When the film and television encounter the Internet: another piece of cake

BAT's film layout

In January of this year, Alibaba established Alibaba Studios and launched the first shot into the movie industry. It is also a network of elites including Wang Jiawei, Jet Li, Chen Kexin, and Stephen Chow. Even so, Alibaba still has a large share in the stock media. Ma Yun is the fourth largest shareholder of Huayi Brothers, which shows that Ali wants to devour Internet movies and television.


Tencent, which owns Weixin’s powerful tool, is unwilling to show its weakness. Although it is already the third largest shareholder of Huayi Brothers, it still established the “Tencent Movie+” platform for film and television business in September 2014. In the future, it will establish a director and actor studio. . Coupled with Tencent’s earlier online movie placement business, WeChat movie tickets have dominated the online market.

After Alibaba and Tencent formally entered the film and television industry, Baidu established the iQiyi Film Group in addition to the online movie selection and ticketing business, and launched the “Love Film Project of 7.1,” bringing together the network and the cinema. Wang Jing will also sign contract. In addition to BAT, other video sites also followed suit, and Le Light signed “National Teachers” Zhang Yimou and Lu Chuan. The traditional film and television company has not been idle. “The first TV share” Huace Film and Television has recently married Xiaomi.

How does big data help traditional film and television?

What role does the Internet play in film and television? BAT has been deeply cultivating in the Internet field for over 10 years and has strong capabilities and resources in social networking, search, and big data. Through the combination of big data technology and film and television projects, consumers can understand the psychological needs, emotional colors, and values ​​of consumers in the early stage of investment, and help film and television companies to grasp business trends. Which television movies are worth investing in, which film and television works will be fired, and how high the commercial value of the actors is, which is suitable for any movie.


Now, a successful film and television product is a combination of film and television practitioners and big data. Taking Alibaba Pictures as an example, it will use its big data resources to dig deeper into information on consumer demand, consumption habits, and demographic attributes of mainstream audiences, thereby establishing an accurate marketing matrix. In addition, in the field of derivatives development, Alibaba Pictures will also use Alibaba.com to master the demand for derivative products from movie users, use user needs as a starting point, and cooperate with Alibaba platform merchants to use business experience to develop audience-appropriate derivative products.

From the content channels, Internet operators use the open Internet to establish a unified content management and distribution platform and disseminate content through different terminals such as TVs, computers, and mobile phones. Compared with traditional television stations and cinemas, the new mode of transmission can meet the audience's requirements for informational immediacy. On the other hand, the new mode of communication has increased the range of choices for the audience through two-way interactions, satisfying the audience's request for information richness. For example, Baidu will use its own advantageous business to use PC and mobile search, Baidu Maps and demi glutinous rice group buy as a platform, and improve the layout of the film industry by adding social interaction and film reviews and supporting big data technology as support.

New business model: Word of mouth marketing + paid viewing

The original release of a movie was based on traditional media, road signs, and press conferences. It took more than a dozen cities to meet and the stars were tired and the results were not satisfactory. This method has now been replaced by online word-of-mouth communication. The Internet broke Hollywood's blockbuster marketing. Through Internet-based word-of-mouth marketing, emotional communication has been established with consumers more quickly, and many movies have made a great deal of sales without being released. Three of the Journey to Journey to the West have cooperated with the mobile game company and obtained 50 million yuan in revenue before the movie has been established.

In the future, the Internet will replace the traditional film distribution model, change the single channel that relies entirely on the income of cinema outlets, and achieve Internet audience acceptance of the “payment model”.

In the next few years, online payment is a big trend. The author has also become accustomed to paying for online viewing of movies that are not necessary to go to the cinema. A clear profit model also makes the new concept of "Internet + entertainment" possible. For example, the six films that Iqiyi and Wang Jing cooperated with will all be networked at the same time with “member fees”. The cooperation between Huace and Xiaomi also hopes to change the “sale” method of the current and traditional TV stations, explore the “content sharing” business mechanism, and maximize the value of content.

In the era of mobile Internet, the way to cultivate a new star is different from the original one. The original star is really step by step with more than ten years. Today, you do not know who he is. Tomorrow he is a superstar. Small fresh meat like Wu Yifan and Lulu are the best examples. The era of the traditional film and television industry will never be over and the future belongs to the Internet film and television industry.

For BAT, once they were in the downstream of the film and television industry, they used to do ticketing to increase the user's viscosity. Today, it has become a strategic fortress, and it is necessary to continuously burn money to improve the entertainment genes. The traditional film industry is only pursuing the values ​​of user value first, integrating with Internet companies, and using the Internet to deepen user value in order to truly transform. It is no wonder that Bona Film Chairman Yu Dong admitted frankly that in the future, the film company will work for BAT! (A new discovery of technology by Konstantin/Wen)