Adèle Exarchopoulos on her right, Alain Chabat on her left, the influencer Squeezie promises: “For those who are not necessarily used to seeing French films, go see this one, you will change your mind!” » It’s October 19, Love phew has just been released in theaters and the two actors are promoting it alongside the YouTuber. What better way than its channel with 19 million subscribers, one of the most popular in France, to reach young audiences?
“To top the box office, a feature film must attract spectators of all age categories”recalls Sylvain Bethenod, director of the Vertigo Research institute, specializing in cinema. However, 15-24 year olds much prefer American blockbusters. No French film is among the most popular releases with them in recent years.
More than a quarter of the spectators of “L’Amour ouf” are under 25 years old
But, surprise, 2024 overturned the axiom, which saw French productions triumph among the youngest. Nearly 2 of the 9 million spectators of the Comte de Monte Cristoreleased on June 28, are between 15 and 24 years old, or around 20% of the total. The share climbs to 27.9% for Love phew – 4.7 million entries to date.
Levels “very rare”according to Sylvain Bethenod, which can be explained by a clever mix between the intrinsic qualities of the films and the enthusiasm on social networks. “The effectiveness of TikTok on Love phew is amazingthe specialist is still surprised. Around 38% of spectatorsaged 15 to 24 had previously heard about it on this network, and 31% on Instagram. »
It only takes one well-followed account extolling the merits of a film to cause excitement. A recipe now well known to cinema marketing experts, who therefore rely on star influencers. Like Squeezie, cited above, for Love phew, or even McFly and Carlito… “There are three or four very influential content creators thanks to their large community, and who are therefore systematically invited to events around films, sometimes special screenings”says Sarra Khemiri, marketing director of the online magazine Seriously. “Distributors will thus be able to create virality strategies with them on social networks. »
Scenes replayed on the networks
Once launched by these figures, the trend can grow thanks to the countless “ordinary” subscribers who, if they appreciated the film, in turn praise it on their TikTok or Instagram account. Here, it’s “Laulita7” who shows himself unrolling a poster of the Comte de Monte Cristo, with the original soundtrack and this subtitle: “I can finally say that I am in my living room with Pierre Niney (best film of a lifetime! I promise, I’m not exaggerating). »
There, it’s “pletahyss”, who replays the role of Clotaire, hero of Love phewwhen he tries to seduce Jackie by announcing to her: “My plan is to spend my day with you. » A replica that has become cult, broadcast by tens of thousands of accounts, which gave rise to a « trend »a trend in TikTok jargon.
There are also these countless videos produced in theaters, which capture an extract from the film of around ten seconds as if to attest that we are there. A proven method from 2023 with Consent. At the time, fans of the adaptation of Vanessa Springora’s novel filmed their immediate reaction, as they left the cinema.
This online word of mouth has proven to be extremely effective. “When they like films, young people let it be known, and quickly, and the effects on admissions are just as rapid”notes Sylvain Bethenod. As long as you like the films, as he specifies. A matter of taste which escapes marketing recipes.