Homemade video sites content in full swing; professional team to support the famous cross-directed; industry optimistic about future prospects
Celebrity film clips: It is not a person in combat
One afternoon in early June, a good musician Zhang Yadong not stay in the studio, but put on a cap, sitting in a studio monitor front. He was called out around "Zhang guide," he turned away, the trance, as if for a time did not react.
Recently plan far more than his guest a director. Ken music package, Miao Wei, media people, well-known English teacher Overheating and other "outsiders" also picked up a guide tube for domestic video site Youku series of short film "Happy 59 cm." And Huang Lei, Huang Bo, Wu Xiubo, Liu Ye, Wang Xuebing other seven actor has joined the video and Film Sohu launched "7 film projects." Fantastic Art Baidu's recent plans to film there. An interview with reporters, the industry generally believe that, despite the video sites homemade movies still very small, but the future will be the industry trend. Reporters Meng Niu
■ Motivation
Copyright ease the pressure? Not to mention
The past two years, the video site has been involved in various ways the content of movies and television production, Youku made from the network began in 2007 drama, variety shows, Tudou "potato image section" has been held four times, and even investment produced music Watch the two big movies. In some of the industry view, video-generated content sites to try, with soaring prices of movies and television content copyright, copyright status of buying the increasingly competitive industry. For this view, senior vice president of operations Youku does not agree with Wei Ming, "made up to a dozen films and television shows a year, but the video sites every year there are hundreds of thousands to buy the copyright department, not a full order of magnitude. "
However, Wei Ming and Sohu, senior director of video operations Na still believe that although the video site's own film and television drama shot quantity, quality is far enough to alleviate the immediate problems, but if _ is taking a long-term perspective, they believe that shooting high-quality video content site the future will be the industry trend.
By star Bo eye? Not mind
Compared with the previous video program, the excellent cool "Happy 59 cm" and Sohu "7 movie," The most distinctive feature is the Star. This website is no doubt also played a publicity effect. "Not to mention the original capacity of the video sites, so many celebrities invited to collaborate film itself is a public relations and promotional events." Domestic new media expert, vice president Jiang Yuxia City United Network Television, told reporters.
In this regard, Wei Ming does not deny that, "This is a yielded thing, if we invite creators to shoot both high quality work, but also play a celebrity, why not us? It's like a movie, element itself is a box office star of a major selling point. "However, Wei Ming said the publicity effect is not" happy 59 cm "The main goal," We shot the video in order to enhance the users experience, after all, word of mouth is the best user advertising. "
Sohu is still Na Wei Ming also similar view: "'7 movie 'The event itself does have marketing value, but the publicity did not our original intention, so that we truly see the big stars, big production of a large Internet business, is Our most important goal. "
"Internet users customized content" is the key
In fact, Youku collaboration with China Film Group last year, launched a series of short film project "11-degree youth," to invite young film director Yin Lichuan, TV "Cell Phone" director Shen Yan, musician Zhang Yadong, the creator of 10 group shot 10 short films. Play a total of more than 89 million times the amount in which the "old boy" has become a hot topic. From the success of this project, the WEI summed up the experience: the film for the users to customize the content.
Wei Ming that Internet users on the network usage, and the audience in the cinema, television viewing habits are not exactly the same. Such as the users time online each day, when the long, popular attention to the phenomenon of what kind of network, has a set of rules, "such as last year, Shaw central to their" old boy "Why so popular, because it was in line with the common memories of netizens , according to these needs and habits, specifically shooting for users to watch movies, I think this is an inevitable trend. "
According to Wei Ming said, Youku in practice to master a number of laws: first, the story to ground gas, close to the users of real life, "those fantasy, ghost theme, we will not shoot"; second, the script , performances, film must have sincerity, "Do not say empty truths, do not go the cottage, spoof"; Third, control the duration of 20-40 minutes, "more than this time, attention and patience on the users will be reduced. " According to the reporter, Sohu launch of the "7 film" projects, the length of time the movie set in 20 minutes, and in the preparation and collection to the users during the filming posters, scripts, mobilized the enthusiasm of users.
■ Operation
Professional support team
Youku shooting for two consecutive years in the project Zhang Yadong told reporters, although he has been playing music from small to large, but has a soft spot for the film, so in a friend's referral and Youku team contact. "If I am not interested in film, or film does not feel that this cooperation will not be reached," Zhang Yadong told reporters. According to Wei Ming said, "11-degree youth" and "Happy 59 cm," the two groups of directors are asking through the circle, got another way of introduction, the creators of the film is at least interested in, or in other areas and films have in common, like "Life Week," the deputy editor of Miao Wei, participation in the short film script is based on his novel "The police and aliens," adapted from.
The script is somewhat difficult for Zhang Yadong. "I do not love these people, especially to write something, I have story ideas in mind, but if I write it down, even hundreds of words I can not write," recalled Zhang Yadong, last year's film "LI", the excellent Cool to a branch responsible for the original team, the film school graduates and video professionals, would be his idea of perfect script. Subsequently, the formation of the team, the scene, choose actors, filming the process, there officers Film and Youku participate. "There are some issues that I first met, I really particularly difficult, such as seaside filming in time, just run into the rain, or to request a small cry of the show performers, was a small actor parents refused, I would think that these times very large head, though, that a team of people to help me solve them together. "
Similar experiences, and other first-time "playing" the director's most celebrities have a common experience, "like" Happy 59 cm "This series of projects, six are standing in front of the stage director, but in fact they may be behind the 60, 600 individuals cooperation and support in the filming process, we have been deeply involved, a bit like the film's producer, so as to ensure that the core concept of the work, the basic bottom line in line with the requirements of network video. "Wei Ming said.
■ benefits
Brand advertising revenues considerable
Reporters found that Youku and Sohu shooting short films, launched the project, brand advertisers have been concerns and input. Youku last year's "11 degrees Youth" project has attracted car brand Chevrolet to join, and this year's "happy 59 cm" has been co-branded Philips, and Sohu's "7 Movie" is full cooperation with Nokia mobile phones . "Advertisers acceptance of the past two years more and more, mainly because the quality of the content of homemade video sites is increasing, in addition, we shot the movie theme, runs through a concept, such as youth, happiness, coincides with some of the brands the demands of advertisers. "Wei Ming.
According to the reporter, Youku last year's "11-degree youth" into more than 50% of the shooting have been recovered, "and the finished video on the site after the release of patch advertising revenue is substantial, especially the" old boy " Among the Internet users caused a great sensation, let us have more confidence, "Wei Ming said, because" 11-degree youth, "the results were satisfactory, Youku decided this year to do" Happy 59 cm ", and investment, the production of precision than last year greater.
■ User Comments
● conception okay, not enough depth. --- Comments on "the eve of Flower Found"
● I rarely shed tears, I cried watching this. --- Comments on "Old Boy"
● the first half to shake a little dizzy, it can not be good, but also very moving.
--- Comments on "Li Lei and Han Meimei"
● plot a bit rubbish, take down the way admirable. --- Comment "LI"
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