《三国志·战略版》年度巨制《川流》，影游联动引爆全网口碑

时间：2021-02-03 13:00:11阅读：41135次
1月29日，《三国志·战略版》年度品牌片《川流》在优酷、爱奇艺等平台正式开启全平台首映。这部由吴宇森监制、张大鹏导演、《赤壁》原版人马打造的战争悬疑巨制，是《三国志·战略版
川流
  • 川流
  • 青春 热血 战争 爱情
  • 张铎 余心恬 多妮 韩童生 尚铁龙 王冠

1月29日，《三国志·战略版》年度品牌片《川流》在优酷、爱奇艺等平台正式开启全平台首映。这部由吴宇森监制、张大鹏导演、《赤壁》原版人马打造的战争悬疑巨制，是《三国志·战略版》的一次全新宣发尝试，也成为2021年影游联动领域的第一个爆款案例，而《川流》的创意原型《三国志·战略版》赤壁剧本也将在2月6日上线。

战绩出炉：玩家专属首映播放量破3000万，全网公映破1亿

2020年12月底，《川流》在洛阳启动玩家超前点映，邀请部分玩家以及游戏KOL提前观看该片。映后，各路玩家反响热烈。1月25日，游戏官方平台开启玩家专属入口，启动线上提前观影，首映成绩即播放量破三千万。1月29日，品牌片《川流》正式启动全平台公映。截至1月31日，在《川流》全平台上线两天后，全网播放量已突破一亿。

匠心巨制：主流媒体在线点赞，玩家大V齐齐发声

无论是剧情的节奏紧张、反转密集、内涵深刻，还是服化道的精良考究、还原真实古战场前线，乃至于音乐的风格独具，《川流》在各个维度上都获得了玩家和外围观众的广泛赞誉。品牌片上映后，多家主流媒体在微博在线点赞，诸多玩家及影评人也给予了积极肯定和深度反馈。

该片的深刻立意和积极作用搏得人民网、中国新闻网等央媒的发声点赞。人民网微博账号点名说：“《川流》通过现代人对中国传统文化和精神内核的新诠释，展开一场历史与当下的深度对话，每个人都可以通过自己的努力与选择，影响历史与时代的进程。”

各大社会媒体纷纷跟进，对该片内含进行深度解读。新周刊发文称：“《川流》其实是一种现代人对历史的反思、映照和再定位。”

与此同时，各路名人大V纷纷为《川流》应援。明星胡军等转发微博助力登场，文化圈名人六神磊磊、魏武挥等作为资深玩家，更全力助阵，真情实感为该片打call助阵。资深玩家六神磊磊在自己的公众号平台发布深度解析文，以玩家、观众和历史爱好者三重身份深入详细地探讨了对品牌片《川流》的看法，给出了多角度分析解读和自己的想法建议。

实力破圈：多平台跨界整合，以点及面，全线爆发

除品牌片本身的品质保证之外，《川流》能收获如此优异的成绩，其营销策略给予了相当助力。

在预热期，该片宣发主打古代现实主义制作、《赤壁》原班人马、幕后班底强大，有效引发普通观众期待；在密集宣传期，深度挖掘内容悬念，将品牌片的高故事性和烧脑特性与群像人物相结合，配合《三国志·战略版》及三国本身的国民IP效应，全面调高圈层内外对该片的期待值；映后结合片尾彩蛋，有效提升玩家的自豪感和归属感，同时深度联动游戏内核，强调小人物撬动大历史、人定胜天的精神。有计划、有策略地连续出招，达到良好的预期效果。

从渠道策略看，《川流》宣发所使用的策略是结合多维度平台，结合影视/历史/游戏等领域头部KOL炮制针对性内容，吸引用户关注，引爆全网。

B站：作为《川流》的主要发酵阵地，这次宣发召集了多种知名UP主围绕《川流》内容进行创作，并发起全站征集活动。截止1月31日22:00，B站正片和up主总播放量达430.1万。其中“凉风”播放量从50万涨到125万，登上全站热榜第27名。

微博：1月31日，微博话题#吴宇森新片川流#热度和讨论度迎来爆发式增长，依靠自然流量，#川流#话题冲上热搜，排名实时上升热点第1位。截至目前阅读量已破2亿，讨论数破3万，众多大V博主发博为《川流》进行了热赞和推荐。

抖音/快手： 短视频平台方面，抖音、快手平台联合多位影视剪辑类的达人对《川流》进行讲解和导流。其中毒舌电影发布短视频“每一段历史都有尘封的秘密”，点赞量破百万。#吴宇森新片川流抖音总播放量突破7000万。

社区讨论：《川流》的热映也在知乎、豆瓣、虎扑等社区引发广泛讨论，观众围绕该片历史背景及剧情细节进行深入分析。#短片《川流》#登上知乎影视热搜第六位，“如何评价吴宇森监制的《三国志·战略版》品牌片《川流》”提问总浏览量达70万。与此同时，影探、毒舌、独立鱼电影等具有影响力的电影公众号发布头条，阅读量均已突破10万+。

视听媒体：除了在短视频平台发力，《川流》也在爱奇艺、人人视频等长视频平台进行了专题放映，其主题曲《蒿里行》上架网易云音乐，获得网友广泛好评。 从品牌片质量到营销动作，《川流》一系列动作和表现引人注目。这部“最不像广告片的广告片”体现了《三国志·战略版》的游戏内核以及其宏观战略与经营野心，开创了影游联动新格局，也再次燃起了观众对赤壁之战的再次关注。配合2月6日即将上线的《三国志·战略版》策略3.0时代首个最具标志性的剧本【赤壁之战】，这也是游戏在2021年最大的剧本之一，势要打造三国策略巅峰之战，相信能够给新老玩家更多惊喜！

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