Behind the free of “Aunt”, I like the conspiracy of the media and the conspiracy of byte beating

On January 25th at 10:00 on New Year’s Day, the Year of the Rat is here, and Auntie is here.

This Spring Festival movie, known as the first online premiere in history, appeared on time on Today’s Headlines, Douyin, Watermelon Video, Douyin Volcano Edition, and Happy Debut Premiere App.

The sensitive nerves of the film and television industry are stirred again. After the “black swan” incidents such as the plunge of media stocks in the Wuhan pneumonia epidemic and the withdrawal of the Spring Festival film the day before New Year’s Eve, the online release of “Aunt” triggered a lot of emotions.

“Ancient saying: Pay attention to benefits but not justice, be disdained by the gentleman, hated by the public … In a special period, the film industry took the overall situation into consideration, and most of the theaters temporarily stopped normal operations, and suffered huge economic losses. No grudges and no regrets. But Huanxi Media uses its own selfishness and ignores the interests of others. In special times, it adopts special methods to kidnap public opinion, just like commenting on its behavior on the Internet. / p>

This statement “Zhejiang film industry more than 20,000 employees” statement is emotional, bluntly rejoices the media for betrayal. The statement said that the national theaters have invested a considerable amount of money in the screening of the film “Aunt”, and the “Aunt” act has caused major losses to the theaters throughout the country. The statement also expressed the hope that Huanxi Media would stop the Internet premiere of the movie “Aunt”, otherwise the Zhejiang film industry would follow a certain degree of resistance to the films produced by Huanxi Media and Xu Yi.

And the boycott was the boycott. The joy behind Xu Yi ’s media was “Fame and Fortune.” Not only did he earn at least 630 million, he was also praised and was dubbed the “Transformer”. Huanxi Media’s stock price has risen in a straight line.

Byte Beat has also been recognized by many commentators in the industry, such as “successful sneak attack on UiTeng” and “subversive innovation”. According to “Shen Xiang”, iQiyi also contacted the film side, but ultimately failed to negotiate.

In the face of resistance from the film industry, ByteDance said that the move is to allow users to watch movies with their loved ones at home, reduce outings, and help alleviate the epidemic situation. It is a normal commercial cooperation with “Aunt” to protect the interests of creators. , Users can also watch movies for free during the Spring Festival, win more.

For a while, Auntie became Luo Shengmen.

As a theater movie, “Aunt” bypasses the traditional theater theater, temporarily changes to the online premiere and is free, which means that the current film screening window period is broken. The free approach to users is contrary to the revenue of the theater and the payment model that the industry has cultivated over the years. What’s more important is that in the early stage, the national theater invested a lot of money for “Aunt”, but now it bypasses the theater line and ignores the hidden competition between the theater and other projection terminals. Even if the epidemic has been able to reach the theater in the past, diversion of audiences is an inevitable result.

There is no doubt that the success or failure of this work on the Internet platform will affect the pattern and rules of the entire industry. The “starter” rejoices that the media and byte beats will also be deeply remembered by the film industry.

Happy Media’s “Conspiracy”

Xuanxi Media is not the first person to eat crabs. The “Internet cinema” has always been the object of resistance.

In September 2014, Netflix announced that it would collaborate with Harvey Weinstein and IMAX to launch “Crouching Tiger, Hidden Dragon 2: Green Sword” on August 28, 2015 on the Netflix website and designated Imax. The theater is synchronized. After the news came out, the traditional theaters that have been declining on the ecological chain of film distribution in recent years immediately responded: top theaters including AMC have said that they will boycott the film to be released in the United States.

In March 2015, Netflix spent $ 12 million on the new movie “Beasts of No Nation”, which already provides online on-demand services. When the company tried to synchronize the theater’s network release, it was met by the emperor , AMC, Carmike and Cinemark’s four major North American circuit lines boycott.

In November 2015, LeTV, the producer of the film “The Vanishing Murderer”, plans to bring its full-screen film and television members one day ahead of schedule. However, in the end, LeTV Pictures still pressed the pause button. “In order to eliminate misunderstandings and maintain the benefits of the theater, LeTV Pictures and LeTV member departments decided to stop the upcoming online screening activities after urgent consultations.”

Last year, Netflix’s “Irish” tried to screen on traditional theaters AMC, Regal, Cinemark. Accept a 30-day window period. In the end, they didn’t talk.

“Irish”

But the operation of “Aunt” is entirely because the pneumonia epidemic is “unavoidable.”

Huanxi Media previously authorized the guaranteed distribution rights of “Aunt” to Hengdian Pictures for a total of 2.4 billion yuan at the box office. Through this transaction, Huanxi Media will obtain a guaranteed income of not less than 600 million yuan in advance. At the same time, the two sides also agreed that Hengdian Pictures will invest 150 million yuan for the promotion of the film. If the final box office of the film is higher than 2.4 billion yuan, the higher part of the happy media will receive 35% of the revenue, and Hengdian Pictures will Get 65% gain.

Introducing a guarantee party such as Hengdian Pictures can also see that “Aunt” did not consider “taking the world’s big deal” to land on the Internet cinema.

Byte Beat spent 630 million to buy the exclusive copyright of “Aunt”, this price is exactly equal to the proceeds that Happy Media could share in the 2.4 billion box office of the “Aunt” guarantee agreement. Generally speaking, 38% of the box office belongs to the producer, and 2.4 billion is 900 million. After excluding the publicity expenses and the contribution ratio of each producer, Huanxi Media can probably account for about 600 million.

According to the announcement of Huanxi Media, the investment amount of Aunt is 217 million yuan. At first glance, when the guarantee agreement is abolished, Huanxi Media will not lose it, and how to calculate its account with Hengdian Film Industry may have to wait for further information disclosure.

Although “Auntie” does seem to be “inadvertently inserting willows”, one thing that is uncertain is whether the operation of “Auntie” will be normalized. If the effect is big, it is not ruled out that other films may follow up.

It is also worth noting that if you take a closer look at the announcement issued by Huanxi Media, you will find its cooperation with ByteDance. Auntie is just the beginning.

The cooperation between HuanXiXi and ByteDance, a wholly-owned subsidiary of HuanXi Media, will be divided into two phases-

The first phase is 6 months:

The group authorized the licensee’s platform, and several new movies and web dramas of the group went live on the happy premiere platform Later, it can be played simultaneously with the Huanxi Premiere platform in the authorized area; Byte Beats pays Huanxiang to RMB 630 million as the consideration for using the authorized content according to the progress of the Group’s delivery of authorized content; the authorized content obtained by the licensee platform After deducting the licensee ’s platform pipeline costs and the above-mentioned consideration of RMB 630 million, the total amount of relevant broadcasted broadcasts, if there is an excess, Huanhuanxixi will receive a certain percentage of the revenue share; ul>
- Byte Beat set up independent entrances for the happy premiere platform in platforms such as Toutiao and Watermelon Video today Conduct diversion;
  - The Licensee’s platform provides promotion support for the Group’s film and television projects;
    - The Group will open film and television project resources to provide byte ads and its affiliates with implanted ads, Joint promotion, inter-industry cooperation and other resources;
      - The Group will provide ByteDance or its affiliates with the attribution rights of the co-producers of the films controlled by the Group. The two parties will discuss and implement the details of the second phase of cooperation as soon as possible after the start of the first phase of cooperation, and sign related agreements.
        
        The second stage is from the expiration of the first stage to December 31, 2022:
        
        The two sides jointly build a cinema channel to jointly create a “premiere” streaming media platform;
        
        The two parties jointly fund the production and purchase of new media rights for film and television content. After the expiry of the second phase of cooperation, both parties have priority to renew the contract.
        
        To build a cinema channel together to create a “premier” streaming platform-this is the highlight of this “conspiracy”.
        
        Happy Premiere
        
        According to the “Deep Sound” observation, not only the films produced by Huanxi Investment, but also some copyrighted content, such as the British drama “Bodyguard”, the Japanese drama “Interpol Bowman”, the documentary “The Sacred Wonders of the World”, Dan movie “Hema Hema”. There are also some short videos related to movies in the “Cinema Circle” card.
        
        According to the agreement, ByteDance’s Today’s Headline, Watermelon Video and other products will open independent entrances and special areas for the streaming platform of Huanxi Media, the Huanxi Premiere App, to conduct diversions. The two parties will cooperate fully based on long video content and share revenue.
        
        This can be seen as something other than content created by Happy Media

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