Fuzhou News Network, October 16 (Reporter Qiu Ling) On the morning of the 17th, the Sixth Silk Road International Film Festival (Fuzhou) Film Series Forum was held "'Cinema line' or'Internet'-the way out of the film market Select "round table forum. Focusing on the theme of "the way out for the film market", film industry producers and film distribution research scholars have conducted in-depth discussions on topics such as the choice of film distribution windows between theaters and networks, new trends in film distribution and screening in recent years, and the integration of theaters and networks.
In recent years, online distribution channels have developed rapidly, and the online box office distribution of some movies has even exceeded the revenue from theater distribution. More and more film makers have given up cinemas and devoted themselves to online platforms, and gradually increased their production costs. "Network" has become a new window for film distribution. In a sense, the choice of "going online" or "going on the theater line" is no longer a difference in production scale, but also represents a subversion of the concept of film distribution, and the subversion is gestating new business and industries. chain.
Yaning, president of iQiyi Pictures, and Chen Hongwei, vice president of Tencent Pictures, pointed out that the two distribution channels of traditional theaters and online theaters have their own characteristics. With the refinement of the division of labor, large investment and large-scale production of movies They tend to choose theaters, while low-cost films, literary and artistic films and other films that do not require a high viewing environment will be diverted to the Internet. With the digitization and Internetization of distribution media, new media channels have received increasing attention from the industry.
Of course, from the perspective of the entire film industry, both online and offline viewing are constantly merging. Fanying’s founding partner and PhD in communication, Li Zhan, said that in a mature market, such as Hollywood, a slightly larger movie, the overall revenue from the theater chain only accounts for 30%-35%. If the theater’s performance is bright , It will also have a very strong driving effect on the subsequent market performance. "The theater chain achieves head revenue, and subsequent online distribution or other channels can achieve a long-tail effect, so the two play a complementary role and help each other." Li Zhan said.
Zhang Xiaoli, Director of the Office of China Film Distribution and Projection Association, said that whether it is the theater or the network, they are actually two platforms for film to realize value. From an industrial perspective, the market is actually broadened, which is very beneficial. of.
From the 2019 summer box office Yiqi Juechen's "Nezha's Devil Child Comes into the World", we can see that the traditional cinema chain still maintains a strong strength. According to Wu Sheng, the managing director of Beijing Poly Film Culture Media Co., Ltd., success is not accidental, as the saying goes. The performance of this cinematic film is the inevitable result of accurate announcements in compliance with market trends. With the three advantages of traditional IP adaptation, content creativity, and hard-core quality, "Nezha" uses its own IP derived cultural confidence to spread a certain universal value, and the deep meaning expressed in it is a leap Geographical, cross-age, and cross-cultural elements have aroused great resonance among the audience and naturally created a "dark horse" in the box office. At the same time, the development of the online film industry chain will undoubtedly provide new people who have just stepped into the film and television industry with "trial and error" opportunities. Yaning said that in recent years, iQiyi has launched a plan to support new directors to cultivate new power in film and television. Due to the relatively low cost of online movies, investors are willing to give newcomers a chance to try. It is believed that in the future, many mature commercial film directors will start from "big online movies".
The road to integration of "academy & network" must be an important issue for the development of the film market. How should this road go? Zhang Xiaoli said that doing a good job in film distribution is not only a necessary part of the film industry chain, but also has important significance for the prosperity and development of film art. "Whether it is going to the cinema or the Internet, we meet the needs of the audience at different levels and provide different types of movies so that the audience can find their favorite movies. I think this is a way to ensure that we make the entire market bigger. In terms of."
"users" have always been the core of the game between traditional cinema companies and online video companies. From the perspective of audience big data analysis, Li Zhan said that Wusheng has made reasonable plans for the marketing of a movie from theater to new media with years of practical experience in entertainment marketing. They believe that "going the theater line" or "going the network" or even "synchronizing the theater network" must be considered from the content of the movie and market demand, and believe that the audience will eventually be the promoters and beneficiaries of it.
In addition, for film distribution, the public welfare market and the rural market cannot be ignored. Chen Hongwei said that China has a vast territory and a diversified market. Perhaps the box office in the mainstream city market is not ideal, but it does not rule out getting high attention in other markets.Possibility of degree, this is the charm brought by the uncertainty of the movie consumer market.
