With the overwhelmingly positive audience feedback from the test screening, Universal Pictures' promotional efforts swiftly kicked into high gear.
First off, the media reports following the test screening—whether positive or negative—didn't matter as much as simply generating buzz for the film.
Under Universal Pictures' direction, rumors about Gilbert and Gwyneth Paltrow began to circulate in the tabloids.
One day it would be Gilbert and Gwyneth Paltrow kissing on the beach, the next they'd be seen shopping together, and the day after, they'd be entering a hotel.
Of course, due to Mr. Paltrow's influence, the two weren't actually cohabiting.
Even so, it was enough to fuel the tabloids for a while.
The sole purpose of all these efforts was to draw moviegoers' attention to The Shallows and get them into theaters.
Additionally, Universal Pictures released the two versions of the trailer edited by Gilbert on MCA TV, a media outlet under their own group, as well as on American cable TV.
It's not uncommon for movie trailers to be aired as advertisements on television.
And because they belonged to the same group, the cost of advertising was even lower.
Newspaper media promotions, film critics writing reviews, TV trailers, and tabloid speculation about romance.
There were also costs for printing copies, storage, and transportation.
It's fair to say that Universal Pictures had already spent more on publicity and distribution than The Shallows' production budget.
This demonstrates the power of a top-tier distribution company in the film industry.
Because distribution is truly a complex process; money, networks, operational capability, channels, and other aspects are all indispensable.
In addition to Universal Pictures' own promotional activities, Steven Spielberg also lent a hand.
When he took the Hook cast onto the highest-rated talk show in the U.S., he made sure to bring Gwyneth Paltrow along.
Coincidentally, the show also received a promotional still of the female lead in a sexy bikini on the beach from The Shallows, as well as a shot of a shark leaping out of the water.
During the show, the host deliberately brought up The Shallows: "I hear Director Spielberg also executive produced a movie recently, is that right?"
"Yes," Spielberg nodded, "It's called The Shallows, a shark movie."
Just then, two stills appeared on the screen behind the host.
The host feigned surprise: "Wow, look at that shark's huge teeth, and the star, Ms. Gwyneth Paltrow. Ms. Paltrow, what was it like filming this movie?"
Gwyneth Paltrow replied, "It was a lot of fun, very exciting. I got to surf every day."
"Alright, and we hope everyone will go to the cinemas and check out this movie," the host concluded, then moved on from the topic.
After all, the show was primarily promoting Hook, so getting a few minutes to talk about The Shallows was already quite good.
It's worth noting that, being a very popular show across the U.S., even a brief mention on it had a greater impact than Universal Pictures' previous promotional efforts.
September passed swiftly, and October quietly arrived in Gilbert's life.
After extensive promotional efforts, The Shallows finally began its sneak previews on October 18th, a very ordinary Friday, in thirty theaters.
There was no premiere, no large-scale publicity, no media events, and even the sole lead, Gwyneth Paltrow, was busy promoting Hook with Spielberg.
Universal Pictures simply continued to send observers to the preview cinemas to gauge ordinary moviegoers' reactions to the film.
Gilbert had previously invited his aunt's family to Los Angeles to see his first movie. He managed to get a few tickets for the sneak preview from Universal Pictures.
To pick up his aunt's family, Gilbert specifically dug out the old man's dilapidated pickup truck from the garage and headed to the airport.
"Cousin!" From a distance, he saw 11-year-old Ally Mace sprinting towards him, launching herself directly into Gilbert's arms.
"Whoa, slow down, slow down," Gilbert embraced his cousin, Ally Mace, and praised her, "Little Ally has grown taller and become prettier."
His aunt, Meryl Clarette, and uncle, John Mace, walked over from a distance.
Meryl Clarette complained, "Don't even mention it; this girl is driving me crazy."
"What's wrong?" Gilbert asked.
"A few days ago, she hit a boy at school, and your uncle and I had to apologize to his parents so she wouldn't be expelled. She's just too mischievous," Meryl Clarette said with a headache.
"Hahaha, I think that's a good thing. Girls should learn to protect themselves. If Ally can beat up boys, it means she's capable of protecting herself, right, Ally?"
"Exactly," Ally nodded in agreement.
"Exactly right, my foot..." Meryl made a move as if to spank her, but Little Ally quickly hid behind her cousin.
Uncle John Mace then spoke up: "Gilbert, I saw the promotions for your movie in San Francisco. To be honest, at first, I didn't believe someone as young as you could direct a film."
Gilbert chuckled, "You'll know what kind of movie I made once you go to the cinema."
"Then let's go..."
"Let's go..."
Getting into the car, Gilbert drove his aunt's family towards the designated cinema.
On the way, Gilbert also asked Ally, "Little Ally, you're going to see a big shark in a bit. Are you scared?"
Little Ally tilted her smooth forehead and confidently declared, "I'm not scared! I'm very brave."
"Alright then, don't go hiding in your dad's arms later!" Meryl chuckled.
Ally looked confident: "Of course not..."
Then, Ally was scared half to death at the cinema, but instead of hiding in her dad's arms, she burrowed into Gilbert's embrace and wouldn't come out.
The crucial thing was that this girl was both easily scared and loved to watch; she was terrified but still wanted to see it.
To be honest, The Shallows was a bit too thrilling for kids.
However, thanks to Universal Pictures being one of the founding companies of the Motion Picture Association of America, the film received a PG-13 rating.
This rating meant that children under thirteen needed parental guidance and accompaniment.
If not accompanied by a parent, children were strictly not allowed to watch films with this rating.
Since the summer blockbuster concept became popular, most films have been rated PG-13, and they typically earn more at the box office than R-rated films.
After watching the movie, his uncle, John Mace, expressed his admiration for Gilbert: "Gilbert, I never thought you'd make such a great movie. I think this film is definitely going to be a success."
"Of course," his aunt Meryl proudly stated, "He's my sister's son, so he can do it."
"After the movie, how about you stay at my father's place tonight? We can have dinner together," Gilbert suggested.
"Sounds good. Oh, by the way, where's that old geezer?" Meryl asked.
"My father went out to enjoy himself; he said he didn't want to argue with you," Gilbert replied.
Meryl snorted, "I bet that old geezer is going to die on a woman's belly eventually."
Gilbert could only give a wry smile. Ever since his mother passed away, his aunt and the old man had been at odds, almost to the point of being hostile.
Thankfully, he acted as a mediator, otherwise, the two families would have long stopped interacting.
Without old Gilbert, his aunt's family and Gilbert happily had dinner together, wishing Gilbert's movie great success.
And Gilbert also bought many toys for his cousin Ally to take back to San Francisco.
The next morning, his aunt's family left, and Gilbert continued to follow the sneak preview situation of The Shallows.
The cinema they went to yesterday didn't have many audience members, which worried Gilbert a bit.
However, he trusted the quality of his movie, believing that anyone who was interested enough to watch it would be captivated.