Chapter 820: Nostalgia Marketing

"A good driver never lets anything happen to himself. If I die in a car crash one day, it will definitely be by my own choice."

These were lines from Fast & Furious, carrying a wildly badass vibe. But only Vin Diesel knew whether this car crash was truly his own choice.

Although he was only a Second-Tier Star in Hollywood, Vin Diesel was considered one of the best among them. The moment news of his death in a car crash leaked, the media scrambled to report it.

"At 3:30 p.m. Pacific Time on April 5, the lead actor of the Fast & Furious franchise, famous movie star Vin Diesel, died in an explosion caused by a car crash."

"Reports indicate this fatal accident occurred in Santa Clarita, north of Los Angeles. Multiple sources at the scene described that the Porsche Vin Diesel was driving suddenly lost control and crashed into a nearby tree. The vehicle immediately burst into intense flames, and Vin Diesel died on the spot."

"The Los Angeles Police have revealed that the vehicle involved was a red 2005 Porsche Carrera GT Sports Car, and speeding has been confirmed as a primary factor in the accident. The Los Angeles Police issued a public statement declaring that speeding was the main cause of this fatal tragedy."

"As for whether Vin Diesel had consumed drugs or alcoholic beverages prior to his death, the Los Angeles Police have not yet provided clear test results."

"Vin Diesel's official Instant Sharing account confirmed the news. The original post read: 'It is with a truly heavy heart that we must confirm that Vin Diesel passed away in a traffic accident. We are shocked and saddened, and thank you for keeping his family and friends in your prayers during this very difficult time...'"

In a Universal Pictures conference room, an assistant picked up a remote and turned off the LCD screen.

Silence fell across both sides of the conference table. The room held not only the PR and marketing staff of Universal Pictures but also executives from David Ellison's Sky Film Studio.

Originally, Universal Pictures hadn't planned to invest too many resources into Fast and Furious 5. After all, the company's share of the investment was limited. Who could have known an accident like this would happen? They instantly smelled the commercial opportunity and saw where the profits lay.

No matter what, Universal Pictures was the copyright holder of Fast & Furious. If the film became a massive hit, they would reap substantial benefits as well.

David Ellison sat at the conference table but said nothing. His serious face bore a faint trace of sorrow, as if he had genuinely lost a close friend.

He knew he didn't need to say anything, or even offer a reminder. Hollywood as a whole was a commercial circle where profit came first. With Heath Ledger and Duke Rosenberg's The Dark Knight as a precedent, Universal Pictures was bound to do something.

And that was exactly the case. Right after essentially confirming the cause of Vin Diesel's death, the top executives at Universal Pictures immediately convened this promotional meeting for Fast and Furious 5.

"Vin Diesel's passing is a monumental loss for us. Universal Pictures has lost a friend and a vital partner. We are deeply saddened."

The head of Universal Pictures' marketing department said with deep sorrow, "Although Vin Diesel is gone, he should not be forgotten by fans and the public. Universal Pictures will launch multiple campaigns to commemorate Mr. Vin Diesel..."

At this point, he turned to look at David Ellison, seemingly seeking the opinion of Sky Film Studio.

David Ellison didn't speak.

An executive from Sky Film Studio said, "We will fully cooperate with Universal Pictures."

How much of an impact could a dead Hollywood star have on his final movie?

Perhaps Hollywood wouldn't have been sure ten or twenty years ago, but Heath Ledger's contribution to The Dark Knight was obvious to all. Today, everyone knew perfectly well that a dead blockbuster star could often drive box office sales far more effectively than a living one.

In his Malibu mansion, Duke sat in his study, frowning deeply at Penny Kalis and Jamie Jensen across from him. The two of them wore equally deep frowns, looking as though they were troubled by the same dilemma.

Taking a sip from his coffee cup, Jamie Jensen said, "The media headlines these past two days have all been about Vin Diesel, and the public's attention has been completely hijacked by this car crash. The promotion for The Avengers has taken a bit of a hit."

"I just got the news," Penny Kalis chimed in. "Universal Pictures and Sky Film Studio have already reached an agreement on their promotional strategy."

"They wouldn't let an opportunity like this slip by." Duke sighed softly. "We're in trouble."

Just as he and Warner Brothers had done with Heath Ledger, as long as the profits were big enough, how could capital ever pass up such a chance?

Duke was just a bit surprised. How could the one in the car crash be Vin Diesel? The timing and everything else were completely wrong.

Although that bald guy hadn't clawed his way up to A-list status, he was still an illustrious figure in the industry. How could he just die like that?

He couldn't figure it out at all and could only attribute it to some unknown variables.

However, Duke wasn't overly bothered by it. Hollywood had already undergone so many changes because of him; Vin Diesel's death wasn't a huge deal.

"Penny, Jamie..." Duke said solemnly. "Have people keep an eye on Universal Pictures, Sky Film Studio, and the Fast and Furious 5 crew. We are about to face a grueling promotional war."

The timing of Vin Diesel's death in the car crash was far too convenient. The summer season was just about to kick off, right when the promotion for May releases was at its most intense. As long as Universal Pictures and Sky Film Studio weren't idiots, Fast and Furious 5 could easily steal all the limelight.

And just as Duke expected, a promotional campaign leveraging Vin Diesel's death had already been set into motion.

As the copyright holder for Fast & Furious, Universal Pictures was the first to step forward. They convened a press conference and issued an official statement: "Everyone at Universal is heartbroken. For the past decade, Vin Diesel was one of the most beloved and respected members of our Universal family. His passing is a devastating blow to us, to everyone involved in the Fast & Furious franchise, and to countless fans. We send our most sincere condolences to Vin Diesel's family and supporters."

It wasn't just Universal Pictures. Across all the various promotional events for Fast and Furious 5, everyone in the cast and crew couldn't open their mouths without talking about Vin Diesel.

Director Justin Lin told the media, "I am beyond heartbroken. I can't think about anything right now, and I can't do anything."

Paul Walker even posted a series of tributes mourning Vin Diesel on Instant Sharing.

"Brother, I miss you so much. I'm truly at a loss for words; heaven has gained a new angel. From the very beginning, you made people feel your humility. Every time you showed up, you made a difference. We were like brothers. You will always have a place in our hearts, and this memory will never fade."

Superstar Johnson, who had just joined the cast of Fast and Furious 5, also repeatedly told the media, "In this heartbreaking moment, I send all my strength, love, and faith to Vin Diesel's family. We will find new strength through his guidance. I love you, brother."

Following that, all the main actors of Fast and Furious 5 appeared at the scene of Vin Diesel's car crash to honor the actor with flowers. They stood at the crash site for a long time, only leaving satisfied once they had attracted a large enough crowd of media and fans.

A promotional strategy known as nostalgia marketing was officially being driven forward by Universal Pictures and Sky Film Studio.

First, Sky Film Studio gathered Justin Lin and other production staff, planning to add a commemorative featurette to the end of Fast and Furious 5. They also hired a specialized music company to produce a memorial song as quickly as possible for the ensuing promotional campaign.

After completing these special additions, Universal Pictures and Sky Film Studio held successive advance screenings for fans and the media. It had to be said—the treatment of the dead versus the living by the media and the public was drastically different.

"The agile Vin Diesel threw himself time and again into action scenes that defied limits. His passionate performance delivers a continuous thrill to the audience. Vin Diesel couldn't have foreseen that this would be his final silver screen legacy, but his performance is worthy of the highest praise: Vin Diesel treated every scene as if it were his last. As the ending approaches, Dominic Toretto, played by Vin Diesel, finally bids us farewell. Vin Diesel bows out perfectly in the film, and the entire sequence is arranged with exceptional appropriateness and taste."

Unsurprisingly, the media was awash with praise, a chorus that drowned out almost everything else.

Promotional slogans like "Fast and Furious 5 is a fitting tribute to Vin Diesel" were hyped up fervently by the press.

Immediately after, Sky Film Studio held a "Vin Diesel Life Photo Retrospective" in Los Angeles, exhibiting many pictures from his career, which attracted the attention of a massive crowd of fans.

Universal Pictures also released the latest Fast and Furious 5 poster, showing two muscle cars speeding apart into the night. Their taillights left behind a brilliant interplay of light and shadow, and the two drivers were none other than Vin Diesel and Paul Walker.

The latter posted the poster on his personal Twitter as well, writing with deep emotion, "This poster makes me want to cry."

"This is an exceptional popcorn movie, and the finest compliment to Vin Diesel."

The shock brought on by death was always unparalleled. In just a few short days, the news that Fast and Furious 5 was Vin Diesel's "final legacy" flooded every major social media and news platform, enjoying an immense moment in the spotlight.

At the latest press conference, Paul Walker practically burst into tears.

"When the tragedy struck, I lost my best friend, I lost my brother." He was exceptionally emotional during his speech. "This was a labor of love. In some ways, this movie is the hardest one for me, because the friendship you see on screen is incredibly real."