It's very cold in the winter in the capital.

During the film promotion and distribution process before the release, "Youth of You" seemed to have received guidance from experts. A series of operations combined with new media have a taste of textbooks in the eyes of industry insiders.

What will be done to promote a new movie? Post theme posters, trailers, documentaries, theme song MVs, convene media to preview screenings, and hold seminars...

Today, these traditional film marketing methods are being subverted by the Internet.

New ways to play on Weibo, such as hot searches, creative videos, regular behind-the-scenes, Xiaoju Book promotion, etc., are emerging, and the film promotion and distribution industry has ushered in a new revolution.

The producer announced that the film will be scheduled for the first day of the Lunar New Year and will be launched in the Spring Festival, which will open up the publicity for theaters.

Since then, the film crew has rhythmically released a series of materials, and released 5 sets of posters and 3 trailer videos on different platforms.

The producer first held a movie promotional song press conference in Beijing.

This single, called "fly", is sung by the heroine and well-known new singer Chen Qingcheng himself. All major participating stars are present to build momentum for Chen Qingcheng, and on the same day it was at the forefront of the search list of Paradise Cloud Music and major music software.

Then there are several trailers, unified on a short video software called Doule, and are the first to broadcast.

Expanding coverage, material distribution is just the most basic task. How to quickly empathize and identify with the film in 10 seconds to 1 minute is a new topic for movies in the field of short video marketing.

Gu Yun, who has experienced the era of short video explosion, can teach all the promotional and distribution industry personnel all over the world on this topic.

The production of short videos related to videos, fun and fun, and convenient for dissemination has become the "weapon" for the promotion and distribution of "Youth".

After the trailer of "Youth of You" was broadcast, Weibo and Xiaojushu launched the #The Most Handsome Buzz Head Competition# in the topic, testing the appearance and combining the beautiful and beautiful Buzz Head Style, countless followers at the moment.

What is the hairstyle that best tests appearance?

Of course it's a buzz cut!

If you think you are handsome and beautiful, come and try it!

Not only the stars who participated in the performance reposted the trailer video from Doule on major social media, but many amateur users also reposted it and even found this app to download it. The enthusiastic person also took a picture of it and posted it on Weibo for interaction.

Following the trend is the nature of human beings.

Doule at this stage has not been widely promoted, but the product is fun and interesting, and its features are quickly recognized by the public. Reposting from celebrities is a cold start, allowing Doule to officially enter the public's vision.

As more users come in, more feedback will be received.

Within a few days, Doule launched several new versions in succession based on user feedback.

At this time, most iterations are centered on improving the functions of the product.

How to make the shooting better? How to make the product easier to use? How to make the user more immersive?

So the technical team kept trying to get feedback, optimize and adjust.

Before the Doule team combined with the promotion of movies and received a challenge from the first user influx, although the entire Doule team was very attentive in his work, he was still a little unconfident about what Su Hua said, "became the best short video software in China."

After all, this slogan and goal are very big, but the things that can be done are still very small, and many staff members cannot find the direction.

It was not until Gu Yun set the main tone of development in an internal meeting.

Doule must consistently adopt the "agile development, small steps and fast running" style, and release a new version in a short period of time, so as to stand at the forefront of the times.

Gu Yun once gradually learned about the development history of short video software that overtook Kuaishou in later generations. Many things seemed to have experienced them personally and gained huge gains.

Now as the leader of the startup team, he put himself in his situation at that time and made it clearer the meaning of every move he made at this moment.

Because good products are constantly evolving and evolved, they are by no means unchanging.

Take Kuaishou next door as an example. Along the way, I found that it has made very big adjustments, namely, transforming from Kuaishou GIF to building a short video community.

The history of development of QQ in "The Legend of Penguin" also mentioned that QQ does not determine the target population from the beginning, its main functions, and the changes during the period are also very large.

In the Internet field, small steps and agile development are really important.

Because no matter how forward-looking the company is, it is impossible to determine all the growth contexts and trajectories at the beginning of its establishment.

Only by constantly adjusting according to user feedback, market conditions, iterating on two weeks, and constantly innovating can we lead the trend of the times.

After that, the relevant topics soon entered the hot searches on major platforms such as Weibo, Xiaojushu, and Douban. Maoyan wanted to see the number of people who exceeded one million.

The spread of the value core has also become the driving force for the fermentation of word of mouth.

The movie has not yet been released, and strong emotional interaction topics such as "Bullying as a Child" related to "Youth" have attracted many netizens to participate.

Many people share their experiences of being bullied under the topic and share ways to boycott school bullies.

#Young, I, the peaceful head# and many hot Weibo-related topics have quickly exceeded 100 million.

The pre-sale exceeded 30 million as soon as it was opened, which is closely related to the many golden sentences that appeared in the film "Youth".

"You protect the world, I protect you."

"I'm not counting as losing if you win."

"I like someone, I want to give her the best ending."

"We live in the gutter, but some people are still looking up at the stars."

These golden sentences were broken up by the producer and edited into moments, then combined into small videos and posted on Doule, and then forwarded to other social platforms for dissemination.

Under the overwhelming publicity and promotion, the related topics of the movie continue to ferment, and the kiss scenes of the starring actors disclosed in short videos, the photography soundtracks to the film details analysis are all discussed one by one.

Focusing on Chen Qingcheng, through interviews, media materials emphasized her sacrifices for the role of Chen Nian, subversion, and dispelled the outside world's doubts about her existing impression of her new actors and singers.

The opposite is true around the male protagonist, emphasizing how he fits into the role of Liu Beishan, and overall, it is supplemented by the strong feelings between the main creative teams, further conveying the film's "guarding" tone.

The photos of the main creator of the movie accompanying Chen Qingcheng to shave their heads, which has also caused heated discussions from the outside world.

"Hey, do you think I'll look good when I cut my hair short?"

On the edge of the South Lake, snowflakes fell from the sky. Zhong Leyi stood by the lake, her fluffy white coat blending into the ground.

"Why did you suddenly want to cut your hair short?"

Gu Yun stretched out his hand, shook the snowflakes on the girl's coat and hat, and asked back.

"It's not because of your movie. The topics on Weibo and Xiaoju books have been so popular recently. Many beauties have posted photos of short hair. Tell me quickly, is it good to watch?"

Zhong Leyi gestured her long hair from the middle with both hands, as if she was judging the length, and then giggled.

"It looks good, you look good in any hairstyle."

This kind of proposition will not go wrong even in Gu Yun’s previous life.

But what he didn't expect was that another proposition was sent to him.

"Do you prefer girls with long hair or short hair?"

Who is this?
Chapter completed!