In the fifth year of online movies, how can we make the industry go further?

The quality of online movies will gradually become the norm

Text/One Two Three

On September 9, 2022, Tencent Online Video Golden Goose Honorary Online Movie Conference with the theme of "Ningxin Gathering Power and Breaking Out of the Roll" was held. The honor of the Golden Goose also conveyed the confidence and determination of Tencent Video to continue to invest in online movies.

According to Han Zhijie, vice president of Tencent Online Video, online movies were born in 2014. After experiencing early barren growth, "boutique" slogan, quality and reduction, it will be released in 2019. In the annual development, the online film industry continued to make efforts in 2022. The platform paid model gradually matured, the production costs continued to improve, the content of the content was significantly improved, and the market frequently issued high scores.

At the press conference, Tencent Video also awarded the performance of online movie works in the past year. Wang Juan, vice president and editor -in -chief of Tencent's online video, attended the awards session. Among them, "Yinyang Town Talk" and "Sipping Police's Speed ​​Moment" won "the audience love online movies", "Northeast Farewell to the Sky" and "Mountain Village Fox Wife" won the honor of "Mouth Word of the Year". Chase "won the honor of" Annual Online Movie Producer ". Cui Zhijia won the honor of" Director of the Year "Director of the Year with" Northeast Farewell to Sky "and" King of Barbecue ". The persistence and progress of the industry.

This year, it is already the fifth year when online movies have shouted "boutique". From the box office volume to the market size, the growth of online movies is obvious. On the one hand, the high focusing period of the Spring Festival of the Internet movie is further attracted to the traffic, and on the other hand, the head works of the online movie are frequently out of the circle.

But behind the quality, in fact, the entire online movie content has changed drastically. The head -of -head effect is intensified, and the traditional advantage type cannot be "lying flat". Only word of mouth can exchange for the market.

In addition, Tencent Video focused on supporting several content tracks this year, and encouraged the innovation and diversified development of online movies in content. At the same time, it continues to make efforts on marketing and platform accounts to help high -quality content.

It can also be seen from this level that although online movies continue to shout out of the quality slogan, the changes in the content track and the continuous circle of marketing have left the entire market size far from seeing the "ceiling."

1

—The head -to -head effect is first, and the future will become the norm of online movies.

The quality of online movies has obvious results.

Han Zhijie, Vice President of Tencent Online Video

At this year's Golden Goose Honor, Song Shuang, director of Tencent Video and Film Channel, shared that the head effect in the past year was obvious, and 12%of the projects took 52%of the box office, which means that the remaining 88%of the projects have less than half of the divided into less than half of the projects. Market. According to the professional version of the lighthouse, in the first half of this year, the new number of online movies was the lowest in 2017, but the proportion of more than 10 million films accounted for 11.88%, showing an increase year by year. , Create the highest over the years.

The head effect on the market is so obvious that it will inevitably force all companies in the industry to "improve quality and reduce". When the content -side participants are "active" and fine, it will gradually become the norm of the industry.

According to data from Tencent Video, from last year's Golden Goose Honor to the movie launched in July this year, the four categories of costume fantasy, comedy, adventure, and costume actions still account for 68%of the total number of launch. But as far as these four categories are concerned, the changes in user preferences have begun to be reflected.

For example, in 2022, only "Di Renjie" was launched on the Internet with IP, but the box office was generally average. Among the 24 films that broke 10 million in the next half of the year, the original works accounted for 75%. Song Shuang also said at the scene that the number of fantasy in costumes in the past two years is too large, and the homogeneity is serious. Although the current box office is okay, the user's aesthetic fatigue problem has begun to appear. "

In marketing dimensions, whether it is a theater line or an online movie, how to form an effective conversion is a difficult point in marketing. Tencent Video summarized at the marketing level through online movies launched in the past year. The first is to find inspiration from users, marketing is not just B2C. This year, the "Box Office Miracle" "Box Office Miracle" in the summer of the cinema movie is the box office rebounded in the back office after the online platform has been launched, and once led the single -day market. In the online film market, "Yilan Love Story" also began a counterattack after one week of launch. The audience spontaneously exposed the real feedback of "crying" in the comment area. After that, the marketing team focused on "content crying" and invited. The main creative airborne comment area was exposed and interacted with netizens.

Song Shuang, Director of Tencent Video Film Channel

The second is to make good use of "traffic" and conform to the focus of public opinion. At this point, Song Shuang focused on "Yi Tian Tu Long Ji". As directed by Wang Jing, it has a high degree of attention on the online movie. However, in response to users, marketing transforming the slot into traffic has also formed a circular effect.

Finally, make good use of new tools to enhance user interaction. For example, "Northeast Story" is to continue to build the film through live broadcasting; Tencent video platform "watch" function can also allow the main creator and users to directly interact with high -frequency interaction to form payment conversion.

With the increase in content in online movies, the proportion of marketing budgets has gradually increased. However, it is different from the traditional theater movie that in addition to the filmmaker's own marketing, the broadcast platform will also give certain resource support. Song Shuang proposed this year that Tencent Video provides a large number of marketing and promotion resources for online movies. In addition to the resources in the site, there are also product resources of Tencent, such as WeChat, Tencent News, QQ, browser, etc. A large -scale cross -platform promotion was also carried out, and multi -channels such as Tmall, JD.com, Alipay, Meituan, Cat Eye and other channels were jointly drainted for online movies.

2

—The platform "plus" content innovation, the type deep dug into the focus -

Deep mining type potential, the content tends to refine.

Tencent's online video vice president and editor -in -chief Wang Juan attended the awards session

Lu Yang, senior director of the Film and Commercial Cooperation Center of Tencent's online video and film content production department, shared the direction of Tencent Video on the content track in the next year. Generally speaking, Tencent Video continued to encourage diversification and make innovations in themes.

Among them, whether it is the cinema movie or online movies, comedy and action are the two largest themes of the movie, which is still the only type of the market. In the past two years, the comedy online movie has not been as the level of the script level than the level of theater movie, which has a direct relationship with the traditional cinema movie talents. Comedy is a traditional classic track of online movies, so for online comedy movies, the needs of deep mining types have become inevitable.

Lu Yang, Senior Director of Film and Commercial Cooperation Center of Tencent Online Video Film and Television Content Production Department

In the action category, the satisfaction of the traditional military gun war audiences is getting lower and lower, but the theme of anti -crime and anti -violence is rapidly prominent this year. In addition to the strong stimulus of military gun war itself, its own real resonance can inspire the audience. Lu Yang also mentioned that Tencent Video will create a type of label "in addition to the violence alliance", which further helps the upgrade of action online movies.

The original classic track needs to perform a more refined type of excavation after mastering the underlying logic, which is also an inevitable for the overall quality improvement of online movies. Whether it is the cinema movie market or the online film market, the audience has a clear sense of content freshness. The original advantage type has a better audience foundation, and the content of the content can naturally be prominently prominent in the market.

The overall online movie is still in a rapid development trend, so the content switching speed is also very fast. In 2019, themes such as fantasy and military gun warfare are very favored, but this year, users have aesthetic fatigue on these two types of themes, and the playback data has fallen significantly. The theme of adventure and anti -crime removal is refreshing because of its content, and is welcomed by more male users.

The most competitive adventure in Tencent Video is still the key track of support. Through the data sharing of the Golden Goose Honor, the theme of folk legend and adventure has become the "new pet" of male users after the fantasy of costume and military gun warfare, and the folk legendary theme with suspense has broken the routine cognition of the industry. It is also welcomed by female users. In addition, Tencent Video will also encourage positive energy, science fiction, reality, animation, women, suspense and other types of outstanding innovation creations.

The diversification of subject matter must be the only way for online movies to enter the stage of quality. From the past year, users' data sharing has been able to see that the user's demand for content is changing, which has also spawned the rise of emerging theme works. In fact, in addition to diversified support, the platform's own business prospect development is also the key to promoting the development of the entire industry. As the content brand of Tencent Video, Yun Shoufa is more flexible in the proportion of accounts, copyright forms, and window periods, thereby stimulating the content vitality of the entire industry.

In the future, Tencent Video will give creative content support with themes of theme, type positioning guidance, production resource integration, user portrait feeding, in -depth marketing and resource guarantee. On the one hand Incentive bonus.

Huang Jie, deputy general manager of Tencent's online video platform operation department and deputy general manager of the film and television content production department, came to power to issue "Tencent Online Video Online Movie Content Incentive Bonus" to get incentives that "Tencent Video will continue to invest in resources and incentives in the future, Help the development of online movies, maintain the long -term vitality of the online film industry, and have a hard time with the majority of practitioners to create a boutique ecology. "

3

- Grasp the characteristics of the industry, online movies can still "rise" -

Online movies have also reached the stage of business prospects to be further explored.

Huang Jie, deputy general manager of Tencent's online video platform operation department and deputy general manager of the film and television content production department, came to power to issue "Tencent Online Video Online Movie Content Incentive Bonus" to get incentives

For online movies, the emergence of the Spring Festival of the online movie in 2021 is a clear node. According to Yunhe data, from New Year's Eve to the sixth day of the year, the cumulative effective playback volume of online movies in the Mainland reached 440 million, an increase of 33.3%year -on -year. In fact, in addition to the skyrocketing of traffic, it is more important to further explore the business prospects of online movies.

Chang Bin, the head of Tianji Studio of Tencent's online video film and television content production department this year, also shared the method of discussing "the industry to maintain vitality" at the honor of the amount of honor. The first is to call on the content creators to achieve "extreme" in content and give full play to what they are good at. The second is to grasp the characteristics of the industry and pay attention to the cost -effectiveness of content production. "It can spend money and earn money. It was the advantage of being proud of online movie content producers, and because of these advantages, it gave birth to a separate cooperation model. Now we still work under this business model and we should continue to maintain a sense of cost -effectiveness."

The reason why Chang Bin proposed "focusing on cost -effectiveness" is that today online movies have played a vital role in the early days of "head -to -head". Of course It has also pushed the investment cost and production cycle, which has increased market risks to some extent.

However, from the list announced this year, the gradual diversification of the subject matter has become the keyword of online movies, which means that traditional "traffic play" may gradually become the normal stage of online movies. "Production" can no longer be ordered. Therefore, it is called to pay attention to cost -effectiveness and grasp the industry characteristics of online movies. You can also see that the platform first leads the forward -looking ability of the entire online movie to grow rational growth.

Chang Bin, head of Tianji Studio of Tencent Online Video Film and Television Content Production Department

In terms of the strategy of responding to market changes in Tencent Video, Chang Bin focused on sharing the power of the platform's self -made business business. First, to maintain a flexible business model. Based on the full communication, flexibly adjust the investment cooperation strategy of investment; the second is to enrich the diversity of the source of the project. According to the logic of the development of the movie, continue to innovate according to the characteristics of online movies, try to form the brand and IP value; It is a link advantageous resource, such as "Ghost Blowing Lantern" and "Lin Haixueyuan", and some large IPs such as Jin Yong will have more open cooperation in the industry. Fourth, long -term reliance on platform sub -subsidy methods must not be long -term scores, high -quality content must be allowed to pay for users through 2C. Therefore, the platform also called on the industry to explore the business prospects of online movies together.

For online movies, the increase in traffic alone cannot meet the increasingly standardized industrial environment, and Tencent Video has more targeted support for innovation content while optimizing the platform's own service capabilities. It is to hope that the majority of practitioners will be working together to cultivate content creation together, and to promote the continuous advancement of the online film industry and truly enter the era of diversification and quality.

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