New cycle of online movies, more "big" competition

At the recent 2022 Tencent Video Film and Television Conference, Tencent Video released the latest online movie list.

Among them, both the development plan of "Northeast Farewell Sky", "Legend of Xing'an Ridge Hunter" and "Qimen Jiajia", also includes a series of classic classic such as "Ghost Blowing Lantern", Audi, "Infernal Affairs" and "Westward" and so on. IP adaptation.

In addition, combined with the "Longling Mats" launched this month, Tencent's video "Movie Adventure Season" has continued to launch a number of works such as "Mountain Village Fox", "Green Face Shura" and "Golden Spider City". In addition to the large -scale reservation of the type, the platform is also inspiring more creators to help online movies in the form of short video contests.

From the vertical track S+account incentives, type season operations to 25 new films, Tencent Video is still increasing the investment in online movie IP head -of -header and type of quality.

Not only Tencent Video, but from the recent action of long video platforms, the platform is accelerating the speed of industry innovation.

In January of this year, Youku implemented the "Fuyao Plan", and Tencent Video released the "Innovation Circuit Support Plan" for targeted encouragement theme innovation in the same month. In April, iQiyi fully implemented a new regulations for online film cooperation to replace the "effective view of the first 6 minutes" with "effective time for membership accounts". Policy renewal and refined platform operations further pushed online movies to the C -end.

In the environment, the acceleration of the audience structure brought by the epidemic also puts forward higher content requirements for online movies. In the new cycle of reduction of quality and quality, the creative side is moderately streamlined project, and the investment in head projects has become a consensus.

Tencent online movie new release:

Innovative subject matter, IP amplification

On June 21, the 2022 Tencent Video Film and Television Annual Conference released a list of online movies covering 25 works. Covering adventure action, hilarious comedy, classic reproduction, oriental fantasy, innovative track and other theme sections, Tencent Video is further increasing the layout of multiple types of works.

At the meeting, Han Zhijie, vice president of Tencent's online video, mentioned that in the face of the new cycle of "quality improvement and reduction" in the market, Tencent Video will also increase the investment in head works, so that the subject matter is not limited, there is no restrictions on formal restrictions, and there is no restrictions on forms. There are no limits in cooperation.

Judging from the latest online movie list, the trend of typical quality and IP headerization is still amplifying.

First of all, in terms of online movie series, the progress of subsequent works is accelerating. Among them, "Northeast Farewell Sky 2", "Northeast Farewell Sky 2", "Qimen Jiajia 2" and "Xing'anling Hunter Legend 2", which have obtained high -scoring box office, have all included in the latest film list. Except for "Qimen Jiajia" adapted from Xu Ke's works, "Northeast Farewell to Sky" and "Legend of Xing'anling Hunter" are original IP incubation.

In addition, more classic IP development and linkage are also a major feature of this online movie film.

At present, Tencent Video Reserve 6 "Ghost Blowing Lantern" series of works. This series is developed and produced by Gongfu Films. "Longling Mats" has been launched on Tencent Video this month. In addition, Tencent Video has also developed drama or movie development for the tail fish universe covering 6 works, of which "Three -Line Rounds" will be broadcast in the second half of the year. It can be seen that the platform is more actively realizing the drama linkage of the same IP universe.

In addition to the development of web IP, classic IPs such as "Infernal Affairs", "Lin Haixueyuan", "Yitian Tu Long Ji" and "Swordsman" will also be renovated in online movies.

The reform of the innovation track is also a major feature of this online movie. Next, Tencent Video will be launched one after another "The Poor Cave of the West", "The Shadow of the West", "Mr. Chinese Story", "My name is Bai Xiaofei · "Black Xiaofei Wake up" and other turmoil.

Looking back at the content strategy of Tencent Video in the online movie sector, the support of key subject matter innovation has been planned.

On December 31st last year, Tencent Video has launched industry problems such as "the subject matter and a slightly narrow type", and launched the "Innovation Circuit Support Plan" on the Internet movie. The track, science fiction boutique, animation film track, and women's perspective circuit provide S Pro -level account division rules, which directly inspires the solo film with a 5 yuan/valid movie viewer.

In terms of operating strategies, in the past six months, Tencent Video has strengthened the classification of film operation models by integrating film operation models, creating the theme brand "Film Science Fiction Season" and "Film Adventure Season". Corresponding to the theme season, the platform also launched a short video contest in science fiction and adventure season. It uses exclusive traffic and cash support to motivate short video creation to promote online movies.

At the early spring business sharing conference held in Tencent Video in April this year, Tencent Video also said that it will innovate the cooperation model next. On the basis of the existing model, the "market price+membership inspiration" Leave enough development.

New cycle of online movies:

Face the C -end, reduce the quality and improve quality

According to data in the 2021 online movie market, while the number of new online movies fell by 28%in 2021, the film department effectively played a year -on -year increase of 37%, and the industry structure was further optimized.

In the new cycle of reducing quality and quality, the rules of the platform side have also ushered in a round of more powerful updates.

As far as the film market in 2022 is concerned, the most important change is that the iQiyi sharing rules have canceled the "effective view of the first 6 minutes" and the platform level.

Since April 1, iQiyi's online movie has begun to calculate the account with "effective time for membership accounts". For the premiere film of the Cloud Cinema, the platform will adopt the dual -window period of "35 -day -on -day accounting period+180 days of member account division". Under the new regulations, although the results of the iQiyi champion film declined slightly in April, the overall box office still maintained at 19 million. It is worth noting that according to Yunhe data, on April 21, iQiyi's solo work "Shushan Biography: Wan Jian Guizong" currently has a total of 11.482 million, which is the only one for the past two months. Net is large.

Near the summer stalls, the Cloud Cinema has also recently launched a number of high -quality paid films such as "Longling Mats", "No Man in the Eyes", "Escape from Prison", "New Batman" and "Mysterious Sea". The platform movements are positive.

In addition, in January this year, Tencent and Youku launched the "Online Movie Innovation Circuit Support Plan" and the "Fuyao Plan" of the online movie. The former aims to break through the problem of homogeneity of the subject matter, motivates creators to enter the game with more attractive prices, while the latter has more advantages in diversified IP, and try to promote online movies through books, shadows, and travel to multiple IPs.

At the marketing level, in order to improve the online film announcement system and better control marketing costs and effects, this month Youku content open platform establishes a network film professional marketing company certification library to provide the filmmaker with a more data -based reference. Provide marketing companies with more digitalization and resource technology support.

If the platform leveling means the promotion and resources of different resources internal resources, then under a more trend of the C -side distribution, the more cost -optimized and digital marketing plan is also the rigid needs of the industry.

In the context of reduced quality and quality, from the level of content, production, cost management to marketing distribution, the industry upstream and downstream is further optimized.

Behind this acceleration key is actually the reaction of practitioners to market changes. Earlier, the CEO of Qishu Youyu Tung Guanjie told East and West Entertainment that there is still a certain difference in supply and demand between the major themes of the Internet, quality and the audience market.

"More super -first -tier, first and second -tier audiences enter the consumption end. This change is an opportunity for online movies, but in the presentation of works, I think the development of online movies has not been able to fully accept the growth of this wave of users. The development speed is not fast enough, and the comprehensive quality of the work is not high enough. "

In the context of the entire industry's call for reduction of quality and quality, how to find the subject matter of the subject matter, practitioners also have their own voices.

Hui Yu, the director of Tencent Video's "Film Science Fiction Season" work "Doomsday Rescue", believes that the support of the platform is important for the trial and error cost and niche online movie theme. In terms of theme selection, there is no absolutely popular type of online movies. With the improvement of the audience's viewing taste, innovation is still the fundamental driving force.

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