China-Singapore Jingwei client, April 26 (Zhao Jiaran) The epidemic is still continuing. When you are in a "famine" and "film shortage", the film and television practitioners are also under irreversible pressure.

  Recently, Li Xiaolu, Zhao Wei, Wang Zulan and other film and television stars have appeared as anchors in the live broadcast room and personally "off the stage" to bring the goods. In addition, a "live-selling script" form tailor-made for screenwriters was launched, and the film also chose "Cloud Road Show", and the film and television industry can be described as "final" live broadcasting in all aspects.

  What happened to the film and television industry, from the front and back of the big screen to the "online pull" of the live broadcast room?

  Li Xiaolu live screenshot

Stars bring goods frequently, and netizens have mixed reviews

  "Quick grab, quick grab, quick grab! The original set of 699 is now 299 yuan, and then two boxes of masks!" On the evening of April 20th, actor Li Xiaolu started live streaming with Douyin, causing netizens' attention.

  A few days before the start of the broadcast, Li Xiaolu released several trailer videos, one of which was titled "Do you want to meet me again"; in the video, when asked why the live broadcast, Li Xiaolu answered with a smile: " For life. "

  Although Li Xiaolu's live broadcast room has a lot of people watching and the content of the comment area is also mixed, but her eye-catching ability is indisputable. The Douyin platform shows that Li Xiaolu currently has 10.77 million followers, ranking first on the platform's star influence weekly list as of April 24. In its merchandise windows, some clothing items sold more than 500 pieces.

  Li Jiaqi, who is known as the "One Brother" with goods, has recently cooperated with several artists to broadcast live, such as Liu Shishi, Meng Meiqi, Jing Bairan and so on. Among them, the joint live broadcast of actors Jin Jing and Li Jiaqi rushed to the hot search because of the excellent comedy effect. Netizens laughed that "live broadcast sales have become a talk show site." Coincidentally, celebrities like Wei Zhang and Song Zuer frequently appeared in the live broadcast room of well-known female anchor Wei Ya.

  Li Jiaqi and Jin Jing Source: Li Jiaqi Weibo

  Qudian, a luxury e-commerce company under Qudian, also recently announced the joint endorsement of five stars, namely Zhao Wei, Huang Xiaoming, Lei Jiayin, Zheng Kai and Jia Nailiang. In May, they will separately broadcast "Bring Goods" in the official Douyin Live Broadcasting Room of "Million Miles".

  According to the Economic Observer, the live broadcast charges of the above-mentioned spokesmen range from 200,000 to 600,000 yuan, and the purpose of the brand to choose the star to bring the goods is not entirely to increase sales, but to use the popularity of the star to increase Attention, directing fan traffic to e-commerce.

  It cannot be ignored that although the stars can bring traffic, the live broadcast effect is uneven. Li Xiang, who was in live broadcast last year, was challenged by lawyers for violating the "Advertising Law" and "Consumer Rights Protection Law" because of the expression "Making up the body is definitely the best tonic". In addition, some netizens reported that Li Xiang ’s previous live-selling coat “sold for 5 minutes without any increase in sales”.

  On social media, netizens also have quite different opinions on the live streaming of celebrities. There is a view that the main business of celebrities is not sales, and the transition from screen to live broadcast is "not in line with people", or even "unsightly"; and some netizens said that the choice of occupation is the freedom of celebrities: "On their own There is nothing shameful about selling goods. "

Screenplay Live Selling Movie Cloud Roadshow

  Not only the actors and celebrities have chosen to change from screen to mobile phone screen, even the screenwriters behind the film and television circle have to "open their brains" to market themselves by live broadcast.

  Not long ago, the first "Live Selling Scripts" conference hosted by the Screenwriting Assistant Academy was held online. Five screenwriters elaborated their creative stories, script outlines, and discussions and interactions within an hour and a half. Most of the participants have several years of screenwriting experience, and they carry a variety of scripts, including urban emotional light comedies, family ethical comedies, and suspense Science fiction road movies, etc. The writers mostly "self-marketed" verbally, and attentive people also produced slides to help explain.

  Screenshot of the second video of the "Live Selling Scripts" Conference

  Screenwriter Song Fangjin appreciates this form very much. He said on Weibo, "After being busy for a while, I consider opening a live broadcast to help screenwriters sell script novels or ideas. There is no ready-to-sell period for you, you can transfer in the middle ... New situation, new form. "

  Netizens reacted differently to the form of live-selling scripts. Some commentators said that the phenomenon that the screenwriter had to join the live broadcast of selling goods was "too bad and decent to lose culture", while some netizens thought that the script is also a commodity, so it is understandable to join the ranks of live broadcast. At present, the "Live Selling Scripts" conference has been held for two times and will continue in the future.

  As an important part of film propaganda, the road show has also been moved online. Following the "Jian Mom" ​​and "Fat Dragon Crossing the River", the film "Big Winner", which was scheduled for February, was changed to online, and the audience can watch it for free. While premiering online, starring Dapeng connected actors Liu Yan and Tian Yu interacted with the audience through a live webcast.

  Zhao Jun, honorary chairman of the Guangdong Film Industry Association, said in an interview with the Guangzhou Daily that from the initial third-party ticket sales to the field of content production and distribution, the impact of the Internet on theaters has been quite hardcore. The future development direction of the cinema must be an organic part of the Internet industry.

In the industry: Live streaming is for self-help, but also to take the air

  The upsurge of live broadcasting in the film and television circle is coming, but why are the audience mixed and the ability to bring goods uneven? Huang Dazhi, a senior researcher at Suning Financial Research Institute, analyzed the Sino-Singapore Jingwei client and said that there is an essential difference between the live broadcast of stars and the live broadcast of professional anchors, which also brings differences in live broadcast effects.

  "First of all, the star itself is a group with its own traffic and has a huge fan base. Except for the head anchors such as Wei Ya and Li Jiaqi, professional anchors do not have the attribute of their own traffic. The difference between the two is very large. On the other hand The purpose of the audience's attention to the live broadcast is also different, one is to hold the star or idol mentality, and the other is based on the needs of shopping. "Huang Dazhi said that the advantages and disadvantages of stars bringing goods are very obvious.

  Regarding the effect of celebrities bringing goods, Huang Dazhi said that it has a relationship with personal ability and commodity cost performance. He said that the core competitiveness of the anchors with goods is live broadcasting, interactive ability, field control ability, etc. Some stars lack professionalism in this respect, which is a gap with professional anchors. In addition, the most cost-effective price for the audience is the discount of goods. In terms of strength, the star may not be able to form an advantage in price when bringing goods.

  "During the epidemic, many celebrities chose to show them live. One of the reasons is that the impact of the film and television industry, live broadcasting has become a means of earning a living; in addition, live broadcasting is one of the biggest outlets in 2020, and has formed a trend of live broadcasting for all, stars Film and television practitioners will invest more in the live broadcasting industry in the future, but bringing goods may just be an additional function. "Huang Dazhi said that when it comes to the trend of" end "live broadcasting in the film and television industry. (Sino-Singapore Jingwei app)

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