The hospital network accelerates the recovery of the film market in parallel
Good films in the first half of 2022 such as "Defiant" and "Life Events" will be released one after another, and audiences are keen to consume good films
According to data from the Lighthouse Professional Edition, as of the time of publication on July 19, the total box office (including pre-sale) of the 2022 summer season has reached 3.75 billion yuan.
A number of films such as "Life Events" and "The Detective War" have driven the recovery of the film market to accelerate.
At the same time, the online movie "The Treasure of the Snow Mountain and Flying Fox in the North", supervised by Lu Yang, was also launched on the domestic video platform recently, and it won the popularity of Maoyan on the second day after its launch.
In the past two years, online has gradually become another option for audiences to watch new films, and the film market is exploring more diversified distribution models.
With the acceleration of quality improvement and reduction in recent years, online movies have produced a lot of high-quality content, attracting more users to come online for consumption.
As the platform with the highest proportion of online movie split accounts breaking 10 million yuan for many years in a row, iQIYI officially upgraded the online movie split account model on April 1 this year, providing more possibilities for filmmakers.
Song Jia, vice president of iQIYI and general manager of the Film Center, said that the core of the change in user consumption habits is still content.
Where the good content is, the audience will be there
On June 3, 2022, a martial arts film "Defiant" was exclusively launched on iQIYI Cloud Cinema. After more than a month of word-of-mouth precipitation, the Douban score stabilized at 7.1.
Song Jia believes, "After a film goes online, the more people watch it, the more likely the score will drop, but the score of "Defiant" is relatively stable, indicating that the audience's evaluation of this film is relatively uniform."
In Song Jia's opinion, works still rely on good content to speak, "I think if a platform wants to retain its audience, the core is to rely on content, there is no other shortcut, it is impossible to make a bad film very high at the box office. "
The cinema movie "Life Events" starring Zhu Yilong has been released for more than 20 days. With its high reputation, the box office is still strong, breaking 1.4 billion yuan and becoming a summer blockbuster.
In Song Jia's opinion, where the good content is, the audience will be there.
Whether it is the online "Defiant" or the offline "Life Event", good content can drive the box office recovery at both ends of the hospital network.
With the increase of film distribution channels, the consumer demand of the audience will also increase, and the overall throughput space of the market will increase accordingly, which is very beneficial to the entire film industry.
Song Jia takes the retail industry as an example. With the change of consumption habits, more and more businesses are doing online retailing. Although 90% of the products sold online and offline are the same, 10% of the products will be exclusively available online. .
Song Jia feels that this is the same as the film market.
Movies shown in theaters will be launched online in the future. At the same time, there will also be some online movies that are exclusively for online and not seen in theaters, providing audiences with richer and more diverse content.
It's a virtuous circle.
The hospital network is parallel, and the filmmakers are attacking from two lines in the exchange and reference
Song Jia remembers clearly that as early as 2015, when iQIYI gave a presentation at the FIRST Youth Film Festival, some young filmmakers would be curious: what is a video platform doing here?
But recently, Song Jia discovered that 46% of the projects in production (WIP) of this year's FIRST Youth Film Festival are seeking online distribution opportunities.
She felt very surprised, "This is a change in the market, and many young filmmakers, their thinking patterns are also changing."
The main creative teams of online movies and cinema movies are gradually merging.
In some of the projects currently under development by iQIYI, many of the main creators came from the theater team.
However, in Song Jia's view, the creators of the two distribution channels still have a lot to learn from each other.
In March of this year, Apple TV+'s "Listening Girl" won the Best Picture Oscar, and Apple TV+ became the first streaming company to win the Best Picture Oscar.
Under the great pace of global cinema network integration, online movies are ushering in a critical moment of change, and domestic video platforms are also trying to parallel the two lines of cinema and network: build a film distribution platform online, provide good content and good income; Actively deploy theatrical films, such as the film "Edge Walker" produced by iQiyi Pictures released in April, which received a box office of 166 million yuan.
Domestic video platforms are actively entering the film market, and strive to promote the reform and development of the domestic film market by continuously producing original products and improving online business models.
Beijing News reporter Teng Chao