Los Angeles is the second-largest city in North America and the biggest city in the West. Though it carries the nickname "City of Angels," its public safety record isn't exactly something to brag about.
After leaving Universal Studios' headquarters, Luke and the two directors drove to Beverly Hills — that world-famous dreamland in the minds of global tycoons, praised as the most prestigious residential area on Earth.
As the city's most famous enclave, Beverly Hills hosts the highest-end commercial strip in the world. Top luxury brands from everywhere line the street; each store spares no expense decorating its facade, dressing storefronts in gilded splendor. Marble sculptures appear everywhere, paired with lavish brass gates and columned fountains, giving the whole boulevard an air of grand spectacle.
"No matter how many times I come here, I can't help but be dazzled by the sight," Director Johnston said.
"This is the decadent, seductive smell of capitalism — pure and uncut," Luke joked with a smile.
Director Cohn, driving, asked, "We close? Right turn up ahead?"
"Yes. Mr. Eisen's address is right there," Luke checked the paper in his hand and confirmed.
Of course Luke couldn't afford a Beverly Hills mansion, but Mr. Eisen had lent him one to stay in for now, so that's where they were checking in tonight.
The car rolled down the avenue and into a small 6,000-square-meter estate. A familiar Hummer SUV was already parked there. Luke jumped out and strode over to the broad-shouldered figure waiting at the entrance.
"Sorry to keep you waiting, Uncle," Luke said.
"I heard you guys were gambling big today. Tell me everything," Vin Diesel hugged Luke and asked.
Strictly speaking, today's bet with Director Somers didn't directly involve Vin Diesel. But if they lost, the two directors and Luke would have to slink out of Hollywood in disgrace — and Vin Diesel would be dragged into that mess too, which would be rough for him.
So Luke felt a little guilty. "Sorry to drag you into this, but don't worry — we won't lose."
"Drag me? I'm not worried about that. I'm worried your career — the one about to take off — gets derailed," Vin Diesel said.
Hearing that warmed Luke. He cared about me, Luke thought. Shouldn't he be thinking about himself too?
Vin Diesel's road to stardom had actually been bumpy. Born in 1967, he first appeared in a movie at 23, in 1990. For years he played bit parts and background roles. Even when he was in Saving Private Ryan (1997), it was only a small supporting role.
Only after a decade of grinding in Hollywood did he finally land a noticeable part — a secondary male role in what was then a modest-budget Fast & Furious film.
After paying so many dues to get a foothold, it would sting if Luke's fate affected his trajectory. Yet Vin Diesel showed no resentment — his first instinct was concern for Luke. How could Luke not be moved?
"We won't lose," Luke repeated.
"Is The Mummy Returns that bad? You're that confident?" Vin Diesel asked.
Luke shook his head. "Not only is it not bad — it's borderline a classic fantasy picture. The quality is excellent."
He wasn't going to trash a rival's strong work just because he and Director Somers were on opposite sides.
"So you don't expect The Mummy Returns to do well at the box office? You think it'll get good reviews but weak grosses?" Director Johnston chimed in.
"If nothing unexpected happens, North American box office should hit about $280 million, and global box office over $600 million," Luke said.
In his past life, The Mummy Returns took in $202 million in North America and $430 million worldwide. This time it had more marketing resources, so Luke adjusted his estimate upward.
If his calculation proved accurate, The Mummy Returns could very well take the year's box office crown. For comparison, the global box office champ of 2000, Mission: Impossible 2, earned $546 million worldwide.
"F*ck!" Director Cohn cursed.
"You're kidding me! How do we beat that?" Director Johnston yelled.
"Can we start packing up now?" Vin Diesel asked with a bitter laugh.
"Remember my premise: nothing unexpected happens," Luke warned.
"Unexpected? Luke, are you some kind of fortune-teller now?" Director Cohn asked, curious.
"Some mystical Eastern divination?" Johnston teased.
"Don't tell me 'unexpected' means you want to assassinate Director Somers with a flying knife," Vin Diesel joked, going even further.
"What are you saying? You're all ridiculous," Luke said, shaking his head. "We have an old saying: the right time, the right place, and the right people determine success."
"Goddamn it — I hate when you start with 'an old saying…' " Vin Diesel muttered, reminded of old fears of being ordered around.
"Cut me off again and I'll stop explaining," Luke replied.
"Go on. We'll be quiet," Director Cohn said.
"The right time means choosing the correct timing — specifically, the film's release date."
"The right place means taking the strategic high ground — basically, controlling the release and screening slots."
"And the right people means winning hearts and minds; when you're on the right side, many will help. In other words, you need to win more people's favor and support."
"I get each word, but I still don't know what you want to do," Director Johnston grumbled.
"You Easterners go in circles — it's maddening," Director Cohn agreed.
"'Right place' means our coordinated marketing plan. If we do it right and bundle the two films' releases, we can get a big payoff," Luke explained.
"Okay, I get that. But what are 'right time' and 'right people'?" Director Cohn pressed.
"'Right people' means learning to use modern methods to win over quality users — particularly the young."
"I still don't get it."
"What age group is the prime audience for movies?" Luke asked.
"Young people, obviously. They're the main consumers — they go in groups, and if they like something they'll rewatch it, even multiple times," Director Johnston replied.
"So how do we win those young viewers?" Luke continued.
"TV, radio, magazines, newspapers ad buys?" Director Cohn guessed, uncertain.
Luke rolled his eyes inwardly. Old-timers — the times have changed. The internet era is here, and it quietly exerts tremendous influence, especially over young people. It was time to show the real power of the web. Luke was ready to open everyone's eyes.
"Have you heard of a website called IMDB? I convinced Mr. Eisen to take a stake in that company," Luke said.
"No." "I barely go online — not familiar."
"Go look it up — you'll get a whole new perspective. We're now major shareholders with real influence on IMDB. We have the power to shape opinions about movies!" Luke said with a grin. "With the right timing, place, and people on our side, The Mummy Returns may be strong, but it's only a sandcastle on the beach."
"Okay, you still haven't said how we use timing," Director Cohn demanded.
"I'll keep that part secret for now. Two monsters will team up and teach Director Somers a lesson."
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