Can a long video platform be cast in a "Life Event"?

Long video platform needs movies

Author ｜ Xiangxuelan

In the summer of the film, the "Life Event" created 1.7 billion+box office at the cost of less than 60 million, which is another classic case of "small bloggance". Such a high input -output ratio has a "fatal" charm for film investors (including long video platforms).

From the wind and water of domestic online movies, to the controversy of "Is it still a movie when a movie is not released, is it still a movie?" The fate of entanglement with the film is destined to be.

The sense of existence of domestic long video platforms in the field of film has also been increasing, adjusting the rules of online movie sharing, participating in the production of the hospital line, participating in various film festivals, etc. Essence

Movie Salvation Video Platform

Why do long video platforms do "movie dreams"?

Relieve "lack of content" anxiety.

As a long video platform, in the face of the endless Internet, it will always suffer from "lack of content" anxiety, especially the complaints of paid members' "non -watching" complaints make the long video platform panic. Compared with the drama comprehensive, online movies with low investment, large output, and short production cycle are very effective "good medicines".

Related data show that from 2016 to 2018 at the peak of online movies, the number of online movies launched on major domestic video platforms each year is: 2463, 1892, and 1537. Afterwards, the number of online movies on various video platforms in the first half of this year was 202, a year -on -year decrease of 32%, but it was still a big number.

Moreover, it turns out that an excellent online movie is still very obvious for attracting members to watch. Take Netflix as an example. According to reports, the "Internet Movie" "Red Wanted Order" created by Netflix in 2021 brought 328.8 million hours of viewing time, becoming the most popular film in Netflix history, and in 28 days, it was ascended. The top 10 movies on 94 national platforms. The first weekend attracted 4.2 million U.S. families to watch the "Red Wanted Order" on TV, which is a result that any streaming film has never achieved.

With small blogging, actively rescue himself.

On August 30, iQiyi released the second quarter of financial reports that the total revenue was 6.7 billion yuan, an increase of 7%year -on -year. Among them, membership service revenue was 4.3 billion yuan, an increase of 7%year -on -year, but the average daily subscribing membership was 98.3 million, which was lower than 99.2 million in the same period last year, and it was lower than 101.4 billion in the first quarter of this year. 479 million yuan, a decrease of 30%year -on -year; online advertising service revenue was 1.2 billion yuan, a year -on -year decrease of 35%.

Although operating profitability for two consecutive quarters, from the changes in the number of members mentioned above, the situation of iQiyi is not so easy.

Gong Yu said that iQiyi has entered the new channel of "calm growth" from the third quarter. "Calm growth" is no longer at the cost of a large amount of cash flow, and invests more resources into the company's main business and high -ROI projects with higher certainty.

Under such circumstances, the accounting mode of online movies and the TOC model of theater movie movie are very attractive. In particular, the low -investment, high output, and high -mouth cinema movie such as "Life" will definitely make the long video platform "jealous".

In China, roughly, a head video platform revenue is almost one -half of the total box office of the year, but the industry giant NETFLIX's global revenue in 2021 reached US $ 29.7 billion, while the annual revenue of North American box office was only 4.4 billion U.S. dollars. Essence In contrast, even if the impact of the epidemic factors is deducted, the growth of domestic long video platform revenue is still very large.

In addition to the above reasons, long video platforms actively participate in the production and investment of theater movies, and gradually gain the recognition of traditional mainstream film and television awards, which will help prove that they have high content appreciation and high -quality content system, and get rid of rapid development. Various negative labels brought by the year.

"Movie Dream": Online movie breakthroughs in the ledger ceilings

The long video platform's "Movie Dream" starts with online movies. After 7 years of development, "Net University" has evolved into "online movies" and has become an increasingly mainstream long video content type.

According to the statistics of Internet TV, the total size of iQiyi, Tencent Video, and Youku on the new Internet movie in the first half of 2022 reached 818 million, and the highest box office in a single day reached 11.59 million.

Although the development of online movies is already very fast, the box office ceiling still exists. How to break the box office ceiling significantly and attract more head producers to join the production of online movies, it is a top priority.

Improve the accounts.

Iqiyi adjusted the rules of accounts intensively this year, continuously increased the sub -accounts, and stimulated the online film market activity to greaterly.

In April, iQiyi's online movie sub -model upgrades were upgraded to implement the two issues: "Cloud Film Premiere" and "Member Premier Broadcasting"; cancel the "effective payment click" in the first six minutes, and adjust it to "time -on -time accounts"; cancel the platform to cancel the platform; cancel the platform Grade it, give the pricing power to the film side, and give the voting right to the audience; upgrade the platform to promote resources and strengthen platform operation capabilities.

In August, iQiyi once again announced the film of the premiere of the Cloud Cinema, and launched a staged incentive policy: on the basis of 60%of the filing of the on -demand sub -account period, an increase of 30%of the accounts incentives, that is, after deducting the channel fee , The proportion of the filmmakers in the on -demand division period was increased to 90%. Introduce a support plan.

From the source of IP to the support of funds, to the promotion of publicity, the various support plans introduced by the long video platform to provide a full link for online movies to provide full -link support for online movies.

In July, iQiyi released the "Qingchuang · Film Plan", which aims to support more film creators, the dual forces of linkage platforms and industrial funds, covering all stages such as project review, professional investment, publicity and promotion. Multi -quality content creation, broaden investment scale and industry volume.

In August, iQiyi and China Film Foundation established a special online film special fund. "I believe that under the leadership of the China Film Foundation, through various public welfare activities and complete management mechanisms, we can jointly integrate the upstream and downstream resources of the industry, give more young filmmakers creative opportunities, improve the industry's production status, and truly achieve realizing Content supply -side reform, from traffic to king to king, activating the vigorous vitality of online movies, "said iQiyi Yang Xianghua.

Picture source: official WeChat public account

Advanced technology blessing audiovisual experience.

In order to improve the audiovisual experience effect of users watching movies online, iQiyi recently announced that high -quality theater -level audiovisual certification standards "Frame Film MAX" completed the mobile device deployment. At this point, nearly 600 smartphones, tablets, computers, and television models have been passed by mobile, PC -end, and TV hardware devices. The user opens iQiyi and selects "Frame Film MAX" to get a high -standard video viewing experience, which is equivalent to carrying a "private theater" with you.

Leaded with iQiyi, the layout of the long video platform in the field of online movies has been quite complete, and it is still through various favorable measures to let partners see the possibility of breaking the box office ceiling and promoting the big online film market.

"Movie Dream" two: the courtyard movie exhibition skills

The cinema movie is becoming a new focus of breakout in the long video platform "Movie Dream".

At the 12th Beijing International Film Festival, iQiyi Gong Yu said, "In the past ten years, iQiyi has invested more in the episode in the content of iQiyi, but it also costs a lot of money to buy movie works. Relatively speaking , Iqiyi's movie works are still a bit less, but in the future, iQiyi will increase the investment in film. "China Ping Pong" cooperated with Deng Chao may be released this year, and it will also bring to Director Yin Li in the future. The cooperative "War 1840" and several movies in the later period. We hope to gradually grow in film production. "

In addition to increasing the investment in theater movie, like Netflix, long video platforms have also stepped up on the route of film and television work awards.

Following the "Tiantan Award" of the 12th Beijing International Film Festival, on August 26, iQiyi's film "Back to Tibet" was shortlisted for the 2022 Film Channel Media Honor Night. The film "Back to Tibet" was jointly produced by iQiyi, directed by Chen Guoxing and Lahuajia, and Wanma Caiman served as an art director. He held a premiere during the Beijing International Film Festival.

The oversized market size, the super high single -film box office potential, and the industry giant Netflix's leading experience, these are important forces to promote domestic long video platforms to enter the theater movie.

According to reports, in 2016, Netflix created 18 original movies with $ 300 million; in 2018, this number rapidly expanded to 4 billion and 70. In just three years, Netflix has become the largest number of films produced in the world, which is almost the sum of the six major Hollywood output.

But at the moment, the domestic long video platform in "Treatment and Efficiency" may be difficult to take out such a large investment like Netflix to make original movies.

Moreover, it is reported that Netflix is ​​recently adjusted the content strategy, concentrated resource shooting with larger and better film and television projects, pursuing the principle of "larger, better, less", and the number of small and medium -cost films and art films will decrease.

It can be seen that small and medium -cost films and art movies do not pin the "movie dream" of the video platform, and they still need greater investment and more commercial operation models.

In this case, long videos to achieve a breakthrough in the "quality and quantity" of theaters, and quickly grow into an important member of the domestic film industry. There is still a long way to go. After all, in the cinema movies, there are rare cases of "small bloggers" like "Life".

Picture source: Weibo screenshot

No. 1 conclusion

Long video platform requires movies, hoping that movies can bring richer content and experience to users.

Movies also need long video platforms, and the era of online distribution and theater distribution in parallel is coming. In the future, where a movie is released, it may become more and less important.

When will it appear on the domestic long video platform to appear like a super online movie like Netflix "Red Wanted Order"? Or a theater movie appears a "Life Event" produced by a long video platform? The answer is not too long, because the trend is already very obvious.

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Reference materials:

1. Why is Netflix "the most expensive in history" movies have been joked repeatedly?

https://mp.weixin.qq.com/s/lfzmxss1w2xadw8e7kmzgw2, 2022 online movie year mid -range inventory: total market size exceeds 1 billion, 24 units of 447 million units of 447 million

https://mp.weixin.qq.com/s/dudlkxifk3nq14pf9zbo0g

3. The new sub -account mode is settled, and only large households can be left on the table of online movies

https://mp.weixin.qq.com/s/ahwiuylkllwin_c6h5rueq

4. Streaming media movies, the battlefield is far more than Oscar

https://mp.weixin.qq.com/s/6z548LTWLIVBex3q-_c99W

No. 1 Interactive topic: Are you optimistic about movies produced by video sites?

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