1905 Movie Network News In 2023, the Chinese film industry delivered a brilliant answer. According to statistics, the cumulative box office for the whole year exceeded 54.9 billion, of which domestically produced films exceeded 46 billion, accounting for 83.77%.
However, in recent years, the rise of new forms and new media such as short videos and short plays has also changed the way the film and television industry is played to some extent. In the context of an era where opportunities and challenges coexist, how can the industry "break the situation" and stabilize it? develop?
To this end, director and producer Huang Jianxin, president of the China Film Directors Association and director Li Shaohong, Bona Pictures Group CEO Jiang Defu, film critic Tan Fei, "The Missing Her" director Cui Rui, Maoyan Entertainment senior vice president, Maoyan Shadow Zhang Bo, president of the industry, Yuan Yuan, manager of the publicity and promotion department of the Beijing Film Distribution Branch of China Film Co., Ltd., Jiang Wusheng, general manager of Oriental Beauty Pictures, and other film and television guests, attended the New Wave Forum held on December 29, respectively. The three major perspectives of content creation, publicity and marketing, and distribution and screening interpret the innovation and transformation of the film industry in 2023, and jointly discuss the future development trends of the film industry.
When talking about film creation in the era of fragmentation, Huang Jianxin said that fragmentation is a business method that corresponds to people’s lives being cut into pieces. This is a huge change brought about by technology and is not based on our will. What movies and fragmentation compete for is not the content track, but the audience's time. "Do a good job in the parts of the movie that fragmentation cannot construct, so that fragmentation cannot replace movies."
Li Shaohong believes that fragmentation is a kind of media Diversified means of communication. If the quality of the film is not attractive, the audience may give up watching it: "Film creators should consider the audience's appreciation habits and reflect on the creative content. The viewing habits and needs of the next generation are completely different. They need fragmentation, and they also need movies, For long videos, creators need to pay more attention to the reasons why viewers give up on the work, and how the expression of the work can be more attractive." Jiang Defu, CEO of
Bona Pictures Group, believes that it is not that everyone likes fragmented content, we must change the content of the movie . Film practitioners must learn to embrace its positive parts and accept the development of new things. For example, during the promotion and distribution process of the movie "Unknown", the narrative method of the film itself interacted well with the promotion logic of "fragmentation".
In addition to the changes faced by the production side, the communication side is also thinking about how to quickly find the right audience. How do you view schedule marketing? "She Disappeared" director Cui Rui said from the creator's point of view, it is more important to make the film itself solid. This year's summer season is very popular, and good movies can sometimes drive the so-called colder schedules, so everyone does not need to get together too much. We want the audience to continue to have good works to see. Zhang Bo, president of
Maoyan Films, said that large-scale, high-cost works such as "River Red" with a traffic start are more suitable for large-scale releases, while "Twinkle Twinkle Star" has captured the hot spot of New Year's Eve marketing. Let theaters also participate in the movie promotion process, provide users with an immersive experience, and break the boundaries between genres and age groups.
film critic Zhang Xiaobei believes that "Fengshen Part 1" has achieved great success with the help of screenings and roadshow marketing. The screening strategy of the special effects room is very critical to the early word-of-mouth release of the film. Zhang Bo said that behind Director Wu Ershan's mingling with the audience, there is full respect for the users from the creators and the content. The meaning of the road show has also changed from a single purpose of better arrangement of films to a two-way journey between the creators and users.
At the end of the forum, guests in different positions in the industry chain discussed the recently popular topic of "offline distribution". Xing Duanduan, deputy general manager and general manager of the distribution department of Wanda Film Comprehensive Center, said that at a time when schedules are highly concentrated, branch distribution can alleviate schedule pressure and ensure an orderly supply of films. At present, China already has the market conditions for branch issuance.
Yuan Yuan, manager of the Publicity and Promotion Department of the Beijing Film Distribution Branch of China Film Co., Ltd., believes that branching can help films find more precise audiences in the market, allowing niche films such as literary and artistic films to have a wider screening space, allowing the film to It has a longer life cycle and promotes the long-term survival of the film.At the same time, she also mentioned that off-line distribution is a reform for the current Chinese market. It is necessary to produce a commercial blockbuster with enough weight and a sufficiently typed film to promote this off-line distribution. This is also the reason why "If You Are the One" was chosen this time. 3》reasons. At the
site, the guests also raised issues that need to be solved for branch distribution. Jiang Wusheng, general manager of Oriental Beauty Pictures, pointed out that currently there are problems such as insufficient supply of film sources in branch lines, solidification of the original structural model of theater chains, and insufficient publicity and distribution. In order to promote the healthy development of branch distribution, everyone needs to focus on coordination and participation. interests of all parties and maximize benefits.
Through these discussions, we look forward to the continued high-quality development of Chinese films in 2024 amidst various new opportunities, providing filmmakers with more platforms for presentation, and telling Chinese stories to audiences and the world.
