The spring of online movies comes earlier and stronger than the natural spring of Jiachen.According to incomplete statistics, as of March 26, iQiyi, Tencent Video, and Youku have accumulated a total of 89 online movies this year, with different types, excellent production, and welcomed by the market.Among them, the box office champion has won over 34 million yuan in accounts.This happy scene effectively boosted the morale and practitioners of the industry and stimulated people’s thinking about future development.
Create film works based on Internet distribution and dissemination
In 2014, the industry defined online movies: the length of more than 60 minutes, with the structure of a complete movie, and the Internet as the main distribution platform.At that time, the industrialization reform continued to deepen, and the Chinese film market showed a high growth momentum, attracting capital and talents.But for a long time, film communication channels are mainly concentrated in theaters.Although the number of screen screens on the domestic theaters has increased steadily, after all, the capacity is limited, and some films cannot be released every year.At this time, video websites rose rapidly, and mass accommodation capabilities and convenient watching methods provided market space for the film.As a result, the emergence of movies based on Internet distribution gradually formed a kind of art door category that distinguishes different from the cinema movies at the content and audience.
Due to the relatively low cost of launch on video websites, online movies have attracted a large number of small teams and short -cycle small teams and new companies to seize the market.In order to form a differentiated competition with the theater movie, some producers have rarely involved the subject matter of the mainstream theater films as competitiveness, and the swords are attractive and attracting eyeballs as the main topic of the topic.Creation is mainly concentrated in the types of thriller, strange beasts, and fantasy, and repeatedly remake of classic works or big IP.Some theme collision and the same content are the same; some works are set to the popular movie title and even theme of the psychic lines; some works are sensational, the content is exaggerated and explicit, and the narrative logic is unclear.For a while, “the style is not high”, “rough -made”, “love hot spots”, and “imitating follow the trend” has become the keywords of online movies, causing the audience to criticize.In response to this phenomenon, the relevant departments started to manage.On the one hand, the topic of scientific planning and selection, regulating themes of overcapacity such as fantasy and alien beasts; on the one hand, it provides support for the main theme works reflecting real life and praising the great era in the aspects of review and propaganda.In 2022, the State Administration of Radio, Film and Television issued an administrative license to the Internet drama, and the online movie permit was “on -the -job” to lead the industry to excavate the boutique.
Explore the scientific account division mode and make high -quality works get a higher box office
The direction of boutique is not only reflected in the continuous update of the creative concept, but also the improvement of industry rules.For a period of time, the industry has circulated a saying that it takes three elements to make explosive models, namely the title, poster, and 6 minutes.”6 minutes” is a free trial time limit. Once more than 6 minutes, the system will prompt the audience to purchase membership qualifications or pay for viewing. The video platform is shared with the filmmaker based on this effective number.This rule puts online movies into a “6 -minute” strange circle.In order to obtain more sub -accounts, some works will invest most of the production expenses and creative energy in the first 6 minutes of creation, so that the exciting content, hot scenes, and dazzling special effects are erupted.It was troubled for creative creatives outside of 6 minutes.
In response to this issue, the industry has continuously tried to explore the new sub -account mode, and adjusts the “effective viewing sharing of the previous 6 minutes” to “long -term sharing” and “long staircase accounts on time” and so on.Taking the new rules introduced by iQiyi in 2024 as an example, members watching over 10 million, over 6 million, and less than 6 million hours, corresponding to 10,000 -hour staircases, which are 3 yuan, 2 yuan, and 1 yuan, respectively.The box office is the sum of the income of each ladder.In order to prevent the film’s intentional injection duration, some video platforms refine the calculation method of effective duration. For example, the audience at 2 times watching 60 minutes of time, and the effective time of the platform included in the final platform was 30 minutes.This means that the “critical time” that attracts users to watch is no longer the first 6 minutes. The longer the user sees, the higher the income of the film producer.In order to leverage the higher box office accounts, the film side must come up with the entire work with the high -quality content of the audience.
Actively cope with the changeable market environment and establish a new differentiated advantage
In the past two years, online movies have encountered new challenges.On the one hand, the window period of the cinema movie is shortened, which brings competitive pressure on online movies.The window period refers to the time when movies are separated in different media playback content.Earlier, after the movie was released on the cinema, it would take at least a month to broadcast on the streaming platform.But in recent years, the Internet movie has become faster and faster, which has broken this practice.Many users who watch movies on the Internet are more inclined to choose a theater movie that has passed the market inspection and accumulate a certain reputation and popularity.This occupies the market space of online movies to a certain extent.
On the other hand, the emergence of micro -short dramas has a certain impact on the online film market.The new type of film and television category that is also developed rapidly during the rise of the Internet. They all make full use of the convenience and interaction of online media to allow the audience to watch it through the online platform anytime, anywhere, and they are good at using densely buried stalks, frequent reversal and other methods to attract attraction.user.However, the difference is that the micro -short drama is available. The single set is shorter, and the number of sets can be more and less. It is easier to meet the entertainment needs of people’s use of mobile phones at the fragmented time.And online movies are mainly horizontal screen mode, which is more suitable for traditional deep movie viewing experience.If it lives completely according to the monetization logic, the micro -short drama that is larger than the online movie track at present is a more attractive “golden place” for creators.In the past two years, the scale of the online film industry has declined. According to incomplete statistics, a total of 245 online movies online movies were launched in 2023. Compared with the decline in the number of 2022, it should be related to the limited market space and the loss of talents to micro -short dramas.In the face of the changing market environment, in order to achieve sustainable development on online movies, we must adhere to the quality of the film and dig the advantages of the Internet, and achieve new differentiated competition in the pinch of micro -short dramas and theaters.
High -quality works with fine cultivation of professionals are constantly emerging
Blowing out the mad sand to the gold.Continuous policy guidance, convergence of resources, and updating ideas have squeezed the market bubble of online movies, and promoted the industry to set up a professional creative team, adopt scientific and standardized production processes, and create a benign track of quality content products.In the spring of 2024, the online movie market obtained a box office reputation harvest, marking that online movies have entered a new stage of “quality improvement and reduction”.
The market competition of online movies has shifted from the “Invitational Tournament” to the “knockout match”. Before, the speculators who were greedy for this track were gradually eliminated as the speculators who circled money.The practitioners of the wrong ideas have also changed their minds, concentrated on creating, and high -quality films with intensive cultivation have continued to emerge.Many creations have jumped out of the themes of the themes such as fantasy, spirit, and thriller in the past.Multi -art space.For example, “Chinese Flying Man”, “Herbal Green”, “Black Eagle Boy”, “Special Heroes Huang Jiguang”, etc., some have boarded the golden fileObtained high score evaluations, received recognition of mainstream media and praised the majority of audiences.People were surprised to find that in addition to “refreshing” and “stimulus”, online movies can also see so many cute and respectable characters, diverse and flexible art presentation, and silent value expression.The channels such as channels have a positive and far -reaching impact on the expresation of the main theme film and television.
In addition to deep cultivation of theme creation, online movies have also deepened their advantages.Different from the large -scale screen capacity of the theater line, different screen expressiveness and scene scheduling are different. Online movies are limited by computer and mobile phones to watch the terminal screen, which focuses more on the details of the picture and the drama of the story.Action movies have become a type suitable for this kind of communication medium and can create unique audiovisual effects in small screens.Many practitioners have cultivated this field.For example, in terms of creation, works such as “Warrior Company” and “Sniper Heroes” focus on expressing the characters in the critical moment, with a sharp movement, fighting against the enemy’s state, so that the audience can truly feel the intense and stimulating atmosphere of the battlefield.The spirit of sacrifice.In terms of planning, iQiyi launched the “Action Master Season”, concentrated on many action movies, and created a mission.
In short, online movies have the “net feel” that is different from the theater movie, which is different from the “movie” that is different from micro -short dramas.Therefore, we should connect the needs of the network carrier in form and adhere to the artistic quality of the movie in the content.With the establishment of a sound market mechanism, the improvement of comprehensive evaluation indicators, and the improvement of audience aesthetic needs, online movies will continue to play the subject of film and television production test fields, talent cultivattes, and IP incubation places to achieve high -quality and standardized development.(Author: Zheng Xiaocai, Li Lei, lecturer of the School of Arts and Design of Xi’an Jiaotong University City College, Reporter)
“Guangming Daily” (15th edition on April 17, 2024)
