Hollywood Director 1992

[Chapter 11: Control]

Jerome Preston couldn't believe that this guy named Link had a potential way to boost theater attendance.

To quickly dismiss Link, he decided to give him a glance — just a quick look — and then send him packing. 

But after reviewing the first proposal, his eyes suddenly lit up. He couldn't help but sit up straight, holding the documents and reading over them again. 

After the first one, he continued with the second and third proposals. 

His enthusiasm grew, giving him a sense of sudden enlightenment. He glanced at Link multiple times, astonished that this seemingly young man could devise such brilliant marketing strategies.

"Mr. Link, did you come up with these ideas yourself?" Jerome asked.

"Of course. I'm not just a director; I also work part-time at a Burger King. Every week, the burger joint and other fast-food places like KFC hold promotions. For example, Wednesdays and Thursdays used to be the slowest days for business, but after the discount events, those days became the busiest."

While working part-time, Link enjoyed connecting various things to his main job. 

"Whenever I saw long lines at the burger joint, I thought about how, in the future, when my movie is released, I could use similar marketing techniques to boost box office sales. After extensive research, I found that this method is entirely feasible. That's the inspiration behind the first proposal to increase attendance."

Link spoke confidently to Jerome Preston. 

This movie marketing method was proposed by Lionsgate, Hollywood's then-eighth major film company. It was similar to the film industry's "Crazy Tuesday," where on that day, all movies under Lionsgate were offered at half-price, sixty percent off, or even free.

The method sounded simple, almost like replicating the discount promotions of restaurants like KFC and McDonald's. However, applying it successfully to the cinema industry, which operates differently, was extremely challenging.

The theaters needed to develop more refined strategies based on market demand and big data calculations. On one hand, they had to ensure that audiences would come to support the films; on the other, they had to guarantee that both the film companies and the theaters could profit.

This was likely why many people could draw inspiration from KFC's marketing methods but struggled to adapt them flexibly to cinemas.

"Mr. Link, you truly are an amazing marketing genius. I often frequent KFC and participate in their promotions. I even considered adopting similar marketing strategies, but the fast-food industry and the cinema business have different profit models, making it extremely difficult to transfer the approach. I didn't expect it could be done this way."

Jerome Preston flipped through the proposal, clicking his tongue in admiration. 

Besides the first idea, the second proposal was also solid: watch four movies at the same theater each year and receive a free ticket. 

This method didn't seem groundbreaking, but ensuring theater profitability and attracting audiences to participate actively were significant challenges.

In Link's proposal, he offered multiple solutions to these problems. 

Following his methods would not only allow theaters to profit from audiences but also secure more box office shares from the seven major film companies.

The third proposal was equally commendable.

After reviewing all three proposals, Jerome Preston completely changed his opinion of Link. 

Link wasn't a braggart or a fraud; he was an exceptional marketing talent, especially gifted in film marketing. 

Having such a talent under his wing could potentially elevate him to become the head of AMC theaters in the Los Angeles area years ahead of schedule.

...

*Ding!*

Jerome Preston gently placed the folder down and looked at the young man seated confidently across from him. He suddenly recalled that Link came to the theater with a purpose, not just to provide his ingenious ideas for increasing attendance.

To avoid dealing with Link's ambitious demands, Jerome concealed his surprise and calmly said, "Mr. Link, while these three proposals have some obvious flaws and unrealistic aspects, they are still viable methods to increase theater attendance. Do you have any requests? Feel free to state them. As long as they're not too unreasonable, I can speak on behalf of AMC Entertainment Group to agree."

"Mr. Preston, I'm a director with a high-quality film that I hope to release here. My request isn't much: three days, ten screening rooms. If the box office within three days falls below average, I will voluntarily end the screenings and gift you the proposal. Mr. Preston, can you accept this?"

Link gestured as he spoke.

"Why not collaborate with a film distribution company? If your film is good enough, some would be willing to distribute it. If you don't know anyone in those companies, I can help you make connections," Jerome asked.

"This is a very niche, art-house film. Distribution companies don't see its box office potential and have refused to collaborate. I thought, since they're not interested in making money from it, there's no point in partnering with them. So, I came directly to the theater to collaborate with you and make big money together, Mr. Preston," Link replied.

Jerome leaned back in his seat, brushing his thick hair back with his fingers, looking somewhat troubled.

While Hollywood had a few blockbuster films that were initially overlooked by distribution companies but went on to be huge hits, like Deep Throat, there hadn't been a single mainstream horror-thriller film that was dismissed by all distributors yet became a success post-release.

He could guess from Link's presentation that the movie might not be impressive.

Out of courtesy, he said, "Mr. Link, could I see your film first? Did you bring a tape with you?"

"Of course," Link responded, pulling a box of tapes from his bag.

"Great, please follow me."

...

The Grove Mall Cinema was one of the theaters under the AMC chain. AMC, part of the AMC Entertainment Group, was North America's second-largest cinema chain, with 379 theaters and a total of 5,260 screens across the United States, averaging 13 screens per theater.

This location had 18 screening rooms, making it one of the larger cinemas in Los Angeles, often hosting premiere events for new movies.

Link and Jerome Preston arrived at an elegantly decorated screening room. 

The room was modest, with just over sixty seats. 

Jerome handed the tape to the projectionist and asked the staff to bring two drinks. 

Link and Jerome sat in the front row to watch the movie Buried.

Link had watched the film multiple times, so watching it again didn't evoke much emotion. 

Meanwhile, Jerome kept asking questions throughout the screening. 

At the beginning, he asked, "Is Buried really a one-man effort? Did you write, direct, act, edit, and handle the lighting, props, and sound all by yourself?"

During the movie, he inquired, "Are all the scenes really set inside a small wooden box? Just one actor? A few simple tools to sustain the whole plot?"

Link's answers were all, "Yes."

...

After the 95-minute film ended, Jerome rested his chin on his hand, deep in thought.

From a personal standpoint, the movie was indeed good — fresh and eye-opening. The plot and pacing were solid, maintaining a consistently thrilling atmosphere throughout.

As he immersed himself in the story, he felt tension and oppression, a strong sense of suffocation — a commendable achievement in the thriller genre.

However, the film had significant issues as well. 

In thrillers, elements like ghosts, zombies, gory blood splatters, dismembered limbs, or heart-pounding music are typical selling points. This film lacked all of those, relying solely on an oppressive, suffocating tension.

This monotony would likely result in few audiences willing to pay to watch it in theaters.

Perhaps that was why Link had been rejected by distribution companies despite his attempts to collaborate.

"Mr. Preston, after watching the film, I wonder if you've changed your mind about agreeing to my request."

Link asked.

"Mr. Link, your film is of acceptable quality; I'd rate it above 75. However, my opinion, along with those of the distribution companies, is that Buried isn't suited for theatrical release. Opening it in theaters would inevitably lead to losses. I suggest you consider releasing it through video tapes. If you're interested, I can help connect you with distribution companies in that area," Jerome explained.

Link had considered releasing the film on video, but the system provided a fourfold box office subsidy, not a subsidy for video tapes or merchandise.

Releasing Buried on video would strip the film of its magical allure, resulting in mediocre performance.

He couldn't improve his life through this film.

"Mr. Preston, you make sense, but I still hope to release Buried through your theater. My terms remain the same: three days, ten screening rooms. If the box office isn't promising, the theater can voluntarily end the screenings," Link insisted.

"Three days, ten screening rooms? That's impossible."

"My minimum is six screening rooms," Link countered.

Jerome paused, thinking, is there room for discounts?

Shaking his head, Jerome said, "Six screening rooms won't work. As a director and someone in the industry, you should know that the seven major studios and numerous independent producers are the top players. They control a vast array of film rights and determine the revenue for theaters. Every time the major studios release commercial blockbusters, theaters need to act quickly to secure screening rights with favorable terms."

The Grove Mall Cinema primarily showed commercial films. At the beginning of each year, they started scheduling, arranging slots from January to December, primarily featuring commercial movies from the seven major studios.

This was AMC Entertainment Group's directive. All theaters were required to follow the schedule, screening the designated films accordingly.

As the head of a mall cinema, Jerome didn't have the authority to change other films' schedules to accommodate six screening rooms for Link.

"Mr. Preston, the minimum is three screening rooms. That's my final offer," Link stated.

Jerome smiled, realizing there was a final lower limit beneath his minimum.

He shrugged, saying, "Three won't work either. Three screens generate thousands of dollars daily, and allowing your film on them would have too significant an impact. Within my authority, I can allocate at most one screening room. How does that sound?"

Jerome patted the sofa armrest.

"Mr. Preston, one is too few. I'm sorry, but I can't accept your terms. It's been a pleasure talking with you, and I hope we can collaborate in the future."

Link stood up, extending his hand to bid farewell.

Jerome looked at him puzzled. "Having your film screened in one room is better than not showing it at all. Why can't you accept my goodwill?"

"Mr. Preston, you're the first theater head I've met, but certainly not the last. I'm glad you liked my proposals to increase attendance. Besides these three ideas, I have others. Next, I plan to talk to heads of other theaters, hoping they can provide more screens for my film. Goodbye, Mr. Preston!"

"Wait!!" 

Seeing Link attempt to leave, Jerome Preston grabbed his arm.

He had thought that after reviewing Link's proposals, he could leverage them to gain the upper hand in the negotiation. 

But he didn't anticipate that such a cunning young man would counteract in this manner.

He regretted expressing such great interest in Link's proposals in the office earlier, inadvertently letting Link realize their value and gain bargaining power.

Jerome felt a moment of frustration.

"Link, don't rush off. We can continue discussing."

Jerome spoke sincerely.

The proposal Link provided to increase theater attendance was highly valuable. 

If submitted to AMC's headquarters, they would undoubtedly recognize its worth. 

Furthermore, the person who submitted the proposal would receive acknowledgment and attention from above. 

If all went well, he could have the opportunity to become the head of AMC in the Los Angeles area, or even across California, years ahead, with his salary increasing exponentially.

Such a promotion and raise was an opportunity he couldn't afford to miss.

What frustrated him was that, in this negotiation, he seemed to be outmaneuvered by a young man who was only twenty years old.

Damn!

*****

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