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The specific content of the agreement is divided into two stages:

The first phase, the cooperation period is 6 months from the date of signing the cooperation agreement, and the main content is:

• Huanxi Media authorized several new platforms for licenseesMovies and web dramas can be played at the same time as the Happy Premiere Platform in the authorized area after the online release of the Happy Premiere Platform; Byte Beat pays RMB 630 million to Huan Happy to use the authorized content in accordance with the Group’s progress in delivering authorized content Consideration; after deducting the licensee’s platform pipeline costs and the above-mentioned consideration of RMB 630 million, the relevant revenue of the broadcast of the authorized content obtained by the licensee’s platform, if there is an excess, Huanhuanxi can get a certain percentage of the revenue share;

• Byte Beat set up an independent entrance for the happy premiere platform in today’s headline, watermelon video and other platforms for diversion;

• The authorized party’s platform provides promotion support for Huanxi Media’s film and television projects;

• Xuanxi Media will open up film and television project resources, and provide resources such as implanted advertising, joint promotion, and cross-industry cooperation for Byte Beat and its related parties;

• Huanxi Media will provide ByteDance or its affiliates with the rights of attribution 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-phase cooperation period is from the expiration of the first phase to December 31, 2022. The focus of the second-phase cooperation is:

  • The two sides will 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.
    
    This is the first online premiere of the Spring Festival movie in history, and it also marks a big step in the long video field.
      Zh
     

    Win-Win Cooperation

    Xu Xu, who might have been a loser in the Spring Festival, became the first winner.

    

    17:30 screenshot on January 19th from Cat Eye Pro

    According to the announcement issued by Huanxi Media, because “Aunt” cannot be premiered on the first day of 2020 in accordance with the guaranteed distribution agreement, the group decided to terminate the guaranteed distribution agreement in accordance with the terms of the guaranteed distribution agreement.

    A guaranteed distribution agreement means,
      In November 2019, Huanxi Media authorized the guaranteed distribution rights of “Aunt” to Hengdian Film for a total box office price of 2.4 billion yuan, and Hengdian Film Industry will invest 150 million yuan as the movie’s announcement fee. ^

    In other words, Hengdian Pictures issued a guarantee for auntie, and Huanxi Media will get a guaranteed income of not less than 600 million yuan in advance. The two parties agreed that if the box office of “Aunt” exceeds 2.4 billion yuan, Hengdian Films will receive 65% of the box office split and Happy Media will take 35%.

    

    17:30 screenshot on January 19th from Cat Eye Pro

    But from the movie box office pre-sale we observed on January 19, 2019, the top three are “Chinatown Detective 3”, “Ginger’s Tooth” and “Aunt”, pre-sale box office They were 114 million yuan, 21.95 million yuan and 2011 yuan. “Aunt” ‘s pre-sale box office was less than domestically madeDraw the movie “Ginger Tooth” and was overwhelmed by “Tang Tan 3”.

    Then, in order to complete the gambling, the “Mom” official announced to file until the 30th year of the New Year (January 24).

    Now because of the epidemic, the guarantee agreement for “Aunt” was cancelled, and Xu Zheng sold the movie 630 million to Byte Beat. So Xu Yan, who might have been a loser in the Spring Festival, became the first winner. The original happy media that would have become a big loser due to the withdrawal of “Aunt”, because the byte jumped “takeover”, the stock price rose 43.07%, and closed at HK $ 1.96 per share on January 24.

    The third winner is of course the beating of bytes.
     

    Due to the epidemic, the seven Chinese New Year films of “Winning the Title”, “Detective Chinatown 3”, “Auntie”, “Ginger Ziya”, “Emergency Rescue”, “The Pioneer” and “The Wild Bear” .
    Since January 23, the box office of domestic movies has fallen to the bottom of the valley. As of 18:48 on January 24, the total daily box office of domestic movies was only 3.085 million yuan, while the pre-sale box office on January 25 was only 713,000 yuan. Behind the box office “freezing” is the social environment where theaters are closed, tourist attractions are closed, and Spring Festival is not to leave home or visit friends.
     

    

    How to spend the first day with my family?

    Today’s headlines are in the thirties and thirties, giving everyone a good choice-watching movies for free at home, you can only spend the money to watch in the cinema before.

    This will not only let the existing users of the headline app know that they can watch movies like other long video platforms, but also bring new users to these apps that are byte-beating. In the Spring Festival of 2020, Byte Beat, a company with short video expertise, finally made a high-profile step in the field of long video. ^

    The fourth winner is the movie Aunt. This is the first movie in China to premiere online instead of offline. Leaving aside history and subversive significance, at this time it has also lost its competitors. Zh

    This year, they may all be unhappy
    

    Previously, some agencies predicted that the box office of Aunt would be the third-largest at the Spring Festival, with a box office of about 2 billion yuan. For the theater, this is a movie with a good audience and box office.

    The first live broadcast on the line means that there is no theater behind it.

    They can’t get the split box office of this film. If the online distribution of “Aunt” is good, or ByteDance believes that this online launch method is a reproducible long video strategy, it means that there may be more works in the future. Upstairs rather than offline.

    You can understand this by watching Netflix’s impact on American theater movies.

    More and more content going online is a general trend and a delicate balance.

    So we need to be objective and calm when we look at the industrial significance of the first online premiere film of “Aunt”-is this a special case of a special period, or is it a beginning? What is the development of the “premier” streaming media platform created by Huan Xiexi and ByteDance?

    One thing is for sure, the headline has the confidence to readjust the shuffle.

    According to several media reports, in 2019, the byte beat realized revenue of 130-140 billion yuan, of which commercial product advertising revenue was about 120-130 billion yuan. More news said that in 2020, this revenue will increase by 30% -40%, with revenue exceeding 180 billion yuan.

    The byte that is not short of money beats, and meets the short film company.

    Once the release of Auntie is successful, and several works break through, verifying that the business model of online premiere is feasible, it does not rule out that more movie companies or filmmakers will bundle this online “premiere” stream for a long time. Media platform.
    

    From short videos to long videos, it’s something that headline products have been doing for a long time.

    You have to know that almost all of the accounts that have been shared with online platforms have been produced on the scale of millions of dollars and tens of millions of online movies. For theater films with investment costs of billions of dollars, the video platform has always been a Xuanfa “role.

    Long video platforms don’t want to be online movie premieres, but they haven’t been able to take this step. After all, under the pressure of profit, long video platforms are constantly trying to increase profit by increasing content payments.

    Now, the movie’s online debut is being preempted by headlines. Byte Beat also aspires to long video ambitions.

    About this battle, it can be said that byte beating has been prepared for a long time.

    

    For long video platforms, content is the only barrier to competition in the industry. Copyrighted content and self-made works are common ways to grab traffic and attract members to pay ( how much content BAT spend? Tencent first three quarters of 55.9 billion iQIYI 16.5 billion, Alibaba Entertainment ’s losses have decreased ).

    The fact is that, as early as August 2018, Watermelon Video announced that it had invested 4 billion yuan to enter the field of self-made variety shows. In 2019, the duration of the Douyin video was also pushed from 1 minute to 5 minutes, and then 15 minutes of video was tested.

    “Doing marketing and advertising on short video platforms” has become a trend in 2019. Is it necessary to watch movies and follow-up movies in the field of “short videos” from 2020?

    For example, on January 10, Watermelon Video exclusively launched the animation “Masha and the Bear” produced by Russia’s Animaccord studio in mainland China.

    For another example, now open the watermelon video, the category of “movie” and “TV series” is placed in the most prominent position; the promotional pictures of major app stores, including “mass videos” and “popular blockbusters””” Watermelon Projection Hall “, etc. In the picture, there are movies” Taoist Down the Mountain “and” Mr. Zombie “, as well as the TV series” Bright Sword “and” Dracula “, which are soloed by watermelon videos.

    Do n’t forget that “Dracula” is a new annual production created by the famous British drama “Sherlock” production team. It was launched exclusively on the entire watermelon video network about 20 days ago and broadcasted simultaneously with Netflix worldwide. . When you open the Watermelon Video App, you can also see a lot of classic repertoire, including “Peerless Double Pride”, “Hong Kong Falcon”, “Ye Wen 3”, “War Wolf” and so on.

    Long video platforms rely on content to build and consolidate their own barriers to competition, but for them user payments and user additions and stickiness are still important. In the past few years, short videos have taken away the use time of many Chinese video users, and also trained many fourth- and fifth-line users to become online video users.

    Now, the long video platform has not been able to “high-profile sound” in the short video field, and the headline short video app has taken the first step in the long video field.

    With the introduction of super high-quality and word-of-mouth content, on the one hand, it will help App such as Watermelon Video make another breakthrough in the field of long videos, and it will also attract more viewers of copyrighted long videos.

    Especially under the pressure of loss, the long video platform will make more paid attempts. When you watch the finale for 6 yuan and 30 yuan in advance, the headline is killed as a supplier of free content, which will definitely break the original Competitive landscape.

    So the news of “Aunt” is not good news for the long video platform or movie distribution company.

    But for the content production company, it has released a positive market signal: In addition to Tencent Video, iQiyi, Youku, Station A (Quick Hand), Station B, there is another powerful player joining the copyright animation, The battle of long video content such as live-action film and television.

    This will definitely bring more new life to domestic animation and real-life film companies.