In recent months, a catchy song, A Little Apple, has become such a hit that it has even inspired square-dancing troupes  to mimic  its music video. When Old Boys: The Way of the Dragon, an adventure comedy featuring the song, was released on July 10, the unusual publicity strategy was applauded. Ticket sales of Old Boys: The Way of the Dragon surpassed 150 million yuan in the first week of hitting the big screen. Interactive online campaigns involving fans have become a popular way to promote a movie. The first two episodes  of Tiny Times, the directing debut  of author, Guo Jingming, made 800 million yuan at the box office last year, in spite of criticism for its portrayal  of lavish  lifestyles. Before the third episode was shown, fans donated a small sum of money online as "investors" in the movie. Some of the people who donated received film souvenirs, or the chance to visit the film set. Han Han, Guo's major competitor, has just released his directorial debut, road-trip comedy, The Continent. Han has over 38 million followers on Sina Weibo, China's major micro-blogging platform. He has broadcast the filming process of the movie to his followers since he began shooting. The film's trailer was released online in May, only three days after shooting and it has been viewed 4.7 million times. "I don't care too much about the surprising numbers online, and what matters more is whether the movie is good or not," Han once said. However, when he invited popular singer, Pu Shu, to write the closing song for the movie, he must have had another idea in mind. Pu, who has been away from the public eye for some 11 years, also brings a new element for the movie claiming to be devoted to young people. The song became very popular as soon as it was released online. No one knows what other trump cards will be thrown on the table during the tense online campaign this summer. How does Guo promote his film Tiny Times?
He takes advantage of his fans to support the movie. He has a luxurious lifestyle to attract the attention of people. He gives presents to his fans to encourage them to watch it. He organizes online activities to increase its popularity.