Text | Rhino Entertainment, author | Xiaofu, editor | Pu Fang
The most popular thing during this year's cold season is actually the branch release that has been criticized for more than half a year?
Counting from the re-released "Harry Potter" series, " suddenly looks back to " on the Art Network line, "This Killer is not too cold" on the China Film Line, and "Old Gun" which was temporarily changed to a branch release ", as well as a number of imported movies such as "Perfect Days" and "Queen Live in Monterey"... In less than two months, there have been more than ten branch release projects alone. Although the schedule of
is cold, it cannot stand up to the promotion of branch issuance.
sub-line issuance has entered
on a large scale. I don’t know if you have noticed that the sub-line issuance that was once not optimistic has not only not disappeared, but the gameplay has become more and more abundant. Since the beginning of this year, with the expansion of application scale, the way of survival of the branch distribution model in China has become clearer, and many subdivided gameplays have been derived. For example,
is the most common distribution model based on theater lines and theaters. It is not only the most basic distribution method in branch distribution, but also the distribution method with the largest room for evolution.
For example, the "Harry Potter" series of films, which are currently being re-released in full swing, has adopted the unique distribution method of "Special Hall Branch". The film distribution team selected more than 3,000 theaters from theaters across the country as re-release theaters based on standards such as high-standard theater setup, theater box office volume, and audience size.
Although the National Art Federation and the People's Theater, which are also well-known to movie fans and industry insiders, are not explicitly included in the branch distribution system, they are actually a means of operation of branch distribution. Eligible theaters can actively apply to join the list and obtain the screening rights for films released through relevant dedicated lines.
Among them, the People's Cinema Line mainly screens and re-screens some films with specific themes, while the Art Federation is a private screening alliance established for art films. In addition, with the recent advancement of line distribution, the method of dividing lines by theater lines has also been further refined. For example, the upcoming classic movie "This Killer Is Not Too Cold" is led by China Film Group for dedicated line distribution. Whether theaters are listed Inclusion in the screening list requires a second confirmation with the distributor.
Splitting by stages is also a good application method for split distribution. After the film has been released in full-line distribution mode for a period of time, the film studio can conduct branch distribution in a more targeted manner during the key extension stage. The gameplay of
can be traced back to "One and Four" released in November last year. This year's National Day release of " is only green " also follows this strategy, which is very suitable for small and medium-sized movies that are "popular but not popular". Quantity and quality projects.
There are still very few films on the market that use the media-based distribution model. For example, "The Stranger" was released on March 2 this year. In addition to being labeled as a theatrical movie, the film is also an online movie launched on iQiyi Cloud Cinema.
Of course, considering that it is difficult for ordinary theater movies to accept or operate theater network synchronization, currently only iQiyi, a player with "double theater and network repair", is exploring this field. No matter from the perspective of operability or market prospects, it is difficult to become the mainstream of the industry by dividing lines according to media. On the other side of the
market, which continues to test various distribution models, the support from the policy level cannot be ignored. In the "Opinions of the State Council on Promoting the High-Quality Development of Service Consumption" released on the Chinese government website on August 3 this year, cultural and entertainment consumption specifically mentioned the opinions of supporting the release of films through differentiated models such as branch distribution.
Under the call of superior departments and the first film company, it is expected that more films will take the initiative to participate in branch distribution and continue to test the waters.
is the future, but not now
. The motivation for promoting branch distribution is actually to concentrate the audience as much as possible through the focused operation of distribution means, improve resource utilization for corresponding projects, and increase the input-output ratio.
can effectively save bullets for small and medium-sized projects with limited budgets. Similarly, it is also effective for projects with relatively stratified target audiences.
For example, "Looking Back", which was released a few days ago, is a typical niche project. The film is adapted from the short comic of the same name by Fujimoto Shu. It tells the story of two girls with opposite personalities who are connected by their love for comics and experience the joy and tears of growing up together.
As the author of the popular anime "Chainsaw Man", Fujimoto is extremely well-known among the younger generation of Japanese manga fans. This short work written by him is also loved by the audience for its touching and sincere emotions. It is recognized as a high-scoring masterpiece. It has already received a lot of attention when the animation was announced.
However, compared with national-level IPs such as "Doraemon" and " Crayon Shin-chan ", the domestic audience of "Suddenly Looking Back" is more perpendicular to the core circle of Japanese comics and movie fan groups, so compared to Tingping It is distributed across the board and is more suitable for screening on the Art Alliance line. This group of viewers did not disappoint. During the pre-sale stage, they helped "Look Back" set a new box office record for ArtLink's online screening projects. So far, the film's cumulative box office has exceeded the 30 million mark.
On the other hand, there are still many details that need to be improved in the current domestic branch distribution.
is the first to bear the brunt of the theater side - the various branch distribution methods still have many imperfections in the process of advancement. Many theaters are unable to communicate clearly about the distribution cooperation methods in a timely manner, which has resulted in some films that originally had the ability to release films. The theater accidentally missed some high-quality films.
, as the first domestic art association to make substantive exploration into off-line distribution, also has its own troubles. Due to the periodic "suspension" of the Art Alliance during the special three years, many member theaters of the Art Alliance Cinemas have fallen into a business crisis. However, this change was not reflected in the list of Art Alliance Cinemas published online in a timely manner, resulting in the loss of many viewers. The film appealed to the audience but fell short.
At the same time, because it is not a traditional theater chain, Art Alliance has limited binding force on franchised theaters, and it is difficult to use rigid rules to monitor the film arrangement at all times. It can only issue a symbolic letter of guidance and suggestions for film arrangement like "Suddenly Looking Back".
As for the film, the most risky thing about branch distribution is the impact of downsizing on the film. At present, the most stable distribution line in China is the Yilian line. After years of accumulation, it has gained strong recognition among audiences in high-tier cities and cinephile groups. With the consistent high-quality film selection, it can always obtain good results in a small area. Market feedback.
However, for most of the other branch distribution projects, the results of choosing a branch are unpredictable and it is difficult to summarize experience. The only way is to continue trial and error step by step. Looking at the more than ten films released since the launch of branch distribution, currently only one " If You Are the One 3" has achieved a cumulative box office of over 100 million. But taking a step back, would the market performance of this film be better if it were distributed across the board? We have no way of knowing.
Of course, in the long run, as the types of market projects are further diversified and audience segmentation intensifies, it is imperative to conduct targeted distribution. As the growth of the film market slows down, the role of branch lines will be further highlighted.
believes that one day in the future, Chinese movie audiences will no longer have to suffer from the difficulty of choosing from more than a dozen films in one schedule - art films have art theaters, and re-release projects have dedicated cooperative theaters, and maybe they will More and more viewers are finding their own movie-watching destination.
Text | Rhino Entertainment, author | Xiaofu, editor | Pu Fang
The most popular thing during this year's cold season is actually the branch release that has been criticized for more than half a year?
Counting from the re-released "Harry Potter" series, " suddenly looks back to " on the Art Network line, "This Killer is not too cold" on the China Film Line, and "Old Gun" which was temporarily changed to a branch release ", as well as a number of imported movies such as "Perfect Days" and "Queen Live in Monterey"... In less than two months, there have been more than ten branch release projects alone. Although the schedule of
is cold, it cannot stand up to the promotion of branch issuance.
sub-line issuance has entered
on a large scale. I don’t know if you have noticed that the sub-line issuance that was once not optimistic has not only not disappeared, but the gameplay has become more and more abundant. Since the beginning of this year, with the expansion of application scale, the way of survival of the branch distribution model in China has become clearer, and many subdivided gameplays have been derived. For example,
is the most common distribution model based on theater lines and theaters. It is not only the most basic distribution method in branch distribution, but also the distribution method with the largest room for evolution.
For example, the "Harry Potter" series of films, which are currently being re-released in full swing, has adopted the unique distribution method of "Special Hall Branch". The film distribution team selected more than 3,000 theaters from theaters across the country as re-release theaters based on standards such as high-standard theater setup, theater box office volume, and audience size.
Although the National Art Federation and the People's Theater, which are also well-known to movie fans and industry insiders, are not explicitly included in the branch distribution system, they are actually a means of operation of branch distribution. Eligible theaters can actively apply to join the list and obtain the screening rights for films released through relevant dedicated lines.
Among them, the People's Cinema Line mainly screens and re-screens some films with specific themes, while the Art Federation is a private screening alliance established for art films. In addition, with the recent advancement of line distribution, the method of dividing lines by theater lines has also been further refined. For example, the upcoming classic movie "This Killer Is Not Too Cold" is led by China Film Group for dedicated line distribution. Whether theaters are listed Inclusion in the screening list requires a second confirmation with the distributor.
Splitting by stages is also a good application method for split distribution. After the film has been released in full-line distribution mode for a period of time, the film studio can conduct branch distribution in a more targeted manner during the key extension stage. The gameplay of
can be traced back to "One and Four" released in November last year. This year's National Day release of " is only green " also follows this strategy, which is very suitable for small and medium-sized movies that are "popular but not popular". Quantity and quality projects.
There are still very few films on the market that use the media-based distribution model. For example, "The Stranger" was released on March 2 this year. In addition to being labeled as a theatrical movie, the film is also an online movie launched on iQiyi Cloud Cinema.
Of course, considering that it is difficult for ordinary theater movies to accept or operate theater network synchronization, currently only iQiyi, a player with "double theater and network repair", is exploring this field. No matter from the perspective of operability or market prospects, it is difficult to become the mainstream of the industry by dividing lines according to media. On the other side of the
market, which continues to test various distribution models, the support from the policy level cannot be ignored. In the "Opinions of the State Council on Promoting the High-Quality Development of Service Consumption" released on the Chinese government website on August 3 this year, cultural and entertainment consumption specifically mentioned the opinions of supporting the release of films through differentiated models such as branch distribution.
Under the call of superior departments and the first film company, it is expected that more films will take the initiative to participate in branch distribution and continue to test the waters.
is the future, but not now
. The motivation for promoting branch distribution is actually to concentrate the audience as much as possible through the focused operation of distribution means, improve resource utilization for corresponding projects, and increase the input-output ratio.
can effectively save bullets for small and medium-sized projects with limited budgets. Similarly, it is also effective for projects with relatively stratified target audiences.
For example, "Looking Back", which was released a few days ago, is a typical niche project. The film is adapted from the short comic of the same name by Fujimoto Shu. It tells the story of two girls with opposite personalities who are connected by their love for comics and experience the joy and tears of growing up together.
As the author of the popular anime "Chainsaw Man", Fujimoto is extremely well-known among the younger generation of Japanese manga fans. This short work written by him is also loved by the audience for its touching and sincere emotions. It is recognized as a high-scoring masterpiece. It has already received a lot of attention when the animation was announced.
However, compared with national-level IPs such as "Doraemon" and " Crayon Shin-chan ", the domestic audience of "Suddenly Looking Back" is more perpendicular to the core circle of Japanese comics and movie fan groups, so compared to Tingping It is distributed across the board and is more suitable for screening on the Art Alliance line. This group of viewers did not disappoint. During the pre-sale stage, they helped "Look Back" set a new box office record for ArtLink's online screening projects. So far, the film's cumulative box office has exceeded the 30 million mark.
On the other hand, there are still many details that need to be improved in the current domestic branch distribution.
is the first to bear the brunt of the theater side - the various branch distribution methods still have many imperfections in the process of advancement. Many theaters are unable to communicate clearly about the distribution cooperation methods in a timely manner, which has resulted in some films that originally had the ability to release films. The theater accidentally missed some high-quality films.
, as the first domestic art association to make substantive exploration into off-line distribution, also has its own troubles. Due to the periodic "suspension" of the Art Alliance during the special three years, many member theaters of the Art Alliance Cinemas have fallen into a business crisis. However, this change was not reflected in the list of Art Alliance Cinemas published online in a timely manner, resulting in the loss of many viewers. The film appealed to the audience but fell short.
At the same time, because it is not a traditional theater chain, Art Alliance has limited binding force on franchised theaters, and it is difficult to use rigid rules to monitor the film arrangement at all times. It can only issue a symbolic letter of guidance and suggestions for film arrangement like "Suddenly Looking Back".
As for the film, the most risky thing about branch distribution is the impact of downsizing on the film. At present, the most stable distribution line in China is the Yilian line. After years of accumulation, it has gained strong recognition among audiences in high-tier cities and cinephile groups. With the consistent high-quality film selection, it can always obtain good results in a small area. Market feedback.
However, for most of the other branch distribution projects, the results of choosing a branch are unpredictable and it is difficult to summarize experience. The only way is to continue trial and error step by step. Looking at the more than ten films released since the launch of branch distribution, currently only one " If You Are the One 3" has achieved a cumulative box office of over 100 million. But taking a step back, would the market performance of this film be better if it were distributed across the board? We have no way of knowing.
Of course, in the long run, as the types of market projects are further diversified and audience segmentation intensifies, it is imperative to conduct targeted distribution. As the growth of the film market slows down, the role of branch lines will be further highlighted.
believes that one day in the future, Chinese movie audiences will no longer have to suffer from the difficulty of choosing from more than a dozen films in one schedule - art films have art theaters, and re-release projects have dedicated cooperative theaters, and maybe they will More and more viewers are finding their own movie-watching destination.
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