Film promotion, as an indispensable part of the film industry, undertakes the important mission of attracting audiences and building reputation for films. Successful film promotion can not only accurately convey the core message of the film, but also have a strong emotional resonance with the audience, thereby stimulating the audience's desire to watch the movie. However, film promotion is not an easy task, it requires the producer to have an in-depth understanding of the content and characteristics of the film, and at the same time accurately grasp the psychological needs and expectations of the audience.
Take the 2023 anti-fraud movie "All or Nothing" as an example, its promotional strategy is exemplary. The film cleverly uses the beautiful dealer played by Jin Chen and the fraud boss played by Wang Chuanjun as the core selling points, and fully demonstrates the unique charm of the movie through a wonderful trailer and a fascinating plot introduction. This precise positioning not only attracts the attention of the audience, but also makes people full of expectations for the movie. When the film was released, it achieved good results in terms of word-of-mouth and box office, proving the importance of publicity strategy.
However, not all films can find the "golden key" of publicity as easily as "All or Nothing". In this year's Spring Festival, two highly anticipated films, "Hot and Hot" and "Article 20", show us the importance and complexity of publicity strategies.
"Hot and Hot" has successfully attracted the attention of many audiences with its unique theme and Jia Ling's fitness ** story. The film shows Jia Ling's inspirational process from fat to thin, allowing the audience to feel the unique charm of the movie. At the same time, the film also continuously strengthens the audience's sense of expectation for the movie through wonderful trailers and word-of-mouth marketing. This targeted publicity strategy has won the film a bumper harvest of word-of-mouth and box office.
In contrast, the publicity strategy of Article 20 is somewhat biased. The film overemphasized the role of the deaf-mute mother played by Zhao Liying in the publicity, which led to the audience's misunderstanding of the positioning of the movie. Many viewers mistakenly think that this is a bitter movie, but in fact, "Article 20" is a movie that combines comedy and realistic elements, with the protagonists Ma Li and Lei Jiayin, and the plot is both humorous and touching. Due to the deviation of the promotional strategy, some viewers have wrong expectations for the movie, which affects their viewing choices. This also led to the poor box office performance of "Article 20" in the Spring Festival, which was relatively bleak compared with films such as "Hot and Hot".
This phenomenon reminds us that film promotion needs to accurately grasp the core charm of the film and fully consider the psychological expectations of the audience. Producers need to have an in-depth understanding of the content and characteristics of the film, dig out the most attractive elements of the film, and use them as the focus of publicity. At the same time, it is also necessary to pay close attention to the needs and feedback of the audience, and adjust the publicity strategy in time to ensure that it has emotional resonance with the audience.
In short, film promotion is an art, which requires the producer to think deeply, position accurately, and have a strong emotional resonance with the audience. Only on the basis of an in-depth understanding of the content of the film and the needs of the audience can we develop a promotional strategy that is not only in line with the spirit of the film but also touches the hearts of the audience. Only in this way can the film win the love and recognition of the audience and lay a solid foundation for the success of the movie.