ticket prices starting at twenty bucks, who knows if E.T.'s box office record will even hold up?
As an old pro in Hollywood, Lucas knew the deal too well. Whether the big shots liked it was secondary; as long as the shareholders were happy, that was what mattered. Only big productions could draw Wall Street capital, only they brought big returns.
Whether anyone flopped? Honestly, who the hell cared about that?
But ten new theaters a year? Really, isn't that a bit much? When Lucas first heard this news, he thought it was just a case of hunger marketing. Now it seemed entirely different.
He could already envision what next year's lottery would look like.
Hmm, why would this guy want to do this? Keeping control over the theater chain...
That thought barely surfaced before he shut it down. Right, the damned antitrust laws. Forget everything else; even the theater chain he had now would probably need to be sold off.
*****
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