On the afternoon of September 23, under the guidance of the Organizing Committee of the 11th Silk Road International Film Festival, hosted by the Propaganda Department of the Shaanxi Provincial Party Committee, Shaanxi Film Bureau, Shaanxi Cultural Industry Investment Holding (Gr

On the afternoon of September 23, under the guidance of the Organizing Committee of the 11th Silk Road International Film Festival, sponsored by the Propaganda Department of the Shaanxi Provincial Party Committee, Shaanxi Provincial Film Bureau, Shaanxi Cultural Industry Investment Holding (Group) Co., Ltd., and Shaanxi Film Industry Association The 11th Silk Road International Film Festival film project promotion conference and the launch ceremony of the small and medium-cost film promotion service platform were held in Xi'an.

Members from the National Film Industry Association, theaters, film and television projection tubes, film and television institutions, investment and financial institutions, teachers and students of film and television majors in colleges and universities, film lovers and media colleagues gathered together to recommend and score outstanding small and medium-cost film projects across the country and witness the small and medium-cost film projects. A film promotion service platform was established to explore publicity strategies and promotion paths for small and medium-cost films, hoping that small- and medium-cost films can stand out in the fiercely competitive film market.

11 small and medium-cost films are recommended

"In the new era, China's film industry has achieved leapfrog development and achieved world-renowned achievements. A large number of acclaimed and popular films have been released, including commercial blockbusters with large investment and large production, as well as A large number of small and medium-cost films with excellent ideological and artistic qualities are both bright in the sky and twinkling in the sky." Shan Shuping, deputy director of the Propaganda Department of the Shaanxi Provincial Party Committee, said in his speech that Shaanxi is an important producer of small- and medium-cost films in the country, with large quantity and high quality. High, showing a good trend of great development. In order to build an efficient docking platform for film projects and the capital market, and explore the establishment of an effective mechanism for investment and financing in the film industry, the Shaanxi Provincial Film Bureau and the Provincial Film Industry Association have held film project promotion meetings since 2020. This year, they will focus on the creation and promotion of small and medium-cost films, providing outstanding Projects build docking channels.

promotion activities are aimed at small and medium-cost film projects across the country, such as "The Wind Blows", "Rain Falls on the Roof Tiles", "Colorful Clouds", "Shaking Sand", "The Iron Spoon at the South Gate", "Mission in the Snow" and "My Heart is Bright" Eleven excellent movies including "Welcome", "The Mediator", "The First Day of the Sun" and "Handsome Yellow" were unveiled one by one. After fierce competition and strict evaluation by the audience using electronic scoring machines, three projects, "Rain on the Roof Tiles", "Mission in the Snow" and "My Heart Is Bright" won the "Excellent Film Projects in the Film Project Promotion Unit of the Silk Road International Film Festival".

Small and medium-cost film promotion service platform launched

Small and medium-cost films have always been the "foundation" of the film ecology, providing guarantee for film creation and the diversification of the film market. In order to create a high-quality development environment for Chinese films, the "Shaanxi Film Industry Association, Beijing New Film Alliance Pictures Co., Ltd., Sichuan Film Co., Ltd., Hunan Xiaoxiang Film and Television Communication Co., Ltd., and Zhejiang Film Screening Association jointly launched "Small and medium-cost film promotion service platform" was officially launched. At the scene, representatives from film industry associations, theaters and platforms jointly pushed the button, marking the official launch of this platform that aims to provide powerful publicity and distribution resources for small and medium-cost films.

Zhao An, President of Shaanxi Film Industry Association, read out the platform service program and work plan, and issued an initiative to colleagues in the industry: focus on the dimension of cultural confidence and strengthen our responsibilities and responsibilities. Focus on the aesthetic value dimension and delve into the unique film value of small and medium-cost films. Focus on expanding the industrial chain dimension and build a service alliance platform for small and medium-cost film revenue breakthroughs. Focus on the regular dimension of the film market and innovate service paths for small and medium-cost films into genres and phenomenon-level ones. Focus on the dimension of government support to form a long-term mechanism for the healthy growth of small and medium-cost films. He also called on film colleagues across the country, “Let us jointly pay attention to and care for the high-quality development of small and medium-cost films, actively join and support the small and medium-cost film promotion service platform, and make new and greater contributions to the prosperity and development of the film industry."

The crisis has arrived and change is imminent.

In the subsequent dialogue session on "Publicity and Promotion of Small and Medium-Cost Films", Song Jun, Vice President of Jiangsu Film Distribution and Exhibition Association and President of Xuzhou Film Association, and former Vice President of Jiangsu Happy Blue Ocean Culture Group General Manager Huang Bin, Vice President of Beijing Film Association and Chairman of Kaihua Pictures Xu Yiding, General Manager of Beijing Huanying Times Culture Media Co., Ltd. Zhang Congyang, President of Mianyang Film Association, and Chairman of Beijing Zhonghuan Spring Cinema Management Co., Ltd. Wang Zheng and Xu Chunxiao, partner of Modou Chaoshang (Beijing) Management Consulting Co., Ltd. and IP commercial operator of the animated film " Chang'an Thirty Thousand Miles", conducted in-depth discussions. The guests provided suggestions for the development of small and medium-cost films from a professional perspective. , proposed many feasible solutions, such as precise audience targeting, innovative marketing models, etc. Everyone agreed that in the current film market structure, small and medium-cost films are facing "bottlenecks" such as shortage of funds and lack of publicity and distribution resources, and it is difficult to compete with leading blockbusters. Competing. However, its advantages such as closeness to life and unique creativity cannot be underestimated.

“Focusing on the problem itself is a kind of awakening. "Song Jun said that currently small and medium-cost domestic films are facing development difficulties. First, there is fierce market competition. Second, there are insufficient marketing channels. Third, it is extremely difficult to screen in theaters. Song Jun emphasized that the publicity and promotion of small- and medium-cost films is a shortcoming. It is a blue ocean. The establishment of the platform will become an important link between the upstream and downstream supply and demand of small and medium-cost domestic films, and is expected to play a positive role in solving the development difficulties of small- and medium-cost domestic films.

“There are many small- and medium-cost films that cannot enter theaters, or they cannot. After all, there are very few films scheduled and it is impossible to realize its own market value. This is indeed a problem that must be solved first if the film is to prosper. Huang Bin mentioned that at the 7th China Film New Forces Forum, Director Mao Yu pointed out that the current film situation is in crisis and change is imminent. One of the reasons is that the market system is imperfect and it is difficult for small and medium-cost investment films to find suitable audiences and theaters. It is difficult to broadcast. The establishment of the platform establishes a direct channel between small and medium-cost investment films and terminals, which is of great value. It can integrate industry chain resources, maximize market value, and cope with external competition.

The "new track" helps small and medium-cost films break through.

The guests also discussed how small and medium-cost films can break through aspects such as platform support, content being king, precise topic selection, audience segmentation, and innovative distribution.

“Save money for small- and medium-cost films is the best way to make money. "Xu Yiding believes that the definition of small and medium-cost films is relatively vague. Currently, small-cost films such as five to six million are relatively easy to obtain government support and film channel acquisitions to recover costs, while medium-cost films face difficulties. The producer believes Content is the best propaganda, and good movie content can attract audiences. At the same time, movies are a failed art. In times of economic downturn, you can save money and make money by reducing costs and improving quality, such as celebrity participation and changing grand scenes.

" We need to pay attention to what the common sentiments of the current people are, and whether our content points can be in line with the current public sentiments, and don’t mess with everyone. "Zhang Congyang said that high-quality topic selection is very important for small and medium-cost films. They should pay attention to social topics, public emotions and sense of ritual, and think about issues from the user's perspective. In this way, when marketing, they can amplify the friendly topic selection and make the small and broad. At the distribution level, if the first two It’s relatively easy to get good spots, there is a lot of pressure to schedule films, and the audience can be segmented. The platform has made great efforts in communicating with theaters about price reductions, coordinating ticket prices, and charity screenings, which is of great help to small and medium-sized films.

“From a personal perspective. To put it bluntly, I was an investor in small and medium-cost films 20 years ago, as well as a producer. I fully understand the ups and downs in the birth of a movie, so I also call on all filmmakers to be kind to every movie. "Wang Zheng said that from the perspective of theater management, the box office situation is not good now. Theaters can no longer just open their doors to welcome customers, but should go out to find audiences for excellent movies."There are many small and medium-cost film promotion platforms in China. The difference between this platform today and others is that it is bottom-up and was jointly initiated and established by many associations and affiliated theaters across the country." This platform is for small and medium-cost films. Find audiences and call on filmmakers to treat every movie well, because every movie is the result of a group of people's efforts.

Xu Chunxiao shared the company’s experience in film post-market operations. It is hoped that after the platform is established, it can assist film creation teams to find the integration point between content and commercial brands, carry out commercial cooperation projects, and increase returns on the commercial dimension of films.

reporters learned at the scene that the small and medium-cost film promotion service platform will select 200 theaters in major cities across the country in the first phase, and will select 1,200 to 1,500 theaters in county-level administrative regions across the country in the future to promote and screen small and medium-sized films for public welfare. This model will provide new distribution channels for small and medium-cost films and help increase the film’s exposure and market value. As Xu Yiding said, “The content must be interesting, the investment must be careful, take your time, and everything will be fine.

On the afternoon of September 23, under the guidance of the Organizing Committee of the 11th Silk Road International Film Festival, sponsored by the Propaganda Department of the Shaanxi Provincial Party Committee, Shaanxi Provincial Film Bureau, Shaanxi Cultural Industry Investment Holding (Group) Co., Ltd., and Shaanxi Film Industry Association The 11th Silk Road International Film Festival film project promotion conference and the launch ceremony of the small and medium-cost film promotion service platform were held in Xi'an.

Members from the National Film Industry Association, theaters, film and television projection tubes, film and television institutions, investment and financial institutions, teachers and students of film and television majors in colleges and universities, film lovers and media colleagues gathered together to recommend and score outstanding small and medium-cost film projects across the country and witness the small and medium-cost film projects. A film promotion service platform was established to explore publicity strategies and promotion paths for small and medium-cost films, hoping that small- and medium-cost films can stand out in the fiercely competitive film market.

11 small and medium-cost films are recommended

"In the new era, China's film industry has achieved leapfrog development and achieved world-renowned achievements. A large number of acclaimed and popular films have been released, including commercial blockbusters with large investment and large production, as well as A large number of small and medium-cost films with excellent ideological and artistic qualities are both bright in the sky and twinkling in the sky." Shan Shuping, deputy director of the Propaganda Department of the Shaanxi Provincial Party Committee, said in his speech that Shaanxi is an important producer of small- and medium-cost films in the country, with large quantity and high quality. High, showing a good trend of great development. In order to build an efficient docking platform for film projects and the capital market, and explore the establishment of an effective mechanism for investment and financing in the film industry, the Shaanxi Provincial Film Bureau and the Provincial Film Industry Association have held film project promotion meetings since 2020. This year, they will focus on the creation and promotion of small and medium-cost films, providing outstanding Projects build docking channels.

promotion activities are aimed at small and medium-cost film projects across the country, such as "The Wind Blows", "Rain Falls on the Roof Tiles", "Colorful Clouds", "Shaking Sand", "The Iron Spoon at the South Gate", "Mission in the Snow" and "My Heart is Bright" Eleven excellent movies including "Welcome", "The Mediator", "The First Day of the Sun" and "Handsome Yellow" were unveiled one by one. After fierce competition and strict evaluation by the audience using electronic scoring machines, three projects, "Rain on the Roof Tiles", "Mission in the Snow" and "My Heart Is Bright" won the "Excellent Film Projects in the Film Project Promotion Unit of the Silk Road International Film Festival".

Small and medium-cost film promotion service platform launched

Small and medium-cost films have always been the "foundation" of the film ecology, providing guarantee for film creation and the diversification of the film market. In order to create a high-quality development environment for Chinese films, the "Shaanxi Film Industry Association, Beijing New Film Alliance Pictures Co., Ltd., Sichuan Film Co., Ltd., Hunan Xiaoxiang Film and Television Communication Co., Ltd., and Zhejiang Film Screening Association jointly launched "Small and medium-cost film promotion service platform" was officially launched. At the scene, representatives from film industry associations, theaters and platforms jointly pushed the button, marking the official launch of this platform that aims to provide powerful publicity and distribution resources for small and medium-cost films.

Zhao An, President of Shaanxi Film Industry Association, read out the platform service program and work plan, and issued an initiative to colleagues in the industry: focus on the dimension of cultural confidence and strengthen our responsibilities and responsibilities. Focus on the aesthetic value dimension and delve into the unique film value of small and medium-cost films. Focus on expanding the industrial chain dimension and build a service alliance platform for small and medium-cost film revenue breakthroughs. Focus on the regular dimension of the film market and innovate service paths for small and medium-cost films into genres and phenomenon-level ones. Focus on the dimension of government support to form a long-term mechanism for the healthy growth of small and medium-cost films. He also called on film colleagues across the country, “Let us jointly pay attention to and care for the high-quality development of small and medium-cost films, actively join and support the small and medium-cost film promotion service platform, and make new and greater contributions to the prosperity and development of the film industry."

The crisis has arrived and change is imminent.

In the subsequent dialogue session on "Publicity and Promotion of Small and Medium-Cost Films", Song Jun, Vice President of Jiangsu Film Distribution and Exhibition Association and President of Xuzhou Film Association, and former Vice President of Jiangsu Happy Blue Ocean Culture Group General Manager Huang Bin, Vice President of Beijing Film Association and Chairman of Kaihua Pictures Xu Yiding, General Manager of Beijing Huanying Times Culture Media Co., Ltd. Zhang Congyang, President of Mianyang Film Association, and Chairman of Beijing Zhonghuan Spring Cinema Management Co., Ltd. Wang Zheng and Xu Chunxiao, partner of Modou Chaoshang (Beijing) Management Consulting Co., Ltd. and IP commercial operator of the animated film " Chang'an Thirty Thousand Miles", conducted in-depth discussions. The guests provided suggestions for the development of small and medium-cost films from a professional perspective. , proposed many feasible solutions, such as precise audience targeting, innovative marketing models, etc. Everyone agreed that in the current film market structure, small and medium-cost films are facing "bottlenecks" such as shortage of funds and lack of publicity and distribution resources, and it is difficult to compete with leading blockbusters. Competing. However, its advantages such as closeness to life and unique creativity cannot be underestimated.

“Focusing on the problem itself is a kind of awakening. "Song Jun said that currently small and medium-cost domestic films are facing development difficulties. First, there is fierce market competition. Second, there are insufficient marketing channels. Third, it is extremely difficult to screen in theaters. Song Jun emphasized that the publicity and promotion of small- and medium-cost films is a shortcoming. It is a blue ocean. The establishment of the platform will become an important link between the upstream and downstream supply and demand of small and medium-cost domestic films, and is expected to play a positive role in solving the development difficulties of small- and medium-cost domestic films.

“There are many small- and medium-cost films that cannot enter theaters, or they cannot. After all, there are very few films scheduled and it is impossible to realize its own market value. This is indeed a problem that must be solved first if the film is to prosper. Huang Bin mentioned that at the 7th China Film New Forces Forum, Director Mao Yu pointed out that the current film situation is in crisis and change is imminent. One of the reasons is that the market system is imperfect and it is difficult for small and medium-cost investment films to find suitable audiences and theaters. It is difficult to broadcast. The establishment of the platform establishes a direct channel between small and medium-cost investment films and terminals, which is of great value. It can integrate industry chain resources, maximize market value, and cope with external competition.

The "new track" helps small and medium-cost films break through.

The guests also discussed how small and medium-cost films can break through aspects such as platform support, content being king, precise topic selection, audience segmentation, and innovative distribution.

“Save money for small- and medium-cost films is the best way to make money. "Xu Yiding believes that the definition of small and medium-cost films is relatively vague. Currently, small-cost films such as five to six million are relatively easy to obtain government support and film channel acquisitions to recover costs, while medium-cost films face difficulties. The producer believes Content is the best propaganda, and good movie content can attract audiences. At the same time, movies are a failed art. In times of economic downturn, you can save money and make money by reducing costs and improving quality, such as celebrity participation and changing grand scenes.

" We need to pay attention to what the common sentiments of the current people are, and whether our content points can be in line with the current public sentiments, and don’t mess with everyone. "Zhang Congyang said that high-quality topic selection is very important for small and medium-cost films. They should pay attention to social topics, public emotions and sense of ritual, and think about issues from the user's perspective. In this way, when marketing, they can amplify the friendly topic selection and make the small and broad. At the distribution level, if the first two It’s relatively easy to get good spots, there is a lot of pressure to schedule films, and the audience can be segmented. The platform has made great efforts in communicating with theaters about price reductions, coordinating ticket prices, and charity screenings, which is of great help to small and medium-sized films.

“From a personal perspective. To put it bluntly, I was an investor in small and medium-cost films 20 years ago, as well as a producer. I fully understand the ups and downs in the birth of a movie, so I also call on all filmmakers to be kind to every movie. "Wang Zheng said that from the perspective of theater management, the box office situation is not good now. Theaters can no longer just open their doors to welcome customers, but should go out to find audiences for excellent movies."There are many small and medium-cost film promotion platforms in China. The difference between this platform today and others is that it is bottom-up and was jointly initiated and established by many associations and affiliated theaters across the country." This platform is for small and medium-cost films. Find audiences and call on filmmakers to treat every movie well, because every movie is the result of a group of people's efforts.

Xu Chunxiao shared the company’s experience in film post-market operations. It is hoped that after the platform is established, it can assist film creation teams to find the integration point between content and commercial brands, carry out commercial cooperation projects, and increase returns on the commercial dimension of films.

reporters learned at the scene that the small and medium-cost film promotion service platform will select 200 theaters in major cities across the country in the first phase, and will select 1,200 to 1,500 theaters in county-level administrative regions across the country in the future to promote and screen small and medium-sized films for public welfare. This model will provide new distribution channels for small and medium-cost films and help increase the film’s exposure and market value. As Xu Yiding said, “The content must be interesting, the investment must be careful, take your time, and everything will be fine.”