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| A seen from a short film "Fantastic Night Rhapsody," which was shot using a Samsung Electronics' Galaxy S23 Ultra smartphone / Courtesy of Samsung Electronics |
Film shot using Galaxy S23 hits 250 mil. views in China
By Baek Byung-yeul
Samsung Electronics has lost ground to Chinese rivals and Apple in China, the world's largest smartphone market, but the maker of the Galaxy smartphone series is trying to keep its foothold there by strengthening marketing efforts toward young consumers, according to the company, Thursday.
The company said that it has begun to engage younger consumers in China via various cultural marketing efforts, including movies and art. As part of its efforts, Samsung partnered with Shanghai Disneyland and released a short film on May 20.
The movie, titled "Fantastic Night Rhapsody," was entirely shot with Samsung's latest high-end smartphone Galaxy S23 Ultra. Samsung said the short film has been well-received in the Chinese market, surpassing 250 million views within just 10 days of it being released.
The 27-minute film, starring actress Jin Chen and produced by filmmaker Chen Cheng-Tao, utilized the Galaxy S23 Ultra's 20-megapixel ultra-high-definition camera and its Nightography feature to vividly capture character movement details, even in dark settings, Samsung said.
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| A poster of the short film "Fantastic Night Rhapsody," which was shot using a Samsung Electronics' Galaxy S23 Ultra smartphone / Courtesy of Samsung Electronics |
The short film tells the story of the protagonist, who has grown up in the modern world, recalling her childhood dreams and past friends. The film is set in Disneyland in Shanghai and popular Disney characters appear in it.
Samsung released the full-length movie, the making-of the film and behind-the-scenes videos on local Chinese social media.
In order to reach out to younger customers in China, Samsung has been conducting various marketing activities in the country in conjunction with movies, music and art releases.
On May 1, the company operated an Experience Zone for the Galaxy S23 series at the Strawberry Music Festival, an outdoor music concert held on the outskirts of Beijing. About 60,000 visitors to the event experienced the innovative features of the Galaxy S23 series and enjoyed a variety of events.
Samsung held around a 20 percent share in the Chinese market until 2013 with its Galaxy smartphones, but it has been struggling there with its shares hovering around 1 percent in recent years.
In order to overcome its difficulties in the Chinese market, the company has been making various efforts since 2021 by establishing the China Business Innovation Team.
"The short film in collaboration with Disney is designed to highlight the Galaxy S23 Ultra's differentiated camera capabilities. We will continue to strengthen the Galaxy's presence in China through a variety of localized marketing efforts tailored to the needs of young consumers," Choi Seung-sik, senior vice president of Samsung, said.
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