Author / Wunian
is another weekend, the market ushered in several small and medium-sized new films, although the overall increase in the overall market is not obvious, but at least there are new films in the game, it is better than nothing.
Among the several new films released yesterday, one film has attracted the attention of filming sirs, and that is the cartoon " Josie's Tiger and Fish " produced by the Japanese bones club . The reason
says so is because the film was screened at the Shanghai International Film Festival as early as June this year. And just before the official opening of the film festival, the film quietly landed on the Youku video platform for its network premiere. Yesterday the film officially landed on the domestic theaters. In other words, the film is a rare case of "network transfer", which is rare in the past.
According to the news, the Shanghai Film Festival will officially open on June 5 this year and open on June 11. The day before the opening, on June 10, Youku officially launched this animation silently, basically in a state of "zero publicity" airborne. And this Japanese animation has five shows at the Shanghai Film Festival this year, and they are all in the hall. Considering how much Shanghai audiences love Japanese films, this move will undoubtedly have some impact on the box office revenue of the films shown.
Nowadays, when Pai sir looks back to retrieve related news, he found that although the original Weibo has been deleted, there are still some clues left. In addition, from the Baidu Tieba of the film, you can also know that even most fans of the film are unaware of the film's launch. As can be seen from the reply date of the post, the video was only available for less than four days, and it was removed from the video website on the 13th.
What exactly is this operation?
According to insiders, it turns out that the video launch of this time is not a real "network first", in fact, it was just Youku "stealing" the film source ahead of time.
It is said that, in fact, a Chinese film owner bought the copyright of the film a long time ago and confirmed the release plan for domestic theaters. The new media copyright transaction has also been concluded very early, and generally, the online copyright of such a film will be sold to many, and Youku is only one of them, and the online will be at the same time. The reason why there is no publicity at all is that this is actually Youku’s illegal operation, and the film was launched in advance. Of course, there are also some copyright coordination issues between the film party and the platform. In short, after the intervention and coordination of the Japanese film producers, fortunately, it did not affect the film festival screening and subsequent public screening of the film.
This incident has once again reminded all film parties and platforms.
First of all, in theory, once a video site is online, as long as the hand speed is fast enough, someone will definitely pick up high-definition resources. In fact, this is indeed the case. Soon after the film was launched, there were pirated resources. Fortunately, the volume of the film was small and the scope of influence did not expand further. But if you change to a more well-known film, due to inadequate coordination and improper operation, which will lead to more serious results, I am afraid that only the film party will be responsible for it. Therefore, puts forward higher requirements and professionalism for our film and video platform in combating piracy.
Secondly, this incident has once again demonstrated the contradictions of the "combat between hospitals and networks". At least in China, there are still very few cases of synchronization between theaters and networks. Most movies will choose to go to theaters first and then go online on the platform. There will be a certain window period in between. Although today’s window period is constantly shortening, at least the theater’s release is stillIt is the first choice for most filmmakers.
and a small number of films, due to various reasons, eventually had to abandon the theater release, and switch to the video platform, there are many reasons for this. Many people speculate that movies that have already been on the Internet can no longer be shown in theaters. This is due to instructions from the relevant authorities. But in fact, it is not. The real resistance to is actually from the theaters.
For example, many people think that "囧妈" opened a precedent for the blockbuster "hospital transfer", but in fact, as early as 2015, there was already the first movie to eat crabs.
In 2015, LeTV 's " Disappeared Murderer " had planned to launch TV in advance on the day before the film was released on November 27. But this is actually just a click-on marketing campaign for only 50,000 LeTV member users, but it has angered the major domestic theaters and caused an uproar.
multiple theaters jointly issued a statement, saying that this action undermines the traditional rules of the film industry and damages the interests of theaters and theaters. Many theaters boycotted the film and claimed to release the film. According to the Beacon Professional Edition, only 14.4% of the film’s first-day lineup was recorded. How about
, does it sound familiar?
Yes, these reasons are actually similar to the reasons why Hollywood business theater tycoons resist the streaming media platform. In 2020, five years later, "囧Mom" performed the same scene, and it was also resisted by a group of theaters. The only difference is that, compared to the "disappearance of the hospital network" of "Disappearing Murderer" to a certain extent, "囧 Ma" completely abandoned the traditional theater distribution.
A year and a half ago, people may not have realized the impact of the epidemic on the whole world, and they always thought that the world would soon return to its original appearance, but things went counterproductive. In the past two years, the video platform has continued to grow, and the right to speak has also increased. network distribution has begun to occupy an increasingly important meaning and position, and "hospital transfer" has even become a certain normal. For the traditional distribution model, this is no different from an innovation, but it is also a challenge.
At present, it seems that the influence of this "Josie's Tiger and the Fish" or the resistance from the theaters is not so great. Although the rate of filming on the first day is less than 10%, it has a lot to do with the intensity of the film’s publicity.
The current video material update is not enough. Whether it is Weibo or Douyin platform, there is a lack of more effective publicity catchers. The "Want to see" data of Maotao is not at the top, and even the official Weibo of the film is still up to now. Without the Blue V certification, people have a feeling that the film seems to "give up publicity." But in fact, if there is a higher cost investment, considering the genre and fixed audience of the film, it is actually possible to reach a box office income of more than 20 million. But for the time being, this result is probably a bit unclear.
In short, it seems that this is just a small "Oolong" incident. But through this incident, it may make you think more about the relationship between film parties, theater chains and platforms. What kind of mutually beneficial coexistence will take place in the future will have to be verified by time.
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