2019-06-12 21:40:56
Internet Summit | People from All Walks of Life Discuss \"New Content, New Model, New Marketing\"
Since 2014, online movies have grown rapidly. However, compared with the two categories of online variety and online drama, there is still a certain gap in refinement, hot and diversification. For online film, how to base on the new situation and meet the new development is an urgent concern of the whole industry.
On the morning of June 12, the Internet Summit of the 2019 Shanghai International Film and Television Festival held a forum on the theme of "New Content, New Model, New Marketing--Online Film in Change". On the spot, guests from all walks of life exchanged views on the current development of the online film industry and jointly discussed the bright future of online movies.
Photographs of guests in 2019 Shanghai International Film and Television Festival Internet Quality Forum·Internet Film Forum
Face the Present
The real "bottleneck" is not the environment, but the industry itself
In 2019, people reconsidered the once savage growth of the online film industry. How to reshape ecology and how to increase marketing? At the forum site, Liang Jie, general manager of Youku Content Open Platform of Alibaba Culture and Entertainment Group, Yin Chao, founder and CEO of Tmeng, Dong Guanjie, CEO of Qishu Youyu, Mou Xue, CEO of New Studios Media Group, Lu Fanxi, founder and co-CEO of Nicefilm and founder of Rabbit Hole Culture, and Wu Yan, founder of Image Media, shared about "ecology and refined marketing of online movies".
After five years of development, the online film is moving towards health and order, but the problem of stereotype and formalization still puzzles the entire industry. So far, there is not a really hot movie that breaks the circle in the field of domestic online films. According to Liang Jie, general manager of Youku Content Open Platform of Alibaba Culture and Entertainment Group, the industry currently faces two pain points: First, since the beginning of this year, the number and duration of online film viewers have not increased significantly; The second is how to find an effective user base to measure the value of the project in terms of long-term perspective rather than short-term results.
Liang Jie, general manager of Youku Content Open Platform of Alibaba Culture and Entertainment Group
Dong Guanjie believes that the cautious attitude of the market in the first half of the year objectively caused many films to be delayed on line, but even without these external factors, the online film industry is also facing an urgent upgrading problem - audience\'s viewing habits and aesthetic requirements have changed. If there is no overall improvement in theme, script and production, the works cannot stimulate the audience emotionally and qualitatively, which is the real "bottleneck" of the industry. Wu Yan also said that how to achieve a sense of identity and common feeling with the public is an urgent matter for creation.
Dong Guanjie, CEO of Qishu Youyu
Participants mentioned that in the future, they should break the boundaries of thinking, expand the necessary subject matter and types, replace "platform preferences" with "user preferences" and make full use of content advantages in a down-to-earth manner. Lu Fanxi, founder and co-CEO of Nicefilm and founder of Rabbit Hole Culture, suggested that they should be good at digging good stories from real materials that are popular with online audiences, based on reality, close to life and spread positive energy.
Lu Fanxi, founder and co-CEO of Nicefilm and founder of Rabbit Hole Culture
Seek a way out
Platform Function + Production Upgrading, "Ten Million Times" Has Great Potential
In a few short years, the cost of making a single online film has exceeded 10 million yuan. When the cost of the project and the revenue of the account are both rising rapidly, it is certainly lead to the overall production of the quantity become more rational. The "Ten Million Times" is promising and full of opportunities.
Lu Yang, head of the Youku Online Film Center of Alibaba Culture and Entertainment Group, Xiang Shuiliu, founder, CEO and producer of Xiang Bros Studios, Huang Lulu, chief producer and CEO of Jiangsu Zhonglele Film and Television Media Co., Ltd., and Shen Haobo, CEO of X.iron Group, had a heated discussion on "the production of online films".
Huang Lulu, chief producer and CEO of Jiangsu Zhonglele Film and Television Media Co., Ltd.
In the current situation, controlling costs is not the key, but rather how to rationalize the cost structure, Xiang Shuiliu said. Lu Yang expressed a similar point of view, saying that like cinema movies, online films are not enough with big IP and famous actors. More importantly, online movies need to be created with more reverence and sincerity. Network audience\'s tolerance and acceptance has been relatively high, aesthetic iteration is also very fast, meanwhile, the whole OTT end of the exponential change greatly, the family entertainment grow quickly, and big screen ecology rise again, which are excellent opportunities for the development of online film.
Xiang Shuiliu, founder, CEO and producer of Xiang Bros Studios
Judging from the overall pattern of online films, the three platforms of "Youku, iQIYI and Tencent" firmly control the head market. Over the past two years, major platforms have also been improving their infrastructure and introducing support policies to help high-quality content, high-quality team grow rapidly.
At the forum, Lu Yang, general manager of Youku Online Film Center of Alibaba Culture and Entertainment Group, also released the "Jinxiu Plan", announcing that the company will participate in investment and publicity in the future and jointly produce high-quality online films with first-class online film companies. Six leading online movie companies in the industry including Tmeng, Qishu Youyu, New Studios Media Group, Zhonglele, Xiang Bros Studio, Rabbit Hole have joined the "Jinxiu Co-production Plan" and become the first batch of partners. Youku will provide all-round financial, data and marketing support for its partners, and at the same time, it will deeply bind the Alibaba Economy to maximize the value of the industry.
Lu Yang, general manager of Youku Online Film Center of Alibaba Culture and Entertainment Group
It is worth mentioning that Youku also announced cooperation with X.iron Group to launched the country\'s first "seasonal film", WOMEN IN BEIJING, starring Deng Jiajia, Wang Ju, Pei Bei and others. This is a re-upgrade of the trend of "serialization" of online films, which is conducive to making the valuable individual IP bigger and stronger, and thus incubating the "sustainable development" industry high-quality works. High-quality content, the first-class content has always been the core driving force of the entertainment industry, and the online film is no exception. Online film s are gaining momentum, breaking cocoons and turning into butterflies, which can be expected in the future.
"Collect Wisdom in Putuo - Film and Television Gather in Shanghai to Connect the World"
The 2019 Shanghai International Film and Television Festival Internet Summit was held in Putuo District, Shanghai, from June 11 to 12. This Summit focuses on "high-quality products", including a series of activities such as the Internet Summit Dialogue, the Internet Summit Keynote Forum, the Internet Television - Quality Forum, and the Internet Summit Gala Night.
