Alibaba Pictures turns to build "new infrastructure", Internet Pictures explores new ways to play

Alibaba Pictures will empower the film industry with "Internet +" by building three "new infrastructure": user access, commercialization and content industrialization.

original title: Alibaba Pictures set up "New Infrastructure" for the Film Industry Internet Pictures, which is exploring new ways to play

Alibaba's Alibaba Pictures, announced its "turnaround" plan a few days ago. Yu Yongfu, chairman of Alibaba Pictures, said that Alibaba Pictures will empower the film industry with "Internet +" by building three "new infrastructure" of user access, commercialization and content industrialization. "the film industry is a combination of sensibility and rationality, which requires not only creative stories and unique expression of these perceptual elements, but also efficient rational construction of user access, content production and commercial realization." Yu Yongfu said.

from the point of view of the industry, Alibaba Pictures' choice is largely due to financial pressure. According to the 2016 financial report, Alibaba Pictures's revenue was 904.6 million yuan, an increase of 243 percent over the same period last year. The net loss attributed to shareholders for the whole year was 959 million yuan, including the lower-than-expected box office of "Ferry Man," a film controlled by Alibaba Pictures. However, Yu Yongfu said a "new meaning". The so-called enabling film infrastructure actually connects the data generated by the Ali Internet portal with the film products, among which the use of big data to improve the film publicity and release effect is the most representative case. Yu Yongfu said: "the infrastructure of user access is to better understand users and better connect audiences with content, including big data promotion and smart distribution." Alibaba Pictures analyzes the potential audience of the film from the perspective of data, and promotes it according to the subdivision of users and progressive layer by layer according to different types of audience groups. " He said, for example, that the film "Mission of a Dog" used big data to announce that it earned 600 million yuan at the domestic box office at a production cost of only 22 million US dollars.

on the other hand, relying on retail platforms such as Tmall and Taobao and Ant Financial's "super entrance status" in the financial sector to empower film infrastructure also means that model innovation based on e-commerce, finance, and content ecology will bring more monetization channels for content creators, such as derivatives development, IP licensing and implantation, etc. Yu Yongfu said that in the case of derivatives development, the derivatives of Mission impossible 5 earned 10 million yuan and Star Trek 30 million yuan, but the film and TV series "three generations and Ten Mile Peach Blossom" earned 300 million yuan from derivatives sales.

in addition, the infrastructure includes an online ticketing platform. Alibaba Pictures' financial results show that another main reason for its loss is the increase in marketing spending on online ticketing platform Taobao. However, the online ticketing platform also has its own value, once the platform becomes larger, it will directly promote the promotion and promotion of the film. That is why Alibaba Pictures continued to push, buying TicketNew, India's second-largest online ticketing platform, for 1.2 billion rupees earlier this month.

however, for Alibaba Pictures, which produces its own content, it faces great challenges as both a manufacturer and a service provider. Yu Yongfu said: "Alibaba Pictures will not do a lot of internal capacity, will not expand as the goal and core of content." However, Wang Changtian, chairman of Light Media, said frankly: "in the future, the traditional film industry and the Internet film industry will still compete with each other. Because the film industry is very small, we will make the same company by doing it."

in addition, Alibaba Pictures has to face other challenges from the Internet film industry. Zhang Zhao, CEO of Letv Pictures, said that Letv Pictures' business model is also "user-oriented, IP-based, and film and television as the user medium." on this basis, it carries out accurate marketing to realize cash, magnifies the brand value, and promotes the added value of the derivative value. This almost coincides with the choice of Ali Pictures, but considering that the "Super Portal" is not entirely concentrated in the hands of Alibaba, it is expected that the "Internet + Film Infrastructure" model will blossom for quite a long time in the future. give birth to a variety of ways of playing.

Edit: mary