Foreword;
Because of the closure of the Internet in the age of reading when I was young, the star poster that first appeared in my field of vision was F4, and later Nicholas Tse , Jay Chou , and Han Han , the writer who caused huge controversy in the blog age ten years ago.
Regarding Han Han, I wrote about his "scolding war" with Fang Zhouzi in my essay ten years ago, and now his fourth film is about to enter the Spring Festival.
Let's talk about Han Han, several films he has directed, and how the film is sold on Weibo , Douyin platform.
will be indefinite, riding the wind and waves, galloping through life and this year's world. Every film of Han Han is related to machinery and engines.
has ranged from comedy love adventure road movie to literary light comedy about father-son relationship, inspirational comedy about middle-aged people's adversity and life to this year's film about father-son relationship, motorcycle racing, and young men and women in a small southern town.
His films attracted the love of young people and the general public with their sharp angles, reversed lines, and intriguing plots, which made people watch a ridiculous comedy movie on the occasion of the Spring Festival.
will be presumptuous when you like it, but love is restraint. I don’t want to win, I just don’t want to lose. From the exploration of life by young people to the adversity of life for middle-aged people, along the way, the above movies have been awarded 7.2 on Douban. , 6.8, 6.9 ratings.
Although the films he directed over the years are far from being a big hit, each of them is very stable and very personal.
from writer, professional racer, director. From the exploration of their dreams by young people who will never meet in the future, to the tolerance of life by middle-aged people who are flying fast.
He is starting from a teenager who has just entered the arena, and he has become famous in martial arts because of his writing. And because of the director's many works, he has opened his own sect in the movie arena.
He once shouted to the world in the form of words, and also used the most intuitive feeling of visual pictures to let the audience know the suffering of the world. The teenagers in his writings all express their own voices in certain social conditions and systems, and survive in the absurd world of novel plots.
What he insists on is nothing more than exploring this unknown world in his own way, and then reconciling with the world in his own way.
1. About Future Meeting
Future Meeting is Han Han's first theatrical film, and it is also the visual work with his most personal characteristics. There are many golden sentences in
's film, from "We have heard countless truths, but we still have a bad life. If we like it, we will be presumptuous, but love is restraint. Only children can distinguish right from wrong. Adults only look at the pros and cons." The story line of the
film is very simple. It tells about a few young people who grew up on the easternmost island of , , and sent their good friends to teach in the westernmost place, so they embarked on a journey across the country.
may be the first film directed by Han Han, which is full of his personal characteristics and the irony and hilarious sentences in the novel's characters, but there is no shortage of questions about the world and life. In the whole film of
, everyone has their own principles of life, and also has a character who has learned to face the world smoothly.
Houhui Indefinitely is Han Han's first theatrical film, and it is also a representative work with great personal characteristics. From the later stage, whether it is riding the wind and waves or galloping through life, the Korean-style golden sentences in it are much less, and there is more tolerance for life.
2. About Riding the Wind and Breaking the Waves
will launch indefinitely three years later. From the exploration of life and the world by young people in the future, to riding the wind and waves, it has become an understanding and tolerance of his father. The protagonist of
traveled back to his father's youthful era because of a racing accident, and used the role of a modern "son" to experience a unique experience of "being a brother" with his father. The story of the
film is similar to last year's "Hello, Li Huanying ", and the father-son relationship and mother-daughter relationship in the play is also a portrayal of thousands of thousands of families in China.
Chinese-style fathers are mostly reticent and estranged from their sons. On the other hand, Li Huanying,The mother-daughter relationship embodies the warmth of life's kinship.
In most families in China, as children, we always give our parents the most impatient side, but on the other hand, parents want to leave the best to their children.
in the film Peng Yuyan played Xu Tailang had hoarded a lot of BB machine "property" to give to his son before the accident, Li Huanying's line "My daughter, I just make her healthy and happy". It also reflects the only expectation that mothers have for their children.
3. About Feichi Life
In 2019, the story is more simple and clear. The
film tells the story of Zhang Chi, the protagonist, who took risks and illegally raced to solve his son's household registration and school problems, and returned to the game after his driver's license was revoked. In addition to the brotherhood and father-son family relationship in Korean movies, the most important thing in this film is that middle-aged people re-pursue their love careers in their own way after falling from the clouds to the bottom. The
film lacks Korean golden sentences as a whole, but adds some intriguing life explorations. Now let me get into the key points, cosmopolitan is a film for the Spring Festival, how should the film be announced on Weibo and Douyin?
If you want to get more people's attention and trigger their movie viewing purchase, here's what you need to do.
Let's first review the content of the movie Sihai, according to Baidu Encyclopedia;
"Sihai" tells the story of Wu Renyao, a teenager who is good at motorcycle stunts, and his father Wu Renteng, who he has not seen for many years. The team accidentally broke into their lives again, and they will eventually become famous all over the world or the story of home in the world"
learned from the movie trailer that Wu Renyao, a teenager who performed motorcycle stunts in a southern town, lived a carefree life , until one day I met the heroine Huan Song and a group of partners.
started a big city tour after meeting his father and a professional motorcycle show team. At the end of the trailer, Wu Renyao performed a special event of his own on the Zhuhai River in Guangzhou under the attention of thousands of people. Thrilling motorcycle show.
First of all, let's find out the key words of this movie ( Liu Haoran , Shen Teng ) represent light comedy, and also represent the Chinese-style father-son relationship in the play, (Liu Haoran, Liu Haocun ) in the play The characters represent countless dream-chasing men and women who live in small towns and go to big cities.
They are young and they have their own dreams. They used to yearn for the prosperity of big cities, and they also used practical actions to venture into big cities. They also took care of the pits that countless job seekers stepped on, such as being deceived, rejected, and perfunctory on the way to job hunting.
summed up in one sentence, Wu Renyao, who has extraordinary motorcycle driving skills, met Huan Song in a small town.
faced the hustle and bustle of big cities, and they started a journey of survival in first-tier cities. And use the motorcycle stunts you are good at to create your own living space in the big city.
The main characters in the world represent; youth, love, young men and women, dream chasers, small town youth, motorcycle stunts and so on.
Let us analyze in turn, how to create a marketing strategy on Weibo and Douyin when the movie is released in the future, so as to gain more attention from netizens and audiences through stars, movie characters, and core roles conveyed by movies support.
4. To get the attention of the audience
The first step, first of all, the stunt of the movie should be enough.
means to amplify the marketing points of characters, eras, stars, etc. in the movie, and let fans of stars, fans of Han Han, or people who have supported Han Han's movies for many years be the origin of this content dissemination.
4.1 In terms of
stars, the routine is to discover the stars of the movie's protagonists Liu Haoran and Shen Teng and the labels in the play. In recent years, the Tang Detective series starring Liu Haoran has achieved good box office and reputation.
Shen Teng, as the main soul of Twist, has achieved good results from Charlotte Annoyed, the richest man in Xihong City, Hello, Li Huanying, etc. The box office of the movies he starred in has exceeded 20 billion.
Liu Haoran x Shen Teng, National YouthCollision with comedy celebrities, movie roles and fans starring stars from both countries in the past are already the main core of the first batch of content dissemination groups, presumably Cosmopolitan Movies has already laid out content and topics in this regard.
The current movie pre-sale has exceeded 40 million. Now the hot topic on Weibo is Huang Xiaoming , Chen Xiaochun and other stars calling for the movie, in addition to Wang Junkai , Chen He Topics related to and other stars who book rooms for Liu Haoran's movies.
These are all the characters in the play or the friendship of the stars give the movie an advantage in publicity, and with the follow-up of the movie's word of mouth and the evaluation of the audience, these topics will not continue to expand.
4.2 The communication crowd
will eventually form a certain influence and dissemination will definitely be a core theme conveyed by the movie crowd or the stalks of the characters in the play. These themes and communication stalks touch the main audience of the movie, thus Continue to expand to form a hot topic. For example, the theme conveyed by the film Changjin Lake is defending the homeland and defending the country, resisting the U.S. aggression and aiding Korea, and countless ancestors exchanged their blood and sacrifices for our current peace and stability. When the
film was shown, the brutal war and the pictures of countless sacrificed ancestors aroused the patriotic feelings of the Chinese people, so that the box office of the film could continue to rise.
concludes that, at the beginning of the release of the movie, we should create a series of topics such as stars, characters in the play, movie tidbits, and directors.
allows movie audiences, star fans, official movie platforms, etc. to produce secondary content through the above topics to gain the attention of the main moviegoers.
5. The empathy of the movie-going crowd
gained the empathy of the movie-going crowd is actually very easy to understand, that is, the core theme conveyed by the movie is recognized by the audience.
and the audience can spontaneously pass the word of mouth of the movie to the moviegoers who want to watch but are still hesitant after watching the movie.
's "Movie Changjin Lake" conveys the core theme of resisting U.S. aggression and aiding Korea, defending the homeland and , and many people who have watched this film can easily feel it. The
movie "Hello, Li Huanying" conveys the love of Chinese mothers and daughters, which makes many people after watching the film spontaneously feel their mother's love for them. The same is true of the
movie, the core theme of the film is: has a small town youth with a skill that goes to the big city together after meeting the girl he likes, to create a life guarantee for themselves and each other.
can imagine from this sentence that there are a large group of people around us who leave their hometowns in the spring and return home in the late winter to celebrate the New Year. They are countless young people who go to big cities to work and work hard in third- and fourth-tier towns. As of January 28,
, the three videos with the highest official playback volume of the film Sihai Douyin are 1.03 million, 1.32 million, and 820,000 respectively. And their three contents are;
video 1 (the male protagonist is married to the female protagonist, and it is also good to eat a bowl of 8 yuan powder in a small county), video 2 (the male protagonist who has just entered the big city bought one The hamburger is given to the heroine. Although I didn’t eat a single bite, I was happy to see the girl I liked eating it)
Video 3 (Liu Haoran changed his name to Shen Teng going to the police station, Renyao, Renyao but his surname was Wu. Shen Teng said who was this? Can think of) no one wants..
3 videos have currently played more than 1 million, and their main themes are (longing for a big city, young men and women say the good of a small county, men and women in love all the time for each other, nonsense comedy lines). Above
, the main vocabulary is obvious, young men and women in the town miss their hometown, young men and women in love, comedy. The essence of
's empathy is to have a self-approved and spontaneous feeling for the vision and picture conveyed by the film after watching the visual image.
If a video arouses empathy for some people, it can get a larger exposure, and the empathy that arouses most of the area can be continuously exposed.
So the core of the film Changjin Lake can arouse the empathy of every patriot, hello, Li Huanying's theme is to arouse every child's empathy for their mother, and Wolf Warrior 2's theme is to arouse everyone's empathy. for selfThe empathy that the motherland is strong and not bullied by foreign powers.
To sum up, if Han Han’s Spring Festival movie is to attract more people to watch the film, it needs to attract those young workers from small cities in the fourth and fifth tiers of China who have long-term skills to go to the big cities with dreams in the follow-up promotion. Under this huge topic,
also includes the love of leaving home, the love between young men and women, the relationship between father and son, and behind this story is the change of the times and the progress of technology.
6. Recognized by more moviegoers
wants to continue to gain the approval of moviegoers, nothing more than to maintain a high level of reputation during the release of the movie, and to get them spontaneously recommend it to friends and colleagues in the general public's perception ,family. In addition,
can get recommendations from well-known movie critics in the industry, and the approved articles sent by their official accounts and video accounts can be more convinced by people who have not watched the movie.
is worth noting at this stage. The marketing content released in terms of publicity content, posters, and analysis of the play needs to guide more people who have watched the film and who have not watched the film to actively participate in the discussion.
As long as there is a certain topic of discussion, it can spread among a certain group of people, thereby sublimating various topics in the film to the "social" discussion events of this era and this period.
will continue to increase the number of moviegoers only if it gains continuous recognition from the moviegoers. And this precondition is that the quality of the film is in line with the expectations of the public, and the audience can get a different experience and feeling after seeing it. The good reputation of
and the recommendation of big V can save a good film, provided that it is a film of excellent quality, thought-provoking, and able to express the words and feelings that most people have never said in their hearts.
can represent these groups of people as a social conversation, a movie that represents what they do in their lives, and a symbolic label that represents their lives.
Below, let's see how the video should be promoted and distributed on Weibo and Douyin. How does
6.1 make movie announcements on Weibo? As a social media network platform with huge traffic,
Weibo covers various lists and super chats in the community.
can make it easy for a new registrant to find their "main social position" and quickly find their favorite topics and communities. By clicking on the list, they can enter the topic to discuss film and television dramas.
and star
Weibo are the main positions of stars and the main position of movie announcements.
Every move of any star can attract huge attention. Of course, those who have not watched the movie and those who have watched the movie will find relevant topics on Weibo to express their views on the movie.
no matter whether it is in the early stage, the middle stage, or the later stage. Stars starring in a certain movie will be more active "business" during the movie broadcast. Of course, the business has changed from the previous official reply to the current emoji in the play.
is in the film business stage of Weibo stars, mainly "making stalks" and interacting with the characters or other characters in the play.
interacts with the public on a certain golden sentence or a scene in the play with a star's avatar or a scene in the play, and increases the exposure of related topics through likes, comments, flops, etc.
In recent years, whether it is the star himself or the role played by the star or the enterprise. There are countless cases of getting good looks from the audience through "self-hack", such as the former "top stream", Dingding self-hack and begging for mercy video, etc.
After a certain matter has been widely discussed by the public, the serious reply cannot calm down or achieve the best interaction with the audience. At this time, it is time for
to come in handy.
and topic
The best marketing on Weibo is topic. After a character or a scene in the movie can arouse extensive discussion among the audience, by establishing a topic and promoting the topic to ferment, you can quickly get interested in this topic. people pay attention. If the topic of
can enter the hot search list, the crowd and click-through rate will be in units of tens of millions or billions. After
establishes a corresponding topic, it is possible to communicate the audience's discussion direction from the characters in the play to the star himself or from a certain stalk in the star's past to the movie, but the most interesting thing that can arouse the audience's discussion is the one in the play. Play the role to interact with netizens or other stars.
, for example, the current Weibo topic Liu Haoran and Shen Teng’s CP name hurts. They invite netizens to interact with celebrities through the tidbits, anecdotes, gossip news outside the show, etc., and then give autographed photos of celebrities based on the interaction data. The main purpose of
topics is to quickly bring together people who have a common goal or talk about content. If
wants to make the topic hot, you need to give a certain topic to the netizens for discussion, and then select a certain quota from the netizens in the discussion to give them the characters in the play that they desperately want, autograph photos, or movie vouchers, etc. . The essence of
is a place for those who meet the needs to discuss the characters or stars in the play or other topics in the play, and at the end, a "film medal" will be awarded to these active discussants.
7. How does Douyin announce movies? Compared with Weibo, the biggest advantage of
is that the short video platform of Douyin is the presentation of video images, and you can get the video footage you want to know in a short event. As long as an appropriate "golden sentence" is matched with the corresponding picture and music, it is very likely to touch the viewer.
Douyin is actually the most suitable for short and delicate movie tidbits, character quotes, and Q & A about movie content in terms of movie announcements. Allow viewers to touch their emotions in 10 or 20 seconds through video, dubbing, and lines.
, for example, the above-mentioned three videos with more than 1 million views in the movie world, is to convey a theme in a very short period of time through a video, and then match the roles played in the movie to get a certain amount of attention for the audience. Perceptual effect.
According to the "2020 China Film Market User Report" released by the Dumu official account, after the resumption of work in 2020, the official Douyin account coverage rate of the top 10 films at the box office has increased from 70% last year to 90%. Under the new marketing actions such as short videos, After 00, the proportion of "new users" has increased significantly. Announcement and posting of "articles" on Douyin has become a regular action in film marketing. The
short video provides viewers with a "satisfying scene" through pictures and music in a very short period of time, in which viewers can switch topics of interest at will. The picture presented by the video uses people's visual viewing to satisfy the psychological pleasure in a very short period of time.
Therefore, in the short video of Douyin, the film announcement can make exquisite video tidbits according to the film's dissemination theme, film characteristics, character characteristics, lines and phrases, etc., so as to satisfy the hearts of the audience.
or directly speaking, this announcement content is undoubtedly an emotional exchange with the audience, the film provides content, and the audience provides emotions and opinions.
Then the film makes some interesting clips or activities based on the audience's emotional points to let the audience participate, so as to convey the audience's feelings more vividly.
can satisfy movie-watching users about the direction of the characters in the movie, the direction of the plot, or the shooting of the tidbits, and they can make some exquisite short videos so as to resonate with the viewers.
concludes; no matter which platform
is doing content marketing on, it should be based on their own themes and user groups when they understand the operating rules of the platform.
The same is true for movie announcements. After the movie is released, the trend of word of mouth needs to be monitored in time, and then output some content about the movie based on the feedback of the movie audience to facilitate the audience to interact with the movie.
and above, I hope it can inspire you!
