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When Anson proposed the "no spoilers" initiative, Eve felt skeptical—
Spoilers? So what?
Eve understood that some movies lose their charm when spoiled. Take The Sixth Sense, for instance. If someone revealed the ending beforehand, the movie's structure and narrative would crumble, and its allure would disappear. She personally disliked spoilers.
But was it really that serious?
At its core, wasn't it just a spoiler? Just a movie? Even if someone spoiled it, wouldn't you still need to watch it yourself to decide if you liked it? That seemed logical, right?
Eve grasped the concept and recognized the biases and folly of the internet. However, she couldn't foresee the full blueprint of Anson's strategy.
Nevertheless, she trusted Anson and actively cooperated with his plan.
Then, the unbelievable happened, nearly causing Eve to choke on her own spit.
"Get lost, spoilers!"
"You're not the only one watching the movie; we'll go to the theater ourselves, okay?"
"Please don't spoil it! I have homework on Friday and Saturday and can't go to the theater until Sunday. Please!"
"Idiot! The whole point of The Butterfly Effect is leaving everything to fate. Whether we like the ending or not is destiny's decision—who made you God?"
"No spoilers, no spoilers, no spoilers."
"Can all the spoilers just be muted already? What's with the superiority complex?"
"The ending is meant to be discovered, just like life."
"Just because you saw one or two versions of the ending doesn't mean you're superior."
"Finding the ending is part of the fun. Why ruin it?"
The reaction was overwhelmingly one-sided!
Though there were various voices, including those who deliberately spoiled the endings out of spite, the dominant sentiment was an aversion to spoilers.
To be precise, it wasn't just resistance—it was outright disdain.
The surging tide continued to rise.
This sparked intense discussion within fan circles.
"Who cares about spoilers" vs. "diehard anti-spoiler" debates erupted like knife fights, fiercely clashing.
Ironically, those responsible for the spoilers were sidelined, while fans turned their forums into battlegrounds, setting threads ablaze across multiple platforms.
The chaos was unparalleled.
Eve was astounded.
She admitted this was a world she knew nothing about. It was a perfect opportunity to learn and absorb public relations strategies.
The results were immediate.
Because of the spoiler frenzy, audiences began taking action—
The best way to avoid spoilers? See the movie yourself.
Moreover, with The Butterfly Effect featuring five different endings, people's curiosity and competitiveness skyrocketed.
Initially, the general public was resistant. They grumbled and complained, criticizing the five endings as a joke, seeing it as a blatant cash grab.
This reaction was entirely within New Line Cinema's expectations.
From the start, the strategy of five endings wasn't about pleasing everyone. It targeted hardcore sci-fi and suspense fans. Awakening their curiosity was the goal, and any victory there was a success.
Now, after the Carl Rivette blog post and the anti-spoiler wave, the narrative had shifted. The situation was entirely different.
The five endings could now be seen as The Butterfly Effect breaking the fourth wall—a reality-bending intrusion. The focus wasn't on watching all five endings but rather on the impression left by the specific ending each viewer saw.
One version, one ending. That alone was enough—a unique interaction between the audience and the film, creating a personal butterfly effect.
The buzz quietly spread across North America and even the globe.
Young people. Hardcore movie fans. Trend-chasers. Bored but curious individuals. Sci-fi/suspense enthusiasts.
These were the target groups. While it didn't cover every demographic, it was still a considerable force. And they were mobilized.
Of course, a small subset emerged on a mission—
A mission to collect all five endings, like Easter eggs. They flitted between theaters in their cities, racing to explore the film's multiple possibilities.
It was clear this was more entertaining than trick-or-treating on Halloween or hunting for Easter eggs. It carried a sense of adventure and exploration, as if the vast expanse of the cosmos was unfolding before their eyes.
And it might even become a popular topic during Thanksgiving family gatherings.
A friendly competition was brewing among young people: Who could become the first to collect all the endings?
When Roger Ebert arrived at the AMC theater, it was nearing midnight on Friday, just 40 minutes shy of Saturday.
Busy.
As a film critic, year-end was his busiest season, with awards-season films flooding in. Theater releases often took a backseat unless work required it.
But Roger refused to miss The Butterfly Effect. He was deeply curious about Anson's taste as a producer.
He figured that late Friday night wouldn't draw much of a crowd.
He was wrong.
Seeing the bustling throng before him, Roger doubted his own eyes.
Had he missed something?
When did Friday nights during the holiday season become this lively?
"What?"
Roger doubted his ears. The next The Butterfly Effect showing was sold out?
After an entire day of screenings, its attendance rate was still this high?
"What about Master and Commander?" he asked instinctively.
The answer was even more surprising—
There were no screenings tonight. The next showing was at 10:30 a.m. the following day.
Roger was a professional. He understood what this meant:
Master and Commander's first-day attendance was underwhelming, far below expectations. Meanwhile, The Butterfly Effect clearly dominated, leading theaters to drop the former's late-night slots.
What no one expected was that The Butterfly Effect would sell out even its late-night screenings.
The gap was obvious.
This was AMC, a major chain that prioritized box-office performance. They would increase showtimes for popular films and immediately cut back on poorly performing ones. Their decisions were always calculated.
Roger hadn't anticipated this. Thoughts raced through his mind.
But he didn't jump to conclusions just yet and asked another question.
"Is there a midnight showing tonight?"
After receiving confirmation, Roger didn't hesitate to grab a ticket for The Butterfly Effect's midnight screening.
Soon, Roger felt lucky his reflexes were quick—because even the midnight show had surpassed 50% capacity.
For a non-premiere, non-special event midnight screening, this was rare.
A little digging revealed the reason:
Rumor had it this AMC location was showing the fifth ending!