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What Amélie told about millennials before anyone thought of them

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What Amélie told about millennials before anyone thought of them

When it was released in 2001, Amélie , the Jean Pierre Jeunet film, became a hit. It is possibly the French film with the greatest influence on global popular culture of the last 20 or even 30 years. The lead actress became a superstar, Jeunet a cult author, the film itself became how to find location by mobile number in pakistan a cult film, Paris experienced a flood of visitors who wanted to throw pebbles in the canals (until then very far from the tourist routes of the city) and the world was filled with girls who wanted to be like Amélie Poulain, the main character.

Possibly the French Alliances of the world saw an increase in students who wanted to learn French encouraged by the poetic air of the film. And no doubt since then, possibly hundreds of stories like Amélie Poulain’s have appeared in books, series, and movies, and we’ve heard hundreds of songs that sound like the popular movie soundtrack. But the truth is that Amélie was not only a film that marked a before and after for everything related, but it is also a story that can be seen in key, as a master lesson on what millennials are like. Of course, when the story was released, millennials weren’t a mainstream issue like they are now, and analysts and companies around the world weren’t desperate to understand them. As they are now.


Amélie’s plot is pretty straightforward … if strange. A young waitress from Montmartre, whose mother died in her childhood when leaving Notre Dame Cathedral after being struck by a suicide bomber and whose father overprotected her during childhood due to the mistaken belief that she was a sickly child, finds a treasure box children in the plinth of his room and decides to return it to its original owner. Surprised by the effect that the box has on its owner, Amélie decides to do good for other people and begins to intervene in the lives of others. And while, of course, he meets the love of his life, a young man who works in a sex shop and makes a collection of forgotten photos in photo booths.

The story was a great triumph and showed some characters that were a bit strange? or maybe not so much. Maybe they were millennials before their time. Job insecurity The different characters in Amélie share a condition that has become a staple when it comes to millennials. They are all precarious workers in one way or another. The protagonists Forex Email List are the best example. Amélie Poulain is the cameraman in a Parisian bar, which, no matter how expensive the cafes in Paris are, is not the job that guarantees greater job stability. Nino Quincampoix, her boyfriend, has to have two jobs (he works in the tunnel of terror and in a sex shop). But the secondary ones do not improve: because there is even a failed writer who cannot get anyone to read his novel (which is, as the television series teach, one of the millennial professions par excellence).

Work relationships

One of the elements that companies find it most difficult to understand about what millennials are like is their aspirations in the world of work. Members of Generation Y do not want the same as their parents, who were looking for stable jobs and committed for life to the companies they worked for, nor are they willing to assume the dynamics of relationships at work that prevailed during the last decades. There is nothing less attractive to a millennial than a tyrant boss or an inflexible structure that is not very adaptable to the needs of each person.

And what about the jobs at Amélie ? What is seen is a certain positive vision of everything that allows one to be different and unique and a high rejection of the usual jobs and professional structures, represented by the tyrant (and evil) seller of vegetables. The salesman is the classic boss of all time, who abuses his employees and bullies and ridicules Lucien, his long-suffering assistant. The seller is the only one who comes out really badly off Amélie’s plans, since he is the only one against whom he carries out an action of revenge.

High interest in the community The subtitle of the film, at least in its original edition, was ‘she is going to change your life’, which pointed to what the protagonist of the story was determined to do. Amélie had discovered that she could improve the lives of others and she jumped right into it. Everything he does during the film is for the others and for their happiness. And there is nothing more millennial than that.

In fact, millennials are very concerned about the effects that things have on the common and are very focused on achieving things collectively. They are the ones who have promoted the collaborative economy and who have made crowdfunding a more than efficient way to create ideas, businesses and products. They are also those who have turned organic into a trend and those who expect supermarkets to target local producers. Millennials expect it from themselves, from others, and from companies. A study by Iniciative pointed out that what Generation Y members value most about brands is that they do good things . To reach your consumer heart, brands have to be a little Amélie Poulain.

Importance of intangible things over tangible

What is it that makes all those who appear in the film happy and what does Amélie focus her efforts on? There is nothing material. Amélie is not a genius of the lamp who produces luxury cars or millionaire jobs for her ‘victims’. For one, the secret of happiness is seeing that a phrase from your novel has been turned into street graffiti. For another it is finding love. For a cat it is seeing how an adult reads a story to some children. For Amélie herself, it is reaching into a sack of vegetables. To a member of previous generations all these fairy tale things may seem, outright, stupid. But for a millennial they are completely logical (even the cat that enjoys reading time) and recommended, because for millennials the material is not as important as the intangible. Millennials are a generation obsessed with happiness. They want jobs that make them feel fulfilled, they prefer to travel around the world before buying a home, and they want companies to make them happy. Not that Amélie was the cause of that plague that invades the world of pink cupcakes, inspirational messages and feel good cups . It was simply the first to understand what the market wanted.

Certain condition of dreamers

The protagonist and the different characters are, at heart, dreamers living in an unrealistic world (if someone saw the rental prices in Paris, they could clearly assume that Amélie Poulain could not afford the apartment she lives in, for very retro that its state seems) in which the photos speak and give advice on the love life and the lamps and paintings care about the fate of their owner. And a garden gnome who goes out to travel the world and sends postcards from different cities is the key element to explain the change of life (and the conquest of happiness) of one of the characters. And all this happens in an adult movie. The film is a song to the dreamers. And dreamers are, in part, millennials. The generation that values ​​the intangible, happiness and the sensations and emotions that have linked (and idealized) the products of the past cannot fail to value all that message.

The triumph of the film Who were all those girls who wanted to be Amélie and who actually still want to be Amélie? Demographically, they were just millennials and this was one of the first communication samples that he knew how to speak to them in their language. From a message and reception point of view, the triumph of Amélie Poulain (and her consequent adoption as a key and iconic element to be used throughout the world to transmit messages) was nothing more than a sign that times were changing, that new consumers were appearing and above all they were looking for completely different things. What Amélie offered was nothing more than a fairy tale for adults, with almost naive values ​​and a use of colors that created a specific atmosphere (and now millions of times repeated everywhere) that reached new consumers with a few new interests and that they were more than open to everything they were. Amélie explained what millennials were like before anyone seriously wondered what they were looking for.

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