Beijing News (Reporter Teng Chao) On June 14, the 2024 Douyin Movie Wonderful Night, jointly organized by Douyin and CCTV Movie Channel, ended in Shanghai. With the theme of "Meet in the Movies", the event invited 40 film crews, more than 120 filmmaker guests, and 30 Douyin creators to talk about light and shadow. Zhang Yimou, Chen Sicheng, Liu Weiqiang, Huang Bo, Wu Zhenyu, Ma Li, Deng Chao, Ren Xianqi, Zhang Jiahui, Ni Ni, Liu Haoran, Wang Chuanjun and other filmmakers attended the magical night. Directors such as Xu Zheng and Guan Hu promoted new films on the spot, allowing the audience to experience this year's movies in advance. Summer season is hot.
A photo of the cast of Douyin Movie Adventure Night Live.
Over the past year, China's film market has continued to improve, with box office sales in the summer, Spring Festival, and May Day festivals reaching new highs. As an important film promotion platform, Douyin inspires users to co-create "movie memes" to participate in promotion through short video "second creation" interpretations, live broadcast room creators and tickets, and a new model of "content planting" Attract audiences into theaters and help the film industry recover and prosper.
Short video announcements warmed up the summer schedule, allowing good content to be seen.
Numerous celebrities introduced new works, which was the most watched part of the night of Adventure Night. The crews of " Under the Stranger", "Decryption" directed by Chen Sicheng, " Retrograde Life " directed by Xu Zheng, and "Operation Dragon" directed by Lin Chaoxian, which will be released in the summer, took turns on stage to promote, making the audience excited about this summer and The "adventure" of a good film is eagerly awaited.
According to reports, "Under the Stranger" is a fantasy action youth movie, adapted from the popular Chinese comic "Under the Stranger", telling the attempt of how traditional culture can be integrated into contemporary life. The story background of "Retrograde Life" is set in a takeout station. Xu Zheng mentioned that he often sees videos on Douyin of ordinary workers taking a break from their busy schedules to dance. As a filmmaker, he hopes to tell the stories behind ordinary people.
It is worth mentioning that Douyin creators from different fields also took the stage to interpret the movie in their eyes. "Jinggongzi", a film and television creator with more than 19 million fans, explained the trailer of "Decryption" and shared the stage with Chen Sicheng and Liu Haoran to decipher the clues revealed in the trailer. Legal popularizer "Lawyer Zhang Sister" talked about the social significance of "Article 20" discussing the legal theory of legitimate defense from the perspective of a legal worker. During the
program performance session, actor Paul Che restored the highlight of Li Bai's chant "The boat has passed the Ten Thousand Mountains" in the movie "Chang'an Thirty Thousand Miles". During the release of the film, the Li Bai imitation video he posted received over 10 million likes on Douyin, making this Tang poem from a thousand years ago a hot social topic among netizens.
Paul Che’s video of imitating Li Bai has been liked more than 10 million times.
"In the Douyin comment area, we found that many users were saying that they were hit by this sentence. In the subsequent publicity strategy, Li Bai's sentence will be used as the focus of publicity." "Chang'an Thirty Thousand Miles" Production and Publicity Dai Linyan, representative of the developer and chief marketing officer of Alibaba Pictures, believes that film promotions are often based on "secondary creations" and supplements of film content. Interpretations around the characters and plot will drive more people to be interested in the film. Go into the cinema.
A film is promoted nationwide, and film promotion is a key part of it. Publicity and distribution connects upstream producers with one end, and connects downstream theater chains and movie consumers on the other. Since the life cycle of theater chains is limited, the timeliness and accuracy of publicity and distribution channels have become increasingly prominent.
At the same time, as artistic content, movies also need to be “content is king”. With its active creative ecosystem, Douyin has become a natural soil for film promotion and distribution, helping film producers better connect with users and allowing good film content to be seen. It is reported that all the films released during the Spring Festival this year have reached promotion and distribution cooperation with Douyin. The total exposure of Spring Festival-related content exceeded 50.1 billion, and related search exposure reached 2.3 billion. The creators of many films appeared in the live broadcast room to interact with the audience. The crew of " 2" sold 80,000 movie tickets through Douyin live broadcast, attracting more viewers to watch the movie offline.
New media helps traditional culture, and young people take over the inheritance of classics.
It is not only the hit movies in theaters that have "broken the circle" on Douyin, there are also many classic old films that have once again attracted attention through the "second creation" of Douyin creators. Among the many new film promotions in the Night of Adventures, a special old film restoration project touched the filmmakers present.
In August last year, the China Film Archive, Douyin, and Huoshan Engine launched the "Classic Hong Kong Movie Restoration Project." The 4K version of the film restored by this project was screened at the Beijing and Cannes Film Festivals in April and May this year. At the Shanghai Film Festival, which was held recently, the project also includes " Swordsman ", " Blood Heroes " and "a Project" The 4k restored versions of four films "", " Wu Zhuangyuan Su Qier " were shortlisted for the official screening unit. Chen Duye, vice president of
Douyin, shared that the origin of this project was the discovery of a set of data: among the most viewed videos on Douyin for “secondary creation” videos, classic Hong Kong films accounted for 30%, half of which were 30%. Audiences under the age of 10. "These videos are not just interpretations, but tell the history and culture behind the films, as well as the behind-the-scenes stories of their creation. They have inspired many young people to watch the original films." Currently, more than 40 films have been restored in this project. , you can watch it for free on Douyin and Xigua Video.
In addition to old Hong Kong films shot thirty or forty years ago, traditional Chinese dramas are also popular among young people. At the Adventure Night Live, Mao Weitao, Chen Lijun, Li Yunxiao and Zhang Yazhou from Zhejiang Xiaobaihua Yue Opera Troupe attracted much attention. This time they are the main creators of the Yue Opera documentary film " New Dragon Gate Inn ".
The main creators of the movie "New Dragon Inn", from left to right are Mao Weitao, Chen Lijun, Li Yunxiao, and Zhang Yazhou.
Last year, the Shaoxing opera "New Dragon Inn" became popular due to a video of the leading actors Chen Lijun and Li Yunxiao "turning in circles". It tried live streaming on Douyin for the first time, attracting 9.25 million views. A group of young actors became famous with their beautiful appearance and delicate performances. "New to the top". Chen Lijun revealed at Adventure Night Live that the movie version of "New Dragon Inn" retained the original stage design, but the scale of the performance on the big screen was slightly different from the stage, which gave her a new understanding of performance.
Regarding the filming of the Yue Opera "New Dragon Inn" into a documentary film, Mao Weitao said, "We hope that more excellent traditional Chinese dramas can be seen by the audience in front of the big screen, and we also hope that through the Douyin platform, more People understand drama and movies, making traditional drama a way of life for young people. "The integration of traditional Chinese drama with new media such as live broadcasts and movies allows young audiences to realize the beauty, excellence, and inheritance of traditional art, and the inheritance of traditional culture has a new dimension. vitality.
The promotion and release of a series of movie content in "Qi Yu Night" makes the audience look forward to the "adventure" with good movie content to continue from here. As a two-way communication bridge between movies and audiences, Douyin hopes to drive more creators and users to use movies as an inspiration canvas to reinterpret the charm of good stories, drive people into theaters, and open up the world of light and shadow reflected on the screen.
editor, Wu Longzhen
proofreader, Zhao Lin
