1905 Movie Network special article for the 2024 Spring Festival, many films have been scheduled one after another, the posters and trailers have changed, and hot searches have dominated the list one by one. The level of attention is rising rapidly. As the most special film of the

905 Movie Network special article In the 2024 Spring Festival, many films have been scheduled one after another, the posters and previews have changed, and hot searches have dominated the list one by one. The level of attention has increased rapidly. As the most special film of the year, they have been released Are the materials eye-catching, engaging, and diverting enough? How will they fare in this "war of propaganda"?

In this issue of "Today's Film Criticism", we invite film critic Min Sijia to focus on the Spring Festival films, and use the released materials to take a look at their "fighting posture" in this publicity war.

You must know that the Spring Festival is a very important period of the year, so publicity and distribution of materials is particularly important. Audiences rely on promotional materials to choose their favorite movies, which is the "appetizer" for many people to watch movies.

Publicity materials are roughly divided into three categories. One is posters; the other is trailers; and the other is short video platform.

Posters are visual information that audiences buy tickets on the ticket purchasing platform and see offline in movie theaters. On the one hand, they must reflect the focus of the movie. Secondly, the posters must also fit the atmosphere of the schedule. For example, we can also see that during a special period like the Spring Festival, many posters are filled with red or yellow and other warm color elements to create a happy atmosphere of the Spring Festival.

Since trailers and short videos are video media, the amount of information and sense of communication carried by pictures are more prominent. We can think of video promotional media as a gimmick, extracting some of the more popular topics in the movie, creating a sense of suspense, and then attracting the audience into the cinema.

However, the relationship between publicity materials and the final publicity effect is not necessarily directly proportional.

is seriously criticized by film critic Min Sijia, and can be divided into three categories:

The first category is that the content of the material itself may not be that outstanding, but it is actually very effective in publicity and distribution, and it belongs to the category of big chess, such as "The Twentieth" "Tiao" and "Hot and Spicy" are examples. The second type is that the content of the material itself is relatively outstanding, but the method of publicity and distribution is actually somewhat limited. "Mr. Red Carpet" and "Let's Shake the Sun Together" fall into this category. The other category is steady but without many highlights, such as "Flying Life 2" and "Bear Infested: Reverse Time and Space".

"Hot and Spicy" is Jia Ling's second directorial work. Related topics with Jia Ling as the keyword have been on the hot searches many times, and one short video has received 3.2 million likes. Looking at the current promotion strategy of "Hot and Spicy", it will give people a feeling of hidden secrets.

Since Jia Ling said last year that she "wanted to take a year off," she has not appeared in public for more than a year. As for the real plot of the movie, the film is actually still hidden. "Hot and Spicy" not only hides information about the content, but also hides the most real information, that is, Jia Ling's appearance.

Although this "hiding" method may seem a bit monotonous, it will also make the audience feel that the current style of play is quite powerful. On the one hand, it maintains the high popularity of the film; on the other hand, it hides Jia Ling's mystery. The high popularity and mystery will actually make the audience want to go to the cinema.

Another film about playing big chess is " Article 20 " directed by Zhang Yimou. It is the third time that Zhang Yimou has released a film in the Spring Festival. Film critic Min Sijia joked: "His publicity strategy can actually be summed up as a 'scheming' feeling."

"Article 20" and "Hot and Spicy" have one What they have in common is that they all put comedy first in their promotion. For example, "Article 20" involves Lei Jiayin and Ma Li, using a deck of playing cards to explain their status in the family, including its slogan "I love my family", which will indeed create a family atmosphere for everyone. nature movie. But after that, "Article 20" shifted the direction of propaganda to some more profound social realities.

From the two exposed trailers, it can also be seen that its information release pays attention to the publicity steps.For example, in the first trailer, there are very few scenes of Zhao Liying, but in the second trailer, we can see a lot of clips about her performance as a deaf-mute mother and the crises she faces. The performance also expands more promotional space for the film. Including Lei Jiayin's image, it also changed from the comedy and doormat label at the beginning to a different temperament in the second trailer, and the character became more fleshed out.

"We Shake the Sun Together" and "Mr. Red Carpet" are slightly limited in their promotional effects. The comedy elements of the film "Mr. Red Carpet" contain a satirical flavor.

For example, in the first trailer, it uses a very ghostly method to interpret it. For example, Ning Hao called Andy Lau and said that our film would be rescheduled to the New Year's Day. Andy Lau asked, "Whose idea?" Then Director Ning Hao said, "The management's idea." On the one hand, it announced to the audience that I was going to change the schedule, and on the other hand, it actually created this kind of connection between the on-screen and off-screen. The trailer not only conveys the core story of the film "The Metamorphosis of Liu Tianwang", but also combines it with director Ning Hao's own "Ning-style" comedy style to show the film's distinctive characteristics of irony and absurdity.

When the movie "Let's Shake the Sun Together" was officially announced, the audience was still a little surprised: "Why will this film be finally scheduled to be released on the first day of the Lunar New Year?" However, film critic Min Sijia is looking forward to the Spring Festival release of this film. performance, because it can actually test whether our audience has some requirements for the characteristics of the film or the atmosphere conveyed by the film during the Spring Festival.

In fact, "Let's Shake the Sun Together" has also made some corresponding publicity measures. For example, if we watch its trailers and short videos, you will find that they are not actually focusing on people fighting against the disease. What they are focusing on is the love between Li Gengxi and Peng Yuchang, or the happy relationship between them. The texture is just like the trailer called "Brainless and Unhappy". What you see is the laughter and curses between two young people.

If you want to win the publicity war for the Spring Festival release, first of all, it is reflected in the choice of promotional materials such as posters, trailers and short videos. It may not necessarily be the core of the movie, but it must be conducive to dissemination Something that even attracts viewers to create new content on short video platforms. Secondly, it is a long and protracted battle between the film's final release and its official release during the Spring Festival, and the publicity rhythm is also extremely sophisticated, which will delay the audience's expectations for the film until the day it is released.