Qishu Youyu CEO Dong Guanjie: Theater movies and online movies can be integrated as soon as three years

At the branch venue of "Interactive Entertainment" on the afternoon of the 29th, Qishu Youyu CEO Dong Guanjie delivered a keynote speech entitled "Internet + Theater China Film New Era." From the perspective of online movies, I shared my considerations on the entire film market from the perspective of online movies. The audience's expectations have not met their expectations. How can we solve this problem? He said that through the integration of online movies and theater movies, the entire film industry can be made more benign.

Focus on new trends in the pan-entertainment industry and explore new trends in pan-entertainment integration. The 2016 China Pan-Entertainment Innovation Summit hosted by Een was held as scheduled at the China World Hotel on November 29. This year's summit has the theme of "Touching the Future". Within two days, four major venues and a special event for the promotion of the Arts and Arts Fair will be dedicated. The venue will include a total of 13 roundtable discussions and 30 wonderful speeches. After six years of development, the Arts and Entertainment Summit has become an important platform to focus on industry hotspots and explore future trends. ENAwards has also become the most authoritative pan-entertainment award in the industry.

At the branch venue of "Interactive Entertainment" on the afternoon of the 29th, Qishu Youyu CEO Dong Guanjie delivered a keynote speech entitled "Internet + Theater Line = New Era of China Films." From the perspective of online movies, I shared my considerations on the entire film market from the perspective of online movies. The audience's expectations have not met their expectations. How can we solve this problem? He said that through the integration of online movies and theater movies, the entire film industry can be made more benign. While the deep integration of theater films and online films will also usher in a new era of China films, it is believed that the integration will be completed within three years at the earliest. It is mainly the integration of three aspects, one is the integration of the production team, the other is the integration of the film content, and the other is the integration of users.

The following is a live record:

Dong Guanjie: I am very grateful to Yi En for giving such an opportunity to communicate with everyone. Coincidentally, I just met President Hu yesterday and communicated about the future development of online movies. It happened that today's speech mentioned the Internet and theaters at the end. What I want to share with you today is the consideration of the entire film market by Internet + theaters from the perspective of online movies. In the past year, I just checked and found that 100 movies have been made today. 42 were launched, with about 700 million views. So I want to share it with you through online movies.

Speaking of the film market, the theater film market had a box office of 44 billion yuan as of November 13, but it did not reach the previous expectation of 60 billion yuan. This year seems difficult, but even 50 billion yuan is very difficult. In the past 11 months, 5 months have experienced negative growth compared to the same period last year. Summer and National Day holidays also failed to meet everyone's previous expectations. Is there a problem in the theater line or the film market? This is not how I think. Our market is still big enough. Borrowing light's argument, I quite agree, that is, China's urban population is 800 million yuan, and the ticket price for a single unit is 32 yuan. In fact, this is a market of hundreds of billions. The film market has not yet met everyone's expectations. What are the reasons? There are actually many reasons, including various aspects of the industry. I think we can actually interpret it at the market level. At the market level, there are two reasons. One, there are too few good films. Secondly, the number of viewers actually did not grow as fast as expected. Although the market seized is 100 billion yuan, the growth of users is not that fast, and the reach of theaters is not that deep. What is the reason for the few good films? I think many film professionals are better at it than me. The reason why there are so few good movies is that the content is not up to standard, and the content is still related to the industry. The entire film industry is becoming more and more difficult to do because the film production cycle in China, including the approval cycle, is relatively long, stretching to one or two years. In fact, any investment is very risky. In order to make up for these risks, we must buy large IP and invest high. This further exacerbates the risk. Because of these risks, as practitioners, we must ensure the safety of the project. So far, some movies in theaters are no longer doing content, but doing projects. If we don't focus on content, I believe that the quality of the content may still have some impact. Therefore, we say that insufficient innovation in content cannot meet the needs of users.

I also learned a message. Of the 10 ultra-high-cost films this year, only 4 have achieved enough box office returns.

The content is not very good and the audience's expectations have not met expectations. How to solve this problem? From the perspective of online film practitioners, we want to say that through the integration of online films and theater films, the entire film industry can be made more benign and the development of the entire film industry can be better.

Why do you say that? Everyone may know more about online movies and have many criticisms. But online movies actually have many advantages compared to current theater movies. First of all, the cycle of online movies is very short. Nowadays, the average cycle of online movies from project establishment to final production is 3-4 months. At the same time, the cost is relatively low. When I first started making online movies last year, the average cost was about 300,000 yuan. The average cost of each movie is now 1.5 million. I believe the average cost will reach about 3 million yuan next year. This cost is still very low compared to theaters. The reason is that there is no good IP and the shooting cycle is very short, saving a lot of costs. It is precisely because of low costs, short cycles, and faster returns. The increment from project establishment to final receipt of the platform takes about 8 months. The cycle is relatively short and the return is relatively fast. In terms of this methodology of Internet products, we should run quickly in small steps and make frequent trial and error. Such an operation method can allow a large number of film production teams to mature quickly. In fact, because the production cycle of theater movies is relatively long and the risks are high, many young producers or teams do not have many opportunities to try. Through online movies, in fact, they can train themselves a lot and pursue freedom a lot. Several movies gradually mature and reserve talents for high-quality works in theaters. At the same time, this convenience allows more types of films to be tried, which will also provide some help for the development direction of high-quality films in the future.

In addition to the benefits of online movies, diversified innovative content and innovative teams can continue to emerge. In fact, the user base of online movies can also supplement the current theater movies. In June this year, the number of online video users in China reached 500 million, of which 85.7% came through mobile terminals. The number of mobile users has reached 440 million, and this is just video. The number of members will definitely be tens of millions. What does this mean? This means that in areas that cannot be covered by theaters, a large number of users in areas covered by 4G can watch a large amount of content through the Internet and through video websites without going to the cinema. This is actually a channel for high-quality and high-quality films in the future.

Let's take a look at the current situation of online movies this year. Compared with last year, online movies have had a huge explosion. There were more than 600 units last year, but this year the entire industry is probably online, and it is expected to reach 2500 units. This is a very exaggerated number. At the same time, explosive growth still brings many problems. As we all know, many online movies are actually shoddy, and many are using IP, including some genre movies that are still playing edge games. I think that the early development of a new industry will be accompanied by many problems. Because online movies have just developed and its threshold is very low, many people rush in and make online movies. In fact, not everyone has the ability to continuously improve content, so the website is chaotic. Although there are problems, they are definitely improving. By next year, with the increase in production costs, the addition of more professional practitioners, and the promulgation of national policies and regulations. In the past two days, online movies have experienced a wave of downturns. Recently, Radio and Television Document No. 198 was also promulgated, which is a signal of future norms in the industry. With the standardization of the industry, the increase in production costs and professionalism, and the joining of more professionals can actually make the entire market more standardized. In the future, online movies will be a more high-quality path. The mainstream cost of online movies next year should be more than 3 million yuan, and some should reach the cost of 10 to 20 million yuan. For the box office of a single online movie next year, I expect that there will be a single movie with a box office exceeding 20 million yuan, and a single online movie with a box office exceeding 100 million yuan will appear later. Through the high-quality online movies, when the box office of a single movie exceeds 100 million, I believe that it is very close to theater movies to some extent. For two different markets, we should expect a deep integration of online and theater films. I think that while theater films and online films are deeply integrated, we will usher in a new era of China films. In three years, I think the integration will be completed. Such an integration is actually mainly the integration of three aspects, one is the integration of the production team, the other is the integration of the film content, and the other is the integration of users. We have been doing it now. We hope that in the future, there will be some excellent online film production teams. Through Internet film training, we can make large-scale theater films in the future and give the audience more content experience. Because there are still few opportunities for theater films, I hope that there will be more professional theater teams who can make movies on the Internet. I think that the new era of China films is not divided between online films and theater films. This is a film market, but the broadcast platforms and channels are different. For different subject directions or different types of movies, he should choose different broadcast platforms independently. Users will go to cinemas and watch content on video websites. This must be the norm in the future. So team integration is two-pronged.

Another is the integration of content. For some of the things we are doing now, we are all developing some high-quality series. In the future, we will use series, one series, two films, or even three or four films, and online movies to attract fans, accumulate reputation, and prepare for the fourth and fifth series in the future. This is also a better development path. This is also an IP created by its own fans. In the future, more theater movies may choose to play them through video platforms instead of theaters, because this market volume is very large.

The other is users. Now the entire market for users is a big market. Users will choose to go to theaters or video websites and watch them through mobile phones. In the future, there will be larger productions and more special effects will give everyone a comprehensive experience. More low-cost movies will be watched directly on mobile phones. We believe that the integration of these three aspects will make the entire film market more benign.

In fact, let's think about it. In the past year, in addition to exploring online movies, Qishu Youyu has been trying its best to open up online movies and theaters that have not yet become a market. movie. Our thinking is that this kind of connection is two-way. On the one hand, more high-quality professional teams from theaters should be allowed to go to the online film market to make movies. At the same time, I also hope that more online film teams can go to theaters to make films. This is a movie that is premiering in Blue Harbor at this moment today. It is produced by Teacher Zhang Guoli. It is an urban magic comedy with many stars and celebrities joining it. Our main purpose in making this film is to try to open up more resources through stars participating in online movies.

This is "The Pacific Robbery" that we collaborated with Zhongnan Pictures and director Gao Qunshu. This movie will start shooting next year. It is also an attempt to let front-line directors in theaters try to make some online movie themes.

We are now also focusing on serving teams who are interested in making online movies, and through services, more teams can go to theaters to try. These are the services we are doing now. We rely on publicity to penetrate the market. We now have direct investment in content, including our cooperation with several major music companies on some music services. Nowadays, we hope to provide all-round services to cooperate with some artist companies, as well as investment in screenwriters and equity. We hope to provide all-round services to help more teams, allowing them to concentrate on making some excellent films and provide more content for everyone.

In addition to these services, we are constantly grabbing users through marketing and various means, so that online movies can reach users in the fastest possible time. At the same time, we are also trying to open up theaters. We are now working with some domestic film companies, including Zhongnan and Ruyi, and we are all trying. Some good directors and good themes trained or trained through online films are sent to theaters to make more attempts.

I think in the next two to three years, the integration of online movies and theater movies will enable China's film market to develop more healthily. I also hope that in the new era of China films, more good content can be produced. We also welcome everyone to have the opportunity to cooperate together and welcome everyone to cooperate together. Thank you all!

Editor: yvette