“非典型”黑马的诞生：《分手清单》宣发复盘

Core Viewpoint - The film "Breakup List" has achieved unexpected box office success, surpassing industry expectations with a total box office of over 600 million, attributed to effective marketing strategies and emotional resonance with audiences [1][18]. Marketing Strategy - The film's marketing faced challenges typical of romantic films, including audience fatigue from traditional marketing methods and the risk of misalignment with viewer expectations [2][3]. - "Breakup List" employed unconventional marketing strategies, avoiding traditional emotional scenes and instead focusing on narrative-driven content to engage audiences [4][6]. - The film's marketing strategy included a strong emphasis on music, using familiar songs to evoke emotional connections and enhance audience engagement throughout the promotional cycle [8]. Audience Engagement - The film's promotional efforts targeted specific demographics, particularly college students, aligning with the film's themes and emotional narratives, which facilitated user-generated content (UGC) on social media [9][12]. - Despite innovative marketing tactics, the effectiveness of offline promotional events was limited, indicating a need for a more focused approach to maximize return on investment (ROI) [11]. Post-Release Strategy - Post-release marketing became crucial, with a shift in focus to platforms that resonate more with emotional discussions, such as Douyin and Xiaohongshu, leading to increased audience engagement and discussions [12][15]. - The film's success in generating social media buzz post-release was driven by relatable content and personal stories shared by viewers, extending the film's emotional reach and discussion [15][17]. Overall Impact - The film's box office performance exceeded initial predictions, highlighting the importance of both pre-release and post-release marketing strategies in driving audience interest and engagement [18][19]. - The case of "Breakup List" underscores the significance of emotional connection and strategic content release timing in maximizing a film's market potential [21].