Normally, when a TV station airs a music video, they've got to shell out copyright fees—especially right after the MV drops, when it's getting tons of attention. Those fees can add up fast.
But the MV for "Just Want It Like This" was a little different.
It wasn't just a music video—it was an ad!
Dunn had poured $4.8 million into it, roping in big-shot director Zack Snyder to craft a mega-ad for Marvel.
Because of that, Dunn handed the MV over to CBS, ABC, NBC, and FOX—the big four networks—and cut a deal: hit a certain number of plays, and the copyright fees are waived!
With that setup, this Marvel movie promo blasted across the major networks, airing non-stop. In just one day, it took the country by storm.
Even cable networks started calling, begging to jump on the hype train and air the MV too.
"This is a goldmine!"
Dunn skimmed the viewership reports from the networks and couldn't be happier.
At first, dropping big bucks on an MV had raised some eyebrows. Media folks and the public questioned him, accusing him of squandering Dunn Pictures' cash.
Dunn Pictures wasn't his personal piggy bank anymore—it was a publicly traded company. Critics said his reckless spending was screwing over the other shareholders.
But the results?
A big, fat slap in their faces!
You didn't even need to wait for the long-term payoff—the short-term gains were already rolling in, and they were massive!
Running a 4-minute-plus ad across the big four networks during prime time? That'd cost at least $50 million, no question.
But Dunn recorded a song, spent $4.8 million on an MV, and dodged that $50 million-plus ad bill entirely.
What kind of profit margin is that?
Forget the movie's impact for a sec—just the single's record sales and radio plays were enough to cover all the costs.
This move of Dunn's? It straight-up became a marketing legend! Later on, it even turned into a textbook case study for universities and research groups.
The idea was pure genius!
Riding that wave, the superheroes name-dropped in the lyrics—Spider-Man, Daredevil, Ant-Man, Ghost Rider, Iron Man, Thor—became household names overnight.
Marvel comic subscriptions? They shot up five times in a single night.
The market's got a nose for these things—they could smell these heroes were about to blow up!
Even "Hulk," who didn't get a shoutout in the lyrics, went viral thanks to the MV's final scene—smacking Dunn Walker and Natalie Portman (mid-duet) right out of the frame. "Hulk" became a badass name to reckon with.
Marvel Studios jumped on it quick, confirming a slew of project rumors to the public for the first time.
Over the next few years, Marvel Studios would roll out a lineup of superhero flicks, split into two big teams: the "Avengers" and the "Heroes for Hire."
Iron Man, Ant-Man, Captain America, Ghost Rider, Daredevil, Namor the Sub-Mariner, Black Widow, Elektra, Doctor Strange—all these heroes were getting their shot on the big screen.
Marvel Studios was about to kick off a cinematic era!
Right as Spider-Man 2 was tearing it up at the box office, Marvel's hype exploded like a nuke, radiating across North America.
Week three of Spider-Man 2's run, Star Wars: Episode II – Attack of the Clones was set to hit 3,161 theaters, premiering big on Thursday.
But then Tuesday rolled around, and Dunn dropped the MV. By Wednesday, the whole U.S. was buzzing with one thing: Marvel heroes!
All that $60 million-plus 20th Century Fox pumped into Star Wars promo? It couldn't even touch the impact of Dunn Pictures' single song MV…
Tom Rothman was crushed!
George Lucas? Helpless!
Dunn's tricks were wild, unpredictable, and impossible to counter!
Thursday came, and Star Wars: Episode II opened to a measly $28 million in North America. Meanwhile, Spider-Man 2, in its third week, still pulled in over $20 million in a single day!
A real showdown! Neck and neck!
Friday: Star Wars: Episode II—$0 million (whoops, looks like a typo in the original!), Spider-Man 2—$14 million.
Saturday: Star Wars: Episode II—$31 million, Spider-Man 2—$21 million.
Sunday: Star Wars: Episode II—$24 million, Spider-Man 2—$16 million…
End result? Star Wars: Episode II – Attack of the Clones nabbed $106 million over its 4-day opening week. Spider-Man 2, in its third week, only dropped 30% over 7 days, pulling in $84 million!
Sure, Spider-Man 2 was a "three-week-old" flick, but against the mighty Star Wars: Episode II – Attack of the Clones, it wasn't going down without a fight!
Thanks to that killer MV, Spider-Man 2's hype was still brewing, word-of-mouth was soaring, and its influence kept spreading.
Meanwhile, Star Wars: Episode II hit theaters… and got trashed by critics.
The tone? Brutal!
The New York Times: "This is a 2-hour-12-minute action-hero commercial, a showcase for cutting-edge digital filmmaking, and a chance for talented actors to recite the worst lines of their careers while cashing fat checks. It's barely a movie—if your definition of 'movie' includes lively characters, dramatic plots, and storytelling through visuals."
The Chicago Sun-Times: "It's just a tech demo, missing any fun or spark. Attack of the Clones? That title's a perfect snapshot of how stiff this whole thing feels."
Newsweek: "Lucas's work is showing its age. Compared to the smooth pacing and emotional punch of The Lord of the Rings: The Fellowship of the Ring, it's bloated and clunky. Against the fun, spirited Spider-Man 2, it's dull and outdated."
Entertainment Weekly: "George Lucas's glory days are gone! He created Star Wars, but this film nearly tanks the franchise. After watching it, you really appreciate what Dunn Walker brought to his Star Wars directing gig. No doubt about it—with Spider-Man 2 and The Two Towers this year, this'll be the only Star Wars movie that doesn't top the annual box office!"
The Hollywood Reporter: "Oscar-winner Natalie Portman still carries the acting load, but Ben Affleck—without Dunn Walker's guidance—turns into a total zombie face. His performance is flat."
A few outlets tossed out some praise: "Two hours of thrilling, serious entertainment," "Another Star Wars classic," "A technical milestone that looks and sounds unbeatable"…
But overall? The movie's rep was toast!
George Lucas's half-century of movie-making glory might just crash and burn with this one.
…
Three weeks in, Spider-Man 2's North American box office smashed past $400 million!
Another record shattered—it was now the fastest film in Hollywood history to hit that mark.
Dunn Pictures and Universal threw a massive celebration bash at the Hilton Hotel.
Director Ridley Scott was, naturally, showered with congrats and respect from every guest there.
Spider-Man 2's market response was unreal!
The overseas numbers weren't even in yet, but North America alone was jaw-dropping. A global $1 billion haul? That was a done deal, no sweat.
Ridley Scott was about to join Dunn Walker and James Cameron as the third director with a solo film breaking $1 billion worldwide!
But Ridley stayed his usual low-key, humble self.
Did he really have what it takes to pull off a $1 billion movie?
He knew the score: Spider-Man 2's success was mostly Dunn Walker's doing, then the "Spider-Man" brand, then Marvel Studios' production team. Him, the director? Just the guy executing the vision.
Still, who doesn't love a little fame?
Ridley played it cool on the outside, but inside, he was riding high. He was damn glad he'd listened to Dunn back then and skipped Black Hawk Down.
His eyes scanned the party, looking for Dunn to offer some thanks and respect. Then he spotted him—chatting up Spider-Man 2's leading lady, Jessica Alba, all animated and lively.
He looked happy.
Ridley stopped dead in his tracks.
Dunn's rep? Everyone in the biz knew it.
Right now, nobody wanted to be the third wheel.
…
"Did you get a boob job? They look a size bigger than two years ago." Dunn's eyes roamed shamelessly over her chest.
Two years back, when Jessica Alba "dated" Dunn, she wasn't even 19 yet. Who'd have thought she'd fill out even more since then?
"Nope."
The actress blushed a little, her eyes soft and watery.
Dunn grinned, leaning in to whisper, "I booked a room upstairs. After the party, come up with me."
Spider-Man 2's box office had blown past his wildest expectations, and he was in a great mood—ready to have some "fun" outside the usual.
Jessica Alba pressed her lips together, nodded lightly, and chirped in a sweet, clear voice, "Okay."
She'd gone along with Dunn two years ago—there was no way she'd say no now.
The room was full of glamorous women, all dolled up and vying for attention.
It was like an old-school imperial harem—whichever one Dunn set his sights on, he could pretty much take up to the penthouse suite.
Next target? Julia Stiles, the date Ant-Man director Doug Liman brought along.
She was a supporting actress in The Bourne Identity—which Doug directed, and which happened to be a Universal flick.
Dunn rubbed his chin, a sly glint in his eye and a smirk tugging at his lips as he strolled her way.