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🕑 Added 2025-07-06 17:03:35 +0000 UTCChapter 1564: Rocket Launch
Back in the nineties, the music market was booming. It wasn't uncommon at all to see singles selling over ten million, or even twenty million, units, a real testament to the global music market's golden age.
But after entering the new millennium, the number of singles selling millions dropped sharply. The physical sales figures, from singles to albums, clearly showed the overall decline of the music market.
That was just a widely accepted fact.
Precisely because of this, the music industry had been desperately searching for a way out, whether it was finding solutions or coming up with innovative breakthroughs. Everyone was trying to salvage the market.
And now, "Sunflower" had effortlessly exploded onto the digital music scene with seven million sales in just four short days. By any measure, it was an unparalleled success. More importantly, it gave the industry a massive hint: maybe digital music was the way things were headed next.
Everything fell silent. Not a sound could be heard.
Such a feat went far beyond anything previously understood, completely upending the market landscape. The professionals, one by one, all clammed up, trying not to show their ignorance and ruin their credibility. What was unfolding before their eyes was completely new, and it potentially marked the start of a brand-new era.
So, what was next?
Given this kind of momentum, it seemed only a matter of time before "Sunflower" became the first digital music track in the history of the global music industry to hit ten million downloads.
If legal digital music downloads could break the ten-million mark, no record company would refuse digital distribution anymore.
Because physical singles have all sorts of costs to consider – packaging, shipping, stocking stores, and so on – the expenses are built-in. But digital music doesn't have those restrictions. Achieving ten million in sales digitally means even higher profits for the record companies compared to physical sales. It's a piece of cake, and everyone could see that cake.
The times had changed. Completely, utterly changed. A seismic shift had happened.
Thanks to its full partnership with Apple, Warner Music had already gotten a head start, positioning itself at the forefront of this new era. If other record companies kept hesitating, they'd be swallowed up and left behind by the wave of change, disappearing entirely in the vast, turbulent waters.
Naturally, the entire music industry was buzzing and shaken, with everyone's attention focused intently on this event.
The waves were coming, one after another, crashing in.
The entire North American continent was swept up in this storm. A continuous stream of chatter and noise erupted, creating ripples of excitement that collided with each other and spread further.
"Spider-Man 2," Anson Wood, "Sunflower," "Spider-Man 2," "Sunflower," Anson Wood.
These keywords were constantly colliding and stirring things up, with the excitement steadily building.
From the spectacle of the premiere to the explosion of media reviews and the sudden emergence of the movie's theme song, the buzz kept coming in waves, pushing the hype to new heights.
Then, Friday arrived.
Finally!
Throughout Thursday, "Sunflower" kept dominating screens and conversations. The curiosity and excitement of the rabid movie fans kept growing, and they couldn't control themselves anymore. They couldn't even wait for the Friday morning showtimes. They had to see the movie the absolute first chance they got. They had to be at the very front, the absolute first in the world to see it.
And so, the midnight screenings happened!
And it wasn't just a few theaters here and there.
In 2004, the concept and meaning of "midnight screenings" were quietly changing. While not a total revolution, they were bringing a completely new perspective.
Historically, midnight screenings were the domain of horror movies, leveraging the atmosphere of the night for that thrilling scare – a truly nail-biting experience.
For a very long time, B-movies occupied the midnight slots, and pure adrenaline rushes were the main focus.
That is, until Warner Bros. noticed the potential of midnight screenings.
Just as Warner Bros. had tried to pioneer the holiday movie season, they also recognized the power of marketing effects. They realized midnight screenings could give audiences the thrill of being the "first to see" the movie right when it was released, fostering a "fan culture" and stimulating market activity.
This was different from the traditional word-of-mouth marketing strategy. Midnight screenings didn't need to wait for media reviews to come out. They relied purely on the audience's anticipation for the film, whether it was because of the director, the actors, the adapted story, or whatever else. It tapped into the fans' passion and excitement, drawing them in eagerly.
However, the downside of this strategy was that it relied too much on fans getting "caught up in the hype" and rushing in without waiting for reviews. Only a small number of films could use this approach. Plus, if the movie quality fell short of expectations, it could cause more damage later on.
So, only a few film companies had tried midnight screenings up to that point, and Warner Bros. was one of the rare ones that had found success with them.
The "Harry Potter" series and the "Lord of the Rings" series – Warner Bros. scheduled midnight screenings for all of them on their opening days, and they consistently broke North American midnight box office records.
As of July this year, the top three North American midnight box office records were all held by Warner Bros.: "Harry Potter and the Chamber of Secrets" with $8.8 million at midnight; "The Lord of the Rings: The Return of the King" with $8.5 million; and "Harry Potter and the Prisoner of Azkaban" with $8 million.
It was crystal clear!
By leaning on the powerful influence of the original "Harry Potter" books, Warner Bros. had genuinely created a significant impact with their midnight screenings.
Now, "Spider-Man 2" was stepping up.
From the beginning, Sony Columbia had planned to have midnight screenings, hoping passionate Spider-Man fans would flock to theaters to see it right away. But this was Sony Columbia's first formal foray into the midnight screening territory, so they approached it a bit tentatively and weren't planning to make it a huge deal.
But things slowly, slowly started to change.
As the "Spider-Man 2" premiere got closer, the movie's buzz and momentum kept climbing. Theater chains could clearly feel this energy, and more and more started saying they were willing to add midnight showtimes. This reached a peak after the premiere, leading to a full-blown surge.
The theaters saw an opportunity too. They deeply realized that midnight screenings might be on the verge of a storm.
Nobody wanted to miss this chance.
Soon after, reality proved their hunch was right.
The number of people showing up to buy advance tickets for the midnight shows kept rising, which gave theaters confidence. After emergency meetings between the theaters and Sony Columbia, the number of theaters opening for midnight showings also kept increasing, especially all along the East Coast.
Beyond New York, cities like Boston, Philadelphia, Washington D.C., Miami, Chicago, Baltimore, Atlanta, Toronto, Montreal, and so on, and so forth.
They all gradually joined the frenzy.
These were among the first cities across North America to enter midnight, which meant the audiences living there would be among the very first to see "Spider-Man 2"!
Potentially even among the very first audiences globally to see the movie!
That thought quickly turned into impulse and excitement. Young people all over the East Coast started making noise, calling up friends and heading to the movie theaters to see "Spider-Man 2," becoming the coolest person in their social circle.
Finally, it turned into a huge event, a celebration. The fervor that had started at the premiere kept climbing, rewriting millennial pop culture and leaving its own loud, clear mark on history.
Chapter 1565: Midnight Frenzy
"Rachel, be careful, stay safe!"
"Mom, I'm sixteen now, I'm not a child, you don't need to worry. Besides, it's just watching a movie, nothing's going to happen."
"I don't care. I'll be here waiting for you exactly at two thirty, did you hear? Exactly at two thirty! If you don't stick to that, there won't be a next time. Don't make me regret this. If I regret it, that's when you'll regret it."
"Alright, alright, two thirty!"
Before she even finished speaking, the car door was already closed. Mrs. Sloan watched helplessly as her daughter turned and skipped away gleefully, bouncing all the way towards a group of friends. Before they even met, they all started screaming and cheering collectively, full of excitement, which made her shake her head slightly, feeling powerless –
Half past two in the morning, she wasn't sure what she was even doing here.
Closing the car door, she left the parking lane outside the cinema and merged back into traffic.
She hadn't driven far before traffic congestion brought her to a stop again. Then she saw a traffic policeman walking over, and Mrs. Sloan voluntarily rolled down her window.
"Ma'am, the next two intersections are completely jammed. In a little bit, you can turn directly onto 29th Street, it should be clearer there."
Mrs. Sloan was taken aback. "Was there an accident?"
Officer Billy showed a slight smile. "No, it's just because of Spider-Man."
Mrs. Sloan suddenly understood. There were countless parents like her bringing their children to watch the "Spider-Man 2" midnight show, causing traffic jams just like rush hour. "Let's hope the movie is good enough," she said.
Officer Billy grinned too.
As a traffic policeman, over the past half-year, he had seen the grand scale of "The Elephant" previews, the madness of the "Eternal Sunshine of the Spotless Mind" test screenings, and even experienced the city-wide paralysis two days ago for the "Spider-Man 2" premiere. He thought his psychological tolerance limit was already very high, yet seeing tonight's spectacle still left him stunned, reminding him of New York's annual New Year's Eve celebration.
It wasn't just one or two cinemas, nor just Manhattan. Cinemas all over New York City had joined in this frenzy.
Unprecedented!
Never before had a single film caused such a sensation, not even "Titanic."
In fact, New York was merely the tip of the iceberg.
"Going to the 'Spider-Man 2' midnight show together" was becoming the most trendy, stylish, and popular activity among young people, sweeping across the entire North American continent in a mighty wave.
Especially on the East Coast.
It was already summer vacation, so there was no need to go to school, but the frequency of summer camps, extracurricular activities, and friend gatherings was at its peak.
Imagine, when friends gathered, if someone had already seen the midnight show and was talking animatedly about it, they could instantly become the popular person at school. Or if a group of friends went to the midnight show together and you were left out, you'd become an outsider, feeling out of place. Or worse, everyone would be buzzing about "Spider-Man 2," and you'd know nothing, excluded from the conversation, becoming a wallflower in the cafeteria.
For young people, no one wanted to miss a midnight show like this.
No one.
Trends rise this way; all the young people poured out like a flood breaking a dam.
For parents, summer vacation was difficult. They racked their brains trying everything, wishing they could send these little devils to summer camp for the whole summer just to get them out of sight and out of mind. Although they didn't want to "work overtime" on a Thursday midnight, if a midnight movie could keep these rascals quiet for three days –
It was worth it.
What's more, a large number of parents had an even simpler idea: Why not go together?
Although they weren't in school anymore, the office was the same.
Over the past few days, "Spider-Man 2" was undoubtedly the number one hot topic in the office. Who didn't want to be the most popular person in the office?
Going with the flow, they could solve the kids' problem and also catch up with the trend in front of their old-timer colleagues in the office. A profitable deal.
And so, this scene appeared –
Midnight rush hour.
Bustling and noisy, the scene truly made people feel the madness of midsummer.
Normally, after the barrage of May and June blockbusters, the public's enthusiasm for movies would drop entering July. In the past few years, the drawing power of the Independence Day slot had declined, no longer possessing the strategic importance it had in the nineties. What's more, because the Oscar ceremony was moved up this year, the film market had been frantically testing the waters since April, largely exhausting market enthusiasm.
However, what was happening now was beyond imagination!
It was only then that people realized it wasn't that market enthusiasm had dropped; it was just that a work capable of igniting market enthusiasm hadn't appeared yet.
Now, "Spider-Man 2" had arrived, silencing everything, capturing everyone's attention.
Centered in New York, this frenzy spread unbelievably in all directions; and two hours later, it single-handedly pushed to a brand new peak.
Reporters who had been waiting early outside popular cinemas swarmed forward, thrusting microphones towards the midnight audience –
Not media critics, not a small group of hardcore movie buffs. Compared to the reviews at the premiere, which were swept up in enthusiasm, the reactions of these ordinary viewers were genuine, truly representing the views and attitudes of the majority of people, and also the key to determining the film's success or failure, even more accurate than aggregate media reviews.
Not just reporters, all of North America was holding its breath, waiting for feedback from the midnight audience.
However, they didn't even need to wait for questions; the images their eyes captured had already provided the answer.
Exhilaration. Excitement. Joy. Frenzy. Happiness. Shock.
Those faces filled with emotion, those figures unable to contain their excitement, gesturing wildly – they gave the real answer before words could.
"Ahhh, ahhh, it was so good!"
"God, I love Anson Wood."
"Best of the year, no no no, best of the millennium."
"How can it be THIS good!"
"Was it just me who cried? It was truly so touching."
"I want to see it again, let's go for a second viewing!"
"Just brought me to my knees, magnificent!"
"Before, all the media reviews were praising it so much, and I thought, a bunch of brown-nosers, it's just a superhero movie, how good can it really be? But now I finally understand what's going on, it's SO DAMN GOOD!"
"Had laughs and tears, it was amazing, not a single dull moment, I didn't even notice time passing."
"The subway fight..."
"Yes yes yes, the subway! I was practically sobbing during that scene!"
"How can it be so good? Exciting, touching, and funny too, it's perfect!"
"Anson, wow, I mean... wow."
Gasps, exclamations, praise, incoherent words, speechless awe. A rolling wave of heat washed over them. The questions were extinguished before the reporters could even ask them.
Those young people naturally stood outside the cinema doors at past two in the morning, in the midnight wind of the East Coast, chatting excitedly, using all their energy to express their exhilaration, gathering in small groups refusing to go home. Even if they went home now, they probably couldn't sleep; they urgently needed to share their joy and excitement.
So, when they saw the reporters, they didn't wait for questions. They rushed forward one by one, like an army, baring their teeth and brandishing their claws, their gleeful expressions looking like they could devour the reporters in the next second. It actually startled the battle-hardened reporters –
Wait, have all these people gone crazy?
Chapter 1566: A Stunning Debut
"Midnight Mania! 'Spider-Man 2' Explodes into the 2004 Summer Blockbuster Season." "Taking the Throne, 'Spider-Man 2' Uncovers New Potential in the Summer Market." "This Year's Independence Day Long Weekend Frenzy Starts at Midnight, 'Spider-Man 2' Arrives with a Bang." "A Brand New Trend is Sweeping Across North America, Pushing from East to West: Everyone is Waiting for the 'Spider-Man 2' Midnight Show." "Event of the Year, Party of the Year, 'Spider-Man 2' is Rewriting Pop Culture." "Market Sample Survey Shows Audience Satisfaction Rate as High as 100%! 'Spider-Man 2' Lives Up to All Expectations!" "The New Young Market of the 21st Century: 'Spider-Man 2' Leads the Midnight Screening Wave." "After the Holiday Season, Anson Wood Changes the Summer Blockbuster Game Rules Again."
It was huge, absolutely massive.
Everywhere you looked – mainstream media, entertainment magazines, gossip tabloids – without exception, all eyes were squarely focused on "Spider-Man 2."
And they had a hundred reasons to be!
Midnight screenings were genuinely becoming a phenomenon.
On the East Coast, at the stroke of midnight, the entrances to theaters were packed with young people waiting to get in. A Fox TV crew was there with cameras, recording the scene.
In the Central Time Zone, at 11 PM, still an hour away from the midnight show, long lines were already visible outside theaters. Young people were dressed up like they were going trick-or-treating on Halloween, and the summer night's festive atmosphere was fully engulfing the vast Central region.
People knew that in the heartland of North America, including major cities like Dallas, Houston, and New Orleans, the nightlife could be pretty dull. Aside from a few specific areas, there wasn't much entertainment after 8 PM. Even supermarkets and restaurants often closed early –
Boring. Tedious.
However, tonight was different. Young people poured onto the streets in the dark. Theaters, a rare sight at this hour, stayed open, generously welcoming everyone in.
It wasn't just the youngsters; even the everyday office workers, the "salary slaves," couldn't wait to dig out their nice clothes and dress up, ready to welcome a rare yearly party. They trickled onto the streets, getting to feel young again for once.
The scene was truly beyond imagination.
A Fox TV reporter commented, "Anson Wood's appeal is hitting an all-time high, and not just as an actor. People are thanking him for bringing the excitement of the midnight screening, just like happy hour at the bar in the afternoon."
It was the same on the West Coast. Top cities like Los Angeles, San Francisco, Las Vegas, Seattle, and others all kicked off celebrations. As East Coast audiences were filing into theaters, people on the West Coast couldn't wait to leave their homes, all dressed up, ready to join this nationwide party.
But the West Coast was slightly different. They were already used to parties and big events. If they were going to celebrate together, it had to be special –
A sense of ceremony.
They couldn't just walk into the theater; what would be the difference from a regular movie night?
To make it special, they set a dress code:
White.
This was a deliberate echo of the "Spider-Man 2" premiere at Radio City Music Hall, continuing the wave of excitement and summoning a premiere-like feast on the West Coast.
The streets were deserted... because everyone was heading to the same place!
Only by seeing the packed traffic on Santa Monica Boulevard could you feel the heat of this craze; it totally rivaled Halloween.
And that still wasn't all.
Ryan Gosling, Heath Ledger, and Rachel McAdams, along with a few other actors, held another small premiere for "Spider-Man 2" at the Wilshire Theatre –
The actors booked the whole place, inviting their friends, family, work colleagues, and media to watch the midnight show.
They even put on a "campus festival" event, just like the "Spider-Man 2" premiere, complete with props generously provided by Sony Columbia, directly from the original premiere, according to Ryan. It was the real deal.
Just like they were all involved in the "Butterfly Effect" premiere back then, they were fully participating in this one too.
Heath said, "I was just genuinely curious. I wanted to experience it myself."
It wasn't just them; fans who heard about it also joined in. Even if they missed the New York premiere, they could now get a taste of it in Los Angeles –
Making up for the disappointment.
Insanity!
Everything was turning into a trend, even a cultural phenomenon. Facing such a scene, the media couldn't stay objective either. They collectively threw themselves into this wave, working together to push the craze to a whole new peak.
"Midnight Screenings: A New Goldmine."
It wasn't just the media; Hollywood itself was watching.
However, a small group of people still stubbornly stuck to their guns, trying to prove they were right:
It's just a midnight screening, right? No matter how high the box office numbers are, how much higher could they possibly be?
The "Harry Potter" series was super strong, but their midnight numbers were only around eight million. That just proves there's no need to tap into the potential of midnight screenings; it's a waste of time and energy because the returns are limited anyway.
Until...
The "Spider-Man 2" midnight box office numbers came out.
"Seventeen Million Dollars! 'Spider-Man 2' Writes a New Record for North American Midnight Box Office." "Witness History! 'Spider-Man 2' Midnight Show Completely Ignites Audience Enthusiasm." "'Spider-Man 2' Overturns Industry Rules, Unleashing Astonishing Energy at Midnight."
Silence. Stunned disbelief.
Wait, how much was the "Spider-Man 2" midnight box office again?
Seventeen million dollars!
That number didn't just easily double the North American midnight box office record held by "Harry Potter and the Chamber of Secrets"; it showed unbelievable explosive power.
In the summer season, some movies might have a single-day box office around seventeen million dollars for their opening weekend. But now, "Spider-Man 2" had unleashed that much energy in just one midnight screening, sweeping everything aside like a landslide.
All the noise stopped. All the doubts, justifications, and complaints vanished. You couldn't even hear gasps of amazement or shock.
One set of numbers. That was enough.
Boom! Boom boom boom boom boom!
"Spider-Man 2" made a spectacular entrance, announcing its presence with unparalleled performance. All the news outlets reported it non-stop, dominating screens and conversations. The sounds of "Spider-Man 2" were everywhere, overwhelming everything else.
Mainstream, authoritative media outlets unanimously declared it possibly the best comic book movie ever, maybe even redefining the superhero genre.
Then, the most important, most crucial CinemaScore finally came out, piping hot and right on time.
Unlike other reviews, this was the true voice of the general audience who actually went to the theaters. It was the judgment and taste most representative of regular moviegoers, and the only really important reference for box office performance.
CinemaScore: A+.
Amazement upon amazement. This meant that, rarely, the general public and professional critics were in complete agreement, both giving "Spider-Man 2" the highest praise.
And that still wasn't all.
IMDB showed that overnight, 130,000 people had rated "Spider-Man 2." The movie opened with an 8.7 rating, skyrocketing onto the website's Top 250 list like a rocket. It became Anson's first film ever to make that list, even surpassing "Eternal Sunshine of the Spotless Mind," jumping straight into the top twenty, temporarily ranking at number nineteen.
It was pure frenzy. Nobody was immune.
