Can the network theater network in the epidemic ease the tension of the film side’s funds

Can the network theater network in the epidemic ease the tension of the film side’s funds
In early 2020, the original hot Spring Festival stalls were disrupted by the sudden epidemic, and all of the scheduled films were finally withdrawn. The subsequent Valentine’s Day schedule and even the film market in the following months were seriously affected.The theater closed, the crew stopped, and the audience was isolated at home, but the demand for movie watching still exists.While the cinema and other physical industries are facing many crises, online movies have ushered in a highlight moment.According to Yunhe data, a total of 30 online movies were launched on the video platform during the Spring Festival of 2020, an increase of 10 from last year.Under the influence of the epidemic, during the Spring Festival of 2020, the effective playback volume of long videos on the entire network has increased, and the average daily effective playback of movies has increased by 32% in early 2019.It turned into a still photo of the online movie “Jung Mom” and “Fat Dragon Crossing the River”.In January 2020, a total of 64 online movies were launched on the entire network, 12 of which exceeded 10 million at the box office.In the first half of the month of 2019, there were 15 works with more than 10 million pieces.In addition, the Spring Festival films “Jiang Mom” and “Fat Dragon Crossing the River” have all been released online.30,000 yuan was sold to ByteDance, “Fat Dragon Crossing the River” was broadcast on iQiyi, Tencent and other online platforms in the form of single-chip search, with about 1.The 200 million times of the entire network gradually and effectively broadcast the number of online movies in the Spring Festival.”Fat Dragon Crossing the River” starring Donnie Yen set in his personal Weibo: “In the current development of the Internet, the mobile content of the movie network is also an inevitable trend.”According to data from Youku, the daily effective broadcast of Youku movie channel has increased by 32% in early 2019, and the number of movies with a box office of more than 10 million has reached five. Among them,” Big Snake 2 “exceeded 30 million at the box office, becoming the first in the opening yearThe online movies have exploded, and Youku has maintained the number one position at the box office for two months since its release.Sauna Night Network interviewed Lu Yang, general manager of Youku Online Film Center. He believes that online movies have received more attention during the epidemic, and user demand has increased. At the same time, more high-quality products have been demanded from the content team.Line content complements each other.Temporary suspension of the cinema line brings opportunities for online entertainment. Wangda ushered in a wave of blowouts during the Spring Festival holiday of 2020. Youku Day active users and user time have reached a new high since the 2018 World Cup in Russia.The ratio of movie playback has increased by about 2 times compared with usual times. Both the online movie playback volume and the theater movie playback volume scheduled to go online have exceeded expectations.Among them, the “Big Snake 2″ released in January this year exceeded 30 million at the box office.”Snake 2” stills.In terms of genres, Youku launched 164 solo online movies in 2019, involving multiple genres, including comedy, action, biological disaster, love, costume fantasy, martial arts, youth campus, etc.Among them, comedy, action, urban love, costume fantasy, martial arts and other major types have the largest number. At the same time, monster films represented by biological disasters have performed strongly. At the same time, science fiction comedies such as “Alien Event” have passed movies and “Beijing Women’s Pictorial”Urban women may also be loved by users.Photo source: White paper of online movies. In response to the blowout of online movies that everyone discussed, Lu Yang believes that this is a normal development in the process of industry accumulation, but because of the special stage of the epidemic, it has received more attention than usual.”The audience’s enthusiasm for watching movies online and users’ minds have greatly improved, which has also increased the industry’s confidence in online movies.”Source: Online movie white paper” 囧 妈 “phenomenon will not be the last time the online movie and theater line should be complementary to the 2020 Chinese New Year file,” 囧 妈 “and” Fat Dragon Crossing the River “from the theater line to the network of new models affectThe entire industry, Sauna and Yewang learned that a large number of directors said that this model would be considered if the epidemic continues to affect.A director admits that the epidemic affects the reorganization of the crew, and related work has been postponed, and subsequent releases may also encounter difficulties.”I think it is also an attempt to release on the Internet. It is one of the paths that we non-famous directors can choose, and creators should also adapt to change.I personally feel that it is a pity that it was not shown on the big screen, but I did not insist on it in particular, and my first work was in cooperation with an online platform.I think it’s the most important thing that helps the film meet the audience.”Lu Yang believes that the mode of” Jian Ma “from cinema-to-web movies to online playback is not the first case. There have been attempts like” Disappearing Bullets “before, so the business model is not innovative.The free-to-play mode will definitely get user approval and hot comments, which is also determined by the popularity of this movie and the attributes of the Spring Festival blockbuster.”More quality movies are willing to choose online broadcasting, which is the value trend of online distribution.”The user discovery model and the platform’s profit model are urgent issues that need to be resolved in the industry today, and promote users’ discovery habits of high-quality content. The free broadcast of” 囧 妈 “will be a negative impact on the industry.”In the view of Aloe, online movies and theater movies are a complementary concept, and the content provided and the way of watching movies are different.Youku’s online movies and classic old movies have met the needs of different users for watching movies, and also cultivated the audience’s watching habits.The new movies of the cinema line meet the needs of users’ immersive movie watching experience, social and leisure, etc. The significance of going to the cinema to watch movies is far more than “watching movies” themselves.For users, the time cost of watching movies online increases, and there is no need to go out particularly, which is more convenient.At the same time, the barrage and comments can also bring a unique interactive experience to watching movies.The online movie viewing index does not need to rely on the film arrangement of the cinema in the cinema, and the dependence on the schedule is not so strong, and the online time is relatively flexible.”In the future, there will be more high-quality online movie choices online on Youku. During the epidemic, the minds of users watching online have been strengthened. The traditional film and television industry has also made up for the advantages of online.In the long run, it is conducive to the development of online movies.”Dialogue” Online movies are still in the stage of searching for business models. Sauna Night: What series of movie activities did Youku launch during the epidemic?Lu Yang: The basic amount of Youku’s content online was determined before the outbreak, so it has little to do with the outbreak.However, the epidemic has gradually worsened. We temporarily added some movies and increased the demand for watching movies at home, and launched a series of movie activities.This includes feature film list recommendations for different types of movies, 100 classic movie screening programs, Oscars, the 88th anniversary of Truffaut ‘s birthday and other special discussions, Valentine ‘s Day online movie guessing events.At the same time, during the fight against the epidemic, Youku Movie also launched a heroic outbreak movie “Together with the urgent emergency rescue plan-to pay tribute to the brave retrogrades”, including “Heroes of Fire”, “Captain of China”, “Wandering Earth” and other major films, toThis transfers positive energy.Sauna Night Net: Why did you increase the sharing rate during the outbreak?Lu Yang: Youku has launched the monthly settlement function in September last year, and now it can also alleviate the industry ‘s financial difficulties.In addition, we also linked the group’s entertainment treasure business to provide early repayment services for film producers, as well as online movie distribution insurance services.These are the preferential measures we have always had, and they were not introduced because of the epidemic.In the near future, we will soon launch more specific and industry-friendly measures in response to the epidemic situation to improve infrastructure service capabilities.Sauna Nightnet: After the epidemic, will online movies still develop rapidly?Aloe: During the epidemic, online movies gained more attention, not only the user demand is more vigorous, but also the confidence in the creation of industry film and television content companies. More and more mature teams want to actively try online movies.At the same time, due to objective reasons, it cannot be released in time during the epidemic. The creators have more time to polish the script and precipitate the quality content, which is also a necessary path for online movies.At the same time, online movie marketing will be more refined, precise, and the end of the cycle, which is also a standard action that is required.The content of online movies still has the problems of homogenization and uneven quality. It needs to enrich the types and more innovative types of movies appear; at the same time, online movies are still in the early stages of development to find the best business modelIn terms of models, there is still great potential and room for improvement.Sauna, Ye Wang Li Yan editor Huang Jialing school photo courtesy of Zhao Lin