In recent years, online movies have attracted an increasing number of audiences with their unique narrative methods, innovative expressive techniques, and rich thematic content, becoming an emerging force in the film market. However, the development of online movies also faces many challenges and opportunities.
Recently, at the 2024 Online Movie Venture Capital Youth Creation Plan Launch Ceremony and Industry Forum held in Shanghai, industry insiders discussed how to improve the production level and artistic quality of online movies, and how to promote the integration of online movies with traditional movies.
Online movies have entered a stage of improving quality and reducing quantity.
From the data, the scale of the online movie track is continuously increasing. In 2023, a total of 624 online movies were approved for planning and filing, and 329 were issued. From January to May of this year, 177 were approved for planning and filing. Over the past decade, online movies have gone through a complex process. They have entered a new stage of improving quality and efficiency, and creating high-quality works, from the extensive and barbaric growth and the explosive growth of traffic. During this period, some very good works have also emerged. In addition, the government has been continuously improving relevant management systems and support measures.
At this forum, Gao Changle, director of the TV series department of the National Radio and Television Administration, said that as a unique product form, online movies actually have a great demand from the audience, and this form cannot be replaced. At present, online movies are still in short supply. "Although there are a large number of excellent TV series for everyone to chase, there are also emerging micro-short dramas, and various video products. But why is there a demand? Because online movies are a product that allows the audience to complete the artistic appreciation process in one go."
He further explained: "Online movies, we can complete a complete artistic appreciation process in one night. Long dramas cannot be watched in one night, and short videos are fragmented. They do not have a beginning, development, climax, and end, and there are no complex changes in emotions and emotions."
In addition, Gao Changle believes that current ultra-high-definition technology, home theater technology, and filming technology can make the production cost and appreciation cost lower and lower. Moreover, the market has verified the profit model of online movies.
As an academic expert, Dr. Yu Xiao, a doctoral researcher and master's tutor in film creation, also agrees with Gao Changle's view. He believes that online movies have gradually become standardized and industrialized from the form of flooding, and the current industry trend is to improve quality and reduce quantity. Many high-quality works have been created on the market, and first-line cinema filmmakers and actors have continuously joined this industry, breaking people's inherent impression of online movies, such as rough production.
Complementary to traditional movies.
Of course, online movies also have some pain points in the process of rapid development.Lu Yang, Senior Director of Tencent Online Video's Movie Content Center, believes that the biggest issue at present is the insufficient reserve of industry talent, leading to certain bottlenecks in all aspects of productivity. To maintain a healthy development in the content industry, it always comes down to excellent talents and high-quality content.
Chen Guoqing, General Manager of Youku Movies, thinks that as a mainstream internet entertainment consumption product, online movies have gone through a decade of development. Just like all products have their creative cycle lows, online movies also face creative bottlenecks, capital withdrawal, and audience loss, preventing many excellent ideas in the industry from being fully displayed.
In this context, supporting young film creators has become particularly important.
At the event, the 2024 Online Movie Venture Investment Youth Creation Plan was officially launched. Song Jia, Vice President of iQIYI, stated that they will comprehensively consider aspects such as social value, scriptwriting ability, artistic style, and commercial potential to select 12 films for the second round of evaluation. After being screened by the re-review judges, 6 films will be presented for roadshows.
"Only by continuously exploring and nurturing outstanding young talents and launching more innovative and artistic works can the online movie industry develop healthily in the long term," said Yang Xianghua, President of iQIYI's Movie and Overseas Business Group.
So, how can online movies break through in terms of themes and content in the future?
Yu Xiao believes that on the content level, first, there must be novel expressions and innovation, and second, there must be strong genres, such as action movies, suspense movies, or even comedy movies. Where mainstream cinema falls short, online movies can fill the gap.
Zhang Pimin, Chairman of the China Film Foundation, believes that online movies and traditional movies can complement each other.
"Online movies need to learn from the mature production experience and artistic expression methods of traditional movies, and continuously improve their own creative level and artistic value. On the other hand, traditional movies should also actively embrace the emerging form of online movies, using their flexible and diverse dissemination channels and broad audience base to expand their market space and influence. At the same time, online movies should closely monitor the needs and changes of the audience, centering on the audience, and creating more excellent works that conform to the spirit of the times and are close to people's lives."
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