Dominate movies with big data? Too much mythology.

Jeibome play "card House", so that the world's film and television industry to feel the charm of large data. Large data, beginning with the Internet, a new product that points to users and quantifiable investments, is increasingly being applied to the film industry. June 19, the 16th session of the Shanghai International Film Festival Industry Forum focused on large data, Archie founder Gong, Sohu Vice President Chun, Tencent Online video department general manager Liu Chunning, le Video film executive director Zhang, and the movie industry to discuss: Big data will become a new driver of Chinese film?

Big data to spawn "The Little Times"

"What kind of movies do people in suits like to watch?" I tell you that people who wear suits like to watch the plot is more complex, more rigorous logic of the film, this is the big data to bring a very subtle place. "Archie Art founder, CEO Gong share some of the data that Archie Art has unearthed.

These data provide measurable indicators for film investors, rather than relying on experience or traditional channels of feedback as in the past. Many in the industry believe that this is the big data for the film industry the biggest significance, in other words, big Data makes the film investment more calm.

In Hollywood, a film from the research and development stage, to the title, lineup, time to determine, can be different data support. The card maker, a YouTube video site similar to China's Youku, digs up data from its Web site to reverse the production of the foreground film. Engineers found that, like the BBC drama, director Fincher and the old play Bone Spacey, the intersection of users, a film if you meet these elements, it may be sold. The card house satisfies these three elements.

And in the domestic, in order to get a better box office, to obtain higher returns, internet companies, hospital lines, film production companies have started large data mining and application attempts.

Earlier has been born in the watercress Hot post "lovelorn 33 days", now has not yet released the hottest film "small era." As the producer of "The Little times", according to the CEO of Zhang, the company has studied the key data of Guo's original version of the same name on the literature site, clicks on the user's identity and so on, and then analyzes the possible core of the film and the second and third laps of the audience. "Small Time" in the marketing phase of the application of data, than "lovelorn 33 days" more. ”

With data, but not enough analytical skills.

At present, more than 90% of the domestic film survey companies to the Baidu Index as a research model, and then comprehensive theme, lineup and other data, to obtain some research data.

However, Archie Art Gong revealed that the use of Baidu index before the accuracy is not too high.

Abroad, Google recently said it could predict the box-office of the first weekend of Hollywood's new movie premiere with 94% accuracy. According to the data is the movie on Google Page and YouTube search volume, movie ads link clicks, film coverage screen number, the same movie history box office data.

However, when Gong tried to put data from Chinese films into Google's model, the accuracy rate was still low. "The Chinese market may have other factors besides these four factors," he said. "Gong said.

Analysts told the IT times that the current bottleneck in domestic data applications was that, like other industries applying large data, it was not enough to rely on data, and how to set up data models to analyze the data. In China, there are not many people who have mastered this part of the technology.

Gong admits, "Maybe we don't have the ability to do it, maybe it's not the ability to do it, maybe the ability to model math isn't there." This kind of research cannot be done on one website, and it needs to be cooperated in the whole industry. ”

The fact that data is untrue and opaque is a stumbling block to data mining. Zhang called for the socialization of large data, "I recently wrote a report calling for government to set up public data, and it would be dangerous for big data to become business-to-business." ”

Big Data can't replace artistic creation

While large data can provide a reference for a movie, large data does not directly equate to a successful work. Hollywood Dream Factory CEO Jeffrey Kassenberg publicly said he would not use large data, because the film is "intentions."

"Beijing meets Seattle" One of the producers, the Welfare (Beijing) Film Distribution Co., Ltd. General manager Jiang don't think "Seattle" is based on data analysis of the film, in fact, he did not do so, "if now large data analysis, love comedy by mouthed, Baoqiang this combination of a certain success, But I heard that yellow is no time before next June, when the data even put here is useless, content creation is another matter. ”

"Don't be too much of a myth big data. Sohu Video chief Operating Officer Chun also issued a warning. In February this year, Sohu decided to introduce the United States drama "card House", but he also believes that large data can not replace the artist and art creation, "We must not fall into this state: based on large data, and then modular production;" The more the film is produced, the more applauded the audience. ”

(Responsible editor: Lu Guang)