It will be harder next year.
Editor’s note: This article is from WeChat public account “filming together (ID: yiqipaidianying), the author reads North.
“I have been idle for two or three weeks, and I spend most of my time watching movies at the company. I don’t feel that I am serious.”
“Don’t mention, you have a movie to watch, we just picked up a TV show, you can kill me.”
Some time ago, sir and several movie trailer editors. Talking about their current situation, everyone is feeling deeply – I am too south (difficult).
Indeed. Although the tax turmoil has been over the past year, its impact can be described in all aspects. Whether it is from the view of the movie or the box office data, it indicates the lack of overall vitality of the film industry this year. The movie trailer industry, as the downstream of the industrial chain, is naturally inevitable.
“The movie project has been reduced”
From the interviews of many trailer industry players and ordinary practitioners, this is the most direct impact;
Layoffs, price cuts
Wait for a series of chain reactions.
In fact, given the nature of the film’s periodic production—that is, the film that was released this year, the film was completed in the previous two years.
Maybe next year will be even harder.
Then, in this dilemma, how should we deal with it as a practitioner?
Business adjustment:TV dramas, web dramas, etc. are gradually increasing
“Probably from
first half of this year
At the beginning, you can feel that the industry has changed, and it will be more stressful than ever. “Talking about the changes in the trailer market this year, said Zhang Xiaobei, co-founder of the old trailer company Space Fortress.
Of course, the root of change is the reduction in film projects. The tax turmoil in the second half of last year put the entire film and television industry in a period of pain. With some capital withdrawals and policy restrictions,
Decreased capacity at the upstream production end
It will inevitably have an impact on the trailer industry that is downstream of the industrial chain.
Because of this,
unitThe sub-advertising company will adjust the business volume accordingly.
For example, some
Previously a single trailer company
More consideration will be given to extending the tentacles to other areas. “This year, I obviously feel that there are fewer movies coming to the door. Therefore, TV dramas, online dramas, including the Internet, if appropriate, we will also pick up and accumulate resources in this area. If it was last year, (film, TV series) Going to the door, I will definitely push (TV series), because I am too busy to come,” said a business executive of a company.
However, for
A slightly larger scale, or a comprehensive trailer company with a relatively large business
In this regard, the changes in this area are not too obvious. For example, Zhang Yuxi, CEO of Tracking Film and Television, said: “Our previous business included TV dramas and online dramas, so there would be no core influence.
However, there will be a corresponding reduction in the overall number of projects.
Similarly, the Battlestar has been involved in the development and production of movies and dramas. For example, the industry’s rising star culture is not only movie trailer editing. Also included are long clips, as well as ad shots.
Thus, for several head companies in the industry, perhaps the impact on the business is relatively small, but it still exists. As Zhang Yuxi said, it should be treated in a dialectical manner. “When the business is wide, there are more ways to obtain industry resources, and it is relatively less susceptible to a single factor. But if the carriage is loaded with weight, the pressure will be greater.”
Overall, due to this storm, the trailer companies in the industry, regardless of size, old and new, will inevitably adjust the business structure to a certain extent to adapt to this period of pain. And the appearance,
It is an increase in TV dramas, online dramas, online games, promotional videos and even vlogs and vibrato.
After all, this is an era of “shaking the sound and cutting out the film texture.”
Reduce:Small companies face elimination or transformation
Of course, no business is the biggest pain compared to business adjustment. Just like some movie studios, this summer,
There may be some trailer companies that are not available this year.
However, relatively speaking, this part of the company still belongs to
Less number.
This has a certain relationship with the market structure of the trailer industry.
In fact, as a service-oriented company born after the film, the rise of the trailer company is inseparable from the prosperity of the film industry.
In 2009, Wei Nan gave Zhang Yimou a surprise of three shots. “A trailer was cut and the concept of the trailer was brought into the market. In 2010, the Battlestar, Tracking Film (formerly a simple point culture) was established, and Zhang Qi, who was still in the senior year, was mixed into the crew. Let the bullets fly, the first batch of domestic movie trailer companies and trailers began to emerge. At that time, the box office of Chinese movies just broke through the 10 billion level and began to enter the golden period of development.
Until 2015, domestic movie box office reached the peak of growth rate with an annual growth rate of 48.7%. Under this, the demand for the movie trailer industry has been greatly increased. 2016, 2017, only two years, trailer company
From less than ten before, to nearly 30.
and the entire movie trailer industry has also formed
Professional trailer production company, independent personal studio and independent editor
The parallel pattern of the three. For this reason, there is always a certain chaos in the industry. Some insiders bluntly said, “It seems that everyone feels that the threshold of the movie trailer editor is very low, as long as the technology can get started. But in fact, there are many doorways. This also causes the industry level to be mixed.”
Therefore, this adjustment period, for the movie trailer industry, is also a “passive use of external force to carry out
The process of survival of the fittest.”
From the overall number, there will be some small fluctuations.
However, given that the trailer is part of the speciality of film marketing materials, some trailer companies in the industry are
Have investment and be acquired
status. For example, Yingshida is a wholly-owned subsidiary of Light. The three-eyed boy is a shareholding company of Hehe Film Co., Ltd.; it is a well-known company and belongs to Bole Marketing, and it has unlimited investment in tracking movies.
Therefore, the most unbearable pressure in the storm is the relative
A small workshop-style trailer company with its own business capabilities that are not strong enough and operate independently.
For example, some teams that originally had more than ten people have been reduced to a few people. Some practitioners have told sir that the company is thinking about the direction of shooting and making corporate videos.
Impact lag,maybe next yearHarder
It’s just that even though the industry’s initial signs and signs of “depression” have emerged, it’s still not a “dark moment”. After all, most companies still function properly, even if there is a flow of people within a reasonable range. In the interview, such as Zhang Xiaobei, Zhang Qi, etc., mentioned
“The lag of influence.”
That is, most of the projects we can see this year have been filmed in the previous two years.
Since the second half of last year, the operating rate has dropped sharply, especially in the August and September of the cusp. In other words, this year may be just a transition period.
“It will be more obvious next year.”
It is conceivable that in the past two years, I am afraid that it will be difficult to have a new batch of trailer companies to rise up. Perhaps more people will be on the sidelines.
All in all, in the midst of the storm, no one can be alone. In the face of unknown challenges, what practitioners can do is probably
Keep your mind and do your best.
As it was established in 2017, relatively speaking It is still a new trailer company, but it is famous in the industry for its projects such as “Wolf 2″. When his founder, Huang Shang, talked about the industry’s dilemma, he mentioned that “the company is controlled within the scope of its own control”, that is, only a fixed number of projects are received in a year, “about 10 To 15 projects, we can’t do more. After all, for the trailer company, the most important thing is to produce the work. It is useless to think too much.”
It is precisely because of the excitement and glitz of the previous years that the current industry pains are precisely the stage in which the practitioners upgrade themselves.
It is also the time when the trailer companies really compete for strength.
As Zhang Yuxi said,
“Cultivate internal strength and solidify professional things.”
In this way, you have the confidence to deal with more variables.
Of course, the more you are at this time, the more you can try. In the interview, Zhang Qi also mentioned two words.
Love and stick to it.
If you want to come, only the people who are steadfastly experienced can understand that the film and television industry is not only glamorous and bright, but also needs enough effort and effort behind it. Those who only benefit from the moment will only enjoy the moment, but not the last.
As Zhang Xiaobei said, “The film people want to be the reefs of the sea, not the ones of the waves.” After all, the waves receded, and only the reefs that came to the surface were untouched. Let’s take a long-term view, and use the video as a medium for the movie trailer industry to survive the painful period. With the 5G east wind, it is bound to usher in a more abundant spring.
