During the movie promotion process before its release, "Young You" seemed to have received guidance from experts. A series of operations were combined with new media. In the eyes of industry insiders, it actually tasted like a textbook.
How to promote and release a new movie? Send out theme posters, trailers, documentaries, theme song MVs, convene the media for screenings, hold seminars...
Today, these traditional movie marketing methods are being subverted by the Internet.
New methods such as Weibo hot searches, creative videos, regular highlights, and Little Orange Book promotion are on the rise, and the film promotion and distribution industry has ushered in a new revolution.
The producer announced that the film will be released on the Lunar New Year's Day and will be released on the Spring Festival schedule, kicking off a promotional campaign for its theatrical release.
Since then, the film crew has released a series of materials in a rhythmic manner, releasing a total of 5 sets of posters and 3 trailer videos on different platforms.
The producer first held a press conference for the film's promotional song in Beijing.
This single called "fly" was sung by Shen Qingcheng, the heroine in the film, who is also a well-known new singer. All major participating stars were present to build momentum for Shen Qingcheng. On the same day, it was featured on Paradise Cloud Music and major music
The software is at the top of the search list.
Then there were several trailers, unified on a short video software called DouLe, and released first.
Expanding coverage and material distribution are only the most basic tasks. How to make users quickly empathize and identify with the film in 10 seconds to 1 minute is a new topic in the field of short video marketing for movies.
Gu Yun, who has experienced the explosion of short videos, can teach all people in the publicity and distribution industry around the world a lesson on this subject.
Producing short videos that are related to the film, fun and conducive to dissemination has become a "sharp tool" for the promotion of "Young You".
After the trailer of "Young You" was aired, Weibo and Xiaojushu launched the #most handsome short-cut contest in the topic to test the combination of appearance and Shen Qingcheng's short-cut style, and countless people followed the trend.
What is the hairstyle that best tests your appearance?
Of course it’s an inch position!
If you think you are handsome and beautiful enough, come and try it!
Not only the participating stars reposted the trailer video from DouLe on major social media, many amateur users also reposted it and even found the app to download. The good guys also took a video and posted it on Weibo.
interactive.
It is human nature to follow the trend.
At this stage, DouLe has not yet been promoted on a large scale, but the product’s fun and interesting features were quickly recognized by the public. The repost from celebrities was a cold start, allowing DouLe to officially enter the public eye.
The more users come in, the more feedback we get.
Within a few days, DouLe launched several new versions based on user feedback.
At this point, most iterations are centered around improving the functionality of the product.
How to make the shooting effect better? How to make the product easier to use? How to make users more immersed in it?
So the technical team kept trying, getting feedback, and optimizing and adjusting.
Before the DouLe team combined with the movie promotion and received the challenge of the first large influx of users, although the entire DouLe team worked very hard, they were still a little bit confused about what Su Hua said about "making the best short video software in China".
No confidence.
After all, this slogan and goal are big, but what can be done is still very small, and many staff can't find their direction.
It was not until Gu Yun set the main tone for development in an internal meeting.
Doule must adhere to the style of "agile development, running fast in small steps" and release a new version in a short period of time, so that it can stand at the forefront of the times.
Gu Yun once learned a little bit about the development history of the short video software that overtook Kuaishou in later generations and overtook Kuaishou. Many things seemed to have been experienced personally, and he gained a lot.
Now as the leader of a start-up team, he puts himself in the situation at that time and has a clearer understanding of the meaning of every action he takes at this moment.
Because good products are constantly evolving and evolving, and are by no means static.
Take Kuaishou next door as an example. Along the way, we found that it has made very big adjustments, that is, it has transformed from Kuaishou GIF to a short video community.
The development history of QQ in "Penguin Biography" also mentioned that QQ did not determine the target group and main functions at the beginning, and the changes during the period were also very large.
In the Internet field, running fast in small steps and agile development are really important.
Because no matter how forward-looking a company is, it is impossible to determine all the growth context and trajectory at the beginning of its establishment.
Only by constantly adjusting based on user feedback and market conditions, iterating every two weeks, and constantly innovating, can we lead the trend of the times.
After that, related topics quickly became hot searches on major platforms such as Weibo, Xiaojushu, and Douban, and the number of people who wanted to see it on Maoyan exceeded one million.
The dissemination of the core value has also become the driving force for word-of-mouth fermentation.
Even before the movie is released, strong emotional interactive topics such as "Being Bullied as a Child" related to "Young You" have already attracted many netizens to participate.
Many people shared their experiences of being bullied under the topic and shared ways to resist school bullies.
#老的你,平头我# and many hot topics related to Weibo, the number of interactions quickly exceeded 100 million.
Pre-sales exceeded 30 million as soon as it started, which is closely related to the many golden quotes that appeared in the film "Young You".
"You protect the world, I'll protect you."
"Only if you win, I won't lose."
"When I like someone, I just want to give them the best ending."
"We live in the gutter, but some people are still looking up at the stars."
These golden sentences were broken up and edited into moments by the producer, then combined into short videos and posted on Douyue, and then spread through forwarding to other social platforms.
Amid the overwhelming publicity, movie-related topics continued to ferment. From the starring kiss scene disclosed in the short video, to the photography and soundtrack to the detailed analysis of the movie, everything was discussed one by one.
Focusing on Shen Qingcheng, interviews and media materials have been constantly emphasizing the sacrifices she has made for the role of Chen Nian, subverting and dispelling the doubts about the outside world's existing impressions of her as a new actor and singer.
Regarding the male protagonist, the opposite is done, emphasizing how he fits the role of Liu Beishan. Overall, this is supplemented by the strong feelings between the creative team to further convey the "guardian" tone of the film.
The leaked photos of the film's main creator accompanying Shen Qingcheng to have her hair shaved also aroused heated discussion from the outside world.
"Hey, do you think it would look good if I cut my hair short?"
On the edge of the South Lake, snowflakes fell from the sky. Zhong Leyi stood by the lake, her plush white coat blending into the ground.
"Why do 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.
"It's not because of your movie that the topic on Weibo and Xiaojushu has been super popular recently. Many beauties have posted photos of short hair. Please tell me, does it look good?"
Zhong Leyi gestured with her long hair from the middle with both hands, as if to judge the length, and then giggled.
"You look good. You look good with any hairstyle."
This kind of proposition would not have gone wrong even if Gu Yun was in his previous life.
But what he didn't expect was that there was another proposition that followed.
"Do you prefer girls to have long hair or short hair?"
Who is implying this?
Zhong Leyi then added: "You are not allowed to answer with words, I don't want to hear it - if I like this kind of words with both long and short hair, just talk about the matter."
