The Internet transformation film industry is deeply involved

Compared to the way that internet companies make money in their own fields, movies are really a low cost-effective industry. They require large amounts of money. Investing in movies is tens of millions of millions, and the rate of returning funds is slow. A film is released from project to release, and it is basically In two years or so, the risk was high. Although China's movie box office made great strides, only about 40% of the box office was owned by the producer. How much profit can there be?

Therefore, simply looking from the point of view of making money, traditional Internet companies are not going to go on the movie "thief boat" anyway. Now that Internet companies are investing directly in the movie industry, they are trying to outsource users. In addition to satisfying users’ needs for platforms at this stage, Internet companies must also guard against the loss of users. In particular, in the mobile Internet landscape, all aspects of the user’s life may be completed through the mobile terminal, compared to the traditional Information and entertainment as the selling point of Internet products, the need for living services is the most user-friendly.

By simply tying the product to the user's own ecology, not only can the user be stable and secure, but also the use of mobile payment can be accomplished in context.

Although there are also depths for users

Although the same as the user, but careful comparison also has the depth. The author divides the depth of binding of Internet investment movies to users into the following three levels:

The first layer: The platform only invests in movies, and simply regards investment in films as a way of contributing to IP. Perhaps the platform also wants to dig deeper. However, due to the limitations of the platform itself, the platform invests in movies in addition to movie online broadcasting and branding. Exposed to the outside can only achieve a poor effect.

Representative enterprise: Youku.com. Although investing in several popular movies have also made money, they have never seen amazing performance beyond production and online broadcasting.

The second layer: The platform not only invests in movies, but also effectively integrates with existing products to form an integration of production, ticket sales, and distribution. The binding effect of the movie as a platform layout tool for platform users is obvious. However, the only drawback is that in the current stage platform products are still in a disadvantageous position in the traditional mode of film, such as the obvious lack of bargaining power in the issuance and production negotiations with the traditional film and television industry.

Representative companies: LeTV and Tencent. LeTV has LeTV and Tencent has mutual entertainment business groups. However, careful analysis of the two identities in the film industry is still an investor, and the Internet has a smaller impact on movies.

The third layer: The impact of the platform on the film industry is all-round, from financing to production, to ticket sales, marketing, and platforms. The platform itself can basically realize the closed-loop of the film industry chain. The difference from the second level is that the platform for the transformation of the film is profound and is an active participant rather than merely a funder.

Representative enterprises: Ali Pictures. Alibaba's entertainment treasures and Taobao films fulfilled the financing and ticketing functions of the film industry. The foundation of Culture China was also filmmaking skills. Prior to this, Alibaba Cloud and Ruiyun Technology achieved cloud rendering of film and television special effects, enhancing Ali and its products. Alibaba Cloud's sense of participation in high-end film manufacturing technology.

There will be some changes in the above three levels over time and in the strategic adjustments of various platforms. Overall, the first and second tiers will have large changes. Since the third tier involves too many resources, it is generally not easy to achieve.

What kind of internet company do Chinese films need?

The above text is written by the author as an Internet commentator, while the following text represents the author's domestic movie lovers.

For the current Internet companies to invest in movies, the author is love and afraid. Love lies in the need for a transparent operation of the Internet in Chinese films, abandoning the unspoken rules of dark entertainment, and providing data and financial support for the film industry. The renaissance of domestic films is hopeful.

In contrast, the author's worries are even greater. The author is not afraid that Internet companies will be badly beaten by entertainment, but they are afraid that Internet companies will transform the film industry from their own point of view. They have a sense of thirst for domestic movies. Internet companies pay attention to users and data, also means that they will invest in making movies from the perspective of their own user data, and movies are personalized products as an artwork. Such fine analysis may be extremely favorable for commercial blockbusters, but as a literary film or It is a small-scale movie. Internet companies may be difficult to support.

The danger is that after a large amount of funds from Internet companies have flooded into the film industry, the entire film market landscape will undergo subtle changes. That is, the direction of investment will follow the field that Internet companies have invested in, and the diversified ecology of films will be hit hard. Although the art film box office is poor, but as the entire film ecology is indispensable, not only as an important film type film, but also a steady stream of input talents into the film industry, if the Internet company will focus on commercial blockbusters, literary film The fragile living soil will be even worse.

In addition, I also believe that Internet companies must not only integrate films with their own products, but also require Internet companies to in-depth reform the entire film industry. Prior to this, Alibaba Cloud and Ruiyun reached a strategic agreement. The important rendering part of film and television special effects production will achieve cloud processing, which will greatly reduce the burden and investment in domestic special effects. As a beneficiary, in addition to Alibaba Cloud's own brand enhancement, Chinese movies have a positive promotion significance. Ali, in addition to making up for the shortcomings of Chinese films in special effects, can also make in-depth collections with his own platform, Alibaba Cloud. Even more importantly, he has greatly improved the centripetal force of his platform in film and television companies and teams.

Therefore, the author prefers that Alibaba and Tencent can participate in all aspects of Chinese cinema. The abundant funds, the strong Internet gene, and the complete product line can all be integrated into the entire film industry. Some other small and medium-sized platforms can naturally use movies as an investment or supplement their own products, but we will listen to the entire film industry.


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