This is the first article of Xian Miao, 1122, vomiting blood, original
, code word member: Xu Xiaoguai
Today, the China Film Association Network Film Working Committee, together with iQiyi, Tencent, and Youku, released it to the entire industry. Joint proposal. In the proposal, the Quartet proposed that films distributed online should have a unified title; practitioners stick to their original aspirations and create more literary and artistic works; increase the support of young film talents; promote the quality of online films; and build a standardized market environment.
This is the third proposal issued by the three major online audio-visual platforms within three days. Just the day before yesterday, Ayote had issued two proposals, one with the joint seal of the three parties, mainly for brokerage companies, and one with six major film and television companies.
has published three proposals in three days around online movies and TV. It seems that the three major online audiovisual platforms have encountered many common problems. Will these problems be resolved after the proposal is issued? What impact will the proposal have on the entire industry?
In response to these two issues, Peng Xiaoxian (pengxx01) interviewed You Xiaogang, a national first-level director and chairman of the China TV Drama Production Industry Association, and the other party shared his views on the platform proposal from the perspective of a senior practitioner.
In August last year, the three major online platforms of iQiyi, Youku, and Tencent once united six film and television companies at Noon Sunshine, Huace, Ningmeng, Ciwen, Yaoke, and Xinli to issue a joint statement on the sky-high pay for actors. As soon as the statement was made at that time, the pay of first- and second-line actors dropped sharply, and cost-effective newcomers and powerful actors were given more opportunities, and the film party could have more funds to invest in the production of the drama.
and the new joint initiative of the past day can be seen as an upgraded version of last year’s “salary limit” statement. You Xiaogang believes that this joint initiative is a positive signal for the healthy development of the film and television industry. Develop innovative values and enhance positive energy; oppose comparison, oppose ranking, oppose fame and gain, oppose unwarranted waste, and oppose corruption. All these have great benefits and practical significance to the industry.
From 2013 to 2017, the film and television industry was in a relatively exaggerated and frothy period from top to bottom. Comparing trends in the industry are serious, and platforms and film owners will buy ratings and click-through rates to support the appearance. For the sake of their own interests, the actor "tipped" the position, modified the script, and put forward various unreasonable demands. This phenomenon of
can bring about short-term false prosperity, but after a long time, if everyone buys data and loses money, they must stop. Facts will educate everyone that there is no second way of development other than down-to-earth. The seemingly "shortcut" path will only bring setbacks and lessons. The joint statement of the nine major companies is actually some detours in the correction industry.
In addition, the joint initiative will also add some permissions to the platform to guide young actors to be cultivated under a healthy mechanism and put their energy on real creation to create works and prove themselves. After all, many traffic actors are also created by platforms. According to the "corruption" point raised by the
joint statement, according to individual industry insiders, if a drama invests 300 million yuan, a considerable number of producers will be greedy by one third, which is a huge number. "Corruption" will inevitably occur in the course of economic operation, but it can be avoided as much as possible in the industry. This still requires the establishment of systems and supervision mechanisms.
You Xiaogang also specifically mentioned that the industry as a whole is now moving upwards, and the joint initiative the day before will accelerate this process. This year, many actors are lowering their film pay, paying taxes and participating in public welfare activities. This is actually progress and hopes to continue to improve.
Whether it is an online film proposal of the three major platforms or a joint initiative of the nine major companies, it is mentioned that film and television works should raise the standard of creation, take the materials rooted in life, and give outstanding young creators and actors of virtue and art more More opportunities.
has produced a series of excellent realistic-based works in the film and television drama market in the past two years, such as "Big River", "All Very Good", "Little Women under Zhengyangmen", "Old Chinese Medicine" and so on. And a group of "old opera bones" also have the opportunity to shine on the silver screen, thereby gaining more commercial value. Among them, the most typical Ni Dahong was originally Ni Dahong, who successfully played the role of "Su Daqiang" in the TV series "Everything is Good". The popularity of the role not only made him an unprecedented "middle-aged traffic", it also brought himThe trophy for the best actor of "Magnolia" came, and he also brought him endorsements such as UnionPay, Juhuasuan, and Three Kingdoms Mobile Games.
And in terms of movies, outstanding young creators may not be able to let Bole see themselves instantly, and then get the investment to shoot cinema movies. But online movie is a platform where you can display your talents, and it is also a product where you can get profits.
In February 2018, the online movie "Soul Ferry·Huangquan" produced by iQiyi was officially launched. The 5-hour broadcast volume exceeded 5 million, and the box office account broke 10 million in 56 hours. After 27 days of online, the box office account revenue exceeded 30 million. , 8.7 million members watched movies in the first month. When the
joint initiative came out, some people were happy and some were worried. Really capable film and television workers are happy, but some brokerage companies frowned. An actor agent complained: "As soon as this statement is made, the big ones are fine, and the small ones starve to death. In order to save costs, the platform and the Film and television companies will use their own signed actors. Some newcomers will also tend to sign platforms. In this way, ordinary actors and brokerage companies will gradually become weaker.”
complains about the brokerage companies repeatedly. You Xiaogang believes that the brokerage company itself should be strengthened. management. He said that strictly speaking, a brokerage company cannot be attached to an actor, and then only for profit, consume all the surplus value of the actor. When filming, you can make use of the resources of the crew without thinking about saving, but in fact, the actors are part of the crew.
Prior to this, the TV series "Lonely Fangs Do Not Appreciate" starring Zhong Hanliang and Angelababy had been criticized by all parties for "cutting pictures". Both inside and outside the industry believe that this kind of behavior has a very bad impact on the film and television industry. The first is that it seriously affects the quality of the drama, the second is that it greatly increases the cost of shooting, and the third is that it is not responsible for the audience.
Currently, domestic brokerage companies have many irregularities compared with international companies of the same type. You Xiaogang cites the current situation of actors in the crew as an example: Young actors in their twenties must take a caravan to rest, bring seven or eight personal assistants, and behave like young ladies in feudal society. In fact, this is completely unnecessary.
In his opinion, the actor's behavior is caused by many aspects. The platform is blindly chasing stars, and the production company has no choice but to ask for perfection, and no one points out the problem. But the most important thing is the attitude of the agency. You should not let the artists go, but from the perspective of quality, with the core of guiding the artists to move up and down the right path, and make recommendations to the crew. Behind this,
actually lacks professionalism and standardization in the management of brokers in the industry. Like film and television, there is no relevant assessment standard for brokers. Existing brokers with broker qualification certificates are all acting brokers from the Ministry of Culture. No broker in a real film and television brokerage company has been screened and trained by the state, and there is no good industry management.
In the absence of management, education, and standardization in the agency, everyone is simply consuming actors, especially some new actors with many fans, because they are well-known and cultivate vices. In fact, many old actors of Deyi and Shuangxin are very dedicated and do not have many requirements in the crew.
A really good agent must be able to support and manage in real time, and at the same time help the artists well. This year, the industry still needs the spirit of hard work. Artists should have their own artistic ideals, aiming to achieve artistic value, not vanity popularity. The three proposals of
may not completely eliminate the inferiority problems in the industry, but they can be avoided to a certain extent, and generally have a strong positive role in promoting the development of the industry. The platform can have more say in scripting, casting and production, and capable practitioners can get more opportunities. The
5G era is approaching, and future online movies and TV shows will have many changes in content, form and production. These issues are before the eyes of industry personnel. Everyone must strictly self-discipline, create a healthy and standardized industry environment, promote the advancement of film and television industrialization, and jointly promote the prosperity and development of domestic art work. The three initiatives of
and Aiyouten are undoubtedly a good start.
