The Paper reported on January 27 that Xu Zheng opened a Pandora’s Box in the film industry: "囧Mom" opened the first online premiere of Spring Festival films in Chinese film history, but this move was opposed by major theaters. .
On the evening of January 24, a WeChat public account named "Zhejiang Film Industry" issued a statement about the online premiere of the movie "囧Mo", stating that the Internet premiere of "囧Mo" was a violation of the basic rules of the industry. . The official account issued a statement on behalf of "20,000 employees in the Zhejiang film industry" that it hoped that Huanxi Media would stop the Internet premiere of the movie "囧 Ma", otherwise the Zhejiang film industry would follow up on Huanxi Media and the movie works produced by Xu Zheng to a certain extent. resist.
is more than that. 22 theater companies and the Guizhou Film Distribution and Projection Industry Association also jointly issued the "Emergency Request for Requesting the Competent Authority to Regulate the Film Window Period" ("Request"), stating that the free Internet premiere of the movie "囧 Ma" produced by Huanxi Media is a kind of The act of undermining the basic rules of the industry is "trample and deliberate destruction of the current Chinese film industry and distribution mechanism, and will play a destructive lead."
cinema investor Xia Jie bluntly stated to The Paper (www.thepaper.cn) that “the withdrawal of the seven Spring Festival stalls is a devastating blow to the cinema.” The film party of "囧母" unilaterally proposed to withdraw the stalls. , Is not responsible for the theater, "Xu Zheng has damaged the interests of the theater, it is not authentic."
also some insiders believe that "囧 Ma" is a choice in a special period, not all movies will be like " "囧Mom" also chooses the Internet platform, and the main battlefield of video sites will not change from TV dramas to movies. After
"囧 Mom" 630 million yuan "selling" byte beating, fans applauded and theaters opposed
"囧 Mom" set a precedent for the online premiere of Spring Festival films in Chinese film history. On January 24, Toutiao’s official public said that starting from 0:00 on January 25, the full movie of "囧Mom" can be watched for free on any Toutiao app.
On January 24th, "囧Mom" director Xu Zheng said on Weibo: "Thanks to Huanxi Media! Thank you for today's headlines (byte beating)! Thank you to all the publishers, promoters! Thank you to all the creators, actors and actresses. All the production staff behind the scenes!"
Although Xu Zheng's fans on Weibo expressed joy and gratitude for this, the move was resisted by the Zhejiang film industry.
On the evening of January 24, the WeChat public account "Zhejiang Film Industry" issued a statement on the online premiere of the movie "囧 Mom", saying that the Internet premiere of "囧 Mom" was an act of breaking the basic rules of the industry. , Which brought heavy losses to theaters across the country. Some insiders said that the "Zhejiang film industry" should be the executives of Hengdian Films and the people of Zhejiang local theaters.
At the same time, 22 theater companies and the Guizhou Film Distribution and Exhibition Industry Association jointly issued the "Emergency Request for Requesting the Competent Authority to Regulate the Film Window Period" ("Request for Instructions"), demonstrating the behavioral destruction of the free Internet premiere of "囧 Ma" Basic industry rules. "Ask for Instructions" believes that the behavior of "囧 Mom" means that the current movie release window has been broken. The revenue of theaters and the payment model that the industry has cultivated over the years is a violation of the current Chinese film industry and distribution mechanism. Deliberate destruction will take the lead in destruction. The "Request for Instructions" also suggested, "Due to the withdrawal of the file due to the impact of the new coronavirus pneumonia epidemic, the film can be released at an appropriate time and continue to enjoy its economic benefits."
22 theater companies and the Guizhou Film Distribution and Exhibition Industry Association agreed that they would reserve the right to prosecute the losses caused by this behavior.
In this regard, Xia Jie, an investor in a theater under the Beijing Red Carp Digital Cinema Line Co., Ltd., confirmed the authenticity of the above-mentioned documents to The Paper (www.thepaper.cn), and said: was first applied for withdrawal by the film bureau. Yes, it is not a notice from the Film Bureau or the government department. He believes that “the film party lacks the spirit of contract. If the government department orders to suspend business, I will undoubtedly abide by it.”
Xia Jie believes that the film party unilaterally proposed to withdraw the file. , Is not responsible for the theater. "In order to prepare for the Spring Festival, I also added a movie theater. We also prepared a lot of materials. Popcorn and drinks were all piled up in the warehouse. In addition, we also signed pre-screening advertisements with companies. On the one hand, we cost On the other hand, we have been forced to breach the contract with advertisers. This is the loss of our cinema. 's annual Spring Festival revenue accounts for about one-third of the cinema's annual revenue."
is in the headlines for "囧母" Regarding the launch of the APP, Xia Jie, an investor in the cinema chain, said bluntly: "Xu Zheng has damaged the interests of the cinema chain. It is not authentic. If it is released in theaters, it will take about 1.6 billion box office to generate 630 million yuan in revenue. But now Hengdian Films cannot make a cent." However, Xia Jie believes that in the face of national interests, the overall situation must be considered. It can be seen from
that although "囧Mom" is a precedent, the Spring Festival file withdrawal is a concerted action by the major film publishers under the raging new coronavirus pneumonia epidemic. On January 23, seven Chinese New Year films have announced their withdrawal from the Spring Festival file, including "Bear Infested Wild Continent", "Jiang Ziya", "囧Mom", "Emergency Rescue", "Chinatown Detective 3", "Winner" and "Vanguard".
Regarding whether he is worried about other Spring Festival films following the behavior of "囧Mom", Xia Jie said: "In fact, people in the circle are still very sensitive to this matter, and many filmmakers dare not take risks. The strength of each film party is not necessarily different, and Xu Zheng The popularity has indeed been relatively high in recent years." According to China Securities Network, on January 24, "囧Mom" was broadcast online on the Toutiao platform. Zeng Maojun, the chief controller of "Detective Chinatown 3", said, " "Tang Detective 3" will first land in theaters. "Theatrical movies must be on the theaters, unless it is a big online movie."
As of now, "囧Mom" is still the only Chinese New Year movie broadcast on the Internet. Attorney
: The film industry can ask the court for a ruling instead of taking private relief. Attorney Qiu Baochang, president of the Beijing Law Society E-commerce Rule of Law Research Association, believes: "The statement of the'Zhejiang Film Industry' is suspected of being illegal, and the anti-monopoly law enforcement agency cannot Silence." Qiu Baochang said: "The signing of the'over 20,000 employees in the Zhejiang film industry' stated that they were emotional, and bluntly said that the media was treacherous. The statement stated that the national theaters invested a considerable amount of money for the screening of the movie "囧 Ma". The behavior of "囧 Mom" has caused significant losses to theaters across the country. The statement also expressed the hope that Huanxi Media will stop the Internet premiere of the movie "囧 Mom". The Zhejiang film industry subsequently boycotted Huanxi Media and the film works produced by Xu Zheng to a certain extent This statement of is illegal whether it is issued by film practitioners or organized by film industry associations." He pointed out that Article 16 of the "Anti-Monopoly Law of the People's Republic of China" stipulates that industry associations shall not organize industry associations. Operators engage in monopolistic behaviors prohibited in this chapter. Article 13 of the Anti-Monopoly Law of the People’s Republic of China prohibits business operators with a competitive relationship from reaching the following monopoly agreements:
(1) fix or change commodity prices;
(2) restrict the number of commodities producedVolume or sales volume;
(3) segmentation of the sales market or raw material procurement market;
(4) restriction on the purchase of new technologies, new equipment or restricted development of new technologies and new products;
(5) boycott transactions;
(6) the State Council Other monopoly agreements recognized by anti-monopoly law enforcement agencies.
The term "monopoly agreement" in this law refers to an agreement, decision or other concerted act that excludes or restricts competition.
Qiu Baochang explained that the statement made by the Zhejiang film industry is suspected of violating the provisions of the anti-monopoly law, and the market supervision department should investigate and deal with the conduct of the Zhejiang film industry in accordance with the law.
So, what else can be done for the loss-making theaters? Attorney Qiu Baochang believes: "If Huanxi Media breaches its contract and infringes upon the contract, the parties can file a lawsuit before the lawsuit and apply for an injunction to protect the behavior. Please the court ruled that Huanxi Media prohibits the distribution of "囧 Ma" on the Internet and should not take illegal actions. Private relief." How will
affect the film industry and video industry
Internet analyst Wang Hui (pseudonym) believes that Bytedance will greatly increase the penetration rate of APP users, but this does not mean that Bytedance will be large. Large-scale investment in long videos. "The long video platform itself is an industry with very weak barriers. You can refer to the competition between Netflix and Disney. First, from the perspective of public relations, this matter has won the public's favor, otherwise you have to donate money like Kuaishou; Second, movies are still a must of the public, which can greatly increase the user penetration rate of Toutiao APP.”
So, for Toutiao, what can be brought to it by subversively "buying" "囧 Ma" this time What?
Internet analyst Pei Pei believes: "For the headline department, the price-performance ratio of purchasing the movie "囧Mom" is also good. The huge topical effect caused by this incident is already worth hundreds of millions of ads. Too much, this purchasing behavior can not only bring traffic to Toutiao APP, but also improve the overall reputation of Toutiao: people have praised it for its high efficiency, flexible thinking and short decision-making process."
So, "囧母" is online Will the broadcast of the platform bring a new round of changes to the video industry? However, several people in the industry hold a negative attitude.
Pei Pei believes: "Toutiao bought the first broadcast rights of "囧Mom". It is just a successful tactical event, which may have a little strategic significance; but it does not constitute a strategic impact on the entire video industry or even the pan-entertainment industry. Furthermore, it is not a symbol of "innovation" in the film and television industry, and it has not changed the industry trend of the past few years."
Pei Pei explained: "In the past five years, the three major video platforms have been sourcing, customizing or making their own head content. The cost is getting higher and higher, from dramas, variety shows to movies. The "platform exclusive broadcasting" is nothing new. The three major video platforms of are no longer satisfied with sharing the world with satellite TV. Secondly, the video platform is not for movie content. No investment. Of course, the investment of video platforms in movies is much lower than that in dramas and variety shows. Why? Because movie content occupies a small amount of user time, and it is a one-time viewing, which does not fit the three major video platforms at this stage "
Internet Media Research Institute Liu Feng (pseudonym) believes that this move is a good thing for byte beating, but for the producer of "囧母", it is a choice in a special period, is not All movies will choose Internet platforms like "囧Mom". "
film and television commentator Li Xingwen also believes that the main battlefield of video sites will not change from TV series to movies.
Li Xingwen told The Paper: "First of all, the current video industry is not a purely nascent industry. It has been developed for about ten years. history. In the past ten years, I have been constantly exploring business models. The so-called movie network theaters have also tried several times and hit several times. In the end, it has developed to take drama as the primary productive force and variety shows as the secondary productive force. Theatrical movies and online movies together constitute the third productive force (theHappening). This status quo has evolved step by step after a relatively long period of time. It can also be said that history has chosen an existing model. "
" The second point is that if online theaters become the primary distribution channel for movies, it means that the existing physical theaters will be "dead dishes." The game between online theaters and physical theaters is just beginning internationally, represented by Netflix. The counterattack of physical theaters is still very powerful. In other words, it hasn't taken any advantage in the world. It just broke ground. In any case, the movie is a kind of art with visual spectacle attributes. The product, if you don’t see it on the big screen, its charm will be compromised to a certain extent. Then there is no difference between theatrical movies and online movies. So far, online movies are just a low-end product. Has the real strength of this Japanese drama to fight courtesy. "
(Original title: The online premiere of "囧 Mom" was boycotted by more than 20 theaters: how will it affect the film industry)
(responsible editor: Hu Mengyao_NK5655)
