002 wasn't considered a major year in the context of film history, except for the debut of "Spider-Man," which was seen as the beginning of the superhero film genre entering the mainstream. Other than that, it was fairly uneventful.
At that time, movie promotion was relatively straightforward. The cast would travel to different cities to interact with audiences and hold screenings, while using various media outlets like TV, magazines, and radio to promote. Every movie did this, and the difference was just in the scale of the effort—essentially, how much money studios were willing to spend to blanket the market with trailers and posters.
Of course, not much changed even twenty years later.
Although the internet has since expanded the ways and means of movie promotion, the core activities remained the same. The main difference was that now more cities were included, and international markets became part of the equation.
Movies like "The Avengers" would launch promotional tours well over a month before release, with the cast traveling globally to host early screenings and engage with fans, dominating trending topics online.
But the essence remained unchanged.
So, in that sense, the promotional campaign for "Catch Me If You Can" might seem like just more of the same.
However, that's not quite true. Small differences led to drastically different outcomes.
Typically, fan events were well-planned in advance: the date, time, location, and lineup were all scheduled, and fans would buy tickets to attend.
But here's the thing—the audience who bought tickets were already fans interested in the movie. The marketing was still focused on reaching the same target demographic.
This time, though, Anson did things differently.
For the first time, the concept of a "flash mob" was introduced into movie promotions.
No advance notice, no schedule, no expectations—everything happened spontaneously. The entire event was an unexpected surprise, catching people off guard.
It was a real surprise.
Imagine going to the movies casually, only for the lead actor to suddenly break the fourth wall and appear in front of you. That rush of excitement would easily create a memorable, adrenaline-pumping experience—even for those who weren't hardcore fans, it would still be unforgettable.
The effect was immediate.
Fans of Anson flocked to theaters, hoping for a miracle appearance. For those who weren't already fans, Anson's surprise appearances created buzz, broadening the movie's reach.
The "flash mob" concept completely disrupted the usual formula of film promotion, making going to the theater feel like a potential moment of magic.
Everything changed.
And given that it was Christmas, the surprise carried even more meaning.
Entertainment Weekly even made a playful graphic of Anson wearing a Santa hat, jokingly comparing him to a new kind of Santa Claus—a joke that sparked a lot of controversy in Hollywood.
Clearly, not everyone appreciated the humor.
But regardless of opinions, the campaign became the hottest topic of that Christmas season.
And the buzz kept growing, breaking through to new audiences.
At this point, Hollywood finally understood DreamWorks' strategy of releasing "Catch Me If You Can" on Christmas Day.
It was a multifaceted plan.
Unlike "The Lord of the Rings: The Two Towers," which opened on a Wednesday to stretch its box office run through positive word of mouth, "Catch Me If You Can" had a broader strategy.
First, the Christmas Eve release aligned perfectly with the movie's storyline.
Second, the film itself had a holiday vibe, making it a natural choice to capitalize on the season.
Third, Anson's flash mob surprises were planned to run from Wednesday through the weekend, turning a five-day window into a major promotional event. And if Anson decided to extend the surprise appearances into New Year's Eve, it would send younger audiences into a frenzy.
The plan was genius.
DreamWorks' promotional strategy was refreshing and innovative.
What was unexpected, however, was Steven Spielberg's later statement that the entire concept wasn't DreamWorks' idea—it originated from Anson. The studio had simply expanded on Anson's initial idea.
Suddenly, it all made sense to Hollywood.
DreamWorks had long struggled with effective marketing strategies, and its distribution partner, Universal Pictures, wasn't exactly known for its marketing prowess either. This had led to several great films underperforming at the box office, contributing to DreamWorks' financial difficulties. But now, with "Catch Me If You Can," they had hit a home run—all thanks to Anson's creativity.
So, what can't Anson do?
After this campaign, Anson's reputation among Hollywood executives soared, especially with Warner Bros.' Jeff Robinov, who no longer felt alone in praising Anson's talents.
Then, something interesting happened:
Everyone began speculating—where would Anson's next stop be?
It was somewhat predictable. Based on travel distances, logistical considerations, and population size, people could roughly estimate where he might show up next.
Obviously, after Seattle, Anson wasn't likely to jump straight to the East Coast, to New York or Philadelphia. The distance wouldn't make sense.
But then, Anson appeared in Portland.
Not only is Portland rarely visited by movie casts, but Oregon is practically a desert when it comes to the film industry.
Yet, there he was.
So, was Anson's appearance in Portland a special move to give smaller cities a chance to feel the excitement of a movie promotion, or was it because Anson had filmed "Elephant" there, and the next stops wouldn't include smaller markets?
Speculation ran wild.
This was shaping up to be the most exciting, lively, and community-driven Christmas night ever. Online forums buzzed with activity, and people from all over the country celebrated together.
So, where would Anson go next?
Even though smartphones weren't a thing yet, the internet was already deeply embedded in daily life. All eyes were on Anson, tracking private flights in and out of airports to crack the code of his next destination. It was a rare sight to see such anticipation, making "Catch Me If You Can" the talk of the town in a completely new way.
Even Anson probably didn't foresee just how big this would get.