report of 22 films breaking

Compared with the dazzling report of 22 films breaking ten million yuan in the first quarter, after the online film market entered the second quarter, although the number of new films breaking ten million yuan has decreased, according to the April online film box office chart of the three platforms of Aiyouteng, the overall box office revenue is still in a continuous state. In particular, since April, the box office of "Qimen Dunjia" has reached a new high again, with the total amount of account sharing between iQiyi and Tencent exceeding 53 million yuan; The two "Ghost Blowing Lantern Series", "Ghost Blowing Lantern in Longling Mystery Cave" and "Ghost Blowing Lantern in Longling Divine Palace" were 27.72 million and 12.83 million respectively; However, Tencent's online "Qiannv Ghost · Human Sentiment" achieved 35.22 million at the box office in 14 days, ushering in a good start in May.



By the beginning of May 2020, 265 online movies had been launched, a decrease of 11% compared with the same period in 2019; Correspondingly, the distribution market rose. In the first quarter of the whole network, the total distribution of the top 30 films was 430 million, and the total box office of the top 10 films of iQIYI was 215 million, an increase of 97% compared with 2019. According to the latest statistics, there were 28 films on the whole network whose distribution exceeded 10 million yuan, including 17 iQIYI films, 7 Youku films, and 4 Tencent films.





Super strong IP is still the main force at the box office,



High quality development needs to be normal



At present, the theme types of the tens of millions of movies are still dominated by traditional online movie themes such as ancient clothes, three illusions and actions. According to the published box office list, the super strong IP and series IP occupy the dominant position. The two works of the Ghost Blowing Lantern series won the first place at the box office in April on the two platforms of iQIYI and Youku respectively. However, judging from the films launched from April to May, with the continuous deepening of "quality improvement and quantity reduction" of online films, the overall proportion of traditional online films will be reduced accordingly.



From the perspective of theme, the trend of diversification of online films is obvious. As of the beginning of May, among the ten million level films launched, there are 8 ancient costume themes in total; There are 7 volumes of fantasy themes in total; There are 7 action adventure themes in total; There are 3 military action themes in total; There are 2 suspense topics of crime in total; 1 on rural poverty alleviation. It is worth mentioning that, according to the new film released in April, the real theme of "Dad" has begun to work. "Crazy Dad", produced by Qishu with fish and launched by iQiyi, ranked second with nearly 9 million box office, and it should not be far from 10 million box office.





In terms of production institutions, the head online film companies still account for half of the country. Among them, there are as many as 13 ten million level films produced by Taomeng, Xinfangpang, Qishuyouyu, Xiang Brothers, Zhonglele, etc. In addition, traditional film and television companies such as Changxin Film and Television, Perfect World, and Golden Shield Film and Television also began to deeply layout the online film market in 2020, and the "Ghost Blowing Lantern Series" and military theme films launched also have a place in the list of tens of millions of films. It is undeniable that although the online movie entrants cover a variety of types, there is still a "28/20 effect" in the market. Only a few works can get better market feedback, and the broadcast volume and split box office of most works are still unsatisfactory. This requires the entrants to further seize the market and innovate constantly at the content level.



From the perspective of production, the investment in head online films has reached the level of tens of millions. At one time, millions of online films had been regarded as a high production budget. Now, online films have reached a new height in the whole industry in terms of investment, production team, marketing investment and platform involvement. Take "The Ghost of a Beautiful Girl: Human Sentiment", which was launched in May, for example. The total investment is nearly 40 million yuan, the film production cost is only 20 million yuan, and the investment in marketing is about 17 million yuan. This "extreme" production and marketing ratio has enabled the film to score 17.69 million yuan at the box office in 4 days, 30.438 million yuan in 10 days, and 35.228 million yuan in 14 days.





However, it is worth noting that although the industry has completed certain quality improvement and reduction, online movies have not really become the rigid demand of users. The main reason lies in the level of drama and performance, and there are still many problems to be solved and improved. The current market environment is no longer the era when people can eat all over the world with the theme of blockbusters alone. Online movie parties need to continue to attract paying users with more sophisticated content that conforms to the rhythm and taste of online movie viewing, so as to continue to recruit new people for the platform.



The resources of all platforms continue to make efforts,



Material benefits boost industrial development



Video platform is the creator and cultivator of online movie industry: on the one hand, video platform provides broadcast channels for online movies; On the other hand, the video platform guides and promotes the development of the entire industry through the support strategy of continuous iteration and upgrading and the account distribution rules.



At present, in addition to improving the incentives for high-quality content through upgrading the ledger incentives, the platform also provides support for the industry at more levels. In particular, in terms of resources, all platforms have given great support to high-quality online movies. Among them, Tencent Video not only provides core recommendation sites, exclusive theme planning and other resources on the site, but also will connect Tencent News, QQ Space, QQ Browser, QQ Music, WeChat Friends, Microvision and other all Tencent products for advertising.





In addition, Tencent Video also launched strong empowerment of TV manufacturers, Tiger Teeth, Zhihu, Fasthand and channels like Huawei. At the same time, on April 7, Tencent Video launched the VIP open platform, and built a whole process service system around the entry, creation, release, fan absorption, interaction and settlement of content creators, so that the cooperation mode and revenue can be more clearly and transparently displayed, and the cooperation between the platform and the film makers can be more evidence-based.



Youku's online movie has also recently launched a promotion alliance plan to encourage sponsors to make a list. Top1 will receive 100 million exposure resources from the Youhe Program every week, and truly penetrate the marketing actions into every place where the target users are. In terms of platform services, in addition to the more refined marketing escort of the whole industry chain, Youku also pays more and more attention to the openness and transparency of data. During the May Day holiday, the Lighthouse Professional Edition disclosed the data of three platforms, which made the industry see the daily curve of online movies for the first time, and was more conducive to the content side to get real-time feedback and creative guidance. At the same time, on April 15, Youku launched the "High Quality Content Incentive Plan", where the box office exceeded 10 million yuan. For every more than 1 million yuan, 200000 yuan will be awarded, and up to 5 million yuan will be taken away, so as to help the content industry develop by leaps and bounds in the most affordable way.



Good news keeps coming from the industry,



Accelerate the growth of the market



Since February 2020, the film and television industry has witnessed numerous positive news. First, after Wanda Group, Ali Film, Didi Taxi and Apple, Tiao Yin, Rongchuang and 360 Finance have entered the film and television industry. This also indicates that the film and television industry is gradually ushering in recovery, and many giants are busy copying the film and television industry.





Secondly, various cities, including Qingdao, Hangzhou, Haikou and Shenzhen, have introduced relevant policies and financial services to support cultural enterprises and promote the development of the film and television industry.



In addition, the Ministry of Finance and the State Administration of Taxation announced on May 14 that in order to support the development of the film industry and other industries, the longest carry forward period for the losses incurred by film industry enterprises in 2020 was extended from five years to eight years, which means that the profits before tax can be offset in the next eight years and less tax can be paid. In addition, from January 1, 2020 to December 31, 2020, the construction fee for cultural undertakings will be exempted.



At the same time, the Golden Eagle Award, one of the three major awards of Chinese TV dramas, announced that it would expand the selection scope. In the 30th Golden Eagle Award, "online audio-visual programs" (including pure online dramas, online synthesis, online documentaries, online cartoons, etc.) were included in the evaluation for the first time. Although the awards have not been opened to online films, this is the first time that national awards have been opened to online audio-visual programs, which means that online programs can compete with radio programs, and the prosperity of online audio-visual has ushered in a new starting point.





The numerous good news in the industry also drove the online film market in May to continue to be hot and high-quality. From the list of films released on the three platforms of Aiyouteng, in addition to the box office rise of "The Ghost of a Beautiful Girl: Human Sentiment", the film launched in May also includes "Fusang Has a Fox", a series of ghost blowing lights, "Muye's Mysterious Things in the Qinling Dragon Cave", the heroine "Unmatched Mulan", the new "Fu Hu Wu Song", "Chen Xiang Saves Mother", "New Baolian Lantern", and the adventure action "Two Fish Meteorite", Whether from the plot or production, it has a huge box office potential of tens of millions. Online movies are also upgrading their content in their own ways.



In fact, as the epidemic situation gradually recedes, the film and television industry returns to production in a large area, and theater films will soon return, leaving little "window period" for the development of online films. The "house economy" dividend of online films will face the risk of being divided by various products such as online synthesis, live broadcast, online drama, films, interactive videos, etc. In the post epidemic era, it is necessary for the online film industry to play a twelve point spirit, constantly expand and improve the quality of the theme, and let more mainstream audiences recognize, so that the market can continue to turn red.



Note: Some data are from the Internet.