Without a massive premiere, nor overwhelming publicity and hype, "Luxing" seems a little silent like all small-produced movies.

The promotion of this film mainly focuses on three aspects: Matthew, James Mild Lily Depp.

With continuous success, Matthew has a halo effect. He has recommended the movie "Luxing" in countless public occasions. It is necessary for movie investors to boast. In his words, "Luxing" is one of the most worth watching horror films in 2010.

In addition, starting from October, it was suddenly revealed that the house where Matthew originally lived in the northern suburbs of Burbank was a veritable haunted house, where extremely cruel murders occurred. The murderer is still in prison and has not been executed.

This matter was paid attention to by others, but when it comes to a superstar like Matthew, it immediately became hot news.

A large number of media scrambled to report, turning the ins and outs of the house and the murder case over and over again and again hyping it up. Two bold paparazzi even jumped over the wall and jumped into the uninhabited courtyard and filmed some videos.

This house was modified by James Wen before because of filming "Luxing". It has a dilapidated and sinister atmosphere and a lack of popularity. No matter how you look at it, it is a truly haunted house.

At a promotional meeting of "Luxing", Matthew, who attended as an investor and producer, was also asked by reporters about the so-called haunted house.

"I didn't think too much about it at that time. I needed a stable residence, but my acting career was just starting out and I didn't have much money. I could only choose a cheap residence, so I bought this house."

Facing many media reporters, Matthew rarely told the truth, "There is nothing special about living in it. I always feel that it is good. I have never encountered any strange things. Maybe it is because I am a man who is born with courage."

Finally, he said, "Director James Wen needed an old house with a bit of history to shoot "Luxing". I thought that house was good, so I lent it to the crew for filming."

Horror films shot in a haunted house can obviously create a corresponding atmosphere, which has also attracted great attention from fans who like horror films.

Another important publicity point is James Wen. Although he has a low status in the film industry, with several movies "Saw", James Wen still has a certain influence among horror movie enthusiasts.

The new horror film "Landed", the father of "Saw", is still very effective in promoting the public.

Another promotional point is Lily Depp. As Johnny Depp's woman, Lily Depp is not unfamiliar to the media and some movie fans.

Not to mention anything else, just the goddaughter of Johnny Depp, Matthew Horner and Keira Knightley, Lily Depp is destined to be an ordinary person.

Due to the Child Protection Act, Lily Depp herself was unable to attend the film's promotional activities. The crew still used her and Johnny Depp to do some articles, and even gave Lily Depp a nickname "Pirate Princess" on the Internet.

Compared with other young actors, Lily Depp can bring more than ten or twenty times more attention.

The second generation of big-name stars will always be the focus of entertainment media and is also a very powerful force in Hollywood.

The overall publicity scale of "Luxing" is not large, but it is very targeted.

The production cost of this film is determined by the fact that it is impossible to invest too much money in the promotion and distribution at the beginning.

Matthew had the gambling element of investing that $1.5 million, and he bet that James Win could still create a glory like "Saw".

If the promotion and distribution of any video is slightly bigger, ten million US dollars is not enough.

Matthew also saw the response of "Luxing" released on a small scale after watching targeted and appropriate publicity.

In addition, Warner Bros., as the publisher, will not immediately spend too much resources on "Luxing". First, the scale and type of the film are placed here, and second, they are only the publisher and do not have the copyright of the film.

Warner Bros. has in-depth cooperation with Matthew, but commercial companies have never been charities.

Warner Bros. will not invest too much resources in "Luxing" until you see enough profits.

One hundred and twenty theaters can be said to be the preferential conditions for Warner Bros. in view of the cooperation with Matthew, otherwise it would only be previewed by more than a dozen or twenty theaters, and then the trial response would be expanded.

But targeted publicity still makes "Luxing" attractive. On the first day of its release in mid-October, the film won a total of US$425,000 in box office, with a single-player score of more than US$3,500.

With a good box office on the first day, coupled with the word-of-mouth effect of fans watching the film, on Saturday the second day of its release, the attendance rate of "Luxing" increased significantly. The average box office of a single studio that day rose to $5,000, and some theaters even reached $10,000.

After this weekend, "Luxing" earned a total of US$1.42 million from 120 theaters in North America, with a single-stage box office of more than US$10,000!

For horror movies, this is a pretty good result.

After all, this is not a mainstream commercial production, and October is not the summer and holiday seasons of traditional movies.

More importantly, "Luxing" has received a good response among horror movie fans. The data obtained by Warner Bros. on-site investigations in theaters all gave the film a relatively high evaluation.

"James Win is so terrifying and terrifying that such a bullshit story is so thrilling! The atmosphere is almost perfect. The suspense and thriller in the first half make people sweat all over. The plot in the second half turns but does not destroy the atmosphere at all. Instead, it adds a tight stimulation to the plot! The photography is extremely excellent, and the soundtrack is even more trembling! A very excellent horror film!"

"It seems that James Win is going to take over the title of contemporary horror master. The camera movement and the ghost appear so accurately. Although the pace in the first half is a little slow, the latter is too exciting and there is a great ending. This is the best horror movie produced in Hollywood in the past two years!"

"The senior audience of horror movies said: It's really scary. When the male protagonist was finished in the classroom, the name of Jameswan was written on the blackboard... It's so interesting, this director."

Warner Bros. is just a theater live survey conducted by horror film fans. Horror films are a major category of Hollywood movies, but not the popular type. In most cases, except for this type of enthusiast, it is difficult to attract other types of viewers to enter the theater to watch horror films.

Horror movies that have exploded in Hollywood's history, such as "The Sixth Sense", have never been the biggest selling point.

"Luxing" is a very pure horror film.

Among the theater audience ratings of inemasore, "Luxing" scored an average score of "a-" and the media comprehensive score was 70 points.

This is a rare horror movie, especially the horror movie genre that is increasingly modeled in Hollywood.

"James Wen deliberately avoids the cliché of horror films. The reactions and actions of the characters in the film are exactly what the audience on the screen will do in this situation. This is the most important point. The trailer for "Luxing" does not reveal much content. The method of quickly splicing the horror and bloody shots of the film is traditional but scary enough."

"The reason why the film stands out among many confined space ghost movies is because the director has never been lazy to rely on plasma to spray the audience, deliberately avoiding the tacky and mysterious thing, and directly throwing out real hard stuff, which makes many movie fans so scared that they are scattered."

In terms of media evaluation, "Luxing" has also received widespread praise.

Based on the performance of all aspects of the market, it is not difficult to see that "Luxing" has the potential to sell well at the box office.

Therefore, both Matthew and Warner Bros. have increased their confidence in this video, which has correspondingly increased their investment in publicity and distribution.

The first is to expand the screenings. Starting Monday, the number of screenings of "Luxing" has expanded by nearly 600. Warner Bros. is still mobilizing resources and copies, especially copies, which take time from production to bedding to theaters.

Matthew had enough communication with Warner Bros. When "Luxing" showed enough potential, Warner Bros. made it clear that it would maximize the screening of the film this weekend to strive for the largest market share this weekend before Halloween.

In the following four working days, "Luxing" guaranteed an average income of more than $1,000 per studio every day, and the four days added a total of more than $2.4 million in North American box office.

Before the new weekend, the North American box office of "Luxing" has accumulated nearly $3 million.

Even if the subsequent expansion screenings were not smooth, Matthew's recovery of $1.5 million in investment was not a problem at all, after all, there are overseas markets and surrounding TV and Internet copyrights, etc.

A week after "The Hidden" was released, his investment has been successful.

Matthew also had a detailed chat with James Win. The plot of "Luxing" obviously has the meaning of laying the groundwork. The world view has not been unfolded at all. You can definitely make a sequel. There is also the new horror film series that James Wintie has also had operational value.

As an investor and producer, Matthew is very realistic, which is also a common situation in Hollywood. Otherwise, he would be tricked by some unreliable projects every minute.

Like across the Pacific, in Hollywood, directors and producers who have cheated on some so-called film projects have never been short of.

In addition, after James Wenxin's horror film project is launched, Matthew is also preparing to start formal negotiations with Nicholas Cage.

A new weekend has arrived. "Luxing" has rapidly expanded its release scale, and the number of theaters screened has increased to more than 3,100, becoming one of the largest horror films screened this weekend before Halloween.
Chapter completed!