Beijing News (Reporter Teng Chao) Recently, iQiyi held a media exchange meeting for the action movie "Action Master Season". At the scene, iQiyi platform representatives exchanged views on content type operation strategies, "Action Master Season" brand building ideas, online market performance of action movies, and willingness to cooperate with action talents. ” Representatives of the main creatives of the four films “, ” and “STRANGER” jointly discussed the current status and development direction of action film creation.
The scene of the media exchange meeting for the action movie "Action Master Season".
iQiyi Senior Vice President Yang Haitao used "Mist Theater" as an example in his sharing to introduce the logic of platform content type operation. He said that there are three main reasons for the success of "Mist Theater": The first is stylization, choosing a suspense track with a large audience, ensuring a large user base and attention. The second is high-quality content. From screenwriters, directors, to actors, the platform joins hands with outstanding creative talents in the industry to jointly create high-quality content. The third is serialization. In order to build a brand, the selected content is released in a concentrated manner to form a series of content. "Just like our centralized launch of the 'Action Master Season' label this time, it can also give users a strong perception of action-type movies. And then through the brand's perspective operation method, it can leave a deep impression on the audience."
said And the launch of the "Action Master Season" movie label, Yang Haitao said that this is based on actual platform user consumption insights. Judging from user portraits, male users contribute more than 60% of the playback time to iQiyi’s movie business. They belong to the mainstream user group of movie consumers and have certain preferences for action movies. Judging from the ranking of member play time, action films accounted for 40% of the top 20 movies that were played by members within 30 days of their release. Judging from the paid subscription performance of cloud cinema movie users in 2023, the number of subscriptions for action-type movies accounts for 91% of all movies.
At the scene, iQiyi Vice President Song Jia further shared the action movie market overview, online consumption performance and platform cooperation vision. She said that since iQiyi changed the online movie billing model to "time-based tiered billing" on January 1, 2024, the online movie "Thugs in Suits" with action elements that was exclusively broadcast on January 18 has performed well: " On the 9th day after going online, the playback time of the first tier was exceeded. Now the unit price of the second tier has been divided. It is estimated that the divided time in 180 days can exceed 10 million hours and reach the 3 yuan sharing tier. So online users I really prefer movies with action elements."
In addition, iQiyi will continue to develop the "Action Master Season" film label in the future. Song Jia said: "We have always invested heavily in cloud cinema action movies, and The cooperation model is flexible and complete, and we can cooperate with self-made, customized, or participating in investment. At the same time, we also have an open and transparent account sharing model that is conducive to creation. In addition, we will continue to delve into the development and planning of action movies to bring more benefits to the audience. The work will fill the gap in domestic action movies in the current theatrical market and help Chinese action movies regain their luster." At the
exchange meeting, Wu Yue, the producer and producer of "Standing in the Road" and the chief producer of "Defiant 2" Creative representatives such as Wei Junzi, chief producer of "Evil" Hao Dong, and executive producer of "Stranger Knife" Li Daozhong also shared their film creation experiences and more thoughts on the development of action movies.
Wu Yue believes that iQiyi's launch of "Action Master Season" is a very good platform decision, and he is very grateful to the platform for its firm cultivation of new action talents and its trust in partners. As the first film of the "Action Master Season" to be released online, "Block the Horse and Seize the Sword" hopes to bring new vitality to traditional IP and classic genres at the creative level, realizing the multi-dimensional innovation of "Martial Arts +", integrating action martial arts, drama adaptations, and comedy Elements and other key points are used to create something different and exciting, showing the confidence of Chinese culture with the new national style of martial arts. At the same time, Wu Yue said that he has been cooperating with new action directors, action teams, as well as young martial arts instructors and martial arts practitioners, and is committed to creating new forces in action movies.
Wei Junzi revealed that "Defiant 2" is a series of character movies, not a sequel in the traditional sense. Each movie in the series is about the same character, but there will be a new story and a new journey. At the same time, he shared the three principles for creating the " defiant " series of movies: "The first is to do extraordinary martial arts, do not use slow motion in action scenes, and use real action actors. The second is to create non-traditional characters The hero, the blind man in "Defiant", apart from his physical defects, is also a ruthless person who doesn't talk much, and he will run away when he encounters a master who can't beat him. The third is that he can express the current mood and emotion very well. We noticed that everyone We need heroes around us who can defeat the strong and help the weak, so we should capture this resonance and show it to the current audience."
Wu Yue (left), producer and producer of "Standing in the Way", chief producer of "Anti-Evil" Hao Dong (middle) and Li Daozhong (right), executive producer of "Stranger Things" share the current status of action film creation.
was talking about how to deal with the changes in the audience's taste and demand for action movies. Haodong believed that commercial films need to be responsible for the audience's entertainment interests. The action genre is a very large content segment and requires a lot of attention in creation, filming, post-production, etc. The level constantly provides new tricks and improves entertainment. Li Daozhong said that no matter whether it is an action movie or other genres, it is still the most basic quality of content that ultimately conquers the audience. It is necessary to make a solid script first, and when making an action movie, the martial arts scenes should be shot solidly, so that a little bit of excitement can burst out in the creation. Innovation will be recognized by the audience.
At present, iQiyi’s “Action Master Season” already has a film called “Block a Horse and Seize a Sword” which was launched on January 25 and is currently being screened exclusively in Cloud Cinema. The Spring Festival period will also see the release of the martial arts action film "Defiant 2" starring Xie Miao and Yang Enyou, and the modern crime "Episode" starring Xie Miao and An Zhijie. The follow-up film "Stranger Knife" starring Zhang Jin, Xia Meng, Geng Le, and Jiang Luxia will soon be released to the audience, so stay tuned.
editor, Huang Jialing
proofreader, Wang Xin
