The distribution and publicity of movies are not mysterious. It is nothing more than finding a good selling point to attract the audience into the cinema before the screening. After the first round, it is necessary to create a topic, continue to ferment, and attract the audience by word of mouth. There are two noteworthy publicity strategies before the screening of 33 Days of Lovelorn. One is the effective use of the fan effect. Thirty-three days of lovelorn is an online novel that became famous in Douban. It has a large number of novel fans. This is the reason for choosing this topic. The number of ways is the same as that of Zhang Yimou's Love of Hawthorn Tree the year before last, but the fans of Thirty-three Days of Lovelorn are younger. Of course, the fans of the stars in the film are also the objects that must be summoned, so the performance style of the hero's article is repeatedly used to talk about things. When it comes to fans, you can't help but talk about the Internet. In a sense, "fans" are a unique product of the Internet age. The biggest difference between fans and former groupies is that the latter shows individual madness, while "fans" are an organized collection of a large number of individuals, among which Baidu Star Post Bar, QQ Group, Douban Group and the rapidly rising Weibo have contributed greatly. The marketing team of "33 Days of Heartbreaking" made use of these online media, which greatly improved the effective arrival rate of publicity.
The second propaganda strategy is to choose the right schedule and make the topic suitable. 20111110 because so many bachelors get together, it is dubbed "the festival of the gods" by netizens and the media. With the increasing number of leftover men and women under the pressure of reality, Singles Day has been fermented for several years and has become a hot topic among young people and the media. Young people who love to join in the fun and need to relax need targeted "festival products" in cinemas. "33 days of lovelorn love" caters to the love concerns of lovelorn, unrequited love and love, and successfully attracts young people to the cinema. The film/kloc-0 went online on October 8, and the box office was as high as 40 million on1October 8 alone.
However, after the first round of screening, whether there are audiences wave after wave, the control of the issuer is not so strong, and the right to speak is transferred to the audience. Word of mouth has become a key factor in the success or failure of the follow-up market. Although some publishing societies consciously manipulate some online opinion leaders to say good things, everyone is in the media age, and in the final analysis, they still have excellent works. The score of "33 days of lovelorn love" is close to 8 on some professional film review websites, which is not the best, but it has achieved good results in domestic films. This visually clean and fresh film is far from artistic, and it can fight its way out in the encirclement and suppression of Hollywood visual films. In a word, the content is no longer "fake".
It's true, it's true, that is, the characters tell people's love stories, deal with personnel and live the lives of ordinary people, that is, the plot design conforms to life, not too much and not artificial. It sounds simple vernacular, but China movies are always so difficult to achieve. Take the previous episode of the movie "Perfect 1" (33 days of lovelorn love, also known as "Perfect 2") produced by the same company, the plot design and character performance are ridiculous and insufficient, which is too much.
Not big, that is, the topic should have personality and meet the life experience and emotional needs of the mainstream audience. Compared with Du Lala's luxury and luck, he is good at promoting in big companies in Du Lala. In "33 days of lovelorn love", the identity of the protagonist's wedding company clerk is closer to the grassroots. Moreover, it may be caused by the way that the novel author posts serials and improvisations. There is no obvious typological trace in the plot direction of the film, which abandons the sitcom route of "emphasizing taste" and wins with the emotional care of chicken soup for the soul. Many viewers go to the cinema not to consume their senses, but to find their emotions.
Not empty, that is, the plot should be dense, neither mixed with water, sparse, nor caught in the stereotype of the type, and can not produce a defamiliarization effect. As the author of the novel said, in order to compete with netizens, he deliberately increased the possibility of the story developing in many directions. Whether the lovelorn Huang Xiaoxian is "reunited" with her ex-boyfriend, "complicated" with someone else's husband, or "made love for a long time" with colleagues around her, the plot is still full.
The road to success of "33 Days of Lovelorn" against Hollywood is not the first, but the road of Xiaogang Feng's New Year film. That is to say, the audience's vision is not impacted by the Hollywood grand scene, but by the unique familiarity of domestic directors with the national language and life in China, through close-to-life, humorous and fashionable, heartfelt dialogue, and timely reflection of the real life of mainstream audiences. However, compared with Xiaogang Feng, Ge You and Wang Shuo who are getting older, and their middle-aged love story If You Are the One, and even Du Lala's Promotion, Love to the Last, Perfection, and Single Men and Women starring Xu, Zhang Ziyi and Gao Yuanyuan, Bai Baihe's articles, which are still young, and his interpretation of 33 days of lovelorn, seem fresher and younger.
As a model of Chinese mainland's youth fashion film, 33 Days of Lost Love continues the theme orientation of Du Lala's propaganda, that is, it pays attention to the men and women in the workplace in the metropolis, which is obviously different from the youth film on the campus of Taiwan Province. Since it is close to the life of mainstream viewers, it should have a larger market space as a genre. After all, TV dramas that are closer to life over the years have provided many successful cases, such as the hit drama "Dwelling House" by director Huatao Teng. The Matthew effect of "33 Days of Lovelorn" is still going on at the box office, and the Matthew effect of creation should also come to the bottom, and there will be failures in this process, but for China films, it is always a good thing to be optimistic.