The richest actor in Hollywood.

Since Matthew's interview with *Entertainment Weekly*, the *I Am Legend* film crew has been in the final stretch of pre-release publicity. Warner Bros. had long set the film's North American release for the first weekend of December, just over a month away. This timing wasn't chosen to target anyone specifically; Matthew had no say in the release date as it was a Warner Bros. production.

While the holiday season isn't as packed with big releases as the summer, the weekends before Thanksgiving and Christmas are prime times. For a major production like *I Am Legend*, choosing an appropriate release window is crucial.

Moreover, Matthew didn't pay much attention to *Alien vs. Predator: Requiem*, which was to be released after *I Am Legend*. The Twentieth Century Fox film, in terms of investment and release scale, was not on the same level as *I Am Legend*.

What Matthew knew about *Alien vs. Predator: Requiem* was that its director was Francis Lawrence, with whom he had a previous conflict.

Matthew had little time to entangle himself with such minor figures. Once the production crews of *Twilight* and *Fast & Furious 4* were on track, he temporarily stepped back, leaving the production in the hands of their respective producers, and focused most of his energy on promoting *I Am Legend*.

Warner Bros. invested heavily in promoting this film, employing conventional methods like hard advertising, soft promotion, roadshows, and appearances, as well as unconventional marketing strategies.

Entering November, a viral marketing website established earlier in the year shifted from a slow-paced approach to releasing a series of shocking news.

The site, along with many gossip outlets, pushed a series of sensational news stories to the public.

In early November, many media outlets frequently revisited reports from the previous year about a virus research breakthrough potentially curing cancer. After a week of bombarding the public with this information, the website and several print media simultaneously revealed that the virus, after nearly six months of clinical trials, had sufficient data and samples indicating it could effectively kill cancer cells, was harmless to the body, and even increased the vitality of normal cells!

A large media conglomerate can mobilize a tremendous amount of resources, a major advantage of Hollywood's big six companies. With Warner Bros. pushing this narrative, many media outlets, from print to online, shared the story.

Of course, experienced individuals could easily see through the facade; serious and reputable media were merely observing.

As these rumors spread, medical experts began to refute the claims, sparking media debates that drew even more attention.

By mid-November, several media outlets suddenly exposed an email plea from a virus researcher, who revealed that individuals undergoing clinical trials had become irritable and aggressive, with several healthcare workers being bitten. The virus had apparent side effects, but the research institute had covered up the incidents and used security teams to control all personnel, preventing leaks.

This researcher found that those undergoing clinical trials were undergoing terrifying mutations, and those bitten by them were exhibiting similar symptoms. Even those not bitten were mutating, raising concerns that the virus might be airborne and capable of causing genetic mutations. The researcher sought media help.

By late November, a military expert named Robert Neville came forward, claiming that a virus capable of turning humans into bloodthirsty monsters was spreading worldwide from New York. Without a vaccine, humanity could face extinction.

At this point, it was clear to most that this was a film marketing ploy.

Warner Bros. then released posters and trailers for *I Am Legend*.

"*I Am Legend* latest stills revealed: Matthew Horner alone in an empty New York City!"

"Post-apocalyptic sci-fi film *I Am Legend* releases posters showing Matthew Horner's character, Robert Neville, searching for dangerous mutants in a ruined city."

"The story of *I Am Legend* takes place after a global apocalypse, where the last surviving human faces a group of mutant creatures. The film is based on Richard Matheson's novel. However, the mutants are not yet visible in the released posters and stills."

"*I Am Legend* will be released in North America on December 14 this year."

Following this, the trailer for *I Am Legend* was widely distributed online, on television, and in major cinemas across the United States, launching a comprehensive publicity campaign.

Media outlets also expanded on the trailer's content, intensifying the promotional effort.

"A terrifying virus plague has swept through New York, turning everyone into bloodthirsty zombies. They lurk in the dark, devouring every living thing they see. It's as if the world has reached its end..."

"Matthew Horner is a Hollywood box office guarantee. His involvement adds appeal to this film!"

During this period, Matthew became a frequent flyer, traveling from Los Angeles to New York, Seattle to Miami. As the sole male lead, he attended most of the promotional events. He also made trips to major cities overseas, such as London, Paris, Madrid, and Sydney, before Thanksgiving.

In addition to these standard promotional tactics, Warner Bros. also employed numerous unconventional methods.

As Thanksgiving approached, rumors surfaced that Matthew was considering running for president.

This news immediately caused a sensation, as there were precedents of Hollywood stars entering politics, with notable successes like Ronald Reagan and Arnold Schwarzenegger.

The latest issue of *Empire* magazine even featured Matthew on the cover, dressed in a suit and gazing into the distance, exuding a powerful presence.

Having played world-saving heroes for years, Matthew naturally possessed an aura of gravitas.

The cover, combined with the headline, had a significant impact.

"Matthew Horner considering a presidential run, aiming to be president within ten years!"

Inside, *Empire* magazine's fabricated story was equally captivating.

"Renowned actor Matthew Horner has starred in numerous blockbuster films and was named 'the most powerful star in the world' by *Newsweek* in 2007. Surprisingly, Matthew Horner has even more ambitious goals: he plans to run for president and hopes to move into the White House within ten years, becoming 'the most powerful person in the world.'"

This news quickly spread across North America, becoming a popular topic of conversation. Some reporters directly asked Matthew about it, but he knew this was a Warner Bros. strategy, agreed upon with him, and made no comment.

He adhered to the most effective strategy: neither confirming nor denying.

As the year-end approached, and with it the time for annual summaries, good news about Matthew continued to surface, which could only benefit *I Am Legend*.

In a Hollywood power ranking by several entertainment media, Matthew unarguably surpassed stars like Tom Cruise and Leonardo DiCaprio, reaching the top spot for the first time.

*Tina Brown*, the editor-in-chief of *Vanity Fair*, added this note to Matthew's ranking: "Matthew Horner is the one star of this era who guarantees box office success. His presence ensures a successful weekend box office! For Hollywood producers, the two most secure investments in the 21st century are fantasy films and films starring Matthew Horner."

It's not just empty talk; the data supports it. Both films Matthew participated in and released this year were box office hits.

*Pirates of the Caribbean: At World's End* has exited theaters worldwide, ending its North American run with a total of $362.08 million and a global box office gross exceeding $1 billion, reaching $1.0356 billion.

*Transformers* also concluded its North American release, grossing $375.60 million domestically. However, its performance overseas fell short of the established *Pirates of the Caribbean* series, with a global total just over $750 million, making it unlikely to surpass $800 million.

As a star backed by strong market data, Matthew's top position in the Hollywood power rankings faced no controversy.

Just like the rumored presidential bid, Warner Bros. was fully leveraging Matthew's fame to promote the film, using a variety of other strategies.

Hollywood films often feature scenes from around the world. Warner Bros. sought to create an apocalyptic feeling in their promotional materials, specifically including well-known landmarks.

The promotional posters were tailored to evoke a sense of impending doom in viewers worldwide, featuring desolate scenes at famous locations such as Rome, the Tokyo Tower, Osaka city center, London Bridge, Seoul, the Eiffel Tower in Paris, Reykjavik, and Madrid's Plaza de Cibeles.

It was as if these cities, like New York, had been struck by a terrifying virus, becoming ghost towns.

Additionally, they publicized stories like "Filming the scene of people pushing and shoving as they learn of their impending death on the Brooklyn Bridge in winter involved mobilizing a large number of people and closing the bridge for six days" and "The New York State and City governments took precautions, even borrowing Black Hawk helicopters from the U.S. military and Dolphin helicopters from the Coast Guard, showcasing a significant deployment."

By December, *I Am Legend* unsurprisingly became the most anticipated film, overshadowing other award contenders.

Many movie fans across the United States, especially Matthew's fans, eagerly awaited the release of this film.

Phyllis Beretta was among them, but she could not go to the cinema.

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