The film “The Coming of the Devil Boy” has become the second new member in the box office history of the Chinese film “Wandering Earth”. In addition to the box office attraction brought by its content itself, its successful publicity strategy also makes its own commercial attribute play to the extreme. From the operation of public platform to film screening, this paper systematically analyzed the details of the content and strategy of the film in publicity and distribution, and summarized the successful reasons for its positive and typical publicity case.

Chen Hui. Three Steps from Public Platform Operations to Film Screening: Seeing the Publicity Strategy Behind the Movie Content of “Nezha” Breaking the Box Office Ceiling. Academic Journal of Humanities & Social Sciences (2019) Vol. 2, Issue 5: 82-86. https://doi.org/10.25236/AJHSS.020511.

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