online movies, the 28th law is still obvious, and the head content controls most of the profit space.
Especially in today's stricter supervision and rational market environment, online movies just provide a way with less trial and error costs. Fanwai network movies derived from film and television dramas are also a popular content channel and adaptation model in the market.
continues the popularity of the original work, extends the story development of the side characters, and manages the content in a more refined manner, which often brings different degrees of success, and some even surpass the original work.
, as a mature operation method that has been verified by the market, the extravaganza is expected to become one of the ways to break the game in future online movies.
Fanwai: Value-benefit bonanza
In China, Fanwai network films generally have three forms of expression: prequel or postquel of the main content of the work; a non-main line is drawn from the story line of the work to be detailed; the secondary characters of the work that are not the heroes and heroines The story line extends. As a mature content outlet, Fanwai’s online movies have assumed important value at the IP operational content level: it can not only maintain the overall tone of the IP brand, but also have more recognition at the story level and a rich and perfect world view.
is aiming at this market boom. Recently, "Chen Qing Ling" is nearing the end of the series, and the official announcement of the Fan Wai network movie series "Chen Qing Ling: The Soul of Life". In addition, the "New Dragon Inn Extraordinary Golden Inlaid Jade" released in July received a share of 7.5 million, with a considerable profit rate. The box office of the project is still on a cumulative upward trend.
At the beginning of the year, the popular youth romance drama "Exclusive Memories" on iQIYI, with its high-sweet plot and high-quality production, performed well on the topic and word of mouth. The producer took advantage of the momentum to launch three Fanwai online movies. "Exclusive Memory of Brave Love" starring Zhang Chao and Li Tingting, as well as "Exclusive Memory of Believing Love" and "Exclusive Memory of Goodbye Love" extended by several other groups of branch characters. At present, the accumulated accounts of the three parts have exceeded 17 million, which has obtained excess commercial returns and continued deepening of IP influence.
also has the 2018 iQiyi box office champion-45.478 million "Soul Ferry Huangquan", which is also a high-quality online movie developed and produced on the basis of several seasons of online dramas.
is a little further away. In 2016, the first self-made drama "Old Nine Gates" in the history of the entire network with a playback volume of more than 10 billion, was launched after the broadcast and launched a derivative series of online movies-the original author Nanpai Sanshu autographed four original episodes "Flowers in February", "Tiger Bone Plum Blossoms", "The Ganges Killing Trees" and "Four Slaying Sunflowers" were successively launched on iQiyi. With nearly 300 million views and a cumulative total of more than 40 million at the box office of the four films, they gave the market and Investors have great confidence.
In 2017, after the end of the "General on the Go" web series, three extra-fan online movies, "The General on the Top: The Pure Land of Bliss", "The General on the Top of Time and Space Lovers", and "The General on the Top of the Lotus Secret Case" were launched on Youku. The original author, Juhua Sanli, acted as the screenwriter, set the popular supporting role in the main drama as the protagonist, opened a new story, and performed gratifying results.
In 2018, Tencent Video broadcasted the "Sand Sea" series of extranet movie "The Clam Beyond the Sand Sea", which was online for 24 hours and had more than 10 million views.
From the perspective of investors, compared with independent works, Fanwai works have more familiar market perceptions for audiences. The fan base and influence of the original works will all be a boost to the film and television industry and continue the brand effect of the works. . Secondly, this move also uses the idea of IP in-depth mining to start the 2.0 era of online movie quality and reduce investment risks.
In particular, with the continuous increase in the cost of single-film online movies, the diversified subject matter, and the improved aesthetics of the audience, investors who enter the market need to have a natural and keen judgment on good content and good projects.
team: Market and quality assurance
When the verified high-quality IP enters the field of online movies, it has greatly and effectively promoted the mature marketization and quality of online movies.
As the online film market matures, more and more traditional filmmakers have spotted this value depression. Well-known directors, producers and actors have entered the game to make this cake bigger and attract more. The audience enters the online movie market to consume.
saw business opportunities earlier by film and television practitioners from Hong Kong. For them, the development and production of online movies are very familiar to them. Because of relatively low cost, short cycle, audience first, marketThe natural attributes leading to these online movies are almost the same as the Hong Kong film production methods in the 1990s.
And the market has a keen sense of smell, Wang Jing, who is good at multi-type cross-border testing, is undoubtedly the best. As an iconic figure in the golden age of Hong Kong film, Hong Kong's senior commercial film magnate, "movie genius" Wang Jing, has comprehensive capabilities in directing, screenwriting, producer, actor, editing, and market analysis.
In more than 40 years, Wang Jing has directed, produced and screened more than 400 films. It can be said that the 80/90 generation, and even many generations born in the 70s, are full of infinite affection for Wang Jing, such as "Chasing the Dragon" and "Ace Amusing Ace" The series of "Apostle Walker", "Macao Wind and Cloud" series, etc., his works department has a super high return on investment. Nowadays, commercial film magnates have shifted the battlefield to the field of online films and continue to work in the film industry.
Wang Jing is also the first wave of directors to enter the mainland wading online film and achieve remarkable results. In July 2016, the online movie "My Goddess" starring Ekin Cheng and Zhou Xiuna, supervised and written by Wang Jing, was broadcast exclusively on Iqiyi. It received nearly 7 million views in 12 hours, setting a new box office record for the first day of online theaters.
In 2017, Wang Jing once again cooperated with iQiyi to produce "Sister-in-law", which has accumulated a total of 26 million box office. Market returns. IQiyi has also set up a "Wang Jing Film Brand Zone", and the two parties have joined forces to launch a new online film plan.
On Youku platform, Wang Jing wrote and produced two online movies, "Tang Bohu Dianqiuxiang 2019" and "New Hedong Lion Roar", which earned a total of 26 million at the box office.
It can be said that Wang Jing basically represents the stable core of the creative team and the guarantee of box office revenue. Seeing that the film he led has been transferred from the screen of the street video hall 30 years ago to the laptop and mobile phone screens of audiences today, in fact It is also the continuation of another film spirit.
"Billion Inspectors": "Chasing the Dragon" fanfare + Wang Jing
In 2017, the cinema action crime film "Chasing the Dragon" directed by Wang Jing broke multiple records and grabbed 580 million box office with a dark horse, Douban 7.2 It can be regarded as Wang Jing's best work in the past ten years, which has greatly boosted the market confidence of Hong Kong films. Of course, high-quality content of
must be undertaken and fermented by multiple carriers before it can become explosive. Targeting audiences and market needs precisely, the "Chasing the Dragon" extranet movie "Billion Inspectors", produced and written by Wang Jing, has also been filmed. It tells the story of the chaotic Hong Kong society in the 1960s and 1970s. The story of police officer Lei Luo, who is kind and straightforward by nature, finally "grows up" into a powerful and powerful Inspector General Hua. The film is starred by "The First Sister of the Internet" Xu Dongdong, Golden Image actor Zheng Zeshi, and TVB TV Emperor Haoxin. The main creative team configuration is luxurious.
All the time, Hong Kong film police and criminals have been launched online, and they are all categories that are strongly categorized, highly satisfy the needs of vertical audiences, and have a high probability of breaking the circle. The online movie "Billion Detectives" can be said to have its own excellent genes: the market-proven extra mode, the innovative type of action police and criminals, the industrialized process production of an excellent team led by Wang Jing, and 70% straight male-oriented online movies The main audience group fits well, and the IP foundation of the previous work of "Chasing the Dragon" has been able to attract early "tap water" people. "Billion Detectives" has the right time and place and the bonus.
Today, 5-year-old online movies have grown from budding, exploding rapidly to becoming more mature and rational, with revenues ranging from hundreds of thousands at the box office to over one million to tens of millions. They are on the path of healthy industrialization. , With a stable market, Fanwai online movies will be more confident to win better returns.
