Special feature of 1905 film network "Directing for the first time, unconventional and sincere, is enough." Yao Chen gave this comment after watching the screening. Although it was a compliment, it was slightly reserved. The film has just been released, and it remains to be seen how its reputation will be, but for those who have great expectations, it may be time to lower their expectations.
Not surprisingly, the commercial significance of Han Han’s directorial debut should be greater than its artistic performance. There are many talents in the field of film creation, but more often it depends on experience. As a major movie event in the summer of 2014, the release of "See You Later" deserves our attention more in its commercial and marketing attempts.
Han Han told William Feng a play.
Find the right audience: who are you going to sell your goods to?
"Movies are different from publishing. I write a book. No matter how much I sell, I and the publisher will not lose money, but earn more or less. If the film is silly or trapped in the director’s own personal complex, it is easy to harm others. " Han Han said in an article "On the Seven Elements of Film" on January 14th. Regardless of whether this view is right or not, there is no doubt that the commercial attribute of movies is no less than its artistic attribute in Han Han’s place, and even takes precedence over the latter.
Therefore, "After Meeting for Life" is aimed at obtaining the greatest commercial benefits from the date of preparation. It is by no means a product of a literary youth’s whim or vanity, but a project born after careful consideration. For any product that wants to achieve commercial success, we must first understand who this product is to be sold to, and then design the product according to the needs of the target consumers. In other words, successful marketing begins at the design stage of products.
Han Han didn’t start from scratch. He wrote and raced cars for more than ten years before making movies, and thus accumulated a large number of fans. If you compare him to an enterprise, the resource he holds in his hand is the brand "Han Han". There is no reason for him to abandon the brand and the audience with high loyalty to the brand. Obviously, taking these fans as the target audience of the film and implementing the original brand value into this work is the best strategy he can adopt.
That’s exactly what he did. The values, genre, story, casting, style, framing, makeup, and even the aphoristic truth of life of the whole film are in line with his previous written works, and are not much different from the public image he has always created, all of which are aimed at serving the emotional and entertainment needs of his original fans. You can completely understand these decisions made in the process of filming as Han Han’s whim, but this "whim" is precisely due to a shrewd business consideration.
We can make some simple descriptions of the core consumer groups targeted by "There will be no future": they are a group of people born in the 1980s and early 1990s; Have a high level of education; Income is stable, with a slight surplus every month except daily expenses; Pay attention to emotional and aesthetic experience; Pursuing fairness and justice and being skeptical about the value of money first; Having a certain right to speak in the appreciation of literary and artistic works can exert a certain influence on people around you.
next page Tailor-made: What do your consumers need?
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