Chapter 44

Hollywood film companies' revenue streams are not fixed but constantly changing. Over a decade ago, when VCRs weren't yet widespread in North American households, box office revenue was the main source of profit.

However, by the late 1980s, revenue from offline VHS tape distribution skyrocketed, accounting for about 30% of the studio's income, making VHS tape distribution even more critical.

For example, take "Forrest Gump," which grossed $320 million in North America during the summer season. Calculating by the aforementioned proportion, the revenue from VHS tape distribution rights alone could bring Paramount about $100 million in profit.

However, compared to the peripheral revenue of "The Lion King," "Forrest Gump" pales in comparison.

It's well known that the peripheral revenue of every animated feature film is staggeringly high, and the film distributor, Disney, is the most well-established company in Hollywood when it comes to derivative products, without question.

Since the release of "The Lion King" on June 15th, hailed by numerous North American media outlets as one of the greatest animated feature films, Disney is poised for a new rise. Even Swift called specifically to suggest buying Disney stock.

However, Ryan flatly rejected Swift's suggestion.

He was well aware that this wasn't Disney's rise, even if hand-drawn animated feature films had reached their peak. But next, hand-drawn animated feature films were inevitably headed for decline. Without the rise of Pixar Animation Studios leading the 3D animation trend, Disney would likely falter.

Not to mention that Disney's upcoming acquisition of ABC for $19 billion, burdening Disney with massive debt, nearly suffocating it.

It's clear that holding Disney stock now is not a wise choice.

As time drew closer to August, North American media attention gradually shifted, having long forgotten about "Blair Witch."

At this time, some movie theaters and video rental shops began to gradually display "Saw" promotional posters.

Almost everyone who entered a movie theater or video rental shop would see "Saw" promotional posters. Some downtown cinemas even played promotional clips.

Compared to the promotional images in newspapers, TV stations, and magazines, these were much bloodier.

Both the posters and the clips were specially edited by Ryan, featuring some thrilling and bloody scenes.

With these thrilling and bloody images, some attention was garnered.

Ryan personally funded all these promotional posters, spending nearly $500,000.

It's not uncommon for Hollywood directors and actors to fund their own promotion. Many directors and actors who want to vie for awards do so to raise their profile.

Whether following the Fox Searchlight Pictures' promotional plan would ultimately be effective, only God knew.

Generally, the promotional costs for major Hollywood blockbusters range from 30% to 50% of the production budget, while for independent films, it's about 10% of the production cost.

The $200,000 promotional budget was slightly higher than the typical percentage for an independent film.

And that's not even considering Ryan's contribution.

However, Ryan was well aware that the promotion for "Saw" was still insufficient. Moreover, without achieving enough box office success, it would be difficult for Fox Searchlight Pictures to increase the promotional budget again.

Even if Fox Searchlight Pictures agreed, it was doubtful that 20th Century Fox's distribution department would.

Even with the current promotional budget, there were factors from the performance of his previous film.

Otherwise, it was unthinkable to have a large-scale release on the first day.

As the time approached, Ryan couldn't help but worry. Even though he had funded part of the promotional budget himself, the results of the large-scale release on the first day might not be ideal. It could potentially affect the scale of subsequent releases.

However, Ryan wasn't idle. Apart from writing another script, he had Helen contact the landlord to purchase the apartment and signed a promotional agreement.

The success of a film, besides its content, relied heavily on promotion.

Obviously, the former murder scene and the rumors of the witch's curse were excellent selling points for promotion.

To achieve the desired promotional effect, he had to take an unconventional approach at the right time.

In fact, it all came down to money. How to have enough funds to completely bypass Fox Searchlight Pictures and 20th Century Fox and hire a marketing team himself.

With only a few days left until the release, newspapers and TV stations began widespread reporting on "Saw."

Nancy Etterly was well aware that $200,000 for promotion was simply too little. It could only be concentrated in the three days before the release of "Saw" to begin massive promotion.

She even increased some expenses temporarily and moved the costs of posting promotional posters to newspapers and TV stations.

With only three days, it was a bit short. Most films would start massive promotion two to three weeks before the release.

However, there was no other way. The promotional budget for "Saw" was pitifully low, and with Ryan funding the posting of promotional posters, this was the final promotional plan.

As long as "Saw" met the expected box office performance over the weekend, then she could apply for more promotional funds.