Let's take a look at big data applications in the movie industry

In recent years, Netflix word so that we estimate ears heard from the cocoon, many large data regarding aspects of the case in the film layers also appear, so do a UK-based company play semantic analysis Epagogix also become a little hot words. The combination of the mysterious big data and the mysterious film industry has become even more illusory as if you were sneezing on social media today and are worrying about whether you have a cold and can make it tomorrow A bird flu thematic horror film, let you move.

In fact, people in the video industry know that the so-called "card house" type of success, rather than as a case of technological development to analyze, it is better to use it as a public relations case study. Kelly Bennett, who worked for Warner, and Jonathan Friedland, a Disney-based CCO, made Netflix more like a TV station than an Internet company, in fact making Netflix bigger because The Internet already has a YouTube, but no HBO or Showtime yet.

The combination of David Finch, Kevin Spacey, and the 1990 House of Cards, can produce fantastic chemical reactions, a tempting idea that, at first glance, is a Hollywood brokerage firm's approach , Rather than belonging to the language of big data system.

Behind "House of Cards," both David Finch and Kevin Staples belong to the same brokerage firm. The main promoter of the show is CAA, one of Hollywood's shadow aides and producer MRC. Netflix can join just because They pay more than cable television. The role of big data in the entire episode will not outweigh the value of the intern who recommended the British comedy "Card House" to Modi Wiczyk, MRC co-chairman in 2008.

As Epagogix provided services are not new, there are thousands of Hollywood script doctors, but also cheap and easy to use. After the 1980s, Hollywood's audience structure and viewing preferences gradually stabilized. Judging the preferences of the audience is not a problem. The focus of the current form of interviews in North America, the feedback can be more specific and practical.

From a certain perspective, Hollywood is not lack of good ideas and good script, the process of converting words into images, there is more uncontrollable than some of the public information in entertainment reports more complex. If you simply based on the script and the actors with the point of view, you can predict the future peace of mind, like we are by analyzing the body of hens, and then to determine the popularity of a scrambled egg, they are necessarily interrelated, However, this correlation is not enough to prove that a noodles male living in noodles, why suddenly fell in love with his scrambled eggs MM.

Why big data in recent years, hot?

As humanity entered the era of big data, similar to biology ushered in the microscope, astronomy found the telescope, because the network transmission and computer storage computing ability, to give us an information magnifying glass, from the observation of the phenomenon we entered a new field.

In fact, there has been multi-dimensional data mining since ancient times. The process of formulating the calendars may be a good example. Nowadays, there are occasional legends about Marshal Zhulin Junlin. Since the birth of computer technology, the use of data and Processing has been synchronized development, whether it is distributed processing or parallel processing, not a day to jump to the technological level today, many of our scientific discoveries are completed in nearly three decades, it is thanks to this.

But why is "big data" suddenly hot in these few years? The reason is actually very simple, the popularization of global smartphones.

With the improvement of the information processing capability of the mobile terminal, the interaction interface with the user is not only more sticky, but also realizes full-range full-time interaction. In this case, each mobile terminal actually becomes a data logger. It is more personal than what the PC can get, revealing not only the details of life, the location of the person, but also his spending habits and the first time humans have so many producers of data. Each metadata can be directly linked to a specific spending limit, each figure can be quantified by currency, the commercial value of big data and almost all business revenue can be directly linked. So, around big data, the story quickly becomes the current mainstream.

But behind the stunts that unveiled the media, you will find that domestic research on complex systems is still at a stage where concepts are larger than applications. Most industries have no way of grasping data relationships within linear or closed systems, let alone Big data translates into valuable information. In the film and television industry, the industrialization system is at a very early stage. Many practitioners even fail to understand such basic data as financial statements. It is inconceivable to understand the value of big data.

The significance of big data in the domestic film and television industry

Big data technology as a tool, its application direction, is nothing more than three aspects, one is the understanding of too much and once, the second is the future and future knowledge, the third is the moment to judge and real-time processing, the film and television industry If you want to make great progress in the application of data technology, then in all three aspects will face some problems to be solved.

Understanding of the past and the past

Since it is the judgment that has taken place, it will involve data collection. This part will often lead to controversy. The central issue is: How big is big, GB or TB, PB or EB?

If I want to know that the movie "Toward the End of Our Youth" can be almost categorized as a film for a literary film, why should I be only at the box office next to "Journey to the West" in the first half of 2013? Social media efficiency to carry out data mining efficiency, or to be traced back to the youth in the original novel and the film evoked by the memory?

By putting the scope of data mining in the category of social media, it is easy to define a minute-by-minute reference through data and to what kind of promotional content the audience will be attracted to , But it is still just describing the appearance.

If observation stays in front of you, you will not find the ultimate cause and effect. We have to argue against the mechanics behind the phenomenon, so what amount should we use to store and analyze the memories of our audience to find the relationship between personal experience and collective empathy?

In this respect, if we only use the data of social media to conduct the correlation analysis, it is not much different from the perceptual deduction made by us everyday, or even as flexible as the derivation of the sensibility, and it is easy to commit "Black Swan Mistakes (Before the discovery of Australia, the West considered only white swans). It must be traced back to the larger external data of the cause of formation, such as the consumption preferences and social experiences of the major audience over the past ten years, as well as the statistical analysis of the psychological activities before their viewing. Will it be too complicated? But from a data mining perspective, only hard work in this direction may provide substantial value.

Or we can be simple and straightforward. As Matt Chen, head of Matt, put it, the main reason for the success of To Young is the dedication and commitment of Zhao Wei and her personal accumulation in the industry.

We can think about it, which of the above three angles will make it easier to approach the core of the entire incident.

The future and future cognition

Although big data technology can make mankind understand the phenomenon more deeply, when predicting the prospect of domestically produced film and television projects, the first problem we must face is that we are still in a period of constant fluctuations in the audience.

In the North American market, 50% of box office audiences make up about 10% of the population, or about 30 million. The structure of these groups is basically quite stable. In the late 1970s, when the average production budget for North American films started to climb above $ 10 million and the cost of publicity exceeded $ 5 million, the monitoring of the audience gradually shifted from periodical surveys to routine surveillance. While the computer was only a mythological period, "Hollywood" established the first large-scale audience research model in the form of artificial + letters. Through decades of accumulation, these historical data have allowed the movie and the audience Contact becomes very transparent. However, even with such stringent market surveillance, the randomness of audiences' performance of watching movies in cinemas has gradually increased as a result of the influence of the mobile internet in recent years, leading to frequent problems in the traditional audience research models.

On the other hand, about two thirds of the screens in the domestic movie market came within the last three years. In 2010, we had only 6223 modern screens, but today it is almost 17,000. One can imagine, the theater now welcomes the audience, basically the last three years began to gradually develop interest in cinemas, this behavior can not yet be called a habit.

Therefore, the current volatility of the Chinese film market is difficult to monitor through the existing technical means. Because of the existence of other variables that we do not know, the result will be diametrically opposed to each other. This is called "variable in statistical regression analysis Omissions ", the scope of the big data technology can not be covered to help us solve this problem. We also need time to constantly revise our understanding of market data, and viewers also need time to continually cultivate their habit of watching movies in theaters.

In the first half of 2013, almost all the practitioners were overly optimistic about movies with action elements. In the second half of the year, all practitioners including myself personally would be over-optimistic about films that are mainly love-based. From some companies' monitoring of big data, this change in consumer behavior has been fed back into the data that can be captured, but we do not know how its impact should be quantified. This means that we can see the trend, but it is difficult to determine the result.

So, in today's Chinese movie market, it may be more realistic for us to shift the direction of big data technology from the anticipation of the future to the operational mistakes that we can circumvent.

Judge the moment and process it in real time

The understanding of big data now tends to be entangled in the first word "big," while ignoring its another important feature, "thin", which is actually the most important because it creates real utility for big data value.

Based on social media data mining, in fact, we can already be done to let the audience's classification from simple age, gender, occupation and other dimensions, the implementation of regional, activity space and personality characteristics, and more richer details, based on such a foundation What we need to do is to provide the audience with the personalized influence instead of the movie-based common propaganda.

For example, when a male audience in a medium to see the movie posters, may be big legs and small Qiaotun, but a female audience at the same time contact with this medium, you may see is a sold Meng uncle . When a presenter patch in a publicity campaign precedes a Hollywood blockbuster, it may be mainly used to render emotions or to highlight funny, but in the same episode for more than a minute, the trailer on the video site is divided into numbers A version, used to correspond to each click on the user's personal data behind. In this way, audiences are added to the production process, ultimately creating more appropriate information for dissemination through the rapid processing of viewer preferences.

At present, the data research company to participate in the process of film promotion, the work done is still only a statistical work, the decision-making is in the film or public relations firm, in fact, decision-making mechanisms and data can be the same refinement to become real-time interaction, reducing time Loss, improve the efficiency of film promotion. In the past, we often used the movie to promote the interest of most of our audiences. Instead, we used the existing audience data to segment the groups and provide different audiences with different information Heiner rivers than the radiant may be more in line with the current social marketing essentials.

However, all this is actually an idealized vision. The reality is that the film industry in China is still in an extremely primitive state.

Only from the movie investment cost point of view, the current release of the movie, the average investment of about 30 million yuan less than 500 million US dollars, the scale of this investment, regardless of inflation and audience income, only the equivalent of North America 70 The early age level. In the face of such a market environment, many issues actually appear to be relatively empty, because making decisions racking their heads has a great risk, but after all, the cost is very low.

Original link: http://www.huxiu.com/article/21851/1.html

【Editor's Choice】

Rapid popularization of big data applications, how to seize the opportunity of large data applications, the key node: User Registration [Editor: Xiao Yun TEL: (010) 68476606]