In 2015, more than four months have passed. In just less than 100 days, the annual movie box office has already reached the 10 billion mark, which means that the output value of the Chinese movie market has reached 100 million a day. The rapid expansion of the Chinese movie market is both expected and more imaginative. What makes the spending power of Chinese movie audiences so much better? In addition to the strong support of industrial policies and the rapid growth of cinema construction, we have had new answers in the past year, which is the full entry of the “Internetâ€.
Huace, Xiaomi, Baidu iQiyi Capital Integration; Alibaba acquired cultural China, Youku Tudou; Tencent and Huayi Brothers, the collective action of these industries seems to indicate that the Internet in the film industry is no longer just a marketing and promotional platform, The sales of e-commerce products, but from outside to inside, from bottom to top, are fully absorbed, reformed and reconstructed in all aspects of the distribution, production, creation, capital, and services of the film industry chain.
What does "Internet + Movies" bring? In the past year, industry elites have come up with many wonderful answers. Such as the democratization of film production, the dematerialization of movie consumption, the disintermediation of film distribution, the flattening of film marketing, the big dataization of film operations, and so on.
It can be said that because of the leading effect of the film, the film industry has become the primary area for the Internet to enter the culture and entertainment industry. The Internet has not only been satisfied with providing technology to the film industry, but has rapidly reshaped the traditional film industry through financing, mergers and acquisitions and strategic cooperation. However, for the traditional movie industry, is it subversion or a replenishment, whether it is embracing or sticking to it? Everyone is inevitably involved in an action that is greater than the strategic layout of thinking.
Internet has brought important influence on traditional film industry
benefit? Distribute and facilitate various revenues, in short, change and innovation
As a film content producer, An Xiaofen, president of Dasheng International Media, has experienced the obvious convenience brought by the Internet to movie marketing and distribution. Over the past year, she pointed out that a film created today may be advertised through the Internet platform. Weibo, APP, and the distribution of network copyrights after production and distribution, and production companies can't live without Internet support. This is obvious. Wanda, the general manager of Wanda Media Co., Ltd., also recognizes the changes and innovations that the Internet brings to traditional business models, management models, product models, and marketing models. For example, she mentioned the 100,000 joke about animated films produced by Wanda. The film has closely cooperated with the Internet in the investment, production, promotion, and distribution of the entire industry chain. Even the publicity expenses are raised through crowdfunding. New Year's Day was released this year, with a box office income of 1.3, and traditional movie companies are getting more and more benefits from Internet cooperation.
However, An Xiaofen also mentioned that while the Internet helps movies, it also brings many disadvantages to the film industry. Buying tickets through the Internet has become the choice of more than 60% of viewers, but the competition between Internet ticketing websites has brought the upper and lower reaches of the film into the war. Because the competition between ticketing websites will interfere with upstream pricing, it will also interfere with downstream streaming, which will have a negative impact. In addition, An Xiaofen also hopes that video sites can purchase film rights at the same time, they can also share the same model as a movie theater, giving the copyright owners a better value-added part.
Internet users have different opinions. When it comes to low movie ticket prices, Li Yansong, president of Iqiyi Film Industry, bluntly stated that there are two dimensions that we discuss. One is the industry and the other is the sales industry. He proposed that a movie must be sold for a period of four or five years at a price of 45, 60, or 80 yuan, but Internet companies can have low-price tickets, because love has a million dollars when it started entering movie tickets last year. Subsidy, "This money is going to be spent, I spend low and high value inside the channel, so not only for my games, all things paid for derivatives, my one user's cost may be 2, 3 bucks. Why don't I There is nothing wrong with doing this, but we are standing in different industries."
In addition, Li Yansong made a clear statement on the issue of value-added content to copyright parties for video sites. He said, “In the future, with the completeness of the model, there may be an online network of online hospitals. In the third and fourth tier cities, the investment amount of the production company will not change, it will not affect the existing box office, and it will be able to gain more room for value-added.†Xiao Jing, vice president of technology, concluded that the Internet itself is an industry that subverts the Internet. It is possible to subvert the mobile phone industry, subvert the communications industry, and subvert the content industry. It is never to get rid of the original industry, but to let this industry meet a new, driving force under the influence of the Internet.
"One hundred thousand joke" accidentally succeeded
harm? The looting of resources and delayed payment is a huge disaster for the Chinese movie industry
As a representative of traditional theaters, Zhao Jun, deputy general manager of Zhujiang Film Group, has a very different attitude from other guests. According to Zhao Jun, the traditional cinema will become a new Internet vertical company. If you have a public number and a shopping list, all traditional industries can step into the Internet. The Internet has no insurmountable gap.
Zhao Jun believes that the Internet, whether it is subversive or friendly, has become a kind of "eat and order" attitude to the traditional movie industry. Although Li Yansong, the president of Iqiyi Art, imagines that in the future, many people will directly watch traditional movie theaters through video websites, and video websites will also receive the same income as the movie theaters. However, Zhao Jun put forward the irreplaceable value of the theater. He said that from the society of acquaintances to the society of a living person, China entered a contractual relationship and entered a social society. The emergence and demand of social platforms is the growing and surviving cinema today. reason. No matter how the Internet hits, how other media are fissile, but the perseverance of the cinema does not fall. Why does China's movie screen grow by a dozen or dozens of pieces per day? It is because of the birth of a social platform. China's cinemas are responsible for European and American cultural chapels. The church’s important task is socialization.
Apart from the analysis, Zhao Jun also said that due to the emergence of social networking and the emergence of cinemas in today's society, there are a large number of data that we call the number of visits, screenings, etc., and data and traffic are the most important resources in the era of the Internet in today's era.
Zhao Jun said: "We very much welcome Internet companies to support us. Without the Internet and the efforts of business people, it is impossible to lead so many young audiences to cinemas. The Internet is a very natural civilization. But I also hope that Internet companies will There must be credit, if they are heavily subsidized for the purpose of plundering our data and traffic, just as in the Industrial Age, plundering industry and oil. If internet companies pay a large number of payments to theaters and floors, they will lose their contracts. It will change from an angel to a devil and from a hero to a sinner. If everyone wins, it will be a new era. If there is a delay, it will be a huge disaster for the Chinese film industry. When will this huge disaster occur? There, I am afraid of the recurrence of the US subprime mortgage crisis."
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