“Love is Not Blind” is a small cost domestic Chinese film tells a simple story about how a lovelorn unmarried women “heal”, no super star, no famous director, no fantastic scene. However, in Hollywood super pieces gathered November, “Love is Not Blind” writes a box office triumph – 21 million of first-day box office, easy to defeat the “Real Steel”; hundreds million the first week box office, almost reaching the sum of “Rise of Planet of the Apes”, “Real Steel” and “Immortals”. The success of this film surprised the moviedom. How can such a seemingly plain small piece be unexpectedly popular?
First, make full use of the fan effect.
With the help of new media, this high-quality internet novel quickly gained popularity and audience’s word of mouth. “Love is Not Blind” made a name for itself from an online serial novel in Douban.com, and the novel has a high degree of loyal supporters. Before the film releasing, these core fan groups’ initiative promotion of the film had attracted lots of public interests, to some extent, pushing the potential readers to the actual audience walking into theater.
Secondly, benefit from unique social media marketing strategy.
Since the traditional “blanket” propaganda method did not pay off, the “Love is Not Blind” promotion team began to look for other ways. Making full use of social media such as Microblog, Renren.com, the focus was fixed on two target groups- classroom and office, the classroom is for 85, 90s students, the office is faced with a 70, 80s white-collar workers.
In Sina Weibo(a Chinese version of Twitter), there are up to more than 600 million microblogging taking “Love is Not Blind” as keyword and hashtag. When searching “Love is Not blind” in Weibo, comments and tweets flood you, and most of them are positive. Fans number on its official Microblog page has reached 209,619. On Baidu movie ranking, with 122 million searching volume per day the film ranked first; In Douban and Mtime, the film’s average rating keeps beyond 8 points.
A film critic David West believes that the “Love is Not Blind” provides a little confidence to small budget films; at least shows that emotional category TV serials, love stories still have survival space, but the “revelation” is more important than “copy”.
From the “Love is Not Blind” case, we can see how social media work well, and you should have something to take away. Throw me your feedbacks and comments.