Ba Le CEO Yao Jianjing interpretation of interactive entertainment "speculation and push" way

The summer of 2011, the micro-film "adolescence" with its unique style, for the sultry air brought a cool breath. This is a story about a teenager, "The problem" girl Cheng film, it lets us from different aspects of the topic of this very controversial group, to people that "the" is not the so-called "brain residual" generation. In 2012, with the release of Adolescence 2, adolescence 3 and the publication of the same name, the film has once again hit our senses with its production team. They were all given the same name as "guava." "Guava production" is actually the core of the project, mainly homemade content. The production of guava has distinct characteristics, the CEO of Yao Jianjing summed up four words "system, fry, push, collect". System, meaning from the source of the film, emphasis on the writer and the choice of content. As a platform for interactive entertainment, Guava provides an open arena for a large number of grass-roots writers and creators, and gives them the opportunity to move their work to the screen. The story of puberty is that it has been screened from a number of original works by layers. In the same way, as an indispensable element of the film, guava is also selected on the same principle. such as talents, in a large number of outstanding young actors to explore new people, to develop packaging, so as to form their own unique style of acting. Speculation, as the name implies is hype. The source of the hype comes from the content of the script, the topic of the actor, and the greater emphasis on the former. In the content choice, guava has its own unique view: First of all, we should reflect the values and inner conflicts of contemporary young groups. Young people have a and personality, the pursuit of the ego, but also look forward to success, the employment problem, family concept, gender and other issues can be in-depth reflection, followed by the emphasis on participation and integration of the script. The script itself needs a strong sense of participation, the feelings of their own into the content of their own creation, thus causing the audience's resonance, and finally need to have a positive guidance and there is no lack of humor and thinking. In adolescence, for example, viewers can capture this information. The real state of life and reflection of the sexes, families, and parents have undoubtedly become the highlights and gimmicks of the film's attention. Push refers to the promotion of important links in communication. In the process of dissemination of the topic, through the integration of network platform to achieve the best publicity results. Through the micro-Bo preheating, the major video site broadcast, Word-of-mouth marketing, etc. for the original works to provide a professional way and channels of communication. Receipts, that is, income. The main revenue forms of the Visit are customized, CPV (cost per), CPM, Pay-per-View and operator-split. Embedded advertising is the core source of revenue. In addition, "collect" also includes the content of copyright sales. "With the rapid development of the Internet, I see more and more opportunities for development, especially interactive entertainment, it will be in the future to form a unique gene of the cultural industry," Yao Jianjing CEO is very optimistic about the future of interactive entertainment. Yao Jianjing explains that interactive entertainment content differs from traditional TV dramas in spreadingOn the carrier, it is based on the internet and mobile internet film and television program content form, not more than 50 minutes, and can interact with netizens, even the script and ideas are written by netizens, and then professional processing, the final feedback to users to watch. Now most of the video is 10 minutes of UGC and 1 hours of traditional TV series, film, there is a clear gap between the two, the appearance of the Pattaya is hoping to fill this gap, the original team has been engaged in the video industry, the body contains network genes and entertainment factors.