Internet University is developing rapidly but is chaotic. Platform parties, producers and regulators should work together to rectify it.

In recent years, online movies have developed strongly. Data shows that in 2014, there were about 450 big online movies launched on iQiyi, reaching 700 in 2015. As for the big online movies in 2016, industry insiders conservatively estimate that there will be more than 2000. But behind the rapid development, there is chaos.

Original title: Not long before copycat became popular, vulgar content, and shoddy online movies were in urgent need of rectification

, an artist died of depression. Just as many fans were sighing, someone announced that the big online movie "The Death Email of XX" had begun to be filmed. Consumption of the dead without integrity has lost the moral bottom line. This is not the first time a big online movie has aroused public outrage. Just some time ago, movie star Wang Baoqiang announced his divorce. Three days after the news fermented, a big online movie called "Baby Don't Cry" was announced to start. Its preparation process was rapid. The screenwriter was found on August 15, the start was announced on August 17, and the filming was announced on August 22!

This attracted people to ask: Can such an online movie be called a "movie"?

Generally speaking, big online movies refer to films with an investment between 500,000 yuan and three to four million yuan, a film length of more than 60 minutes, a short production and distribution cycle, and are only distributed through video websites, and realize effective online clicks into income. Film and television products. It was born out of "micro-movies" and is called "Internet Big" by industry insiders.

In recent years, online movies have developed strongly. Data shows that in 2014, there were about 450 big online movies launched on iQiyi, reaching 700 in 2015. As for the big online movies in 2016, industry insiders conservatively estimate that there will be more than 2000. But behind the rapid development, there is chaos.

The prevalence of shanzhai is one of the chaos. In April 2015, the big online movie "The Taoist Goes Down the Mountain" was released three months before the release of Chen Kaige's original "The Taoist Goes Down the Mountain". Although it was shoddy and took only a month to shoot, thanks to the fake title, the cost of 280,000 yuan was recovered in just two days after launch, and the "box office" exceeded 3 million yuan in 10 days after launch. Director Zhang Tao then went on to shoot the second and third parts of "The Taoist Priest Out of the Mountain" one after another.

Since then,"Internet University" has followed suit one after another, and various copycat IPs have been released one after another. "Demon Hunting" has "Brothers" and "Demon Hunting Ji";"Saving Mr. Wu" and "Solving My Miss" follow "Saving Mr. Wu"; Zhou Xingchi's "Mermaid" has a group of "sisters"-"Goodbye, Mermaid","Mysterious Mermaid" and "Mermaid Soup"; Feng Xiaogang's "I am Not Pan Jinlian" will not be released until November this year, but "I am Pan Jinlian","Pan Jinlian is Me","She is Pan Jinlian" and other "Internet celebrities" have heard of the news... The

content is vulgar and is the second part of the chaos of" Internet celebrities". Since "NetU" generally adopts a paid viewing model after 6 minutes of broadcasting, in order to attract viewers to pay for it in the first 6 minutes, vulgar content such as gossip, violence, soft pornography, and bad taste has become a sharp tool to attract attention.

Why do some people particularly favor "NetDa"? Because "NetDa" has low entry barriers, short production cycles, and fast recycling, there is no need to establish a project, and the content review mechanism is not as strict as theater films. Relying on copycat and vulgar production models, it is extremely easy to replicate. With the prospect of small costs and large profits,"NetDa" has become a "gold mining spot" for some people.

The reporter recently learned from a film and television shooting base that more and more people are investing in filming "Netcom". A staff member of a film and television production company said: "Nowadays, the streets are full of big online movies, but Jiangshan has investment and each leads the lead for three to five months." This reveals another problem behind the chaos of "Internet Big": seemingly lively Internet movies actually don't make much money. "Only a few can make money. I don't understand why so many people still come in to take pictures." Director Ma Xiang said.

Ma Xiang was one of the first people to come into contact with "NetDa". He said that online broadcasting platforms should provide a communication stage for those Xiaocheng films who have ideas but do not have much capital, so as to further cultivate talents and deliver excellent works to the film industry. Become an important supplement to the film market. In fact, there are many excellent online movies. However, in the wave of "vulgarity" of big online movies, these excellent works are likely to be drowned.

"At this year's FIRST Film Festival in Xining, many industry insiders avoided talking about big online movies, which seemed to have become a synonym for vulgarity." In Ma Xiang's view, the harm to creators by vulgar content is beyond doubt."I no longer plan to shoot big online movies. The next one will be a theater work. I expressed some exclamations on the WeChat circle of friends that day, but I didn't expect many creators to have the same thoughts as me. For example, director Yu Qing also wants to withdraw from the 'NetDa' stage."

The current situation of disorderly competition and barbaric growth in the online movie market makes people can't help but think: How can this market develop healthily? In the long run, how can the aesthetic tastes of those "NetU" target users be cultivated and improved?

The reporter believes that the healthy and orderly development of big online movies requires the joint efforts of platform parties, producers and regulators. Producers should recognize that the essence of big online movies is still content products, and should organize professional creative teams to make creating high-quality and differentiated content the core of market competition. Platform parties should not blindly pursue market interests. They should strengthen self-review mechanisms, increase the entry threshold for "Internet Big", and exclude copycat, vulgar, and shoddy works. In addition, relevant departments should further play their supervisory and management functions, rectify chaos, crack down on illegal activities such as online piracy, and safeguard the legitimate rights and interests of practitioners. Only in this way can the online platform become a testing field, youth training camp and IP birthplace for cultural and creative industry themes under the vigorous development of China's film and television industry.

Editor: Nancy