What might be changed from "Fat Dragon Crossing the River" which is different from "囧Mom" on the web?

2020-02-02 03:00:25 movie 2077℃

may give birth to more films to follow the example of

article /July

single-point payment, advance screening.

, the movie "Fat Dragon Crossing the River" originally scheduled to be released on Valentine's Day, chose to be officially launched on the two platforms of Tencent and iQiyi, for the online premiere of advanced screening, and then further arrangements for the theater's release plan.

This is indeed very much related to the current background. But the bigger problem facing "Fat Dragon Crossing the River" is that the film has been shown in Hong Kong and other overseas markets for 10 days, and the risk of copyright protection is increasing. Therefore, online screening in advance and offline release later can be said to be a better plan for film owners to stop losses in time.

However, the advanced screening of "Fat Dragon Crossing the River" has more meaning than this. Next, there are not a few foreign films that will be released in the mainland market, and they will also face the problem of being unable to be released in time and piracy. This attempt will actually bring more reference value.

In addition, more importantly, in this special period when the epidemic continues to spread, both the platform side and the film side have great market demand, which cannot be satisfied by traditional copyright cooperation. I want to have the first attempt of "Fat Dragon Crossing the River", which will inevitably give birth to a new cooperation model that is in line with today's special period to balance the common needs of both parties. Why does

switch to dot screen?

After this epidemic, the theater films for the Spring Festival in 2020 were forced to withdraw, and the subsequent Valentine's Day and May 1st files now seem to be affected. The irresistible factors of

have brought a lot of impact to the film industry, and changes are happening quietly. Following the selection of "囧Mom" to be broadcast online, "Fat Dragon Crossing the River" has also been announced to be broadcast exclusively by iQiyi and Tencent Video.

It can be said that the black swan effect brought about by the continuous spread of the epidemic is still continuing. This is a major reason why "囧Mom" and "Fat Dragon Crossing the River" chose to switch to the Internet. But for "Fat Dragon Crossing the River", its online choice still has other big differences from "囧 Ma"-copyright issues.

In fact, the Hong Kong film "Fat Dragon Crossing the River" was released in Hong Kong and overseas markets such as Malaysia on January 23. Although it was also affected by the epidemic, it still achieved a box office of 348,000 US dollars on New Year's Eve ( The data comes from the blog about shovel movies). In contrast, "Fatty Dragon Over the River" was originally scheduled to be released in the interior on Valentine's Day on February 14th.

Therefore, for "Fat Dragon Crossing the River", the risk of resource leakage has become the biggest problem in front of the film. This also greatly prompted "Fat Dragon Crossing the River" to choose to go online.

However, it is worth noting that the transfer operation of "Fat Dragon Crossing the River" is actually just an "advanced screening", with a single point of payment model.

This means that "Fat Dragon Crossing the River" does not completely bypass the theaters and make it completely online, but will make further arrangements for its subsequent theater online screening plans based on the comprehensive consideration of the epidemic situation and market environment . It can be seen from

that this is a new cooperation model between the platform side and the film side. Although it cannot be simply regarded as a new type of content distribution model that will be used in the future, it can still bring some reference significance to the platform and film parties.

In particular, the special case of cooperation in this special period may also affect the distribution model of subsequent foreign films and other Hong Kong films.

Special needs in a special period

can not wait for the introduction of films.

Although during this period of continuous development of the epidemic, it has indeed brought a catalyst for the onlineization of cinema movies, not all cinema movies have a huge demand for forced transition.

For most domestic cinema films, if the impact of the epidemic is too long and multiple films can not be released, it will indeed affect the cash flow of capital behind them. After all, hundreds of millions of capital have been invested in the publicity and distribution of Spring Festival films, but there are still a few domestically produced films that are irresistibly "drifting".

In particular, in the current domestic film market, large-invested filmmakers can only get enough income by relying on the theater model. Therefore, most of the domestic films produced according to the theater standard do not have great special needs, and their ultimate goal is to land on the theaters and draw the audience into the cinema. Compared with

, the next foreign-introduced films in the inland market are not as “light” as most domestic films.In particular, before the hot summer vacation, there are only small schedules such as Valentine's Day and May 1 in the domestic schedule. The proportion of imported films is not low. There is no other reason for

. As we all know, the mainland film market has been There is a problem of piracy. The greater the time difference between the release time of foreign films and overseas markets, the greater the risk of piracy. What's more, the adjacent Korean film market can often achieve imported films and overseas markets. The simultaneous release of Korean films, and Korean film sources can often flow into the mainland market about a month and a half earlier. This also poses a big threat to the mainland film market that has been delayed to enter theaters.

Therefore, for the special situation that is now formed due to the epidemic In terms of the period, compared with the subsequent selection of foreign films to be transferred to the network, it may be the best solution to some extent.

However, it seems that the original procurement copyright cooperation model is not sufficient for the introduction. The special needs of the film in this special period, after all, the box office distribution of the cinema mode is still considerable.

The new accounting mode was born

is based on the needs of the platform and film parties.

In fact, with the first release of "Fat Dragon Crossing the River" Try, the current market’s new cooperation model in such a special time is gradually becoming clear. Judging from the common needs of the film party and the platform party, this phenomenon is not without a trace.

First of all, from the perspective of the film party, it is currently in cooperation with the platform. The cooperation mode between the parties is basically a one-shot sale of film transfer rights, which is still an extra income beyond the box office split.

In today’s market environment, theaters are equivalent to a dormant state, and some theater movies are In this special period, in order to reduce the loss, the possibility of switching to the network has increased. If you follow the copyright transaction of the previous theater-line movie transfer, the film party will not be satisfied that the film has only a single copyright income.

, for example, it is understood The transfer copyright of "Crazy Alien" is around 60 million, but the box office share of the film side is as high as 801 million. The big gap between the two is not difficult to understand. Especially, as a seed player in the Spring Festival last year, " "Crazy Aliens", the copyright fee for a one-strike transaction is less than 100 million.

For the platform side, the drawbacks of long-term copyright purchases have been exposed. Iqiyi CEO Gong Yu has mentioned before that the platform currently purchases copyrights In fact, it’s just renting copyright at a high price, and it loses its autonomy as soon as the lease term expires. “This is a very unfair business model for the platform.”

“The cost of copyright procurement has risen rapidly. The past 7 or 8 years have been serious. The directionality is wrong, but it is also a result of market competition in a certain stage. "As Gong Yu said, the current cooperation with the film party still cannot bypass the level of copyright procurement. The platform party also hopes to have a new cooperation model. The most feasible option at the moment may be to change the single point of payment. After all, this is the case. At that time, most theater-line movies are first released, and the copyright expenditures for purchasing theater-line movies will inevitably exceed the previous level. What's more, the number of theater-line movies that have to make a transition choice due to the epidemic may not be a small number. Such costs The pressure of investment on the platform is not small.

can imagine that with the first attempt of "Fat Dragon Crossing the River", in this special period, a new account based on the common needs of the film and the platform will inevitably be born.

Although this new accounting model is not necessarily applicable to the future market, nor can it be directly regarded as a performance of the arrival of the era of online cinema movie distribution, this innovation can still provide more for both parties to some extent. Reference value.

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