The difficulties are far more complicated than Lin Xiaoguang imagined, during the release of "33 Days of Broken Love", not only was it attacked by Hollywood blockbusters, but also suffered the setback of being "despised" by the media.

In addition, Lin Xiaoguang also made an evaluation of "33 Days of Broken Love", and the results of the evaluation made him very difficult.

Although the script of "33 Days of Broken Love" is indeed very readable, there are a bit too many lines, and it is always shaky, and people who don't know will definitely think that they are reading the script of the TV series.

And the male protagonist article and the heroine Bai Baihe in the movie are stars, and the topicality and attention are not high enough.

When the time comes, several Hollywood blockbusters will hit at the same time, such a new genre, except for director Lin Xiaoguang, there is a row, almost none of the others is a plus, if they use conventional publicity routines to do it, the result can basically be predicted.

In addition, the days of love literary films have become more and more difficult in recent years, and even Lin Xiaoguang himself is embarrassed to ask for so many positions with others, and it is not a way to talk about "cooperation" all the time, after all, the media needs circulation and clicks, and if your news is placed there, it is not as eye-catching as others.

Lin Xiaoguang believes that doing this is tantamount to dragging the media back, which is not in line with the principle of mutual benefit and reciprocity.

Therefore, Lin Xiaoguang decided to skip traditional media and wanted to use social media to release information, directly dialogue and interact with target consumers, and deliver information in a more direct way.

After some research, Lin Xiaoguang circled two major audience groups - college students and white-collar workers, and the social communication channels he chose were Sina Weibo and Renren.

Late October.

Light and shadow studio.

Because they have different views on the publicity mode of the movie "33 Days of Broken Love", Lin Xiaoguang and Huang Zhonglei had a heated discussion on it.

After thinking for a long time, Lin Xiaoguang spoke: "Brother Zhonglei, since we can't get so many pages from the media, let's simply bypass them, do new media marketing, and target white-collar workers and students." ”

Huang Zhonglei shook his head with a wry smile, and said with some unoptimism: "Xiaoguang, do you think it is really feasible to bypass traditional media and focus marketing on social media?"

The reason why Huang Zhonglei has no confidence in new media is because the marketing of Chinese films has bid farewell to the era of "poster + ticket window" at the end of the 20th century.

Filmmakers in the mainland began to hype through traditional media, place advertisements, hold premieres, and then hold celebrity meetings, new film promotion meetings, and online promotion, which has formed a relatively fixed film marketing model.

Of course, Lin Xiaoguang does not deny that this film marketing model is still playing a huge role today.

Lin Xiaoguang said with a straight face: "Brother Zhonglei, you misunderstood me, I don't mean to focus on any one marketing model, but to do two marketing models together." ”

"Sending manuscripts to newspapers, sending materials to websites and TV stations, regardless of their location, this is a one-way communication, after all, there are many intermediate links, and a lot of public relations activities are also required. ”

"But now that there are so many Hollywood blockbusters released together, we have no arrangement, we must not take the usual path, we can no longer engage in one-way communication, but also improve marketing accuracy and pursue marketing cost performance. ”

Listening to Lin Xiaoguang's remarks, Huang Zhonglei nodded with emotion: "Indeed, the way people obtain information has been changing in recent years, and the platform, form and content of marketing will change accordingly, which determines that social media marketing is a trend, but ...... At present, there is no successful experience to follow in China. ”

At this moment, Lin Xiaoguang took out a data report from the drawer and handed it to Huang Zhonglei: "No one succeeds, it doesn't mean that we can't succeed, Brother Zhonglei, you see, on the Youku video website alone, the number of views of the "Broken Love Story" video has exceeded 4 million. ”

After reading the data report, Huang Zhonglei was a little confused, and then looked at Lin Xiaoguang suspiciously: "Okay Xiaoguang, don't sell it to my brother, if you have any good ideas, just say it." ”

Lin Xiaoguang paused, and then said: "Brother Zhonglei, I think we can use Sina Weibo and Renren as a propaganda position, so that "33 Days of Broken Love" takes 'emotional nostalgia and venting' as the main appeal, targeting post-85 and post-90s college students and white-collar workers, and then turning the movie topic into a social topic, and then closely following the keyword of 'Singles' Day, keeping up with hot spots, constantly creating topics, causing resonance, and attacking the heart." ”

After Huang Zhonglei listened to Lin Xiaoguang's thoughts, he felt a sudden feeling of being stunned, and immediately shouted: "Then what are you doing in a daze? Let's do this!"

With the strong support of producer Huang Zhonglei, Lin Xiaoguang reassembled a production team and went to seven box office towns across the country to shoot the city version of "Broken Love Story", and then promoted it through various online channels.

After half a month of dissemination and a high degree of cooperation from the leading actors, the "Broken Love Story" series of videos has changed from quantitative to qualitative, with more than 30 million views on major video websites, and has finally fermented into a social topic.

Although at this time, the news search volume of "33 Days of Broken Love" was still only a pitiful 3,200 articles.

Approaching the week before the release, the film trailer and the "Lovelorn Story" series of videos began to spread through video websites such as Youku and the social platform Renren, telling the stories of ordinary people about their lovelorn through ordinary people, so as to move more ordinary people.

In addition, Lin Xiaoguang also asked all the actors of "33 Days of Broken Love" to use the Weibo platform to continuously strengthen the publicity of the theme of "Broken Love", create word-of-mouth effect through off-screen publicity, pay attention to the feedback and opinions of fans, and interact with fans in the first time.

In terms of the combination of microblog channels, official microblogs, grassroots microblogs and celebrity microblogs are horizontally adopted to cast a wide net; Vertically with the help of various microblog applications, such as microblog voting, microblog activities, microblog widgets, etc., form a microblog matrix, and then disseminate them in the form of pictures, text, music, video, etc

All of a sudden, there were topics and keywords about broken love everywhere on Weibo.

Of course, Weibo marketing is not limited to online, through online collection of videos to shoot the protagonist, offline shooting, and at the same time offline shooting activities to influence online communication and attention, forming a virtuous circle of communication.

November 7th.

10 p.m.

When Lin Xiaoguang got home, the first thing he did was to turn on the computer and log in to his Weibo account.

Although Lin Xiaoguang has only posted two Weibo posts since registration, after a few months, the number of his Weibo fans has exceeded 600,000.

Unlike other actors who often have tens of millions of Weibo fans, Lin Xiaoguang's 600,000 fans are all genuine living fans, which are essentially different from the tens of millions of zombie fans of the "Weibo Queen" Yao Chen and the Happy Family.

After pondering for a moment, Lin Xiaoguang pulled out the keyboard and crackled a few lines on Weibo: "Hello everyone, the fifth movie "33 Days of Broken Love" directed by me will be released across the country tomorrow, I hope you will support it!"

In fact, posting such a simple and vulgar Weibo, Lin Xiaoguang didn't have too many ideas in his heart, just hoping that this movie could be known to more friends.

sent this Weibo, and Lin Xiaoguang went to the bathroom to take a shower.

Twenty minutes later, Lin Xiaohui sat back down in front of the computer, then shook the mouse and refreshed the web page.

However, to Lin Xiaoguang's surprise, in just 20 minutes, the message under the Weibo just now has exceeded more than 8,000.

Ps. plus one chapter, there are 29 chapters left.