Watching movies and dramas on short video platforms is becoming a new trend.
On May 10, the film "Empty Nest" jointly produced by Shenzhen Huahao Film and Television Co., Ltd. and Beijing Kuaishou Technology Co., Ltd. was exclusively launched in Kuaishou. This is also Kuaishou's first self-made film.
In fact, Kuaishou's film and television works have blossomed everywhere, and paid skits have been launched. The film and television creators of Kuaishou also continue to release small finished films and short dramas, charging 1-6 yuan for cashing out.
This year, ByteDance bought "囧Mom", "Big Winner" and other works, and played them for free on the platform, causing heated discussions throughout the film and television industry. The
short video platform is accelerating the pace of entering the film and television industry. What positive signals have been released to institutions and creators?
pay to watch movies in Kuaishou
On May 10, the movie "Empty Nest" was exclusively launched in Kuaishou.
is jointly produced by Shenzhen Huahao Film and Television Co., Ltd. and Beijing Kuaishou Technology Co., Ltd., "Empty Nest" is adapted from the novel of the same name by the famous writer Xue Yiwei, focusing on marginalized people and telling the living conditions of the empty nest elderly in 84 minutes.
's plain topic selection and plain narrative technique, "Empty Nest" quickly attracted attention in Kuaishou. Many comments such as "I'm crying, I'm very touched", "I will accompany my parents more often in the future", which also reflect the user's recognition of Kuaishou's movie premiere.
However, currently in the Kuaishou screening hall, user feedback on the movie "Empty Nest" is not clear enough and needs further verification.
In fact, although "Empty Nest" is the first film produced by Kuaishou and the film and television company, the film and television works on the platform have already bloomed everywhere, and many content has implemented a paid model.
Currently, Kuaishou paid content is relatively hidden. You can find related content in the following three ways:
1. Search for the account "Kaishou Paid Content Assistant" and click to enter the account to see the content of the paid content square on the account homepage;
2 . Enter the main page of the movie from the account "Kai Shou Film & TV" and "Kai Shou Screening Hall", and click on the topic of the related work to enter;
3. Search for any account homepage with paid content, enter its paid content channel and scroll down to see the paid content. Entrance to the square. The "movie" module under the
pay plaza is the movie partition of Kuaishou. At present, there is no fixed time and frequency for the appearance of film and television channels, and there is no specific ordering rule in the display area of works. It is pure fate. The duration of
film and television works ranges from 20 minutes to one and a half hours. It provides 1 to 6 minutes of trial viewing. You can spend 1 to 6 yuan to purchase the entire film. More than 100,000 paid works have reached more than 10 works.
The highest-selling work is "Jiangcheng Fireworks", priced at 3 yuan, sold 924,000 copies, box office 2.772 million, 405,000 evaluations, five stars.
Its creator "Hong Nan" has also participated in many fast-handed top-selling movies including "Jiangcheng Huahuo", "Flowers Blooming to the Sun", "Huahua World", "Southern Expedition and Northern War", etc. Producer, engaged in the short video industry for 4 years.
, you can see that the current Kuaishou film library has mostly works focusing on the ordinary life of the bottom group and the warmth and warmth of ordinary people. At the same time, there are also many dramas with the atmosphere of rivers and lakes. The very cheap and cost-effective works have made Kuaishou movies popular.
Is paid drama good business?
For institutions and short video creators, the platform’s efforts in film and television are actually very good news..
Liming, the leader of the "Laughing Craftsman" team, told Short Video Workshop that they also made a paid suspense short play "Stone Pan Village" in Kuaishou, a total of 3 episodes.
Among them, the first episode is free to watch, including 2 chapters and 3 minutes long, while the remaining content needs to be paid to watch, the price is 1 yuan, and 30,000 people have already bought it, which is an income of 30,000 yuan.
"Let’s think of another profitable channel. If this path works, I think it’s a good thing for our short-drama-style accounts." When it comes to why we shoot paid skits, Liming said.
According to its introduction, the cost of the skit is tens of thousands, and the cost of a single episode is tens of thousands. "We rented the scenes of the film and television city, plus the production costs, actor costs, screenwriters, etc."
Therefore, the current cost has not been fully recovered. But he also said: “But in the long run, it’s okay to return to the capital. It will be launched on May 1.”
In addition, it is understood that the Kuaishou platform will take about 10% of the revenue generated by paid skits. .
In fact, not only Kuaishou and Douyin, but also many platforms have already aimed at the cake of short drama.
"This should be the second half of the small video track, and all major platforms are doing it." The person in charge of Sanxing Media said that the current traffic and revenue of this track are still considerable.
"Because the small video content has high fan stickiness, and then realizes it, including easy implantation and fast fans. Mainly all major traffic platforms are doing it. That is a trend. There is demand in the market, and naturally people who do it will come The more.”
According to its introduction, 's current major platforms are not paid models like Kuaishou, but are similar to online universities and theater movies, which are charged according to the amount of play, such as "guarantee income + platform rewards + advertising income. ", "guarantee + flow sharing" and other modes.
"If it is a vegan production, the cost of 30 episodes of dramas is about 100,000. Buying exclusive broadcasting rights, the price is 120,000-300,000 a year."
The platforms they are doing are Baidu Fanle, Youku and other platforms, and they will also be deployed in Kuaishou.
is not worried about the user's willingness to pay. "I think a lot of people are willing to buy, which is also the future trend. I wake up every day, basically with private messages and various reminders."
Moreover, the payment model can also reduce losses for the platform, and users pay for the bill instead of the platform. Make subsidies.
short video platform enters film and television
Nowadays, short video platforms have accelerated the pace of long video, and entering film and television seems to have become standard.
On September 11, 2019, the business scope of Kuaishou Technology Co., Ltd., the main operating entity of Kuaishou, has changed, adding new film distribution and film production. It can be seen that as early as last year, Kuaishou entered the film and television industry with signs.
and Kuaishou is not an example of entering film and television.
Affected by the epidemic, a large number of film and television works have been forced to withdraw, and the suspension of theater operations has led to a sharp shrinkage of the film and television industry. Under pressure, some works turned to online to seek vitality.
One of the iconic events is undoubtedly the high-profile announcement by ByteDance to purchase the Lunar New Year movie "囧Mom", which will be available for users to watch for free in ByteDance products such as Douyin and Watermelon, which officially launched the long movie "Dian Zhuan" The first shot.
Following "囧Mom", Douyin has launched "Big Winner" and more than 100 classic old movies on the platform, including "Farewell My Concubine", "The Last Emperor", "Scorching Sun" and other classic Chinese old movies.
On April 22, watermelon video announced that it has reached a content cooperation with BBC Studios. Both parties will jointly produce two new documentaries, "Hubble Thirty Years: Revealing the Wonders of the Universe" and "Prime Kingdom"; at the same time, including "Pulse of the Earth" Hundreds of BBC documentaries such as "Civilization" and "Civilization" will also be online on Watermelon Video. The
short video platform has accelerated its pace of entering film and television variety shows. On the surface, it is the product of the epidemic that has affected offline theaters to stagnate, and has to transform online to achieve content supplementation. In fact, short video platforms have a long history of ambitions for long videos.
For the platform, long videos can enrich the content matrix of the platform, provide more diversified choices to meet the needs and preferences of different users, and acquire users who watch long videos.
On the other hand, it can also form a differentiated competitive advantage, by extending the length of the user's stay on the platform, thereby enhancing the stickiness of the user and the platform, and increasing user retention.
However, although they are all working on film and television, it can be seen that the models of different platforms are not the same.
Douyin, Watermelon Video and other byte-based products are currently mainly purchased by copyright and co-produced with well-known documentary companies. The revenue method is membership. On Watermelon Video, you need to purchase a membership to watch Hollywood movies.
Kuaishou produces "grassroots" film and television works, and monetization adopts a single-chip payment model.
With the acceleration of the integration of long and short videos, the short video platform has also entered the era of long video contention. This is a new battle...
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