"A good driver would never let himself get into an accident. If one day I die in a crash, it will definitely be my own choice."
This is a line from The Fast and the Furious, carrying a wildly intense vibe. But whether the crash was Vin Diesel's own choice, only he truly knew.
Although only a second-tier Hollywood star, Vin Diesel was among the top of that tier. Once news of his death in the accident spread, media outlets scrambled to report it.
"On April 5th at 15:30 Pacific Time, Vin Diesel, the lead actor of the Fast and the Furious series and renowned film star, died in an explosion caused by a car accident."
"According to reports, the fatal accident occurred in Santa Clarita, north of Los Angeles. Multiple sources at the scene described that Vin Diesel's Porsche suddenly lost control, crashed into a nearby tree, and caught fire, resulting in Diesel's immediate death."
"Los Angeles police have confirmed that the vehicle involved was a red 2005 Porsche Carrera GT, and speeding has been identified as the primary cause. The LAPD issued a statement—speeding was the main factor behind this deadly crash."
"As for whether Diesel had consumed drugs or alcoholic beverages, the LAPD has not yet provided any conclusive test results."
"Vin Diesel's official social media account confirmed the news, stating—'With truly heavy hearts, we confirm that Vin Diesel passed away in a traffic accident. We are shocked and saddened. Please pray for his family and friends during this extremely difficult time…'"
In Universal Pictures' conference room, an assistant picked up the remote and turned off the LCD screen.
Silence fell across the table. Not only were there members of Universal's PR and publicity department present, but also executives from David Ellison's Skydance Productions.
Originally, Universal had not intended to invest many resources in Fast & Furious 5, as the company's stake was limited. Who would have thought such an accident would occur? They immediately sensed an opportunity and spotted potential profit.
Regardless, Universal held the copyright for Fast and the Furious. If the film performed well, they would benefit greatly.
David Ellison sat quietly at the table, saying nothing. His serious expression carried a hint of sorrow, as if he had truly lost a close friend.
He knew he didn't need to speak, not even to remind anyone. Hollywood was, after all, a business driven by profit. With Heath Ledger and Duke Rosenberg's The Dark Knight precedent, Universal would definitely take action.
Indeed, after Vin Diesel's cause of death was basically confirmed, Universal's senior executives immediately convened a promotional meeting for Fast & Furious 5.
"Vin Diesel's passing is a major loss for us. Universal has lost a friend and a crucial collaborator. We are deeply saddened," said the head of Universal's publicity department solemnly.
"Though Vin Diesel is gone, he should not be forgotten by fans or the public. Universal will launch multiple activities to commemorate Mr. Diesel…"
At this point, he turned to David Ellison, seemingly seeking Sky Flim Productions' opinion.
Ellison remained silent. A Skydance executive spoke up, "We will fully cooperate with Universal Pictures."
How much impact can a deceased Hollywood star have on the films they left behind?
Perhaps a decade or two ago, Hollywood might not have been sure. But Heath Ledger's contribution to The Dark Knight was undeniable. Now, everyone clearly understood—a deceased lead actor often promotes a film's success more than a living one.
In his Malibu mansion, Duke sat in his study, frowning at Panny Kallis and Jamie Johnson across from him. Both furrowed their brows, seemingly troubled by a difficult issue.
Sipping his coffee, Jamie Johnson said, "The media headlines these past days are all about Vin Diesel. Public attention has been fully drawn to this accident, slightly affecting The Avengers' promotion."
"I just received word," Panny Kallis interjected, "Universal and Sky Flim have already reached a consensus on promotion."
"They won't let this opportunity pass," Duke sighed lightly. "We're going to have trouble."
Just like when he and Warner Bros. capitalized on Heath Ledger, if the profit was big enough, how could capital pass up such an opportunity?
Duke was simply surprised—how did Vin Diesel end up in a crash? The timing didn't even make sense.
This bald man, though never a top-tier star, was still well-known in the industry. How could he just die like this?
He couldn't comprehend it, attributing it only to some unknown factors.
However, Duke wasn't overly troubled. Hollywood had changed so much because of him; Vin Diesel's death was inconsequential in comparison.
"Panny, Jamie…" Duke said solemnly, "Keep an eye on Universal, Sky Flim, and the Fast & Furious 5 production team. We're about to face a tough promotional battle."
Vin Diesel's death occurred at a perfectly timed period—the summer blockbuster season was about to begin, the peak of May film promotion. As long as Universal and Skydance weren't fools, Fast & Furious 5 could easily steal all the spotlight.
As Duke expected, a promotional plan leveraging Vin Diesel's death had already been set in motion.
As the copyright holder of Fast and the Furious, Universal stepped forward first. They convened a press conference and issued a formal statement: "All Universal employees are heartbroken. Over the past ten years, Vin Diesel was one of the most beloved and respected members of our Universal family. His passing is a shock to us, to everyone involved in the Fast and the Furious series, and to countless fans. We extend our sincerest condolences to Vin Diesel's family and supporters."
Not just Universal—throughout Fast & Furious 5's promotional events, the cast continuously mentioned Vin Diesel.
Director Justin Lin told the media, "I am utterly heartbroken. Right now I cannot think or do anything."
Paul Walker continuously posted on social media, mourning Vin Diesel:
"Brother, I miss you so much. I really have no words. Heaven has a new angel now. From the start, you showed humility. Every appearance brought something different. We were like brothers. You will always have a place in our hearts. This memory will never fade."
Newly joined superstar Johnson repeatedly told the media, "In this heartbreaking moment, I bring all my strength, love, and faith to Vin Diesel's family. We will find new strength through his guidance. I love you, brother."
Afterward, all the main cast members of Fast & Furious 5 appeared at the scene of Vin Diesel's car accident, bringing flowers to commemorate the actor. They stood at the site for a long time, drawing enough media and fan attention, and only then did they leave satisfied.
A type of promotional strategy called sentimental marketing had already been pushed forward by Universal Pictures and Sky Flim Productions.
First, Sky Flim Productions gathered Justin Lin and other production staff, planning to add a memorial segment to the end of Fast & Furious 5. They also hired a dedicated music company to produce a tribute song as quickly as possible, to be used in subsequent promotional activities.
After completing the special production, Universal and Sky Flim held fan and media preview screenings. It must be said, the treatment of the deceased versus the living in media and public perception is completely different.
"Agile Vin Diesel repeatedly threw himself into extreme action scenes. His passionate performance brought continuous viewing pleasure. Diesel could never have anticipated this would be his cinematic legacy, yet his performance deserves the highest praise—Vin Diesel treated every scene as if it were his last performance. As the finale approached, the character Dominic Toretto, played by Diesel, would bid us farewell. Diesel's exit from the screen was perfect, with the sequence arranged appropriately and tastefully."
Unsurprisingly, media outlets were filled with praise, almost drowning out everything else.
Promotional slogans like, "Fast & Furious 5 is a fitting tribute to Vin Diesel," were widely hyped by the media.
Next, Sky Flim held the "Vin Diesel Life Photo Retrospective" in Los Angeles, exhibiting many images from Diesel's career, attracting a large number of fans' attention.
Universal also released the latest Fast & Furious 5 poster, showing two cars racing apart in the night, tail lights leaving streaks of light. The drivers were Vin Diesel and Paul Walker.
Walker shared this poster on his personal Twitter, emotionally writing, "This poster makes me want to cry."
"This is an excellent popcorn movie, the best tribute to Vin Diesel."
The shock brought by death is always unparalleled. Within just a few days, the news that Fast & Furious 5 was Vin Diesel's "final work" spread across social media and information platforms, instantly creating enormous attention.
At the latest media meet-and-greet, Paul Walker nearly broke down in tears.
"When this tragedy happened, I lost my best friend, I lost my brother," he said, his emotions exceptionally stirred during his speech. "This is work filled with love. This film is, in some ways, the hardest for me, because the friendship you see on screen is so real."