Had not spent the New Year, the flames of war of Spring Festival archives is burned rose. 7 film are contended for decide archives, open to booking booking office to already was broken through 300 million. Competition of courtyard line film gets like a raging fire, head video platform also has new act this year. Recently, " get rich diary " " the legend getting treasure of Shaolin Temple " two film, announce the Xian Aiji on first day of the lunar year art, cruel of Tecent video, actor 3 video platform.
Roll out with synchronism of the film that decide archives, still have " archives of the Spring Festival on the line " concept. The Spring Festival archives that gives priority to with operation compared with website of video of in former years, "Archives of the Spring Festival on the line " be on its foundation further.
Come, this is the motion picture that has courtyard line level first, in Spring Festival archives storehouse of this big bill chooses kind is distributed on the line. Compare with photograph of traditional network film, tang Jili hold guide, Wang Baojiang acts the leading role " the legend getting treasure of Shaolin Temple " , song Xiaobao hold guide, song Xiaobao, Ma Li, Sha Yi presents as leading role to act the leading role " get rich diary " it is those who weigh a pound to make undoubtedly.
2 come, these two film all used PVOD pattern (high end pays cost dibble seeding mode) , the user is OK for a short while online on dibble seeding these two make newly. This also is meant, PVOD mode already entered normalization.
2020, "PVOD " became vocabulary of an industry popularity. This results from abroad film issues new option, for epidemic situation the film person under the influence offerred the work besides a kind of cinema to exhibit reflect pattern.
Carry out the platform of PVOD mode the earliest as home, love is strange art the line on last year July brand of the cinema on a line " super cinema " , more systematization ground and film person spread out PVOD mode collaboration. If say, the earliest a batch of work that choose PVOD, it is to suffer epidemic situation effect mostly; Be in nowadays storehouse of ticket of Spring Festival archives the film of the cinema on settle line, it is to stem from the active choice that characteristic of integrated market environment, oneself and ability of online cinema service make apparently.
Of the first window that rudiment of the cinema on the line does not await and diversification choose a strategy
As the member paying fee of video website number is defeated 100 million, the question of it is difficult to cater for all tastes is more and more obvious also. The audience of layer of different age, different group, the content that provides to platform is shown gradually piece those who differ is aesthetic appeal to beg.
This kind appeals to beg, synchronism is mirrorred in drama anthology and film respect. Drama market has fallen to say, it is the base that head platform Lai Yisheng retains originally. Cent is numerous the creative work that turn and operation are relatively mature also. For instance, love is strange last year art " dense fog theater " , make industry take advantage of an opportunity arisen playlet of a suspense is wet.
Film level is relatively weak situation. Go a few years, although network film also is developing ceaselessly, but still lack heavyweight unit to appear on the whole. Super cinema is to love to surprise art the attempt that makes to change this one current situation.
The goal that the cinema on the line establishs has two: Be contented audience firstly is new piece appeal to beg, make an audience OK never leave home the ground views and admire courtyard line level in the home new piece; The diversity that is contented audience secondly appeals to beg, let layer of each perpendicular circle can enjoy sumptuous dinner of seeing and hearing.
2020, love is strange art 11 film were distributed with PVOD mode in super cinema.
Driven makes comedy " fat dragon passes river " first try water, arrive literary piece " Chun Chao " " Chun Jiang water is warm " " experiment " attempt, to specially good effect piece " journey " income is new tall, arrive " sponge darling: Rescue big risk " implementation whole world sheds the line on media synchronism, arrive again " archives of the Spring Festival on the line " appear. Courtyard line is issued on the line of quality movies, help strength the cinema on the line the diversity on the type.
A few work of the line on last year also harvested super cinema to pay close attention to. For instance, be seleted award of the 33rd golden pheasant optimal feature film, optimal director nominates twice " Chun Chao " ; Be like again, by France " film manual " choose for 2020 year of 10 beautiful film " Chun Jiang water is warm " .
" Chun Jiang water is warm "
Going up somehow, super cinema also is the assurance of actual strength of a kind of content. The work of can selected super cinema, technology of need seeing and hearing and content quality respect all reach the level of courtyard line film. This provided reference of a kind of attribute for the audience.
Of course, the system paying fee compared with abroad maturity, PVOD mode still has earnestly to want perfect place in home.
Nevertheless, new supply creates the formation of new requirement originally. Become in dense fog theater explode before the paragraph, also nobody believes playlet market has bright future. More Huang talking, regard the strange suspense of predecessor of dense fog theater as the theater, it is not lukewarm more not fire two years of time.
"Drama raises a theater, the theater takes theatrical work " . " secret corner " , turn dense fog theater to masses eye shot. The dense fog theater nowadays, can face about will feed back the drama anthology in the theater. What super cinema goes also is this way.
What can D2C bring for movie industry?
If preamble place says, love is strange art found super cinema, it is for more systematization ground and film person spread out PVOD mode collaboration. And the commercial value of PVOD mode, be in early " demon sends demon 2 " on the proof had to arrive when the line. Cast however the special effect of epidemic situation, the success of PVOD mode, it is to shed media to be in constitutionally D2C (Direct To Consumer) the success that go up.
" demon sends demon 2 "
Why be D2C? To brand of meal, retail, new spending, this is not a new idea. Its means accepts customer one after another continuously, compared with the tradition layer upon layer the means that supplies catenary supply, connect consumer to be able to bring more long-term earnings and fewer current cost continuously. And video website, reveal platform best namely originally.
Love of no less than is strange art CEO Gong Yu Zaiai is strange art Yue enjoys what can emphasize, "D2C trades this kind means, the box-office income that decides work directly by the user and consequence, build a more fair media modes of life and relation to their environment. " apply this one concept shed media domain, can build the regular system with a kind of paramount content. Sort out the gold from the sand-get essentials from large mass of material, superior bad discard.
Actually, this also is to become what institute of dooryard line film adopts to trade means. Before some year when, discharge heat emerges, break away from an audience aesthetic " business is big " can be found everywhere. In last few years, this kind of work is apparently little. The reason is very simple, who is willing to buy a ticket to enter the arena look sodden piece? Want silver of audience true gold to spend money, at least content assures so that have.
This also is indicating, movie industry came true truly " box-office power to make decisions masters in audience hand " .
At the industry for, d2C still resolved the contradiction between content supply and market size.
The movies number that courtyard line film shows every year is basic and constant, this depends on how many of cinema amount, also mix be closely bound up of specific schedule for showing motion pictures in a theater. Want to be pulled high box-office, good content, good battle array, good schedule for showing motion pictures in a theater, good conduct propaganda is short of one cannot. But this one trouble won't appear however below D2C mode.
Of course, new a line on choice platform have already. But there was paragraph of period in the past, courtyard line movie runs network film, always give a person a kind of abjection sense. D2C criterion otherwise, PVOD mode serves for movies of courtyard line grade. To content generator, what PVOD mode represents is one kind accords with agile and tendency of the market, efficient development train of thought.
At the audience character, d2C still resolved the contradiction between content supply and user demand.
The occurrence of effect of Matthew of courtyard line film, type of the waist in letting a share piece live the environment gets test, the market potential of a lot of films did not get sufficient mining.
Resemble swordsman film, go up in big screen gradually already lose power and influence. 2010 " sword rain " later, the knight-errant all corners of the country on traditional sense is thoroughly downfallen. Although in last few years also many swordsman film appear with the form of network film, but lacked excellent movie of made courtyard line class, also make indeed many swordsman film lover feel dejected.
" sword rain "
On profit rate, literary piece, biography piece so type film is inferior to business is big probably. But this was not viewed and admire on behalf of lover of this one type the right that admires film in the heart and had better the apiration that the film pays fee. As the arrival that divides many times, of perpendicular circle layer aesthetic appeal to beg all should be satisfied. Super cinema wants to do, enclothe a layer more as far as possible namely.
The four great profit that distribute on the line are good
Another action of super cinema, it is to was movies of courtyard line grade to offer the opportunity that issues on the line.
Work takes the difficult position that shows without the space, long-standing. In teleplay domain not bad, the maturity of network channel lets drama anthology approve the change that had had world-shaking to what issue on the line. The motion picture is more troublesome, schedule for showing motion pictures in a theater, platoon piece so little, nature of the person that eat the meat also has starveling.
The 10 thousand Ma that before be being taken, show before long just dawn hold guide " balloon " for, catch up with on the weekend, discharge a quantity to also do not pass 1% . The person that want to look cannot see, piece just plaint push do not go out, the cinema just expressed to discharge again nobody looks. Cannot say the problem that who is, can say only, some films are unsuited really the commercial environment of instantly. Jiang Ruge amounts to Er, the film also not draw large audiences.
Issue on the line offerred a very good solution. Super cinema more resembling is offer " start is fair " online cinema. selected the film of super cinema, also need not have again " be not seen " troubled. More important is, it is treat equally without discrimination to the film of all types. Everything said to calculate by the audience.
To the audience, cinema view shadow is not had can replace, but as the masses consumptive habit and recreational means diversity develop, shadow of the view on the line also can make a kind of trend necessarily. Nevertheless, both be not contrary relation, however complementary effect. More not disappear says, resemble saving next connecting diligent the advantageous to the audience element such as time.
More important is, behavior of the hair on the line achieved authors to offer more to try an opportunity. This, also can be in " get rich diary " in get confirming.
This work is director a maiden work of Song Xiaobao, he is a newlywed person that directs a domain, film just thinks " these year of thing in the scrape up in my heart draw out " .
Additional, what also can open homebred film is issue to commercialize new space on the line.
Finally, might as well come some of head hole. "Archives of the Spring Festival on the line " had, can archives of summer vacation time, National Day archives come?
[civil / Feng Yi]
