1905 Film Network News In recent years, the rapid development of network platforms has made it a new window for film distribution. "Going the theater line" or "going the network" is no longer equated with the production scale of the work, but represents the change and even subversion of the concept of film market distribution. This change of
has also spawned a new industrial chain. In this regard, the 6th "Silk Road International Film Festival" held a theme forum on "Film Market Outlet Choices" on October 17. Zhang Xiaoli, Office Director of China Film Distribution and Projection Association, Yaning, President of iQiyi Pictures, and Founding Partner of Fanying Li Zhan, Chen Hongwei, vice president of Tencent Pictures, and Jiang Wusheng, managing director of Film Federation Media, attended the event as industry guests, and discussed whether to "go theatrical line" or "go the network".
·Current situation
The box office of theaters is less than 20 million. It is difficult to return to the book. The network distribution account can realize the ability to increase
this year's Spring Festival file. Up to now, the cumulative box office of the film in the mainland film market has exceeded 4.6 billion, which is a well-deserved annual hit. However, speaking about Wusheng, he bluntly said that only 20% of the theater films that he participated in the release of his career achieved profitability, and half of the projects even faced losses.
According to the distribution cost data given by Jiang Wusheng, the basic material copy "naked" of a movie will cost 1.5 million, and if it is a foreign imported work, an additional 2.5 million deposit will be required. "At present (want to) launch a fundamental announcement in the market, without 8 million investment, it is completely inaudible. This means that it needs (at least) 23 million box office to flatten the cost of announcement."
23 million Being placed in the box office volume of 60 billion in the mainland film market, it seems that it is not difficult to achieve, but is it really so optimistic? Zhang Xiaoli, the office of the China Film Distribution and Projection Association, said that in addition to the overall data, we cannot ignore the specific situation of a single film. Take the previous year as an example. Among the 394 domestic films that landed in theaters, the top 3 films accounted for nearly 20% of the total box office. At the same time, hundreds of films did not even exceed 10 million in box office. Lower than the 23 million "standard" mentioned above. While the Matthew effect appears in the
cinema market, the liquidity of online distribution accounts has been continuously enhanced. Yaning, president of iQiyi Pictures, shared a set of data: In the first three quarters of 2019, the number of movie-watching visits in mainland cinemas increased by 21% year-on-year, while the number of paid movie-watching members of iQiyi increased by 111%, although both There is a difference in the base number, but it also shows that there is huge room for the development of online platform users;
As for the distribution of accounts, while many theater movies are struggling at the box office of 10 million yuan, the highest single-chip account of the online platform has reached 4000 Million, which is more than 120 million when converted into the number of theaters issued box office year-on-year. At present, the top ten films in the box office of iQiyi share accounts, each of which has a share of more than 10 million.
·Choose
head income + long tail effect theater chain, network publishing dual platform to expand the industry basic market
Of course, Yaning also emphasized: "The increase in the monetization ability of network issuance, (only) means that it will gradually become a model, and It will not form an alternative relationship (with the theater chain)." In the face of the "high threshold" of theater chain distribution, online platforms can undoubtedly provide practitioners with new choices. On the
forum, all the guests recognized that there is a “complementary” relationship between the theater chain and the network distribution. Chen Hongwei, vice president of Tencent Pictures, believes that marketing difficulties are not determined by channels. Nowadays, the demand for products in various industries is getting stronger and stronger. In terms of film distribution, online audiences have more choices, while offline high thresholds give works. The quality is required. Li Zhan, founding partner of
Fanying, also said that in mature markets, the revenue from theater chains is sometimes only 30%-35%, and its results are more often used to drive the expansion of the work in other markets. The role, that is, the "head revenue", and channels such as network platforms can cause the "long tail effect." The argument given by Yaning, president of
iQiyi Pictures, also confirms this point of view: On the iQiyi platform, movies that perform well in theaters will also perform well on paid-for-demand. In this regard, Zhang Xiaoli, director of the Office of the China Film Distribution and Projection Association, said that she believes that the huge network platform can bring more exports to the creation and make many films that cannot be used in theaters.Can get the opportunity, "No matter the theater or the network, it is a platform for realizing value, which can help the industry to make the plate bigger." What kind of film is suitable for the theater, and what kind of work should be considered for online distribution? The guests at the scene also shared their thoughts on this criterion. In Jiang Wusheng's view, works with the characteristics of "high visual effects, high entertainment and high emotion" are suitable for "walking the theater line". Take "The Wandering Earth" and "My Motherland" as examples, the former is regarded as a milestone in Chinese science fiction Style works have high expectations among Chinese sci-fi fans. At the same time, this emerging type is also easy to attract market attention; and the latter, at the important event node of the 70th anniversary of the founding of New China, can also arouse the patriotism of the masses. , So as to attract more people to watch the movie. The release of
online platform represents more opportunities for new directors. Based on the analysis of iQiyi’s years of experience in supporting new directors, Yaning found that the cost reduction of online distribution channels for production and distribution has made capital more daring to invest in young people, which also means a chance to get started. At the same time, he also believes that in the future the industry will gradually no longer divide theater-line movies and online movies: "Everyone is a movie, but the choice of channel distribution is different."
