Chapter 124: Must Add Screens for Screening

A good film, even with proper promotion, often needs time for word-of-mouth to spread, especially for a film with limited promotion like "Saw." After a day of screening on Friday, and with the word-of-mouth spreading, coupled with the chain effect brought by the weekend break, the film's occupancy rate in the thirty theaters across the USA increased significantly from Saturday's preview screenings.

Due to the film's targeted marketing approach, "Saw" saw a rise in occupancy rates on Saturday morning, comparable to the prime time on Friday night. By Saturday afternoon, the number of viewers in theaters screening "Saw" continued to increase.

While word-of-mouth may not significantly boost the audience numbers for a large-scale release in a short period, it can notably increase the occupancy rates for a film like "Saw," which is only being screened in thirty theaters. Moreover, those drawn by word-of-mouth are mostly horror enthusiasts, who, having seen the film, usually feel extremely satisfied and then recommend it to others, creating a positive feedback loop.

Furthermore, following the meeting at Fox Searchlight, the promotion for "Saw" was further intensified with an additional $400,000 in funding, albeit not a large amount, it could still make a difference.

By Saturday evening, the average occupancy rate in the thirty theaters screening "Saw" surpassed sixty percent!

Such a high occupancy rate is usually achieved only by small-scale preview screenings with excellent word-of-mouth!

Although the weekend is not over yet, "Saw" has already brought great surprises.

Under these circumstances, it was conceivable that "Saw" would have impressive single-day box office receipts on Saturday. From the thirty theaters with thirty screens, the film grossed around $225,000, with an astonishing single-screen box office of $7,500!

Adding this to the $4,500 from the previous day, in just two days over the weekend, "Saw" had already exceeded Fox Searchlight's expected weekend single-screen box office performance.

With such unexpected results, coupled with the positive audience feedback from the consulting company, Fox Searchlight's project team for "Saw" was mobilized almost to its full extent. They aimed to have the film appear in as many theaters across North America as possible at the beginning of the new week.

"I demand an additional 500 copies be printed!" Gordon Clyde exclaimed into the phone in the office of Fox Searchlight. "The previously printed 1,000 copies must be delivered by six o'clock on Monday morning. If not, you can submit your resignation directly!"

His manner was relatively mild, but the pressure from the poor performance a while ago and the surprises brought by "Saw" could be imagined.

After hanging up the phone, Gordon Clyde quickly finished a cup of cold coffee and began dialing the numbers of various theater chain executives.

Fox Searchlight was not a small, independent company. Behind it stood one of Hollywood's Big Six, 20th Century Fox, and even higher up was News Corporation, one of North America's strongest media companies.

It was well known that companies like Fox had intricate connections with theater chains. As long as a film showed enough potential, some theater chains would prioritize screening films from Fox.

Not to mention the small theater chain companies, even AMC, Emperor Entertainment, and United Artists, the three largest commercial theater chains, had all received calls from Gordon Clyde. He tried to secure more theater screens for "Saw."

Without enough theater chains and screens, even a great film wouldn't achieve high box office numbers.

On the other hand, "Saw" maintained its high occupancy rate on Sunday. The interview with the professor from Columbia University, who had been scared unconscious, appeared prominently in The New York Post, and thanks to Fox Searchlight's efforts, the news also made it onto Fox News' entertainment segment.

Such news might scare off some people, but those who didn't like horror films wouldn't have been interested anyway. Those who enjoyed horror films would be attracted, wondering just how scary a film that could make someone pass out must be. Why not buy a ticket and experience it for themselves?

Films were always influenced by social trends. Traditional blood-and-gore horror films in North America were relatively unaffected by current social trends. "Saw," released a few years earlier, didn't go against the current social trends.

Of course, if it had been released a few months later, even if it was "Saw," Murphy would have been frustrated beyond belief...

In Knoxville, Tennessee, inside the headquarters of Emperor Entertainment Group, after Chrisfield hung up the phone, he pressed the intercom button to summon his assistant. "Get Ronald in here."

Chrisfield was the executive in charge of theater chains at Emperor Entertainment Group. He had received multiple calls from Fox Searchlight today, and even one from a vice president of 20th Century Fox. They repeatedly mentioned a film - "Saw"!

Chrisfield had no impression of this film, but being mentioned so fervently by these two companies, and with such earnest requests for support from Emperor Entertainment, it must be a noteworthy work.

As the knock on the door interrupted his thoughts, Chrisfield said, "Come in," and Ronald, with chestnut-colored short hair, walked in.

"Have a seat!" Chrisfield gestured to the chair opposite his desk. After Ronald sat down, Chrisfield asked directly, "Do you know about the film 'Saw'?"

"Yeah." Ronald had received several calls earlier and had been briefed on the film. He also had a fair amount of data. "It's a film Fox Searchlight did limited preview screenings for across North America this Friday. Currently, two of our theaters are screening it."

Chrisfield nodded and asked, "How's the response to the previews?"

Being a commercial company, if it were a bad film, he wouldn't allow it to appear in more theaters.

"It's said to be very good. Some even fainted from fear."

Seeing Chrisfield's puzzled expression, Ronald quickly explained, "It's a horror film!"

Recalling the data he had just seen, Ronald continued, "In the past two days alone, the film has grossed around $12,000 in single-screen box office. Adding today, even with conservative estimates, its weekend single-screen box office is expected to exceed $15,000!"

Hearing the final number, Chrisfield was slightly moved. With a preview scale of thirty theaters and a single-screen box office of $15,000, coupled with the genre being horror, this was already an impressive achievement.

No wonder people from Fox Searchlight and 20th Century Fox had been calling so frequently. It turns out they had such confidence.

Considering adding more screens, Chrisfield asked again, "Who's the director? And who are the main actors?"

"The director is Murphy Stanton, a newcomer."

Seeing Chrisfield frown, Ronald immediately added, "He previously directed a film with a production cost of $300,000 and grossed nearly $1.5 million at the North American box office."

Seemingly worried that Chrisfield might lack confidence, he continued, "I received news from two theaters screening 'Saw' that CinemaScore is also paying attention to the film!"

"CinemaScore?" Chrisfield looked puzzled. "Since when are they interested in small productions like this?"

"I have a friend working at CinemaScore. I called him, and he said that this was a task personally assigned by Ed Mintz himself

!"

"Him?" Chrisfield's expression became solemn.

"Yes." Ronald nodded firmly. "Ed Mintz watched 'Saw' once and immediately called for CinemaScore to conduct a market research on the film. He even requested to set up a special CinemaScore database for Murphy Stanton!"

With a light tap on the table, Chrisfield said, "So, Ed Mintz and CinemaScore value this film and Murphy Stanton, the director?"

Ronald nodded again, confirming the fact.

"In that case, contact Fox Searchlight," Chrisfield made a decision. "Withdraw some screens from the films currently showing and allocate them to 'Saw.' If its market response is guaranteed, consider adding more screens. If not..."

"I understand." Ronald stood up.

As the slow day passed on Sunday, the darkness enveloped the vast land, and like many special professions, many people continued to hustle for work and livelihood.

As a new week was about to begin, the North American film market was adjusting based on the market performance of this weekend. Films with declining performance or poor reception were gradually reducing their theater presence or being removed from the screening market altogether, while those with impressive performance often received additional screens on top of their existing ones.

To timely add screens and appear in front of more audiences, support in terms of film copies was essential.

In various large and medium-sized cities across North America, the staff of Fox Searchlight and the companies they hired could be seen retrieving copies from air cargo companies. Under the cover of night, they rushed into theaters in various cities, delivering the copies to the theater companies within the specified time frame.

One by one, copies of "Saw" were delivered to their destinations, signaling that in the coming week, this horror film would be shown to more audiences and would face a real market test.

A total of one thousand brand new copies were sent to various locations across North America.

And the first weekend preview box office of "Saw" was the main reason why theater companies were willing to expand screenings.