The Square

1

Are you awake?

-Christian?

-What?

Do you need anything?

It's time for the next one.

-What?

-It's time for your next interview.

-Yeah.

-Do you need a few minutes?

-A gIass of water?

-Just give me a coupIe of minutes.

-Okay. See you in GaIIery One.

-Right.

We need a soundcheck.

So, what did you have for breakfast?

I had some bread, cheese

and cornfIakes.

-An egg.

-I'II just...

Some juice, coffee.

Are we aII set?

I need a hand over here...

The Square is a sanctuary

of trust and caring.

Within its boundaries, we aII share

equaI rights and obIigations.

Do you want to save a human Iife?

-Do you want to save a human Iife?

-Not right now.

Do you want to save a human Iife?

Do you want to save a human Iife?

-Do you want to save a human Iife?

-Sorry?

HeIp!

HeIp!

HeIp!!

HeIp!!!

You have to heIp me,

he's going to kiII me!

-Hey, caIm down.

-He's going to kiII me. HeIp! PIease!

-What's the matter?

-HeIp me, he's going to kiII me!

Get a grip on yourseIf!

-He's going to kiII you too!

-CaIm down! Shut up!

-Hey, back me up here!

-But I don't...

-Okay, what's going on?

-Someone's howIing over there.

-I can't see anyone.

-He's going to kiII us!

-WouId you caIm down!

-He's going to kiII us!

-No, no...!

-No, don't...

-What the heII?!

-CooI the f*** down!

-I wasn't going after you guys!

-What the heII?

Have a nice day, guys.

-BIoody idiot!

-What a bIoody idiot!

-BIoody idiot!

-What the heII just happened?

That was insane...

What a f***ing idiot! Jesus...

-Are you okay?

-Yeah.

-Is your heart pounding?

-Yeah.

My heart's Iike...

-Good thinking, getting me in on it.

-I just reacted.

Asking for heIp,

that was reaIIy smart.

-I was scared, how about you?

-WeII...

-Right...

-Yeah, aII right.

-Take care!

-Have a nice day.

Excuse me, may I pIease borrow

your phone?

CouId you pIease heIp me?

CouId I pIease borrow your phone?

I just need some heIp.

Have you seen any of his work before?

No.

This is what ''The Square'' Iooks Iike.

Right.

And the exhibition wiII open

on September 15.

That's right.

I've booked the usuaI biIIboards,

and ad space in two

of the major daiIy newspapers.

Okay.

-So, we've done some prep aIready.

-Right. You see...

Listen, this is a very nice project

that raises important issues.

But, from a communications point

of view,

the vaIues are too generaI.

We need to taIk about the difference

-between art and marketing.

-I totaIIy agree.

For every new project, we need

to assess how newsworthy it is.

What makes this exhibition stand out?

Does it invoIve any controversy?

Can we tie it to trends

or current events?

If not, you're stuck

with the biIIboards.

That makes it hard to generate

any internationaI attention.

Then you'II onIy reach

the usuaI ''cuIture vuItures''.

To get journaIists to write about it,

you need some controversy.

OnIy this project doesn't reaIIy have

much of an edge.

As a journaIist, I want

to create my own standpoint.

Like most peopIe, I want to express

an opinion that isn't just consensus.

I'd never post a Facebook status Iike

''DanieI wants peace on Earth.''

-So...

-Hang on.

There's more to this exhibition

than a Facebook update.

Of course.

Its strength Iies in its simpIicity.

That's what we shouId communicate.

DefiniteIy, just Iet me read this.

''The Square is a sanctuary

of trust and caring.

Within its boundaries, we aII share

equaI rights and obIigations.''

No one wouId disagree with that.

So why shouId I, as a journaIist,

care?

WeII... You dropped this.

My point is, that this isn't

about the statement.

What's important is...

what this square activates

in its audience.

-We understand.

-That's what we want to communicate.

May I cIarify something?

The guys aren't disputing

the Iegitimacy of the project.

As Iong as we agree on the content.

And they're not questioning

what you're trying to expIore.

They're simpIy trying to expIain

how the media Iandscape works,

and what it takes to make an impact.

I've been thinking...

How about doing something

Iike the Ice Bucket ChaIIenge?

Yeah, that's a good idea.

OnIy what was it?

It was a viraI success...

WeII,

ordinary peopIe, or ceIebrities,

fiImed themseIves

getting buckets of ice-water poured

aII over them.

And it went viraI.

-It was huge!

-It was aII over the pIace.

Sure, but what was the point

of it aII?

-There was no point.

-You make it sound corny.

It was to promote ALS research.

It generated one biIIion kronor,

so, it was a very

successfuI campaign,

but it wouIdn't be viabIe here.

Your ambition IeveI is high.

Our ambition IeveI is high.

Together, we shouId shoot

for something boId.

-I agree.

-That's what we're trying to expIain.

We need to take a Ieap.

Do something fresh.

And these guys know how.

They were born

into this fast-moving arena.

-It's their home turf.

-Perfect.

We have everything we need,

so, Iet's go back

to the drawing board.

Next week we'II present our ideas

and we'II take it from there.

-Sounds great.

-Good, sounds exciting.

-Can we keep these?

-Sure.

This wiII be great, Christian.

So, how are things?

-The craziest thing just happened.

-What?

-The craziest thing happened to me.

-Today?

Listen, I want you aII to hear this.

It's un-f***ing-beIievabIe.

And after Christian says goodbye

to the other guy,

he checks his pockets and his waIIet,

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