A special screening of I Love Wolffy was held by Shanghai Happy Valley at the Yonghua movie theatre in Ganghui square, Xuhui district, Shanghai on Sunday, August 12.
I Love Wolffy premiered nationwide on August 10. As part of the "Pleasant Goat" movie series, the film is very popular among teenagers in China, a target audience that matches well with visitors of Shanghai Happy Valley. As additional incentive, many scenes from the film were shot in Happy Valley.
To express thanks for the media's long-term support, Happy Valley invited roughly 20 media companies to the activity. Netizens also had the chance to win free tickets by following and forwarding Happy Valley's Weibo (the Chinese equivalent of Twitter) from August 1 to August 5 and from August 6 to August 10.
Wolffy and Pleasant Goat are popular not only among teenagers but also kids and adults. Many parents wanted to spend a nice weekend with their children watching the movie together.
By August 10, 500 people had forwarded and commented on the free tickets on Weibo and at least 20 of them were awarded two free tickets.
The activity also helped strengthen Happy Valley's brand and raised its public reputation.
By Zhang Shuai
Edited by Fu Bo and Micheal Thai
