Rebirth declares war on the honest

Chapter 327 321. Long hair or short hair
Winter in Beijing is very cold.

In the process of film announcement before its release, "Youth in Youth" seemed to have been instructed by an expert. A series of operations combined with new media, in the eyes of industry insiders, actually had the taste of a textbook.

What does a publicity release for a new movie do?Distribute theme posters, trailers, documentaries, theme song MVs, call the media to do screenings, hold seminars...

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

New ways of playing such as hot searches on Weibo, creative videos, regular tidbits, and promotion of Xiaojushu are on the rise, and the film publicity industry is ushering in a new revolution.

The producer announced that the film will be released on the first day of the Lunar New Year, and it will be released on the Spring Festival file, which kicked off the promotion of theatrical release.

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

The producer first held a film promotional music conference in Beijing.

This single called "fly" was sung by Shen Qingcheng, the heroine in the film and a well-known rookie singer. Software top search list.

Then there are several trailers, which are unified on a short video software called Dou Le and broadcast first.

Expanding coverage and material distribution are only the most basic tasks. How to make users quickly empathize with and identify with the film within 10 seconds to 1 minute is a new topic for films in the field of short video marketing.

And Gu Yun, who has experienced the era of short video explosion, can teach all publicity and distribution personnel in the world a lesson on this topic.

The production of short videos that are related to the film, amusing, and conducive to dissemination has become a "weapon" for the announcement of "Youth in Youth".

After the trailer of "Youth in Youth" was broadcast, Weibo and Xiaojushu launched #最佳寸头大赛# in the topic one after another, testing the appearance combined with Shen Qingcheng's inch-cut shape, and there were countless followers in a short time.

What is the best hairstyle to test your appearance?
Inches of course!
If you think you are handsome and beautiful enough, try it!

Not only the stars who participated in the show reposted the teaser video from Dou Le on major social media, many amateur users also reposted it, and even found this app to download. interactive.

It is human nature to follow suit.

At this stage, DouLe has not been promoted on a large scale, but the fun and interesting features of the product are quickly recognized by the public. Reposting from celebrities is a kind of cold start, making DouLe officially enter the public's field of vision.

The more users influx, the more feedback you get.

Within a few days, Dou Le launched several new versions based on user feedback.

At this point, the vast majority of iterations revolve 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 keeps trying, getting feedback, and optimizing and adjusting.

Before the DouLe team combined with movie announcements and received the challenge of the first influx of users, although the entire DouLe team worked very hard, they still had a little bit of a problem with what Su Hua said about "being the best short video software in China". No confidence.

After all, the slogan and goal are big, but what can be done is still very small, and many staff members can't find their way.

Until Gu Yun set the main tone of development in an internal meeting.

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

Gu Yun once learned a little bit about the development process of the short video software that surpassed Kuaishou in the later generations. Many things seem to have been experienced personally, and the harvest is huge.

Now, as the leader of the start-up team, he put himself in the situation at that time, and he has a better understanding of the meaning of every action he made at the moment.

Because a good product is constantly evolving and evolving, and it is by no means static.

Take Kuaishou next door as an example. Along the way, I found that it has made a very big adjustment, that is, it has transformed from Kuaishou GIF to a short video community.

The development history of qq in "The Legend of Penguin" also mentioned that the target audience and main functions of qq were not determined at the beginning, and the changes during the period were also very large.

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

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

Only by constantly adjusting according to user feedback and market conditions, iterating every two weeks and constantly introducing new ones, can it lead the trend of the times.

After that, related topics quickly became hot searches on Weibo, Xiaojushu, Douban and other major platforms, and the number of people wanting to watch Maoyan broke through the million mark.

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

The movie has not yet been released, and the topics of strong emotional interaction such as "being bullied when I was a child" related to "Young Girl" have already attracted many netizens to participate.

Many people shared their experiences of being bullied under the topic and shared their methods of resisting campus bullies.

#少年的你，平头的我# and many hot topics related to Weibo, the number of interactions quickly exceeded [-] million.

As soon as the pre-sale started, it exceeded 3000 million, which is closely related to the many golden sentences that appeared in the film "Youth in Youth".

"You protect the world, I protect you."

"Only if you win, I don't count as a loser."

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

"We're living 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, and then combined into small videos and posted on Dou Le, and then spread by forwarding to other social platforms.

Under the overwhelming publicity, movie-related topics continued to ferment, from the starring kiss scene disclosed in the short video, the soundtrack to the film's detailed analysis, all were discussed one by one.

Focusing on Shen Qingcheng, through interviews and media materials, she constantly emphasizes the sacrifice and subversion she made for the role of Chen Nian, so as to dispel the outside world's doubts about the existing impression of her newcomer actor and singer.

But around the male protagonist, it does the opposite, emphasizing how he fits the role of Liu Beishan, and on the whole, it is supplemented by the strong relationship between the main creative team to further convey the "guardian" tone of the film.

The leaked photos of the film's main creator and Shen Qingcheng shaving their hair together also aroused heated discussions from the outside world.

"Hey, do you think I'll 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 fluffy white coat blending with 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 back.

"Isn't it because of your movie? Recently, the topic on Weibo and Xiaojushu has become super popular. Many beauties have posted photos with short hair. Come on, tell me, is it good?"

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

"You look good, you look good with any hairstyle."

This kind of proposition, even in Gu Yun's previous life, would not go wrong.

But what he didn't expect was that there was another proposition.

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

Implying who is this?

Zhong Leyi immediately added another sentence: "Don't use words to answer, I don't want to hear it - if I like this kind of talk with long or short hair, let's discuss the matter."

(End of this chapter)