Selling tickets is just the beginning. There is still a lot that "Internet +" movies can do.

Film has always been one of the industries closest to innovation, both in terms of technology and model. Under the wave of "Internet +", film has once again stood at the forefront.

Online conversion rate and Chinese box office grow together

The past three years have been a period of rapid development for the Chinese film market, with the box office soaring from 18 billion yuan to 40 billion yuan. What has grown even faster is the online penetration rate of movie ticketing. Three years ago, the online penetration rate of the Chinese film market was only 15%. Now that the total box office is expected to exceed 60 billion yuan, this figure is as high as 80%. It can be said that the growth of both box office and online penetration rate is a microcosm of the "Internet +" Chinese film.

Among all the online ticket purchasing platforms, the performance of Baidu Nuomi platform can be said to be the most eye-catching. Data shows that on the first day of the Chinese New Year of the Monkey, the total box office of movies in China exceeded 600 million yuan. Baidu Nuomi grabbed more than 40% of the online movie platform market share and contributed 28.3% of the national box office, an increase of about 12 times year-on-year, ranking first among all movie viewing platforms.

There is a lot more that the Blue Ocean Sports Market can do besides ticketing

Zeng Liang, general manager of Baidu Nuomi, believes that the current Internet + movie is a blue ocean competitive market with many opportunities and competition, and there is huge room for growth. "Only by looking further ahead and building a multi-platform matrix based on the movie platform can we effectively promote the maximization of the interests of film producers, theaters, users and platforms, and promote better and more healthy development of the film industry." said Xu Yongming, general manager of Baidu Nuomi Pictures.

Realizing this, Baidu Nuomi Pictures began to actively expand its application scenarios beyond ticketing. On April 20, Baidu Nuomi held a special event for the 6th Beijing International Film Festival entitled "New Opportunities for Chinese Films under the Influence of the Internet". Xu Yongming officially announced that Baidu Nuomi Pictures would create a new strategic layout of "multi-platform matrix", which is based on the Baidu Nuomi movie platform and derived a platform matrix including advertising, finance, fans, and performances.

The whole ecosystem linkage benefits not only the movie box office

In the future, Baidu Nuomi Pictures will focus on building a healthy film O2O platform ecosystem with cinemas as the core. On the one hand, it will launch co-branded membership cards with high-quality cinemas, and currently has more than 2 million paying members; on the other hand, it will work with cinemas to create a "super cinema mall" based on membership, merchandise and derivatives.

It is reported that in 2015, Baidu Nuomi Super Cinema Mall has covered more than 1,500 cinemas and more than 22 head management companies across the country, and these cinemas have contributed 60% of the 44 billion box office in the country. Xu Yongming predicts that in 2016, it will cover more than 3,000 cinemas across the country, accounting for more than 80% of China's box office. Baidu Nuomi contributed to the great sales of "Mr. Six".

The introduction of a multi-platform matrix strategy can not only generate revenue for theaters, but also benefit many scenarios linked to movies. Baidu Nuomi Big Data Research Center found that nationwide, on average, at least one of every four moviegoers consumed food and beverage within two hours before and after, with a joint consumption rate of 25%. This ratio is as high as 62% in Baidu Nuomi's TOP10 cities and 71% in the TOP10 theaters. It can be seen that scene consumption has become a major trend in the O2O industry.

"In this fierce industry competition, no one can fight alone forever. Only by becoming a part of the industrial chain and building a complete ecological closed loop can we break through the siege." Xu Yongming said. The virtuous cycle of ecology will bring benefits to participants in every link of the industrial chain.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.