The short video platform and the copyright content of the long video can be left undisturbed.
This weekend, the movie “Red Fox “Scholar” will be released. This fantasy movie starred by Chen Linong, Li Xian, etc., is adapted from the novel “Chun Jiang Hua Yue Ye” by Duoduo. Although on the surface it seems to be a period comedy with nothing special, it is remarkable in its publicity strategy.
Search “Red Fox Scholar” on Douyin to get an exclusive interface. Douyin designed an event called “Red Fox Scholars Garden Party” for the movie. In the “Garden Party Theatre”, you can see 32 Douyin head creators Wei Ah, Little Overlord, Canteen Night Talk, Jing Oro, etc.) and 4 starring actors (Chen Linong, Li Now, Hanikzi, Wang Yaoqing) is an interactive short film in the vibrato style filmed on the set of “Red Fox Scholar”.
The interaction between Internet celebrities and celebrities is nothing new, but multiplying by Douyin’s 600 million daily active users, the effect cannot be ignored.
Screenshot of Douyin interface
If you often use Douyin, you will definitely have an impression of the popular brainwashing divine songs in each period, and one of them also comes from Douyin’s announcement of “Red Fox Scholar”.
On October 28, Douyin invited three actresses, Huang Ling, Li Sidani and Zhang Hanyun, to use the BGM of “How the Fox” to shoot dance material. Douyin users use the BGM and bring the topic #赤狐书生狐狸 Dance, post to Douyin and @电影赤狐书生 to participate in the co-creation.
Tik Tok interface screenshot
In addition, “Red Fox Scholar” has an exclusive one-click ticket purchase channel on Douyin. The user clicks to buy the ticket immediately, and can jump directly to the nearby theater and show order.
With the help of Douyin, 22,000 videos have been generated under the topic #赤狐书生, which received a total of 2.84 billion views; the official Douyin account of “Red Fox Scholar” has gained 547,000 followers, with 165,000 The person marked “want to watch” the movie on the cat’s eye.
There is no reason why Douyin is willing to spend a lot of effort to promote the film.
Douyin Culture (Xiamen) Co., Ltd. is one of the producers of this movie.
Vibrato Culture (Xiamen) Co., Ltd. was established in March of this year. The company’s business scope includes film and television program production and distribution, performance brokerage business, cultural and artistic activities Planning, artistic creation and performance, etc. The company is 100% owned by Beijing Bytedance Technology Co., Ltd., which is 100% owned by Bytedance Co., Ltd., and the largest shareholder is Zhang Yiming.
Head internet celebrities, exclusive pages, and community user communication creations, Douyin has already offered a set of combined punches for “Red Fox Scholar”.
Long video copyright contentLove and hatred with short video platforms
Regardless of film and television theater lines, in the Internet circle, the relationship between short video platforms and long video copyright content has always been a bit twisted.
On November 17th, in the analyst conference call after the Q3 earnings report, as a representative of the long video industry, Iqiyi CEO Gong Yu was asked that more and more people are watching the secondary editing of the copyrighted content of long videos on short video platforms. These videos not only played a free publicity role, but also affected the willingness of many people to pay. At present, is the positive or negative impact greater?
“There are a large number of cutoffs of long videos on the short video platform, which has a great negative impact. The long video industry has been greatly negatively affected by the short video platform having video paragraphs. We are using legal means, commercial negotiation methods and Negotiations on the short video platform handle this part of the work. Of course, there are also positive publicity effects, but relatively speaking, the negative degree is greater.” Gong Yu said.
From 2015 to 2019, the content cost of iQiyi was 3.69 billion, 7.54 billion, 12.62 billion, 21.1 billion and 22.2 billion respectively. The money spent on copyright and self-made content is iQiyi’s largest annual expenditure. At present, the three major domestic long-term video platforms iQiyi, Tencent Video, YouKoodu failed to achieve profitability.
So for the long video platform, if users can easily see the clips of the long video copyright content in the short video application, there is no need to spend money to buy members or You don’t need to watch ads, and you don’t need to fast forward at double speeds. Naturally, the biggest loss is the long video platform that bought the copyright for a big price.
The platforms in the lower reaches of the film and television industry chain have a hard time talking, but the producers and distributors in the upper reaches of the short video platform keep trying.
On the evening of October 28th, Huang Bo was in Quick Hand live broadcast to promote the film “The Wind Calm” he produced. The total number of viewers of this live broadcast reached 11.052 million and the number of likes was 14.659 million. The Kuaishou veterans grabbed the 1 million movie generations sent by Kuaishou and Maoyan overnight.Gold Coupons.
Huang Bo and Li Xueqin are promoting “The Wind Calm” in Kuaishou
“Red Fox Scholar” is coming soonLaunched on December 4, Douyin has spared no effort to explore new forms of short video announcements. For a movie where I acted as the producer, Douyin’s hands and feet are more open, and the experimental significance of this marketing is more obvious.
Daily economic news and Maoyan Entertainment The released “Road to Strong Shadow 2020” white paper shows thatShort video platforms such as Douyin and Kuaishou have long become publicity positions that content parties cannot ignore. span>The value of “two micros, one shake and one fast” is becoming more and more prominent in movie announcements. Compared with offline announcements, short video announcements are more cost-effective.
On the one hand, short video platforms have higher user retention, and big data can more accurately grasp user preferences, which can increase the reach of video announcements; on the other hand, On the one hand, the marketing budget of film and television projects is relatively limited, and online marketing can significantly increase the budget return rate.
The film crew and the short video platform have been walking in small steps in the past 3 years, and they have made many intermittent attempts. In 2017, the BGM of “Predecessor 3” became one of the “Vibrato Divine Comedy”, helping the film win nearly 2 billion yuan in box office; “Good Show” marketing celebrity dance; 5 out of 8 films in the 2019 Spring Festival file have opened official Douyin accounts under their titles.
Image source: “The Road to Strong Shadow 2020” white paper
Since Douyin officially started to try online announcements in 2018, its overall ticket purchase curve has gradually increased. The “Road to Strong Movie 2020” report shows that most of the top ten movies on Douyin have achieved good box office. These include “The Devil Boy of Nezha”, “The Captain of China”, “My Hometown and Me”, “Eight Bai” and so on.
Image source: “The Road to Strong Shadow 2020” white paper
Of course, the professional content that Douyin users love to watch is not only movies. From January to October 2019, movies, dramas, and variety shows have achieved a high number of views and likes on Douyin. Among them, variety show content received 44 billion views, and movies and dramas received over 28 billion views respectively.
These I love to watch the cut short video on the short video platform The users of the content are those who want to “fight for” in theater movies and those who want to “correct” the long video platform.
The movie announcement is either carried out under precise design and becomes Honey; or it grows wildly under the impetus of user demand and becomes arsenic.
Can the short video platform and long video content be left alone?
The answer to byte beating is: yes.
“Red Fox Scholar” is a typical example. Produced by Douyin Culture. In the early stage, let go of hands and feet to do publicity experiments on Douyin. After the movie ends the theater screening, the Chinese video application under Bytedance will be launched Watermelon video for users to watch or edit again. Even if the core position of the second creation is not in watermelon but in Douyin, it is after all that the fertilizer does not flow to outsiders. A closed loop is rigorous.
The key to solving the relationship between short video platform and long video copyright content is the short video platformProduce/buy food by yourself and eat by yourself.
This year’s Spring Festival, ByteDance bought the exclusive network broadcasting rights of “囧Mom” at a price of no less than 630 million yuan, and matched it with Huanxi Media has reached a cooperation and won the platform authorization for all new movies and online dramas of Huanxi Media for the next six months.
In addition to buying, you have to do it yourself. In March of this year, Douyin Culture (Xiamen) Co., Ltd. was established following the parent company’s growing movement in the film and television industry. In addition to “The Red Fox Scholar”, it also participated in the production of “My Hometown and Me” and “Bomb Disposer 2”. Douyin has become more and more involved in the process of film investment creation.
However, ByteDance is not alone in seeing new gold mines from the film and television industry.
Kai Shou is not far behind. In September last year, Kuaishou changed its business scope and added two businesses, film distribution and film production. In August this year, Kuaishou affiliated company Beijing Dajiahu Lianxin Information Technology Co., Ltd. added multiple trademark information , Including “Kaishou Pictures” related trademarks.
In the same month, Bilibili intercepted Huanxi Media from ByteDance at a price of HK$512 million, and obtained exclusive external broadcast rights to Huanxi Media’s existing film and television works and new works, including the new web drama “Wind” directed by Zhang Yibai. The Sky of Dog Boys (hereinafter referred to as “Wind Dog”) and the film “Win the Championship” directed by Chen Kexin and so on.
“The Sky of the Wind Dog” Station B interface
On September 24, “Wind Dog” premiered in Huanxi and Bilibili co-sponsored, and Bilibili and Huanxi Media co-located among the production companies. Bilibili has opened a special promotion page for “Wind Dog” in the site, and has given a high recommendation weight on the user’s homepage.
Why are short video platforms starting to end up doing long video dramas this year?
“Before “The Dog of the Wind”, I was always opposed to doing dramas inside the company.” Li Ni, COO of Bilibili, said in an interview with 36Kr at the end of October. First of all, in the first two years, because the three long video websites were grabbing users and traffic, the copyright prices of film and television dramas were inflated; secondly, the payment level of domestic users was different from that of international ones , It is difficult to cover the content cost paid by the company.
In 2020, the film and television bubble will shrink and the price of copyright content will fall. It is indeed a good time for short video platforms to enter the game-especially for the platform B that does not distinguish short, medium and long videos, and byte beating. For companies that have both short video platforms (Tik Tok) and medium and long video platforms (Watermelon Video).
Of course, the long video platform is not without counterattack.
On April 2, iQiyi officially launched the short video application “Quick Now” on all channels. It is defined by iQiyi as a diversified “video interest community product”. The application contains both iQiyi’s self-made and copyrighted long video content and creations. Short video content shared by the reader. According to iQiyi’s plan, “Anytime” can take advantage of iQiyi’s IP resources, and other movies and dramas. Head content is deeply linked.
However, it is easy to sow new seeds on the plowed land, but it is difficult to make a piece of land with the seeds. The future long and short video melee should be more intense.