Where does "big data" lead the film industry?

Recently, a ministry of Hunan TV idol drama writers and Baidu platform "big data" artificial intelligence writers in tandem, making the TV series to obtain higher ratings, 600 million of the play of various clicks and word-of-mouth behavior large data, is a small condensed version of large data. In the movie, in 2014, Heilongjiang TV station chose to cooperate with Baidu Big data to launch large-scale whole media movie project--entertainmentexperiencechina (Entertainment experience China edition, abbreviation EEC), aims at excavating the new talented person of film, To open up the channel of the development of the power of folk film, reserve Reserve Force for Chinese film industry.

The 2013 was seen as "the year of Big Data", its storm is sweeping the vast numbers of the industry, the film industry has gradually entered into it. What is the relationship between big data and film and television, seemingly unrelated things? Baidu Big Data why try water film industry? Can large data technology reconstruct film and television? What data support or decision making services will be provided for large data specific to a movie project? Reporter interviewed "The National film" for the above problem Project team leader and Baidu large data workers.

Screenplay Solitaire Video Contest for all people involved in film production

In China's "National film" on the basis of reference to the Dutch model, will invite film director John Woo, Zhang Ziyi as an image spokesperson, invited directors, writers, actors, photography, editing and other fields of professionals to form a mentor team. Mr. Hiroshi, director of the film part of the project, said that the master mentor John Woo has always had a wish since filming "Chibi", hoping to bring the young Chinese director into the industry through his own efforts, and the "National film" hit. Zhang Ziyi, the image spokesperson, sees 30 to 50 new directors each year in person, and "perfect" also chooses to work with the new director, who is more willing to accept the new director.

The project leader, Mr. Gao Honggang, said in an interview August 25, the writer's mentor Yiwei Wei, 束焕 in the "National Film" official website released the first paragraph 10 minutes of the literary script. Film lovers who like to write can continue with the second screenplay; film enthusiasts who like to perform, shoot, edit, compose, and so on can form their own team, shoot the official script of the first paragraph, upload the video to the official website, and play videos on the cooperative video site and TV show. At the same time, the team will absorb everyone's wisdom to shoot a professional version of the film, uploaded to the website for film enthusiasts to learn. Next, the writer's mentor will combine the public's excellent script, publish the second paragraph of the official (literary) script, so that people continue to write the third script, shooting the second video. So。 Movie Solitaire is divided into 5 paragraphs, 10 minutes per paragraph. It is expected that September will start the quarterly television program, the project team invited Ping, Shiliao, Yiwei Wei, the composition of the season program Mentor Group, so that excellent film enthusiasts get more rewards and opportunities. Participants from the social registration and film Solitaire excellent team, players have access to money, equipment and actors and other resources, as well as mentors and additional help, more opportunities to receive the final 2 million Yuan Film Toupai Fund award. In addition, the "National Film" column Group also actively carry out the relevant activities related to the program.

Recalling the events of the 2012 entertainmentexperience (EE), by the famous Hollywood director Paul F. Van Hoven (Dutch-American) led the fencing, set up a mentor team, leading Dutch film enthusiasts to complete the world's first popular "Big movie." A new perspective, the features of forward-looking programs and modern media have attracted Heilongjiang TV, and High-hong has just arrived in Holland to assess and investigate such projects, discovering that the project has used internet marketing to help create a media framework for film creation, which is more mature in the United States, But it is relatively new in China. In addition, the campus activities in the Netherlands 6 major cities, 45 universities, also held an actor audition, through the media publicity, the local received wide attention. After the decision was introduced, the project team selected a project named "National Film" which is more easily accepted by Chinese audiences.

As the introduction of the program, the landing China will not encounter acclimatized? What are the difficulties in preparation? Gao Honggang said that the Dutch population and size of the country is very different from China, the project and the "good voice of China" and other television programs, facing not only the audience in front of the television. First of all, the whole media program includes movie enthusiasts, but there is a threshold for participation, not everyone who loves the film can participate in the project. For example, the Dutch population is about 14 million, and China's population is about 100 times times that of its own, so the project team has a lot of thought in terms of controlling the number of participants in a reasonable proportion according to China's media environment or consumer market. Second, the whole media project faces a broader but also more dispersed audience, and how to attract the attention of these audiences makes the project team face challenges. Finally, this project has a certain avantgarde, when the full media platform integration, and customers, film experts to communicate, explain the whole media concept and architecture programs, more than the average time.

Who's looking at what's going on looking at what big Data provides objective guidance for the film

The 2013 was seen as "the year of Big Data", and its storms are sweeping across industries with huge amounts of data, and the film industry has become a hot spot for recent attention. June 15, 2014, the second day of the opening of the 17th Shanghai Film Festival, Yu Dong, president of the film, said in a forum called "movie Global Financing Strategy", which caused a stir in the film industry. He believes that the next decade will be the internet to lead the Industrial revolution of China's decade, the traditional film industry is the internet "migrant workers."

In fact, the combination of large data and film and television works embodies the needs of the development of the industry and has been explored abroad. The Chinese film and television entertainment industry, through large data analysis of entertainment and film industry investment guidance, risk aversion, Baidu in large data resources and applications have a natural advantage. The slogan of the national movie is "Ineedyourhelp I need your help", which means that the mentors are calling on everyone to contribute their wisdom together to help them complete an unprecedented public film work. Watch Baidu's data structure: from the amount, the daily average of 6 billion times the search request, 85% of the Chinese Internet users of the scale, so that any topic under the study are a large number of full samples, compared to monitoring, research and sampling methods more representative. From the qualitative point of view, the search data can represent the real concerns and demands of netizens, and record the basic attributes and psychological attributes of netizens.

Baidu Business Analysis Department director Li Zhongjun said, from the user's thinking, let the voice of the user to express, and participate in product development, inseparable from convenient data collection, access, and based on large data capabilities of data mining and analysis, Baidu's data accumulation for the national expression and participation provides a solid foundation.

"National Film" project is Baidu Entertainment film large data history of the largest one of the actual use of the choice of angle model and marketing guidance is the core. Baidu large data will support the "National Film" project from multiple dimensions, with "National film" Master John Woo, for example, how does the director John Woo take a new film to make sure that the chosen star must be a box-office hit? Baidu based on the list and Baidu index data analysis, Baidu will be the star's attention and exposure to the active degree of objective "scoring", The director's team can clearly see each actor's index, if you are more concerned about which area, which age group, and which genre of fans are interested in, by understanding the past commercial value and characteristics of alternative stars, as well as the negative public opinion monitoring, John Woo can also evaluate his marketing value.

Gao Honggang said that with the improvement of the information processing capability of mobile terminals, everyone's mobile terminals actually become a data recorder. It is more personal than the information the laptop can get, revealing not only the details of the person's life, position, but also his consumption habits, the first time humans have so many data producers. The future of the market are composed of a user, in a project at the beginning of the operation whether his whole media concept or user concept, will be combined with large data statistics. "National Film" under the guidance of objective data, will be less detours, to win more users like to gain greater market. In addition to casting, the return of the box office investment is also the director and investors concerned about the topic, Baidu Entertainment large data can be cast team history investment return performance analysis, estimated staff contribution to the box office, while the fan data and potential market do match, to guide the market row, forecast fit, optimize marketing activities.

Creators grasp the audience's attention to the big data to where to take the film?

In the future, what data support or decision-making services will be provided for large data specific to a movie project? Baidu related technical director said: "From the current point of view, in general, large data technology can tap the real meaning behind the data, more accurate to restore the face of the group and always grasp the direction of netizens attention." It can be said that the data on the market accurate professional insight, can be a TV series of the entire production process to provide decision support, including script creation, cast team, marketing distribution, TV program monitoring. For example, the film "Small Time" using large data, accurate analysis of the audience, it focused on the 90,000 users of Sina Weibo, the use of micro-blog for in-depth analysis. Survey data show that among 90,000 microblogging users, 81% are female, 19% is male, the average age of 20 years, like to see "Happy Camp" "Non-interference" and other TV programs. And this is suitable for the "small time" audience groups.

Since the large data technology has been involved in the film and television industry, the public has had a high expectation of the ability to predict and analyze the data, and has also disputed the application of data prediction, such as privacy, security and other topics. To address these issues, the person responsible explained: Here is the principle of predictive analysis and reasonable utilization.

First of all, "data mining", predictive analysis is "refining" information, is an inductive summary of the analysis, trying to find out from the vast number of information universally applicable rules. Therefore, from this angle to understand the predictive analysis, it is only a kind of objective facts of induction and deduction.

Secondly, predictive analysis can not predict the systemic crisis, mainly known as the "Black Swan event." This is a very unpredictable and unusual event that usually leads to a negative reaction or even subversion of the market chain. In the prediction of micro-level trends, technology through the analysis of individual variables, but the results of the analysis is difficult to accurately with the changes in the macro environment, the outbreak of sudden events and changes.

Third, the value, strength and meaning of the data make the data sensitive. This conflict is growing stronger with the strength of the data and the integrity of the data ecosystem, and will continue. Data technology is neutral, so it's often not "what people see," but what they do with information. There is a clear need for more exploration in establishing "fair" and "right" data rules. But the current data application is basically to better serve this goal.

The reporter found in the interview, in the forecast analysis technology mature Road, the big data can provide the depth data analysis and the strategy plan support to a movie, may assess the risk to some extent, evade the risk. However, the data can only show the attitude and choice of most people at present, and can not predict what people will like in the future, and can not provide better ideas. From this perspective, the film based on data technology is more likely to be just a "pretty" movie. As for whether it can create a classic, the quality of the film can bring a revolutionary future, we will wait and see.

Link

What is big data?

Large data, or huge amount of information (bigdata), massive data, refers to the number of large, complex structure, the type of many data sets, is based on cloud computing data processing and application model, through the integration of data sharing, cross-reuse, the formation of intellectual resources and knowledge services capabilities.