Fans are productivity internet Subversion Chinese movie Game rules

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For China's traditional big-class director Zhang Yimou, Chen Kaige and Feng Xiaogang, in the face of their painstaking work, a few years of dedicated film, the final box office is not as good as a cross-border actor directed the film, but also less than a writer a few months to complete the film, and the controversy caused by countless movie box office easy, I do not know how they ?

It is true that when people are embarrassed by the way they are, the youth that we will eventually die, "Break Master", "Small Time" series, "after the period" and other actors, writers directed the film, gently let the box office over billion, or even break 1 billion yuan, perhaps in announcing the arrival of a new era of Chinese film industry: " The fan economy "and the Internet are profoundly changing the rules of the Chinese film past.

"Fans" is productivity.

A recent "Cross-border" new director is expected to be released soon.

Although the parties to "hehe" as a response, however, Hunan satellite TV "premiere" host Jiong will be director of the debut "Gardenia Blossom" may have been a certainty.

As a successful host, Jiong will also be a director across the border, should be attracted by previous successful cases.

From the 2013 "Small times 1" to this year, "small times 3" on-line, in a dispute, by the topic of Guo-director of the film series films to refresh the domestic film box office record. Statistics show that as of August 5, "Small Time" three series film total box office has more than 1.3 billion yuan.

"Small Time" if not Guo's own shot, it is estimated that few people dare to invest. "In the face of the" small Time "series of proud people in the box office, there are insiders pointed out.

So, in the face of the director of the "new" Guo, what is the reason to encourage investors to venture investment?

The answer given by Cao Haitao, managing director of Broad Ventures, is: Number of "fans".

"They have tens of millions of followers on their microblog, and the movie will be lost if 1% of the fans go to the movies." According to Cao Haitao, before investing in a film, investors first have to get a survey of the fans from directors to major actors in different companies.

And this is behind the development of social networks, the star's appeal is intuitive data to show that a person red and red, the network can be seen clearly.

Peng, Director of research and Development and consulting at Le Zheng Media, believes that the development of social networks gives confidence to these cross-border stars and investors. Stars are directly aware of the value that their influence can bring, and investors have seen that.

"There's been a recent news that Chin will be joining the film about winter," and if Chin doesn't make a difference in the movie, I'm sure there will be less than half of those watching. Cao Haitao added.

However, the industry insiders also told the first financial daily reporter, these cross-border shock stars, directors are often not really "director", a lot of shooting professional problems need to be technical guidance, consultants, deputy director and other professionals to solve, hanging the name of the director may be more for marketing considerations.

Though unwilling to characterize his "little age" as a fan movie, Guo before the media interview also admitted: "Every time the book has accurate data, I know very well what kind of people like this book, including Yang, Amber, Kozhendong fans, we have to do research." ”

And the survey data provided by the arts consulting show that "small time 3" the first day of the top ten provinces and cities, and Guo individual fan geographical distribution of the top ten provinces and cities have coincident, and in addition to Beijing and Guangdong six other provinces and cities of the box office accounted for the ratio and fan distribution is very close.

By contrast, it is also the film participating in the movie, with more than 200 million yuan box office "old boy's Dragon over the river", because there is no "small time" in Guo, Yang and other stars fans halo, once in the film propaganda difficulties.

According to Zhang, the CEO of Music and video, the first time he started doing "old boy" was really difficult, and did not fully think about how to let the entertainment media to the Xiao headlines. Originally the film is scheduled to be released on May 1, because the amount of publicity is insufficient, there is no way to release on schedule.

"Later I said to gamble again, back to the video, we made 4 MV, the first push is the" small apple ", did not think of a sudden fire. Zhang explained.

"STAR Director" = Product Manager

In the hands of a large number of fans, these cross-border new director to do is actually very simple, fully meet the needs of fans.

Interestingly, in the "Small Time" series before the release, it was predicted that the film's box office will be "4, 3, 2, 1 (billion)" trend of decline, because from the traditional film industry business model, "small time" negative reputation strong, see fewer people. In fact, in the film "Small Time" third, fourth, Guo also found Zhang, to discuss how to shoot the next story.

"If you shoot more adults and put a world view into the adult universe, the pressure is smaller." But Zhang is well aware that the business model of this series of films is based on the fan economy. "The way we communicate with our fans is to let our fans tell us what they are not satisfied with in the first and second part of the game, and the result is that they don't feel like a ' little time ', so we follow the fan's advice." ”

And for Han and Guo, the director of the fan economy, the film's publicity and distribution to start from the fan's point of view.

Based on good interactivity and communication, Weibo is considered to be the most ideal platform for the current development of vermicelli marketing.

There are reports that the "after" from January 6 announced the start of the project, until July 9, 15 days before the release of the film 184 days, according to incomplete statistics, Han-Han issued a total of 84 related micro-blog, about two days a.

In contrast, from November 9, 2012 on the Micro-blog announced the "Small Time 1" project, to June 17, 2013, 10 days before the film release 220 days, according to incomplete statistics, Guo on the personal microblog also published a related micro-blog 148, about a day and a half.

Cao Haitao said that there are many film publicity and distribution team's main role is in micro-blog, micro-letter and other social media to create topics, from the Internet user's point of view to spread, compared to buy subway, public transport advertising and other traditional ways, the impact of these Internet communication methods can not be underestimated.

In this respect, Zhang told the "First financial daily" reporter, at a certain level, Guo is not a director, but a successful product manager, "Small Time" is the product manager to make the film products. "He made a real movie product, a classic case of a fan economy. Other directors can also be product managers, but most do not, because product managers need to put down their posture and serve the user experience entirely. ”

Double-edged sword with super high return

However, compared to the creation of the film, the promotion of the distribution process, the most exciting for investors is such a new director of the film investment rate of return.

According to the current film-splitting principle, the producers can be divided into about 40% of the box office income, and to remove publicity, taxes and other expenses, the production side of the general 20%~30% in the box office. The industry's data is that, in general, a movie box office income at least 3~4 times to return to this.

And Xu, Zhao Wei, Chao, Guo, Han and other "rookie" of the small cost of film works, showing a surprising box office results.

Among them, Xu Director of the work of "people again embarrassed" to more than 1.2 billion yuan box office results, let the light Media (300251.SZ) successfully promoted to the top production company list.

"The box office is 10 times times the investment, is the goal that we do the Internet movie Company pursues," the small time "the investment return rate is much higher than this. Zhang recently estimated, until the "small Age 4: Soul at the end of" The 2015 Spring Festival file, the series of films will reach 2 billion yuan at the box office.

"We are accustomed to Zhang Yimou, Feng Xiaogang and other directors as an important traditional industry, and Han, Guo, these new directors represent the internet new media industry, they use the Internet thinking to do production, publicity and distribution, and we also want to invest in such a new industry." Cao Haitao explained.

Some industry insiders frankly, fans are in control of users, and users are the fundamental internet industry. As long as there is a fan economy or a large number of users, "milk tea Sister", Jing Dong, poly mei Excellent products or century, lily nets can go to film, the use of users with the appropriate Internet publicity team.

In Cao Haitao's view, the first half of this year, from the investment point of view can be regarded as a Chinese film. Especially in Huayi Brothers (300027.SZ), light Media film revenue is not very good time, the emerging Internet model, the user-oriented fan economic philosophy in the film's new Day more eye-catching.

But the disadvantage of eyeball economy is that hot spots are fleeting, so the sustainability of the Internet remains to be tested. Statistics show that 5 years from 2009 to 2014, the most popular domestic films are "Let Bullets Fly", "lovelorn 33 days", "People again awkward way of the Thai embarrassment", "tour West" and "Big Monkey", no one is the same team and subject matter.

In this respect, Shanghai Drama Academy Professor Ishikawa told the first financial daily Reporter: "Now bring up a wind, as if the Cross-border really easy to succeed, in fact, it is not the same thing." High input heavy equipment, the film is actually a higher professional threshold of the industry, celebrities across the world as a director, in fact, the risk is quite large. ”