Ye Ning, CEO of Huayi Pictures: China market has become the global single engine. The next five years will be an important window period

At the industry dialogue on "Peak-Decoding New Hotspots in the Upgrade of China's Film Industry" in Art En, CEO Ye Ning of Huayi Brothers Pictures delivered a keynote speech, saying that China's film market has become the engine of the global film market, or even a single engine.

On the morning of April 19, at the industry dialogue on "Peak-Decoding New Hotspots in the Upgrading of China Film Industry" of Art En, Ye Ning, CEO of Huayi Brothers Pictures, delivered a keynote speech, saying that China's film market has become the engine of the global film market, or even a single engine. The reasons for the driving force mainly come from two reasons: First, it comes from the audience. More and more viewers are entering theaters or accessing excellent films through other channels. Fourth-and fourth-tier cities have become the main ticket positions in important schedules or phenomenon-level films, with some contributing more than 40%. Second, the increase in per capita viewing frequency has become an important factor supporting China's film market to move closer to the world's largest market.

Ye Ning also said in his speech,"The next five years will be a very important window period for China films. In the next five years, whether for a company or a practitioner, you must accumulate enough energy to gain a foothold in the market. Because these five years are a window period, we also have special environment, special protection, etc. But five years from now you will be faced with whether you can challenge your audience."

The following is a transcript of the speech:

Ye Ning: First of all, I would like to thank the boss and Amy for their invitation. Because we didn't make the trip last year, I will definitely come to give Yi En a platform this year no matter what. Because I have been a good friend of Yi En for many years, and I am very grateful to Yi En for her insight into the China film industry over the years, I have always regarded Yi En as a very important insight force in the China film industry.

Because of many things, China movies actually include chatting with a few old friends when we were waiting for the meeting in the cabin. You will find that every time everyone gathers to chat, you will find many, many interesting phenomena in the soil of China film market. So I think the Beijing Film Festival plays a very important role, including the upcoming Shanghai Film Festival, which is a good communication platform. Then people in the industry collide and think about, gain insight and analyze what is happening in China films.

Then, I'm afraid that after you figure out your thoughts, you will know where you are going in a rapidly changing market in China. This may be a strategic issue, as small as a person's career choice, because I'm afraid many practitioners and colleagues here who are committed to the industry, as well as practitioners and colleagues who hope to enter the industry, may find a new direction and positioning for your career choice, right?

It is also very important for a company. Where is your company's strategic direction and what are the company's advantages? How to do it. Both are very important, including me and the team I lead, are also thinking like this. So, today I think it should be a sharing, because this is the first time that I stand on the podium of Yi En and share with you in a new identity. These thoughts are actually issues that my team and I think about every day. Because as the leader of the team, I am also an industry that stands on such a trend, I am forced to think.

In China's film market, what is happening in China films? Why? What preparations should we make? How should we do it? Right? Think about this and seize the opportunity to do it. Now let's talk about what's happening in the China market first. I don't think you have too many questions. The China market will become the world's largest market, right? It has increased by 50% from last year's 44 billion yuan, which is a bit crazy. In previous years, it increased by 30%. When 40%, everyone was already asking, Where is the ceiling of the China market? As a result, it increased by 50% last year, and this year it created a new height during the Spring Festival. Whether it is a single film or a quarter, the film season created a new height. So there is no doubt that China's market has become an engine of the global film market. And it may be the only single engine that strongly pushes the entire movie up.

And I can tell you that all the information and data are so positive and exciting, so there is no doubt that the first thing, I think what is happening is that China's film market is becoming the most important force in the world, and the reasons for driving this power come from two aspects. One is from our audiences. More and more of our audiences like to go into cinemas to watch excellent movies. In addition to watching movies in theaters, I also like to watch excellent content through other platforms and other channels. So this is the first one, which means that our audiences truly regard our movies as an important way of entertainment and cultural consumption in daily life. So you will look at our data, and I believe Een will give you more such data. Therefore, behind these data, our fourth and fifth tier cities have now become an inaccessible part of our ticket cabins, especially important schedules, or for phenomenal films, it may be the box office of the fourth and fifth tier cities. Compared with the first and second tier cities, in some important schedules, movies with special attributes and movies that match their attributes contribute more than 40%. Therefore, for the release of films, If you don't reach the fourth and fifth tier cities and don't let the young people in small towns in the fourth and fifth tier cities vote for the movie, your movie will never become a phenomenal movie. This is a characteristic.

The second characteristic is that the frequency of movie viewing per capita is increasing, and more and more people are entering cinemas to enjoy the joy of movies. So I just looked back and said that the first factor supporting the China film market to become the world's largest market is a very important factor, and the very same factor comes from our movie audiences in China. They are so cute and they are undergoing drastic changes. And you are talking about the third point. If they say that movie audiences in China support the entire China film industry, their interpretation is very important. Their preferences, structures, and what kind of stories they like are all issues we need to think about when producing. This is the market, and I think the first very important factor that is changing.

The second factor is that content is becoming more and more important, and good stories are becoming more and more important. Whether it is good movie stories or good online dramas, good TV excellence, etc., good content is becoming more and more important, and the ability to produce content has become the company's core manufacturing capabilities. If the company does not produce good content or has the ability to participate in insight into good content, your company will be at great risk. China produces 600 films a year, and more than half of them enter theaters. How many make money? There are a few movies that you have seen. You watch fifty movies a year, you watch basically four movies a month, and you watch one movie a week. Basically, you are a relatively poisoned in-depth user. When we used to be a theater company, we regarded my members as hard-core members who watched movies 12 times a year as members. We also knew that if such members left the movie, their lives would shrink and lose their luster. When you are in love, you need to watch movies, and when you are in love, you need to watch movies. If you are not in love, you will also go to watch movies when you are bored, so movies have become a very important part of life. This is the second powerful factor, content.

You will discover why content is becoming more and more important. This phenomenon started from the year before last, to last year, including this year. In every schedule, only China films have become hot spots in the market, or social hot spots. Why? Because it is a story that we have connected with, it is a story that we have a common context, and many stories can be combined with our lives and economy, and can resonate, emotionally resonate and socially resonate. Therefore, as the content of China film is a golden age. Great, great.

As two factors support the strong vitality of China film market, as long as these two factors exist, they will definitely continue to support the future of China films. So if we analyze the future development of these two factors, is it an increase or a decrease? The excitement factor is getting stronger. Therefore, the frequency of our movie audience is not strong enough. In fact, although the movie screen has exceeded 22,000 yuan, it is likely to reach 40,000 yuan in the near future. In fact, there are not many effective screens and not many high-quality screens. So the first conclusion is that the terminal industry is about to usher in integration, and the global cinema industry is now ushering in a major integration. I have just returned from the United States to attend an exhibition, which is why the integration trend occurs. Integration between countries, whether it is integration such as buying, buying, integration is inevitable. China's film terminal market must be integrated because it is too scattered and must be turned to quality priority. For a movie theater practitioner, you must have insight into your audience and serve your audience well. Your sound effects and pictures must be of high quality. On the big screen and in the black box, everyone should enjoy the joy of a movie that you cannot enjoy at home and in other media channels. The restoration of the art and the restoration of the story of the film.

So first, for the terminal, if there are colleagues in the movie theater industry here, one thing you have to prepare for is the beginning of integration. Are you an integrator or an integrated person? What is your perspective and status? Depending on your ability, management ability is very important, and brand ability is very important. Therefore, in the spontaneous screening link in this area, the terminal or the screening link of the terminal will become very, very important. It doesn't have to be large, but it must be because your quality is good enough. This is what happens to the audience and the screen.

Then I walked up and talked about another very strong aspect of China films. China film stories will become stronger and stronger. Our audiences like China films and like to watch excellent China film stories, which will become a very important part of their lives. They are willing to discuss topics and even turn them into tap water for you to spread and market. I saw this movie and I am very excited. Have you seen it? You haven't seen it! I don't think I can communicate with you. Is this the situation now? Therefore, movies have become a very important part of life. For all film companies, whether they are making online dramas or traditional big movies, they are facing a very important problem. There is no logic to develop a good movie. The logic of a good movie, this good movie is not about artistic judgment, because today we are talking about the market. From the perspective of audiences and consumers, from the mainstream of China films, and from the perspective of China film audiences, why do you like such a movie? You must understand clearly. There are codes and DNA behind it. But I am not talking about the theory of big data here. There must be logic and insight behind it, and Yi En will tell us a lot of truth. But the most difficult thing is that you will find out how difficult it is to make a good movie even if you know the truth, because you need to work with a group of talents, talented directors, talented screenwriters, very personality, and how to balance the market and artistic creation in the process has become a very important ability for a company and a producer. You need to learn to balance and insight. You need to learn to choose. As a producer, the ability I am most proud of is my ability to reject bad movies. Many people say congratulations. President Ye filmed "Xunlong","Charlotte","Pancake Man" and so on last year. I am with a group of talented directors. Let me tell you a piece of data more importantly. I rejected more than a hundred bad films last year. I can't say that they were unsuccessful films. Every movie comes out, someone pays for it, but it may not be in line with the rules of the market and the audience's preferences. In the process, this movie is a huge risk industry, 90% are failures, 40% are average, 50% are failures, and 10% are things you can win, so I want to turn my team's efforts into 10% people, how big the challenge is, but I am also very excited. You have to form your logic in the process. Therefore, the products of China films have slowly become products. This is an interesting trend for the industrialization of China films. The role of a certain director in filming a series. Next, if there is an intuitive director and creator in China films, he must start sorting out his genre and preface, find a story that he is good at expressing, devote himself to the creation of the story, and present the story to the audience. This will definitely happen. And it's already starting to happen.

And according to my judgment, China films are a very important window period. In the next five years, whether for a company or an practitioner, you must accumulate enough energy to gain a foothold in the market. Because these five years are a window period, we also have special environment, special protection, etc. But five years later, you will be faced with whether you can challenge your audience. Now I am very excited every day, discussing the possibilities of every movie with many workers, but I feel very nervous every day. We must seize this time to quickly sort out the logic of the movie, help my team lead more directors, so that more good works can succeed and be accepted by the audience, and then help them continue and form their own products, their own genre language.

That's what I want to express today. In general, the China film market is very good. There is no doubt that it is very, very good. Don't worry about what the China film market is doing. Maybe what will happen to other real economies, but China films have just begun. Still young, but with a bright future, movie audiences from China increasingly need movies as a part of their lives. Maybe it's entertainment, maybe it's happiness, maybe it's spiritual communication, etc. Movies have become a very important choice in life. Just like drinking tea and coffee, I like good tea and coffee, and I also like good movies.

In addition, the content production capabilities of China films are indeed getting stronger and better. Therefore, if we can win the likes of China filmmakers now, we will create better and better likes. Now we are faced with which company can solve it well, and if we solve it well, we will get greater opportunities in the future, so we work together, so I am also looking forward to the following forum. Who decodes China's film industry? Today, we are facing many difficulties and challenges in the industry. So I wish the forum a success and hope to participate in this forum. My good friends below are outspoken. On the platform of Yi En, I hope everyone will tell the truth. Then I think this will promote the entire industry, at least arouse everyone's thinking, and live up to all the audience who came to this venue so early this morning. Thank you all.

Editor: yvonne