How "Big Data" plays a role in the film industry

The hit of an original play "card House" not only allows Netflix, the online film rental company, to regain vitality, but also allows the domestic and foreign film industry to start focusing on a new concept-"big data". How does big data play a role in the film industry? Can large data accurately predict the market trend of film and television works? Can large data become the driving force of China's film industry? At the 16th annual Shanghai Film Festival Industry Forum, people from the film distribution companies, screening companies, network communities and video sites from all walks of life gave their respective answers.

Opportunity

Zhang, executive director of le-Vision pictures:

The history of Chinese film industry in the past hundred years, need a kind of literary and artistic enlightenment style of ups and downs, the integration of science, art, philosophy, the modern Internet to the film industry to bring real opportunities here. If for commercial purposes, too early to use data to make movies, with data to earn box office, we will miss a Chinese film renaissance.

We set up a data based business model, called "a certain, three-way, three-screen linkage." "Must" is to use data to locate the audience, to know it in the literature site clicks how? What kind of person clicks? Know where the movie's possible core audience is, and where is the second and third round audience? The first "guide" is the navigation, is the product and the consumer socialization, interactive communication. The second "guide" is diversion, that is, the use of data to the community on various internet platforms to "import" the cinema. The third "guide" is the shopping guide, we have done based on the position of mobile micro-electric business platform, each offline movie theaters are corresponding to the site of the virtual shop, selling all the services related to the movie. "Three-screen linkage" is in our super TV, streaming media on the PC's video and theater digital screen to achieve linkage.

Fusion

Sohu Company vice president, Sohu Editor-in-Chief, Sohu Video chief operating Officer Chun:

Big Data is one of the core keywords in all of our product platforms. The entire video industry Big data has 3 aspects, the user big data, the content big data, the channel big data. In the Internet age, these 3 big data will merge together.

In the era of internet large data, all our industrial chains, especially the film and TV dramas industry chain, are transitioning from traditional to Consumer-to-consumer mode. Now the TV dramas, adapted from the original online literary works, have been proved to have a better rating, which is a simple business model. What's more important is how to use current data to predict the future based on these 3 big data? This is a very important challenge in a short time.

Deepening

Tencent Technology (Beijing) Co., Ltd. Online video department general manager Liu Chunning:

It's a good way to do directional analysis based on user habits, but don't go too far with big data. There are mainly the following reasons: First, in China, especially in our network video, small micro-film, network drama, column plays, etc. just started, space is very large, some space does not need analysis can draw conclusions. A lot of space is not done in the case, relying on large data can easily lose themselves, especially in the network production.

Second, technology, though very important, is not a substitute for artists and creators. We must not fall into a phenomenon, based on large data, we are modular, and then into a pattern. The production of content is based on large data to make better predictions and better analysis, but the most critical success is the work itself.

Insight

Yening, vice president of Cultural industry Group of Wanda, director of AMC Hospital line, USA:

What's behind the big data or the data itself? Two words-"insight". Times are changing, consumers are changing, and we have to follow this trend. In fact, Wanda's cinema has long since begun to change, the database has become our important core "mineral", by the end of this year, the establishment of membership database reached 6 million, AMC reached 4 million. Although our ability to use these data is not enough, in the future, this "mineral" will become a "gold mine."

Large data can work, depending on whether the person who sees the data can do things through big data. In the present, where there is so much information and data, if there is no insight or insight, it may be swallowed up by data.

Creation

Jiang, general manager of Le (Beijing) Film Distribution Co., Ltd.

When you see a movie that brings itself to shock, it may not be the result of data analysis. Film products are different from other products, the biggest feature is that its irrational accounted for a large proportion. Its experiential consumption is difficult to use a data to analyze, forward-looking. I think the big data is in front of the massive data may have the software technical analysis, helps you to arrange all behavior through the data way. But this is based on what has happened, and its value lies in providing some direction for what you are going to do in the future.

So, data analysis can give us some reference value, but I don't think it can replace creative behavior. In addition, it is difficult to predict what viewers will like after 5 years, and the perception of the audience is that the perceptual data analysis can help, but it cannot decide the content.

(Responsible editor: Lu Guang)