Why didn’t online movies become ＂market savers＂

　　In the first half of this year, the film and television landscape was "silent", and the only light came from online movies. On March 19, daoist magic’s sub-account box office exceeded 53 million yuan, surpassing the holder of the highest box office record of online movies, The serpent (50.784 million yuan), and boarded the sub-account box office champion throne; "Ghost Story: Human Love" was launched for 14 days, and the box office broke 35 million yuan … …

　　According to the data of Cat’s Eye, as of the beginning of May, 25 online movies have exceeded 10 million at the box office, of which 16 were launched on the iQiyi platform, with a year-on-year increase of 300%.

　　However, on May 19th, in the live talk of "2020 Mid-year Inventory of Online Movies: A Guide to Internet Roaming of Movies", people in the industry thought that the carnival time of online movies did not follow. With the end of the home state, people’s life and work gradually returned to normal, and the data of online movies began to gradually fall back. Online movies did not become a real "rescuer" and an indispensable rigid demand for people. According to the popular saying, online movies are not "out of the circle" and their influence is still very limited.

　　There is a 15-year gap between online movies and cinema movies.

　　It is not bad that online movies, which just started in 2014, can have today’s achievements. "Online movies are movies" is only recognized in the last two years. Earlier, the temple of orthodox movies actually shut out online movies as a naughty wild boy.

　　With the rise of digital technology, the threshold of movies has been lowered, and the steps of online movies are even fewer. Therefore, a large number of young people who are interested in movies have begun to use the Internet to realize their movie dreams. After so many years of experience, online movies have gradually gained their own users and formed a scale.

　　Even though the emergence of online movies has attracted the attention of the industry, in the eyes of professionals, there is still a gap of about 15 years between it and cinema movies. However, it is undeniable that online movie audiences will mature faster than cinema movie audiences, because young netizens are more receptive.

　　Online movies are facing a critical juncture of not advancing or retreating.

　　It can be said that the current online movie is facing a critical juncture, which has been pushed to a new height by historical opportunities and urgently needs its own upgrading and qualitative change. As Xiao Tuo, director of the project cooperation department of iQiyi Film Center, said: "Online movies have moved from the 1.0 era to the 2.0 era, and its industrial level has been greatly improved, and its aesthetic level is also improving. But if you ask people around you, almost no one will mention online movies if it really affects your film works during this year. Although the online movie market has a good data trend in the first quarter, it has not yet reached a qualitative change of 3.0. "

　　The reason for the bottleneck of online movies is that it is a commercial product route, rather than a "work" with deep thinking and human expression. Xiao Tuo believes that online movies are too biased towards internet thinking and product thinking, which makes the story performance insufficient.

　　Online movies should learn to "walk the heart" and resonate with the times.

　　The theme of online movies is too heavy on fantasy costumes, which is somewhat separated from reality. In recent years, the explosion of cinema movies is precisely a realistic theme, which proves that audiences like movies that have empathy with themselves. Cat’s Eye survey shows that after the global disaster, users’ theme preference will be inclined to comedies, action movies, crime movies and biographies of real people, breaking the shackles of existing themes and finding the next runway of content will become a new match point in the post-epidemic era.

　　Therefore, online movies should learn to "take the heart" and resonate with the times, instead of taking low cost and high income as the most important purpose.

　　Good stories, high reputation and explosions are the basis of "going out of the circle"

　　In the view of Mou Xue, president of the new studio film industry, there is still an incremental area of online movies that has not been opened — — Women’s market, "In the past, more funds were invested in art, props, post-special effects, etc., and the energy spent on emotional expression that female audiences were most concerned about was not enough. The potential of female audiences in the online movie market has not been stimulated."

　　The reserve of talents is also essential. Bai Ning, the teaching director of the Internet Film and Television Department of Beijing Modern Conservatory of Music, believes that the real "out of the circle" of online movies in the future depends on the "out of the circle" of talents flowing upstream and downstream. "On the one hand, it is the entrance of cinema film talents and star actors, but this is not something that one or two people can incite, but a group of people are needed to enter; On the other hand, people who shoot cinema films will soon enter online movies, such as daoist magic. The number of shots in online movies is not less than that in cinema movies, and the use of the number of shots is also subject to the creation of the audiovisual language of movies. Online movie talents already have the ability of this audiovisual language. If there is another creative person who plays an auxiliary role in the text, it will support a talent who can completely understand the story by using audiovisual language. The rapid flow of talents upstream and downstream will help online movies.

　　Of course, the industry is very optimistic about online movies. Previously, some people thought that the box office of online movies would reach 500 million yuan to 600 million yuan in the future, which is a big temptation to make creators bloody. However, even if the blue ocean of online movies has infinite potential, it still needs to start with the most basic good stories, at least to improve word of mouth first, and there are explosions "out of the circle" before we can talk about the subsequent prosperity.

　　Text/reporter Xiao Yang Co-ordination/Man Yi