Barrage appeared big screen movie, may be just shallow marketing

"The front row uncle do not shake leg well?" "7 rows 12, the phone is dead, who charge me by charging treasure?" "Tanabata courtship, what Mody da!" These have distinct 90, 00 features Tucao But only appeared in the A screen video station (A station), B station (Bilibili network, referred to as B station), but was transferred to the big screen.

At the end of July, a series of "Barrage" games were held in Hangzhou, Shanghai and Beijing, respectively, during the animation movie "Longzhong Wanli of Qin Shiming Moon" (hereinafter referred to as "Qin Shiming Moon"). Times "(hereinafter referred to as" Era 3 ") also held two special barrage shows in Beijing, but also plans to introduce more games one after another.

These bullet screen not only triggered a spat of the young audience at the scene, but also touched the industry's big discussion on the barrage film, which was mixed with many media and industry critics.

According to information obtained from various sources, the reporter of China Business newspaper shows that in the future the barrage movie will not only move from the barrage special to the barrage special room, but may also no longer be limited to Tucao but will be diversified in function.

Internet thinking infiltrated the big screen

The so-called "barrage" (dnm), the earliest is a military term, refers to the use of artillery on a target intensive bombardment, English called "barrage." But in the current Chinese language network, the "barrage" comes from Japanese. Japan's video site "niconico", the first technology that allows Internet users to comment in real time on the video playback page, may suddenly pop up a large number of Tucao comment on a second screen, drifting from the screen, it seems It is like a horizontal barrage shooting game, so Japanese netizens gradually refer to this type of online commenting as "danmaku."

With the rise of domestic stations A and B and the coverage of all content by Tudou this year, the Barrage has begun to cross the ACG circle (English, Comic, Game, animation, Comics, games, general), to the film, TV series spread, and toward the big screen.

By the end of July, the domestically produced animated movie "Qin Shi Ming Yue" was shown in the form of a barrage. In early August, "Little Times 3" released by the music video industry also had a special barrage. To make this attempt is not limited to animation category, slot more movies, and even martial arts film "embroidered spring knife" have got the livelier. Barrage movie even sparked the "generation" and "Qin powder" on "who is the first barrage movie" debate.

"Qin Shi Ming Yue" and "Era 3" launched the bullet screen, seemingly the creation of marketing tools, in fact, also indicates that Internet thinking is infiltrating the big screen.

Vanity Capital Partners Wang Yi-chih believes that the "barrage" has emerged not only because of the self-expression needs of certain groups of people, but also because of the diversification of the information broadcasting platform and the excessive supply of entertainment content, Changes in the Internet platform.

Famous film critic, director Jiang Xiaoyu also expressed similar views to reporters. In his view, the appearance of a barrage movie means that traditional Chinese movies have entered the era of Internet thinking. "It enables the film to get to market more accurately and the audience can respond quickly to the film in the first place."

Wang Yi-chih said current audiences can both think in terms of the story itself and even multithreaded other activities such as housewives "listening to" the TV series when doing housework. "Barrage" This behavior occurs precisely because of the PC's quick input features configured to allow decentralized energy output quickly, "so this behavior has a strong PC properties."

In the eyes of industry observer Zheng Bin, the barrage movie itself has a strong Internet personality and kuso (spoof) entertaining spirit, immediate and socially prominent, very much in line with the current entertainment products with the popular nature, to optimize the user experience and exploration After a viable profit model, it is undeniable to be sought after as a "non-mainstream" movie.

From the special to the special hall

One of the biggest controversies over the Barre movie is that the Barrage affects the viewing experience of others.

"In fact, this problem is well solved, for example, there is something like 3D glasses, the audience will see the bullet after wearing, so that two different needs of the audience do not interfere with each other, have the option." A 90 after The reporter said that although the current barrage of movies is sometimes unstable due to technical limitations, the breakthrough of smart hardware is not a difficult task. "Technological advances will prompt cinemas to seize the opportunity to expand their revenues."

In fact, some cinemas have already had the intention of opening up specialized barrage halls to attract people who like to watch while watching Tucao.

According to media reports, many cinemas have shown their keen interest in the barrage. Some cinema companies hope to have a cinema fixed in their cinemas, with a fixed time dedicated to playing the bomb screen each week, thus becoming a "barrage cinema."

Yang Yang, director of music as the innovative business, told reporters that the current cinema rely solely on selling movie tickets and popcorn, competition is cruel, a lot of pressure to survive, and the cinema can help cinema to expand revenue space and enhance service experience, "such as some videos , May be off the assembly line immediately, but because there are some screens, the biggest advantage can be played out, you can create more box office, so the film is also very happy. "

However, in the opinion of some people in the industry, it is not an easy task to go beyond the technical factors from the special bullet screen focusing on marketing gimmicks. Zheng Bin said that content regulation is the most central issue that barrage movie needs to face in the domestic theater market. "There are two levels of consideration: First, the publication of uncontrolled content will not be conducive to the supervision of relevant departments, which will probably Directly lead to the abortion of the barrage movie.The second is the introduction of the content without guide, will undermine the barrage movie itself needs to achieve.So in the open and management, to achieve means and user experience, practitioners still need to give more balance and try."

In addition, Cheng also believes that from the barrage to the barrage, you should not simply see the promotion of the barrage, but should also pay attention to optimizing the user experience of the barrage, and need to observe the environment in many aspects (especially Is the setting of the hardware device) to make a difference from the ordinary movie, "From can not see to how to see, from how to send to what to send, in the initial stage of the barrage movie are needed Inevitable process. "

To multi-functional

For the time being, the purpose of some movies opening the curtain is mainly to win more box office with the help of the topic created by the barrage special.

Zheng Bin believes that the market concept of the current barrage movie lags behind and basically transplants the concept of "production" of the video website of the barrage. However, it has not proceeded from the unique viewing environment of cinema and the characteristics of cinemas, Feasible and promotion, "blindly follow the audience's comments, Tucao and other shallow consumer needs, will not be conducive to the more barrage of the movie to a more healthy long-term favorable direction."

Yang Yang told the "China Business" reporter that LeTV is currently studying the barrage movie in the future. It will not only use the barrage as a marketing tool or a gimmick in the future, but will have more functions and applications.

"Now that the Barrage is a process for the audience to consume the product, we want to delve deeper into new functions and possibly apply to the function of research before the screening of the film, on the one hand, Tucao and opinion guidance film changes.We also study its social attributes, screen and screen interaction, human-screen interaction, human interaction. "Yang Yang said that" the barrage in the future is only a form, not only is Used to Tucao, can also be used to do very serious things, such as driving the audience consumption and social.