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Chapter 24: The Limited Release Begins
🕑 Added 2024-09-03 11:25:50 +0000 UTCWith the overwhelmingly positive audience feedback from the test screening, Universal Pictures' promotional efforts quickly ramped up.
The focus first shifted to the media coverage following the screening. Whether the reports were positive or negative didn't matter as much as generating attention for the film.
Under Universal Pictures' direction, rumors about Gilbert and Gwyneth Paltrow began to surface in gossip tabloids. One day it would be about their beach kiss, the next day about them shopping together, and the day after that about them entering a hotel.
Of course, due to Mr. Paltrow's concerns, the two did not live together. Nonetheless, this was enough to fuel tabloid speculation.
The goal was to draw attention to "The Shallows" and encourage moviegoers to head to theaters.
Additionally, two versions of the trailer edited by Gilbert were aired on MCA TV, a network within the Universal Pictures family.
It's not unusual for movie trailers to be advertised on TV networks, and being part of the same group meant the costs were lower.
With newspaper promotions, film reviews, TV trailers, and tabloid gossip, Universal Pictures had invested more in marketing than the production cost of "Shark Beach."
This highlights the power of top-tier distribution companies in the film industry, where money, networks, operational skills, and channels all play crucial roles.
In addition to Universal Pictures' own promotional efforts, Steven Spielberg also lent a hand. While promoting "Hook" on the highest-rated talk show in America, he made sure to bring Gwyneth Paltrow along.
The show also received promotional stills of Paltrow in a bikini from "The Shallows" and a shot of a shark leaping out of the water.
During the show, the host deliberately brought up "The shallows": "I heard that Spielberg has recently produced a film, is that correct?"
"Yes," Spielberg nodded, "it's called 'The Shallows' and it's a shark movie."
At this moment, two stills from the film appeared on the screen behind the host.
The host pretended to be surprised: "Wow, look at those enormous shark teeth and starring Gwyneth Paltrow. Ms. Paltrow, how did you feel about filming this movie?"
Paltrow responded, "It was a lot of fun and very thrilling. Every day was like surfing."
"Good, and we hope everyone will go to the theaters to check out the movie," the host concluded, briefly touching on "The Shallows."
Given that the talk show was incredibly popular nationwide, even a brief mention was more effective than all the promotional work done by Universal Pictures so far.
As September passed and October quietly began, Gilbert's life continued. After much promotional effort, "The Shallows" finally had its limited release on October 18, a typical Friday, in thirty theaters.
There was no premiere, no large-scale promotion, no media events, and even the lead actress Gwyneth Paltrow was busy promoting "Hook" with Spielberg.
Universal Pictures only sent observers to gauge audience reactions at the limited-release theaters.
Gilbert had invited his aunt and her family to Los Angeles to see his first film, and he managed to get a few tickets for the limited release from Universal Pictures.
To pick them up, Gilbert dusted off his old pickup truck and went to the airport.
"Cousin," 11-year-old Ellie Mays ran up from afar and jumped straight into Gilbert's arms.
"Hey, slow down," Gilbert hugged his cousin Ellie Mace and praised her, "Ellie, you've grown taller and prettier."
In the distance, Aunt Meryl Clare and Uncle John Mace approached.
Meryl Clare complained, "Don't get me started. I'm about to be driven crazy by this girl."
"What happened?" Gilbert asked.
"A few days ago, she hit a boy at school, and your aunt and uncle had to apologize to avoid her being expelled. She's too naughty," Meryl Clare said, looking exasperated.
"Haha, I think it's a good thing. Girls need to learn to protect themselves. If Ellie can beat a boy, it means she can protect herself, right, Ellie?"
"That's right," Ellie nodded in agreement.
"Still right…" Meryl pretended to swat her, but Ellie quickly hid behind her cousin.
Uncle John Mace spoke up, "Gilbert, I saw advertisements for your movie in San Francisco. Honestly, I didn't believe you could direct a film at such a young age."
Gilbert laughed, "You'll see when you go to the theater what kind of movie I made."
"Then let's go…"
"Let's go…"
In the car, Gilbert asked Ellie, "Ellie, are you scared to watch the big shark?"
Ellie confidently replied, "I'm not scared. I'm very brave."
"Good, then don't hide in your dad's arms later!" Meryl laughed.
Ellie, full of confidence, said, "Of course not…"
However, Ellie was scared out of her wits in the theater. She didn't hide in her dad's arms but clung to Gilbert instead.
The key was that although she was scared, she still wanted to watch.
Truth be told, "The Shallows" was a bit too thrilling for young children.
Fortunately, Universal Pictures, being one of the founding companies of the Motion Picture Association of America, had secured a PG-13 rating for the film.
This rating means that children under thirteen need to be accompanied by a parent or guardian. Without parental accompaniment, children are not allowed to watch this rating film.
Since the rise of summer blockbusters and commercial films, most films are rated PG-13, often yielding better box office results than R-rated films.
After the movie, Uncle John Mace expressed admiration for Gilbert: "Gilbert, I never expected your film to be so great. I believe this movie will definitely succeed."
"Of course," Aunt Meryl said proudly, "he's my sister's son, so he's bound to be good."
"After watching the movie, let's stay at my father's place tonight and have dinner together," Gilbert suggested.
"Sure, by the way, where's that old man?" Meryl asked.
"My father went off to enjoy himself. He said he didn't want to argue with you," Gilbert replied.
Meryl snorted, "I think that old man will end up in trouble with women."
Gilbert could only smile wryly. Since his mother passed away, his aunt and his father have had a contentious relationship, almost to the point of hostility.
Fortunately, he was there to mediate, or the two families might have stopped interacting long ago.
Without Old Gilbert, Aunt Meryl and her family enjoyed a pleasant meal with Gilbert, celebrating the anticipated success of his film.
Gilbert also bought many toys for his cousin Ellie to take back to San Francisco.
The next morning, Aunt Meryl and her family left, and Gilbert continued to monitor the limited release of "The Shallows"
The theater they visited the previous day didn't have many viewers, which worried Gilbert a bit.
However, he believed in the quality of his movie. As long as people were interested enough to watch it, it would attract most moviegoers
