Xu Zheng micro-shooting the film "a masterpiece of birth"
Micro-movie starring Daniel Wu, "explosive"
Recently popular micro-film "adolescent"
Micro fiction, micro-blog ... ... micro-elements in its heyday, on micro-film, you know how much?
As its name as a traditional film and video clips combined with a derivative of the network, micro-film the most prominent feature is the "micro" word. Although the industry now for this new film in the form definition is vague, there have been many claims, but in the general direction in this definition: First, when the micro-projection, is different from traditional film easily more than an hour in length, while micro-short film few minutes or as long as twenty or thirty minutes; second micro-production, micro-film 'micro-size "has determined that it is not as time-consuming as traditional film, low investment, low barriers to entry, lack of grassroots participants in a family; three is a micro-platform broadcast, different from the traditional movie theater mode, micro-film mostly in Internet, mobile phones and other mobile video platform multimedia player, closer to the general public, popularity is far greater than ordinary film.
Favorite fast-food culture
Just the past year alone, more than the advent of micro-films. Actor Xu Zheng produced and starred in the "birth of a masterpiece", the director Jiang Wen's "The watching mind" Ku6 production of "adolescence", Zhou Xun, starring Shawn and so the "four-night legends", etc., are is the micro-films in a small part.
Slightly menacing film, the greatest impetus from the online video platform. In the first half, "the 28th China Internet Development Statistics Report" states: As of June 2011, Chinese Internet users reached 485 million, microblogging is the end of 2010 the number of users from the explosive growth of 63.11 million to 1.95 million, as a user growth in the most fast Internet application mode. The recently released "Report of foreign TV drama industry," pointed out: more than 40 million people use only the video without looking at the traditional network television. In this case, the hot online video reveals an important message - the new media environment "micro time" coming not only micro-fiction, popular microblogging, micro audio-visual forms of cultural consumption are being more and more people's favorite.
Youku produced from the "11-degree youth series" short film "Old Boy" network late last year caused by heat, the major video sites have started to Happy Valley area. At present, six video sites have launched their own network of original video capture program. Earlier this year, NetEase micro-film festival held, launched the "2011 New Year Party" special planning, invited more than 10 micro-movie star shooting; Sina recently, it was announced the launch of micro-video strategy, leveraging the development of the microblogging platform "value of the short video" .
For the micro-film, hot, new director Li Zi-Chao said: "Multimedia is on micro-film era innovative ideas and creative benefits of the new platform. With the accelerated pace of life, continues to push the new information age, more and more fast and convenient visual feast favor, micro-film art make up and meet the people of the era of rapid development in the film, television inner space which hosts a popular film, television unlimited expect new things, especially multimedia, 3G mobile phones and other platforms, applications and more to micro-development of film art and provides a broad prospect for development. "
The development process of differentiation
From the spoof movie "The Promise" online video short film "Murder Caused by a bread", developed to professional production, strict form, with a complete story of the micro-film "Old Boy", experienced by the budding micro-film to growth process, there were two obvious creative differentiation.
Part of the micro-films still maintain the appearance of early stages of development, focusing on "tell the story you want to say." 10 minutes directed by Jiang Wen, such as micro-films, "watching mind", through "watch" the simple act of a father and son to express the feelings of the simple, well-made works, which is very touching. When there is micro-four-minute long films, "the warmth of the milk," about a milkman in the milk on the way to help a little girl's warm story, the story common to produce a simple, common for the creators and grassroots actors to build a new platform.
Another part of the micro-films are prominent use of its "micro-broadcasting platform," the characteristics of the micro-film made of a film-style advertising, the use of online video viewers eye to earn higher click-through rate, and thus to achieve advertising revenue. Such as micro film starring Daniel Wu, "imminent", the commercial advertising and micro-film form of a clever integration of the media and the industry as "not the ads." Micro-film "girlfriends" from actor Joke about their "girlfriends" of the story, through the same theme for their new movie "Snow secret fan" campaign, the network also caused a ratings boom.
Compared with the development trend of the former, the latter tend to pay more attention to micro-film revenue. Businesses want to advertise on the site, and site plan will be made of homemade movies, which will be implanted in product advertising, making the audience into the theater does not have to pay to watch, also reduced the audience for the film insert advertising resentment both earned a reputation and earned income. This micro-film market is currently the main driving force hot.
Concentration is the essence?
As the saying goes: concentration is the essence. However, with the micro-film here, "concentrate" mean there will be a lack of depth and breadth? Micro-film the "micro" known, in a few minutes or even tens of seconds with a complete story about the wonderful moment, the main moves, or is that fast-food, fragmentation of entertainment. Compared with conventional film, if necessary, explain the background, atmosphere rendering, transforms in quite different, especially when difficult to deal with those who cross a long, complex plot of the story. This condensed version of the content will meet the needs of the audience's aesthetic compromise? Furthermore, the production of relatively simple, low barriers to entry, micro-films of the filming and production quality vary greatly, Moreover, in the traditional advertising can be inserted in the film caused much controversy, and micro-film if you blindly take the business route, and the traditional film compared to the compromise in quality will be?
In May, actress Xu Zheng micro-shot film "a masterpiece of the birth of the" release. Film, the film carries Xu Zheng is a dream of young artists, wanted to extortion by kidnapping a rich girl money, but in the process of shooting too blackmail video input, the extortion of a video made into a "masterpiece", the last sleepwalk to let go of the abductees. The film sent a such a voice: "Do you know why the Chinese film shoot do not you? On because there is always entangled in commercial films and art films between the neglect of the aesthetic details of the pursuit, if our audience into the film can not heart, how can we achieve commercial success? "on the art of film art films and commercial films in between the tangle, the form of micro-film to not only question the film's artistic development, but also the prospect of a micro-film kind of look.
Today, micro-film to a condensed version of the "micro" breaks through the traditional fixed-film mode, making the film art of the altar, out of the theater, a more common attitude among the public walked into. After following the hot microblogging, micro-film hot already visible.
Qiu Xiucong
No comments:
Post a Comment