On January 31, iQiyi held a media exchange meeting for the action movie "Action Master Season". Representatives from the iQiyi platform discussed content type operation strategies, "Action Master Season" brand building ideas, action movie online market performance and Action talents exchanged and shared their willingness to cooperate. Wu Yue, producer and producer of "Standing in the Road", Wei Junzi, chief producer of "Defiant 2", Hao Dong, chief producer of "在线观看", "Stranger Knife" Executive producer Li Daozhong and other creative representatives also shared their film creation experiences and more thoughts on the development of action movies.
Yang Haitao, Senior Vice President of iQiyi, took "Mist Theater" as an example to introduce the logic of the platform's 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." He said .
When talking about 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.
Vice President of iQiyi Song Jia shared an overview of the action movie market, online consumption performance and platform cooperation vision. She said that starting from January 1, 2024, iQiyi will change the online movie billing model to "tiered billing based on duration." "Since its launch on January 18th, the online movie "Thugs in Suits" with action elements has performed well: "On the 9th day after its launch, it exceeded the playback time of the first tier, and now it has reached the unit price of the second tier. The accounts have been divided, and it is estimated that the 180-day sharing time can exceed 10 million hours, reaching a 3 yuan sharing ladder, so online users do prefer movies with action elements."
In addition, iQiyi will continue to focus on "action" in the future "Master Season" film label, Song Jia said: "We have always invested heavily in cloud cinema action movies, and the cooperation model is flexible and complete. We can cooperate with self-made, customized, and participating investors. At the same time, we also have an open and transparent system that is conducive to creation." Account sharing model. In addition, we will continue to dig deeper into the development and planning of action movies to bring more good works to the audience, fill the gap in domestic action movies in the current theater market, and help Chinese action movies regain their luster."
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. He introduced 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 unconventional heroes. In addition to his physical defects, the blind man in "Defiant" is also ruthless and talkative, and he will run away when he encounters a master who cannot beat him. The third is that it is very expressive of current moods and emotions. We realize that everyone needs heroes who can defeat the strong and help the weak, so we capture this resonance and shoot it for the current audience. "
When talking about how to deal with the changes in the audience's taste and demand for action movies, Haodong believes 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, shooting, and post-production. and constantly provide new tricks and improve entertainment. Li Daozhong said that no matter action movies or other genres, what ultimately conquers the audience is still the most basic content quality. It is necessary to make the script solid first, and when making action movies, the martial arts scenes If the filming is solid and a little innovation can burst out in the creation, it will be recognized by the audience.
Currently, iQiyi's "Action Master Season" has already released a film "Blocking Horses and Seizing Swords", which is currently being screened exclusively in cloud cinemas. . During the Spring Festival, the martial arts action film "Defiant 2" starring Xie Miao and Yang Enyou will be released one after another, and the modern crime "Episode" starring Xie Miao and An Zhijie will be released one after another. There will be more follow-up movies. "Stranger Knife" starring Zhang Jin, Xia Meng, Geng Le and Jiang Luxia is about to meet the audience.
Text/Beijing Youth Daily reporter Xiao Yang
Editor/Cui Wei
