China's film and television "Internet +": has infiltrated the entire industry chain

It is an example of Internet + film and television that it is hoped that the movie that broke the 300 million box office after the 51st will be silent. The inheritance of internet literature, the maturity of the movie O2O online ticket selection, and the internet factors such as big data creation, internet marketing, internet window period, and internet capital cross-border are all the reasons for its excellent harvest in both box office and box office. .

Why Zhang Mao, the CEO of Fang Lexie Film Production Co., Ltd., said, "The line is now laid down, and the marketing system is basically done, and the entire system of LeTV is gradually getting through, and the O2O system has been built. ""

Wang Hua, co-founder of Innovation Workshops, pointed out that the Internet gave the movie a new space for development. There would be a lot of "resource barriers" in the production of a movie. Now, the Internet is breaking them and expanding. With.


Network IP rebirth big data guidelines adapted

IP, also known as intellectual property. It can be extended to refer to any cultural product that has commercial value. Last year, the network IP broke out. Hurry that year, 100,000 joke, and so on have achieved box office success in the movie market. How Xiao Yan Xiao Mo is even more than a serial from 2003 onwards, published more than a million copies of the book, the Internet click to break the 10 million strong network literature IP.

Network IP has a "grounding gas" and has experienced many advantages such as trials, while high-value Internet literature IP is tested by data such as clicks and publication volumes.

But in all fairness, Internet literature IP is not a completely unimpeded passport. The similar rights to the film and television adaptations of these works have already been signed as early as three or four years ago. The middle has experienced such a long waiting period to rule out the possibility of "snow hiding" and fully explains the various film and television companies." The digestive process of Big IP is not as smooth as it was supposed to be. Late adaptation is difficult to meet the existing fan tastes, copyright disputes, and the extensive replication of similar topics are all IP issues that should not be underestimated.

Therefore, excellent IP also needs to leverage the Internet's big data attributes in later stages. Actress Qin Hailu once stated at the 2015 Global Mobile Internet Conference that big data has brought a lot of influence to the film industry.

Internet big data and user demand mining can more accurately capture the audience's interest. Producers need not behave like betting, but can make judgments and choices, and also reduce the risk of investment.


Online booking seat becomes a new gold mine

In addition to supporting IP adaptation, Big Data is increasingly important in the planning, production, and marketing of films. The consumption data in big data has made the online ticket selection system a new gold mine for Internet+film.

In 2014, the online ticketing platform accumulated nearly 300 million viewers with one-year consumption data. Ali, Baidu, and others have also laid out their plans to include online ticketing operations through acquisitions. In March this year, the online ticket sales exceeded the offline sales. Massive consumer big data has begun to promote changes in all aspects of the film industry chain:

Big data is a new barometer for filming and making movies. The theaters can adjust the films according to the consumption data provided by the online ticketing system to improve attendance. The online ticketing platform records consumers’ consumer preferences in order to accurately advertise them.

Big data is the value of online ticketing for the upstream. For downstream consumers, online ticketing websites and APPs have lower prices than offline sales channels, and mobile payments and online seating are very convenient.

Obviously, it can be seen that, in addition to the Internet gene company, the traditional cinemas are also selling tickets online. Wanda Cinema's online box office sales in 2014 exceeded 1.2 billion, and online sales accounted for 28.5%. In 2015, it plans to achieve an online consumption ratio of more than 50%, corresponding to an online box office sales of more than 2 billion.


More exports more profitable ways

The Internet is not a panacea, but the Internet can really add more possibilities.

From the point of view of marketing exports, the participation of the Internet in the publicity and distribution of films will undoubtedly help the film ignite the market. In the Tencent theme forum of the Beijing Film Festival, CEO Lin Lin of the lithography era frankly stated: "Speed ​​and passion7 have a huge impact in China. On that day we voted for a circle of friends and the entire market was lit up. It was a crazy weekend. It's hard to find a ticket in every movie theater."

Indeed, the publicity of the Internet is very efficient, and people all have information scares. Friends saw that they didn't see it, and it would create information pressure. The participation of the Internet in publicity and distribution and the people’s wrapping up in the flood of information in the movies will naturally drive up demand for viewings.

As the film broadcasts its exports, the growth of the Internet video industry has also created new exports for the film. IDG Capital founding partner Xiong Shongge once revealed to Tencent Technology that China took more than 700 films last year, but only about 200 were on the line. The United States took 400 titles last year and 200 on the line. U.S. movies that are not online are broadcast on paid channels and are not wasted.

With the existence of the Internet, there is a broadcast channel for movies that cannot be digested by cinemas. Internet paid on-demand has become a new export and profit direction, and the single model in which the film relied entirely on cinema revenue at the box office will be completely overturned.



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