Tik Tok and Aauto Quicker, can you decide what movie you want to see in the cinema？
Special feature of 1905 film network When entering the publicity period, it was once judged that this movie was customized for Tik Tok users, for no other reason than that there were a large number of actors with high traffic on the vibrato platform in casting.
At the recently concluded Golden Rooster Awards, Aauto Quicker, another short video platform, was also behind the film nominated by Zhu Xijuan for Best Actress.
Many people can’t help asking: Has the time come when short video platforms decide what movies we watch in cinemas?
There is no doubt that the music and videos that appear on the short video platform now conform to the "algorithm" of the short video platform.
The algorithm determines that the music should immediately enter the brainwashed chorus, which can make the audience remember that it is only 15 seconds; The same is true for short videos. More and more systematic short video creation teams have mastered the plot content that users want to see within 3 minutes.
Can the movie be like this?
Are there any movies customized for short video platforms?
After reading The Red Fox Scholar, it seems that there will be some such questions.
Hanikezi and David Wang are both actors with high traffic on short video platforms. Hanikezi’s flying dance has a large number of imitation makeup and imitation videos on Tik Tok; David Wang’s video is an important topic for David’s Tik Tok account to get traffic.
Not only that, the comedy elements of this film also have traces of wanting to ferment on the short video platform in the future. Moreover, before its release, the film also co-organized an online publicity campaign with many talented people in Tik Tok. But can this show that this is a movie based on the preferences of users of short video platforms?
"Customization certainly exists, but it is more about the long video platform to find a team that can cooperate for a long time." Xiao Fu, a film and television practitioner, said this:"thanFor example, if there are more than 20 episodes of short dramas or similar unit dramas, each episode is a social topic, and the platform may first test and find data to see which topics have the highest response in society. "
However, when it comes to whether the short video platform can also provide such services for movies, Xiao Fu thinks that it does not exist in the short term.
Jiang Zhiqiang, the producer of Red Fox Scholar and the founder of Anle Film, said directly when interviewed by us: Short video platform can help movies in publicity, but not in creation:"We have to change our propaganda route, but there is nothing to change about making movies."
"In fact, it is hard to say that this is a movie based on the preferences of Tik Tok users." Liu Jiang, a staff member of the Tik Tok film project, said, "Actually, if you look at the time when the project was exposed, these four people should not have a fire at that time. Li Xian was hit by a fire last summer, and it was decided at that time. David Wang’s time in Tik Tok is not particularly long. "
Xiao Hong, a director of Aauto Quicker Film, also directly rejected our speculation: "No.. Movies are created according to the filming method. " In his view, the video field has been very detailed, and there are different ways to play short videos and long videos:Internet users will choose Ai Youteng to watch long videos, bilibili to watch videos, and Tik Tok and Aauto Quicker to watch short videos.Users’ cognition and habits are very different. "At least for now, the track is different."
What can short video platform bring to Red Fox Scholar?
As a producer who has produced and produced a large number of well-known films, Jiang Zhiqiang believes that the film creation itself will not be affected by short videos: "I don’t believe that these short videos will change the film, the method and the content of the film. Let’s tell a two-hour story, okay? It is necessary to tell it well, shoot it well, and perform it well, and the audience will pay the bill. "
What will the close cooperation with the short video platform bring to Red Fox Scholar?
"The case of’ Red Fox’ you mentioned, it can’t be said to be customized for a short video platform like Tik Tok. It is actually looking for some partners with a more online feeling." In Xiao Fu’s view, it is the younger lineup of "Red Fox Scholar", which determines that there will be a short video platform.
When analyzing the film with us, Liu Jiang mentioned that the film itself has a young nature. The choice of actors is to be able to play and joke, not the old-fashioned veteran cadres. Such actors are more willing to try new marketing methods in cooperation.
"These actors are not expensive, the data on the Tik Tok itself are OK, and the acting skills are OK. The film will not look for things that reduce the score of the film, but will definitely add points and have higher cost performance. I think these things are mainly focused on marketing considerations. In fact, I don’t think professional film companies will do this in production. " Xiao Fu finally concluded this way.
"What you are talking about is actually marketing transformation, which is different from creation." Xiao Hong, the person in charge of the Aauto Quicker film mentioned above, asserted that "in terms of marketing, people who have knowledge in Tik Tok and fast hands are really effective."
Jiang Zhiqiang revealed that there are other cooperative companies to advise him on the promotion of the film, including the talents who cooperated with Red Fox Scholar and other companies’ suggestions, but this does not mean that he does not pay attention to the short video platform.
In his view, what the short video changed actually changed the channel of film promotion. He used a trailer as an example: a trailer that cost hundreds of thousands of dollars to edit may only have the audience’s attention for 10 seconds. Therefore, short video has changed people’s cognition of video and changed the method of film promotion.
Therefore, when other films released in the same period were still marketing with short videos that were crying, Jiang Zhiqiang gave up the mature marketing methods and re-explored whether the talents and marketing events of these short videos could feed back the film and let more users of short videos enter the cinema.
But obviously, judging from the current achievements, Tik Tok users will still be attracted by these short tearful videos. It seems that this rule has never failed since the successful marketing of Ex 3.
Even the staff of the Tik Tok Film Project told us that compared with The Scholar of the Red Fox, it was more like a customized film made in Tik Tok.
What will be the future of short video platform marketing?
All the interviewees agree on one thing: the influence of short video platform on movies lies in marketing, not creation. In addition to affecting the editing ideas of future trailers, Jiang Zhiqiang believes that mobile phones have also become an indicator of whether a movie is wonderful or not to some extent.
He told us that now the staff will stand in the last row of the cinema, observing and recording the times and duration of the audience looking down at the mobile phone. If the number of people looking at the mobile phone is small and the time is short, the chances of success of the film after it is put on the market are even greater.
This is of course a digression, but in the eyes of many film practitioners, short video platforms and online celebrity people based on these platforms will also become magic weapons for film rejuvenation. Jiang Zhiqiang mentioned that the age of the main audience is basically stable at 16-30 years old.
A practitioner who participated in the mainland screening of a Hong Kong film used this case to illustrate the importance of short video platform. In her opinion, the film she is in charge of is really too old. Not only is the film too "Hong Kong", but the age of the actors can’t attract young audiences who need freshness. So they found a high-traffic talent in Tik Tok, as a stunt, hoping to attract young audiences.
"We hope to have more channels instead of a single one, and at the same time we don’t want to affect the quality of the film itself. We can only use him as a gimmick, find a small role that may be two scenes, and ask him to join us.Before seeing the film, we can use publicity to package it, and fans will spontaneously associate it, which is equivalent to attracting younger audiences."
According to the practitioner, many films will sign a packaging agreement now, and the film will find online celebrity talent to play the role, while online celebrity talent will help the film when marketing. For the audience, the platform will also have limitations after a certain order of magnitude. If the film simply pays them to do marketing, it is better to give them a role and let online celebrity enter a bigger field.
"This is a halo. In fact, online celebrity people will take a more active part in this matter, which is beneficial to both sides, and it is also an overweight thing for the film itself. Why not? Besides, it doesn’t cost much. "
Perhaps from the current point of view, movies and short video platforms are still bound at the marketing level. At the production level, video programs with different durations still have their own ways of playing. When a mature marketing model has become a fixed routine, head video products such as movies will inevitably explore more marketing models. We also look forward to the future, and short video platforms can help more high-quality movies to be seen by the audience.
(The interviewees in this article are all pseudonyms except Mr. Jiang Zhiqiang.)