Lost Love Museum
The film 33 Days is an unusual case of a modest film triumphing in cinemas that seem addicted to special effects and relentless multimedia promotion. This little film knows it carries the truth and has taken a unique path deviating from normal productions in every respect.
Showing sharp marketing savvy, they made their official website into a digital interactive museum for Lost Love. Netizens can join the virtual community and commemorate their lost loves in poetry, prose, photos and videos.
Social media marketing
In Chen Shu's eyes, social media is a great channel to promote films. He has used it as a secondary manner of marketing for The Story of Lala's Promotion and Cherish Our Love Forever. For the film 33 Days, social media marketing was used as the dominant marketing channel.
Many people phoned the cinema to book film tickets after watching the film trailer or film reviews on social networks like weibo.com or renren.com.
"Actually, the major reason we chose social media is because we don't have much money. We had to use it, and what we have learned about success with this media contributes to the future of film marketing", says Chen.
Chen is the first to admit the power of traditional media. The cast attended a Happy Camp broadcast on November 19, a program about entertainment stars by Hunan Satellite TV Station. Following their appearance the film's exposure on China's major search engine soared to over one million.
From plot to promotion, 33 Days is a story that melts everyone's heart. The movie speaks directly to you rather than enjoying the sound of its own voice. Producer Hao Wei quips, "This is a chorus lamenting separation and everyone can join in."
