我們在空中說著他們的故事

為什么一家航空公司，會想去拍攝一系列微電影呢？

為什么這些微電影《老兵的約定》《夢想，從心出發(fā)》，推出后都能立刻獲得社會的廣泛認(rèn)可并迅速被傳播、討論，甚至進(jìn)入國際三大電影節(jié)之一的戛納電影節(jié)系列活動，打動一系列專業(yè)人士？ 本期《NIHAO》將為您講述南航和它的微電影故事。

Approved by the audience as “High Quality Films”

On 27 April, A steady Promise, presented by China Southern Airlines, was offi cially released online.

After just several days, the exposure on the Internet reached 60 million views, and the click rate of the

offi cial full fi lm came to two million. On 24 May, this fi lm, along with the other popular fi lm presented by China Southern, Dream, Starting from the Heart,

joined the 2017 Cannes Film Festival and were both exhibited at the China Pavilion in Cannes, showing to the international audiences and touching many international fi lm lovers.

Besides, the top bloggers in China also started to analyze and discuss the fi lm A steady Promise thoroughly, arousing considerable reposts and discussions on the Internet. Only two hours after the articles were published, the reading rate had reached more than 100000. Many audiences online commented on this fi lm below the articles, “this is a high quality fi lm”“China Southern has a sense of historical responsibility”, and “brand the history on the mind and remember the original dreams for ever”.

“The fi lm is based on a true story, which is about a 99-year-old veteran leaping over thousands of miles through space to carry out his promise to his comrades. When we were making the fi lm, we showed much respect for the historical details. We did a lot of reference work on the settings, the equipments and the weapons for the representing of the Battle of Changde in the fi lm. The grand exploding scenes were in the charge of our pyrotechnics team, whose techniques of visual effects can up to the professional fi lmmaking standard. The director of the fi lm is again the winner of Golden Horse Award for the Best New Director Zhang Rongji”, said vice president of China Southern's Marketing Division, Liu Yunna.“At present, our communication has been into a new age, in which only good quality can achieve best communicative effects. From the fi lm Dream, Starting from the Heart to the fi lm A steady Promise, we made it, and this is the reason why we could be approved by the audience and even by some specialists in this fi led.”

Real People, true story and true emotion. Besides the good quality, the most essential elements to arouse the sympathy is a true story and the meaning and emotion in it. “We have two main principles to select a story. Firstly, it must be a true story, and then, it must contain huge positive infl uence and strong emotional resonance. A true story can have huge communicative and sympathetic potentials, touch the audience deeply, and encourage the active repost and further communication. Meanwhile, it can also keep the society paying more attention to this true people”,said Liu Yunna. After the fi lm about a football team in an elementary school in Kawak County in Xinjiang, Dream, Starting from the Heart, being shown on abroad and through WeChat, more and more people started to be concerned about them, showing more encourage for them. And the team, on the other hand, became more brave and persistent in pursuing their dreams. It's wonderful that this kind of stories discovered and selected by China Southern can be further spread by more passengers and audience. “China Southern is the passengers' partner to discover the world and to realize the dream. We don't just solve the problem of transportation. We would like to be part of passengers' lives in a global range”, said Liu Yunna.

The films presentedby China Southernjoined the Cannes Film Festival and were both exhibited at the China Pavilion in Cannes在戛納電影節(jié)中國館展映時，南航的微電影打動眾多國際電影人。

被網(wǎng)友稱為“良心劇”

4月27日，南航品牌微電影《老兵的約定》正式上線。短短一個月的時間，該部微電影的網(wǎng)絡(luò)總曝光量超過6000萬，官方正片點(diǎn)擊播放量超過200萬。5月24日，《老兵的約定》和另一部廣受歡迎的南航微電影《夢想，從心出發(fā)》正式登陸戛納電影節(jié)，在戛納中國館進(jìn)行了連續(xù)展播，打動了許多國際電影制作人。

此外，國內(nèi)一線知名公眾號紛紛對《老兵的約定》進(jìn)行深入的剖析及探討，引起網(wǎng)友的自發(fā)傳播及熱議，在文章發(fā)出后短短2小時內(nèi)達(dá)到10萬+閱讀量。網(wǎng)友們看完微電影后，積極在文章中留言表示“這是良心劇”“南航有歷史責(zé)任感”“銘記歷史，不忘初心”。

“這部片子是根據(jù)真實(shí)故事改編，是一位99歲老兵、跨越千里完成與戰(zhàn)友約定的故事，我們拍攝時十分尊重歷史細(xì)節(jié)，對于片中提到的常德會戰(zhàn)的場景、裝備、武器等都進(jìn)行了嚴(yán)格的考證。場面宏大的爆炸場面是由我們的爆破團(tuán)隊(duì)執(zhí)行，從效果上看已達(dá)到專業(yè)電影級水平。導(dǎo)演也是再次選用了金馬獎的獲獎導(dǎo)演張榮吉?！蹦虾綘I銷委市場部副總經(jīng)理柳云娜介紹，“當(dāng)下的傳播已經(jīng)進(jìn)入新的時代，好的作品、好的方式才能保證好的傳播效果，所以我們十分注重品質(zhì)的把控。而從《夢想，從心出發(fā)》到《老兵的故事》，都做到了這一點(diǎn)，所以才會得到大眾甚至電影專業(yè)人士的認(rèn)可?！?/p>

真人、真事和真情

除了好的品質(zhì)，最能引發(fā)受眾共鳴的，還是能觸動人們的故事，以及其中蘊(yùn)涵的情感和意義?！拔覀冞x擇故事的標(biāo)準(zhǔn)有兩個，第一都是真實(shí)的故事，第二，它本身蘊(yùn)涵著十分強(qiáng)大的社會正能量和情感感染力。真實(shí)的故事具有巨大的傳播和共情潛能，能打動大家的心，引發(fā)大家的自發(fā)傳播。而且，還能引發(fā)社會對這一群體的持續(xù)關(guān)注?！绷颇日f。《夢想，從心出發(fā)》拍攝的新疆喀瓦克鄉(xiāng)小學(xué)足球隊(duì)故事，在機(jī)上頻道、微信平臺播出后，社會上很多人都開始關(guān)注他們，給他們鼓勵，而他們也因?yàn)檫@些來自社會的關(guān)心和支持，變得更加勇敢、更加堅(jiān)定地追求夢想。

這種由南航發(fā)掘、講述的旅客故事，又被更多的旅客一起去傳播、延續(xù)，這個過程非常美好?！澳虾绞锹每吞剿魇澜?、實(shí)踐夢想的參與者，我們不只提供交通解決方案，更是在全球范圍參與旅客的生活?！绷颇日f。In cannes, on 24 May, in a Sino-European Football Friendly Match, tens of international celebrities attended the match.The guest for the beginning of the match was Marc Piton, the former President of UniFrance. They all there to help support the children's football cause, cheered for the Kawak County elementary school football team in the fi lm Dream, Starting from the Heart and encouraged them to pursue their football dreams. The match was ended with the victory of European team, while both teams showed their great manners and respects. The endeavor was to make the young teams get more attention. After the match, they gave autographs to the team members from Kawak County and trusted China Southern with the gifts to these children.

5月24日，在戛納舉行的“中歐足球友誼對抗賽”，有數(shù)十位國際知名影人參加比賽，而開賽嘉賓更邀請到曾任法國電影聯(lián)盟主席的馬克·畢棟。這些影人們來參加比賽都是為了給兒童足球事業(yè)助力——給《夢想，從心出發(fā)》里的新疆喀瓦克鄉(xiāng)小學(xué)足球隊(duì)隊(duì)員們加油，鼓勵他們帶著夢想繼續(xù)飛翔。本次足球友誼賽以歐洲隊(duì)獲勝告終，雙方球員均展現(xiàn)極佳的紳士風(fēng)度，揮灑汗水只為讓心懷夢想的小足球隊(duì)能夠得到更多的關(guān)注。賽后，他們共同為喀瓦克鄉(xiāng)小學(xué)足球隊(duì)簽名，并獻(xiàn)上禮物愛心足球，并委托南航將這批禮物送到小朋友們手上。

The story continues —in Cannes, they play football for the children

故事延續(xù)：在戛納，他們?yōu)楹⒆觽兲吡艘粓銮?/p>

They said他們說

“At very fi rst, I read some reports about the fi lm Dream, Starting from the Heart on Nihao, and later, I was deeply moved by the fi lm itself. Especially when I knew this fi lm and The Promise of a Veteran were both based on true stories, I wanted to bring them to Cannes even more. At the international events like the Cannes Film Festival, it's a very meaningful thing to let more audience to watch these micro fi lms about our country, know about true stories happening in China”.

——A-Lang, Director of the China Pavilion of the Cannes Film Festival and Editor in Chief of Magazine Movie View.

“最早是在南航《NIHAO》雜志上看到《夢想，從心出發(fā)》的報(bào)道，后來看完整部片子后印象很深。尤其知道這部電影以及《老兵的約定》都是真實(shí)故事改編后，就更加想把它們帶到戛納。在這樣的國際級電影展會上，讓更多國際觀眾看到這些中國題材的微電影、讀到真實(shí)的中國人故事，是一件挺有意義和有趣的事情?！?/p>

——阿郎戛納電影節(jié)中國館負(fù)責(zé)人、《看電影》雜志主編

“I wish these kids can stick to their dreams and keep loving football. Wish that after their dreams starting from the hearts, they can keep fl ying”.

—— Ye Ning, vice president of Huayi Brothers Media Group, the producer of the fi lms Coming Home, Gone With The Bullets , Go away Mr. Tumor and so on.

“希望孩子們能繼續(xù)熱愛足球，希望他們的夢想從心出發(fā)后，能繼續(xù)飛翔。”

——葉寧 華誼兄弟公司副總裁（出品《歸來》《一步之遙》《滾蛋吧，腫瘤君》等。）

“When I saw these kids fi nally could play in their fi rst match and realize their fi rst dream fl ying from Kawak County to Urumqi, I am proud of them and happy for them. I wish they could fl y further with their football dreams”.

—— Zhang Yi, famous Chinese Actor, known for Mountains May Depart, Dearest, Cock and Bull and so on, the winner of Best Actor of the 23th Magnolia Award.

“看到孩子們終于能在幫助下，從喀瓦克鄉(xiāng)飛到烏魯木齊參加人生的第一場比賽，實(shí)現(xiàn)人生的第一個夢想。為他們驕傲，為他們高興。希望他們的足球夢飛得更遠(yuǎn)?！?/p>

——張譯，內(nèi)地知名演員(代表作《山河故人》《親愛的》《追兇者也》等，第23屆白玉蘭獎最佳男主角)

“I'm very happy to see the fi lm and know about the story. I hope these kinds of stories could happen more and more and could be seen more. I am also a member of China Southern's Sky Pearl Club, and I am strongly impressed by the enthusiastic, considerate and kind service of China Southern”.

—— Qu Xiaopeng, the producer

“很高興能看到這部電影，知道這個故事。我希望這樣的故事，以后能多一點(diǎn)發(fā)生，多一點(diǎn)被看到。我本身也是南航的會員，對南航服務(wù)的熱情、周到、親切，印象很深?！?/p>

——制片人 曲曉鵬