Unable to escape "Internetization", BTA has already targeted the film industry

January 13 (Reporter Zhang Zhichang) Even without the pioneering guidance of international giants such as Microsoft and Google, domestic Internet companies have spontaneously completed the perfect combination of the Internet and the film industry time and time again.

Yesterday, Alibaba Pictures Group, which was renamed from "China Culture Group" to "Ali Pictures", officially launched "The Ferryman", its first film product over which it has full control since entering the field of cultural, film and television entertainment; and just recently, Baidu just announced its newly established TV business unit, Baidu Pictures; Tencent continues to establish the concept of "pan-entertainment" such as film and television, animation and literature by promoting its film and television business platform "Tencent Film+" with high-quality IP as the core.

The film industry has never lacked Internet genes

As the Internet age arrives, how the Internet will be integrated with the film industry has always been a focus of attention for giant companies and consumers. There are no successful foreign cases to refer to for this exploratory topic. Compared with first-class foreign media groups, China's film industry is obviously more Internet-oriented.

Compared with the traditional film industry, the intervention of the Internet has enabled the entire film industry to achieve breakthrough development and progress in marketing, users, scale, and popularity.

First, the emergence of large-scale online ticket sales, group purchases, discounts and other TV ticket activities have made "watching movies" no longer a luxurious compulsory course for love, but a "strolling" audio-visual experience for people after dinner. Of course, the "popularization" of movie tickets has also caused the entire TV industry to begin to sink from first- and second-tier large and medium-sized cities to third- and fourth-tier small cities and even urban areas. The popularity of the entire film industry is so fast that it was established with a box office of 20 billion in 2013 and 30 billion in 2014.

But today, the "erosion" of the film industry by the entire Internet era is no longer just an impact on the marketing level, but an invasion of the entire industry chain from development to content, from production to distribution. Taking Alibaba Pictures as an example, Alibaba Pictures Group first wants to combine the advantages of Alibaba Group in e-commerce and big data technology to serve the film industry, and then comprehensively carry out innovative expansion of the cultural and entertainment industry.

As for LeTV Pictures, another film company with deep Internet genes, it wants to subvert the traditional film industry companies driven by capital, content and copyright with a new O2O model.

The boundaries are blurred, and video websites are "invading"

Like other traditional industries, with the penetration of the Internet into the film industry, the industry advancement based on big data and user mining has begun to be closely related to the Internet industry. Taking advantage of the Internet's borderless platform, the marketing methods and industrial offline of the film industry have begun to extend to a wider range of fields, and this seamless combination of the Internet and the film industry has also begun to become a model for other industries.

As the entire film industry, from investment and production to production and theater distribution, becomes increasingly clear, the impact of the Internet on the film industry has spread to the film industry itself. This is also the fundamental reason why video websites have joined.

As Zhu Huilong, senior vice president of Youku Tudou Group, said, "A year ago, most film companies only regarded video websites as a channel. But now, many film companies have regarded video websites as the main battlefield for marketing. So the Internet is a very effective platform."

The "intrusion" of video websites has both advantages and disadvantages for the reality and development of the film industry.

First, the addition of video websites has undoubtedly prolonged the communication time between audiences and film works, while also expanding the profit margins of the film industry; secondly, as a broadcasting platform, video websites are also one of the most favorable competitors in the film industry, especially when the entire video website industry is still in a free model. It seems that it will take some time for the film industry to seek a return on investment on the online platform.

As the film industry continues to merge with the Internet, it not only achieves close connection with users from the source of film production, but also affects user behavior at all times. The power of the Internet, such as video websites, has changed people's traditional cognition, resulting in increasingly blurred boundaries between Internet companies and film companies.

Whether it is an Internet company or a video website, the impact of Internet technology on the film industry has penetrated into every corner of the industry. And with the involvement of the three major Internet giants BAT, the film industry in the entire Internet era will only have more stories.

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.