For the post-70 s and post-80 s, the beautiful youth is gone forever. They are white-collar workers in the workplace Faced with the double pressures of life and work, they will inevitably feel uneasy and anxious. So some people will miss the past and the simple life in the past. Under the influence of "nostalgia" caused by old boys and those years, Zhao Wei's To Youth carried the nostalgic route to the end. The result of nostalgia is not as warm and moving as old boys and Those Years, and it is no longer nostalgia for things and youth. Instead, it has moved towards the nostalgia for the "spirit" and triggered our deep thinking about life.
For the post-90s generation who are in the prime of their youth, youth is bright sadness. We reminisce about the past college days, the ignorant secret love or sweet first love in high school. Youth and love are always eternal themes. The nostalgia for youth has undoubtedly become a way to witness that we have been crazy, loved and taken risks.
2. The release arrangement of the golden schedule is in good time and place.
The success of a film marketing depends not only on the excellent distribution team planning and good topic selection, but also on the selection of the appropriate schedule. The choice of schedule is also the focus of film distribution planning. Only at a specific time node, a specific consumer group has a specific schedule. A few days after the release of "To Youth" is the "May Day Golden Week", and young people have leisure time to come to the cinema to watch movies. In addition, the release time of "To Youth" also happened to coincide with the graduation season of students. During graduation season, students tend to be reluctant to part with campus life and feel a little sad when facing campus youth. The theme of this movie just lets them vent their sadness, and use this movie to miss their youth and bid farewell to campus. In other words, the film To Youth "met the right person at the right time".
3. The directors, actors and stars have a strong lineup, and Weibo has great influence on marketing.
Weibo is a new and important new media. The 30th Research Report on Internet Development in China shows that by the end of June 20 12, the number of users in Weibo in China had reached 274 million. There are a large number of stars among registered users in Weibo, which is very popular. The Weibo they released has a reinforcing effect, and the information they released is more efficient and has a large amount of dissemination. As a famous star in China, Zhao Wei has a great influence in Weibo (as of June, the number of fans in Weibo18: 41846316). There are many fans who care about and support her, and the information she publishes can be quickly transmitted and shared by fans. The topic of To Youth has attracted people's attention in the nostalgic trend. Coupled with Weibo's influence, its audience has soared. This is the great influence of Weibo marketing as one of the new media on the box office.