Internet companies into the movie industry, how much to play

Now the hottest topic in the film industry is the ambitious film project of Internet companies . Benetton chairman Yu Dong said the phrase "the future, the film company is working for the BAT!" Just let small partners who are shocked, immediately Shang Ying Group CEO Ren Zhonglun said again: "The future development of the film company is to meet the BAT The three needs, what BAT will do. "

Internet companies into the movie industry, playing in the end how much?

Alibaba film set up Stephen Chow, Wong Kar Wai "followed Ma Yun mix"

This year, internet giants are very hot for movies.

June 17, Tencent announced during the Shanghai Film and Television Festival "even more powerful" movie plan, announced the entry into the movie industry. This year, Tencent will invest in "Zhong Kui Devil: Snow monster demon" and other six films.

On June 25, Culture China Media released a public notice confirming Alibaba Group's transaction of acquiring HK $ 6,244 million to acquire nearly 60% of the company's shares. Culture China Media will change its name to Alibaba Pictures. Liu Chunning, vice president of Alibaba Group's group and president of the digital entertainment group, is expected to serve as president of the company and Jet Li will serve as an independent non-executive director of the company. All big-name filmmakers like Wong Kar-Wai, Peter Chan and Stephen Chow will join in the campaign. This reporter has learned that there are already many domestic front-line screenwriter and script creative team received Ali's invitation.

In February this year, foreign media reported that Robin Li has invested in a Los Angeles-based film and television production company, the first project is to spend 40 million US dollars based on the "Journey to the West" adapted from 3D animation movie "Goku" and Baidu's Love Fantastic Art is in full swing to promote self-made plan, signed a large number of film and television elite and top studios.

Not only BAT, video site is more ambitious, the earliest into the film and television industry Internet company LeTV, rumored to be brewing and Hollywood's breakthrough cooperation. In addition, Youku potatoes are just around the corner, already in the small area to try the big movie.

"Tencent into the film industry is not to do 'invaders', but want to 'be more powerful.' We hope to use their own advantages, for the Chinese film to create a double or even increase the possibility of an order of magnitude because Tencent is a big platform and Channels, hundreds of millions of users and payment systems, cash-generating teams and capabilities are ample wings to turn various possibilities into reality. "Sun Zhonghuai, vice president of Tencent and general manager of Tencent Online Video, told" China Economic Weekly. "

Local tyrants gathered in the Internet the reddest

"China's pigs, dairy products, restaurants, metal pipes, hardware, fireworks companies have what in common? Answer: have become a movie company." E-Kai Capital Co., Ltd. CEO Wang Ran on the microblogging ridicule.

According to incomplete statistics, from the beginning of this year to the present day, there will be an average of every four trading days related to film and television or mergers and acquisitions, or financing, or backdoor or equity participation matters disclosed in the exchange, A shares of the film and television industry mergers and acquisitions Nearly 20, involving nearly 20 billion yuan of funds, the level of activity can be seen in capital.

Behind this capital boom is a huge cake that has been vaguely visible. China's box office receipts in 2003 were only 1.0 billion yuan. Ten years later, in 2013, the annual total box office turnover of the Chinese movie market exceeded 20 billion yuan. As of the end of May this year, the box office in China has surpassed 10 billion yuan and is expected to exceed 30 billion yuan this year. China is already the second-largest consumer market for movies in the world.

However, unlike in the past when large numbers of coal bosses and real estate developers invested in the film and television industry, this time the Internet will intervene more deeply and change or even subvert the industry model and rules of the game because they have channels and content and channels are integrating Process, will produce a new "chemical reaction", not just a simple "physical overlay."

"A year ago, most movie studios just took the video site as a channel, but now many movie studios have video sites as the main battlefield of marketing, so the Internet is a very effective platform." Youku Tudou Zhu Hui Long, senior vice president, told China Economic Weekly.

Three innovative remodeling film industry chain

Internet companies are reshaping almost all industries, of course, including movies. Although Internet companies are "filming" are also testing the stage, but in fact, have played a lot of new tricks.

First, the real "big data movie" will appear. Whether it is to grasp the social data of Tencent, Ali grasp e-commerce data, or grasp the search data Baidu can dig through the big data to truly understand the needs of the audience closer to the distance between the movie and the consumer, and even let the audience Participate in every aspect of film and television production. In addition, Internet companies may also reshape the movie production model. The current Chinese film market box office mainly rely on a few famous directors and famous actors to support, if there is no big star, big director, investors will be very hesitant, so all production companies are snatching limited star resources, forming a very high Performers pay, but the real cost of making the quality of the decision was rather depressed. The Internet's grassroots culture may offer new possibilities to make great movies at great cost.

Followed by the business model of innovation. Internet era film not only rely on the box office, but the real film into a full industrial chain products. "We can talk with Chanel first, it produces a limited edition of 1000 pairs of shoes, how much to pay, I guarantee it in the episode how many seconds of the lens. On the other hand, I talked to Jingdong, let it sell the 1000 pairs Shoes.After that, during the climax of a episode of the play, the heroine kicked the actor's foot while the heroine was wearing these shoes with a close-up, at this moment there was a pop-up window at the bottom of the screen, and the pop-up window was Jingdong selling That shoe links, that is, when the play is still broadcast, we have already made a profit. "Sun Zhonghuai said.

The third is film distribution channel innovation. With the popularization of the Internet, and especially the mobile Internet, the way in which the movie meets with and communicates with the audience is not limited to cinema, nor does it end with a few weeks' release. "The rapid growth of the mobile Internet will further broaden the distribution channels in the movie industry.Every mobile phone may be a movie screen and the mobile Internet platform provides an online movie theater that is always online.Compared to conventional theaters and copyrights Revenue, film distributors in the mobile platform revenue will be more long-term and stable at the same time, the rise of the mobile video platform will allow more niche, professional movie into the public field of vision. "100TV mobile video platform founder and concurrently Liu Shuyao, CEO, told China Economic Weekly.

In Liu's view, the bigger opportunity lies in the third- and fourth-tier cities and rural markets. "In the 34th and the 45th cities, movie theaters are not so popular, and mobile phones have become the main way for people to entertain. This is a phenomenon that occurs in Guangdong, Jiangsu, Zhejiang, Shanghai Of the factory-intensive area is more obvious because of the scarcity of entertainment resources, they are more than the first and second tier cities users are willing to pay for content played on the phone, which paved the way for movies to enter the Internet on demand.

LeTV business operations group CEO Fei told China Economic Weekly: "For a long time, art is a line, science and technology is a line, the two lines are parallel lines, with the Internet carrier, we can make technology and The intersection of art and the intersection of convergence and change is far beyond our expectations, and the greatest happiness can be witnessed by the change in this industry. '

(Correspondent Zhao Lei also contributed to this article)