Is the film material for the Spring Festival in 2024 eye-catching, arresting and draining？

Special feature of 1905 film network In the Spring Festival of 2024, a number of films were booked one after another, and the poster previews changed their patterns. One by one, the hot search was on the list, and the degree of attention rose rapidly. As the most special film of the year, the materials they released were eye-catching, arresting and draining. What is their attitude towards this "Xuanfa War"?

This issue of "Today’s Film Review" invites film critic Min Sijia to focus on the Spring Festival films together and see their "confrontation posture" in this propaganda war through the released materials.

We should know that the Spring Festival is a very important schedule in a year, so it is particularly important to announce the materials. It is a "appetizer" for many people to choose their favorite films by announcing materials.

The declared materials are roughly divided into three categories. One is a poster; One is the trailer; There is also a short video platform.

Poster is the visual information that the audience sees when they buy tickets on the ticketing platform and under the cinema line. On the one hand, it should reflect the focus of the film. Secondly, posters should also conform to the schedule atmosphere. For example, we can also see that during the special period of Spring Festival, many posters are filled with warm elements such as red or yellow, creating a happy atmosphere for the Spring Festival.

As video media, trailers and short videos are more prominent than pictures in terms of information and communication. We can think of video propaganda media as a gimmick, extracting some topics with more communication points in the film, creating a suspense, and then attracting the audience into the cinema.

However, there is not necessarily a direct ratio between the announced materials and the final publicity effect.

In film critics, Min Scarlett is serious, which can be divided into three categories:

One is that the content of the material itself may not be so outstanding, but it actually has a good effect on the announcement, which belongs to the category of playing big chess. Take Hehe as an example. The second is that the content of the material itself is outstanding, but in fact, the style of play is somewhat limited. And belong to this kind. The other is slow and steady, but there are not many bright spots, such as speaking and speaking.

YOLO, as the second director’s work, has made many hot searches on related topics with the theme of Jia Ling, and a short video has won 3.2 million praises. Looking at YOLO’s current propaganda strategy, people will have a feeling of hidden mystery.

Since Jia Ling said last year that he wanted to take a year off, he has not appeared in public for more than a year.As for the real story of the film, in fact, the film has been hidden. YOLO should not only hide information about the content, but also the most real information, that is, the appearance of Jia Ling.

Although this way of "hiding" will appear a little single, it will also make the audience feel that the current play is quite powerful. On the one hand, it maintains the high popularity of the film; On the other hand, it hides the mystery of Jia Ling. The high heat and mystery will actually make the audience want to walk into the cinema.

Another big chess film is the director’s Article 20. When Zhang Yimou came to work in the Spring Festival for the third time, film critic Min Scarlett quipped: "His publicity strategy can actually be summarized as a feeling of’ wily’."

Article 20 and YOLO have one thing in common, that is, they are both comedies first in propaganda. For example, "Article 20" involves harmony, and using a deck of playing cards to explain their family position, including its slogan "I love my family", will really create a family movie for everyone. But after that, Article 20 turned the direction of propaganda into some deeper social reality.

From the exposure between the two trailers, we can also see that its information release is paying attention to the announcement steps. For example, in the first trailer, there are very few scenes, but in the second trailer, we can see a lot of clips about her playing the deaf-mute mother and the crisis she is facing. Zhao Liying’s performance has also expanded more publicity space for the film. Including Lei Jiayin’s image, has also changed from comedy and doormat label at the beginning to different temperament in the second trailer, and the characters are more plump.

"Let’s Shake the Sun Together" and "The Movie Emperor" are slightly limited in publicity effect. The comic elements in the film "The Movie Emperor" contain ironic charm.

For example, the first trailer is interpreted in a very ghost-like way. Including calling and saying that our film will be changed to the first day of the New Year’s Day, Andy Lau asked, "Who means it?" Then Director Ning Hao said "the meaning of management". On the one hand, it announced to the audience that I wanted to change the file, and on the other hand, it actually produced this connection between in-play and out-of-play. The trailer not only conveys the core story of the film "The Metamorphosis of Liu Tianwang", but also shows the distinctive features of the film’s irony and absurdity in combination with Ning Hao’s own "Ning Style" comedy style.

When the film "Viva La Vida" was officially announced, the audience was still somewhat surprised: "Why did this film finally be finalized on the first day of the New Year?" However, film critic Min Scarlett is looking forward to the performance of this film in the Spring Festival, because it can actually test whether our audience has some requirements for the characteristics of the film or the atmosphere conveyed by the film in the Spring Festival.

In fact, "Viva La Vida" has also made some corresponding publicity measures. For example, when we watch its trailer and short video, you will find that their main theme is not people’s fight against the disease, but their love with it, or the texture of tell it to the judge they get along with. Just like the trailer is called "Mindless and Unhappy", what you see is the laughter and abuse between two young people.

If you want to win the publicity battle of the Spring Festival file, one of them is the choice of promotional materials such as posters, trailers and short videos. It may not necessarily be the core of the film, but it must be something that is conducive to communication, and even attract viewers to the second creation on the short video platform. Secondly, it will be a long and protracted war from the time the film is finalized to the official release of the Spring Festival, and the grasp of the propaganda rhythm is also extremely elegant, which will delay the audience’s expectation for the film until the day it is released.