In recent years, many domestic film makers have achieved good returns through the previous point of imaging. For example, Pancake Mania and Charlotte's troubles this year have all adopted point-based promotion methods. After the dot mapping, through the media, the reputation of the film critics, sharing in Weibo, WeChat circle of friends, can achieve more than the traditional premiere more grounded gas, more close to the people's communication effect.
And this is a common marketing tool in the film industry will soon be happy to move to music on TV. Yes, although the movie industry and the television industry seem to be just one word away, there is a saying in China: What is the effect of interlacing as if it were a mountain, a trick that is still useful in the movie industry? ? What does LeTV want to do?
LeTV said that the dot-mapping service they provide will adopt a completely free model. However, there are also prerequisites. First, you must be a paid member of LeTV. Second, you must have a LeTV with 3D capabilities. Both are indispensable.
It is better for qualified paying members to understand that, after all, this kind of value-added service is costly. The second condition is mainly to take into account the issue of anti-piracy: After using the 3D format to broadcast ordinary cameras that cannot be remade, the issue of piracy will not be prevented until the film is released.
Pre-mapping is a win-win for LeTV and users
The advance point in the film industry reflects the patents that only a very small number of people can enjoy. The reasons are nothing more than the following points. First, point-based filming has limited copying, fewer screenings and limited seating; second, anti-piracy and other factors Consider that the number and quality of the audience must be strictly controlled. So either hardcore fans or VIPs with channels. Ordinary people can only wait until the main film is released on a large scale to be viewed.
Although it seems that LeTV’s upcoming dot mapping service is not large, the number is 8-10 per year. But if this thing persists in long-term development, it is also a terrible thing. Why do you say so?
First, there is really no enterprise that can continue to provide users with this truly "VIP" service. If LeTV can continue for a long period of time, it will inevitably make its own "forcing" to a higher level, at least not like some brands, it is very easy for people to get in touch with the tags like "silk silk".
Second, it will subtly affect the user's mind, especially young people: It is common for young people to discuss television programs together. When you find that some friends can talk about some videos that haven't been released yet, most people are afraid that they will not be left behind. What should I do? It will naturally have an impact on future purchase decisions.
Third, potential advertising revenue. LeTV sells advertisements that are well-known in the industry. Apart from advertising when the product is turned on, advertisements before the video is played, and even Jia Yueting opens a conference, it can sell warm-field movies as advertisements. 10 free points ahead of the year to map, earn some "zero money" in front of a piece of advertising to make money, users will naturally not say anything, take music as the current 4 million users of the amount of calculation, the future of the spread of a popular spot if large Ying Ying, this advertising revenue may be a jealous number.
Does not change the color TV industry competition model
The competition in China's Internet TV industry is undeniable, but subject to the regulation of radio and television policies, the contents that can be presented on TV screens are homogenous. All TVs must be connected to 7 broadcast control platforms. The content can not broadcast the final broadcast control platform. Therefore, everyone says that their content is different, but the final consumers have found that there are few real differences.
The emergence of point-for-point mapping does make people feel that finally companies have made some differences. The number of videos everyone has compared to the number of people who say that they own tens of thousands of thousands of hours of film and television dramas, but who knows how many of them are simply no one will see the "zombie film"? However, no matter how the taste of the masses changes, the pursuit of new films will not change. Grasping this demand will capture the user's pain points.
However, objectively speaking, even though it looks cool, it will be difficult to become the focus of content competition in the TV industry for some time in the future. First, most color TV companies are only good at hardware, and they are not good at content operations. Second, providing such services requires enterprises to have cross-industry superior resource integration capabilities. Even if some companies have good user operating capabilities, they face such challenges. It may also be more difficult. Therefore, after this kind of service appears, it is difficult to become the target of other color TV companies to imitate simulation.
But for the film industry, the impact may be much larger than the color TV industry.
May have greater impact on the film industry
A movie industry person commented on LeTV’s “premapping point mappingâ€: LeTV is equivalent to taking the first sense of superiority in eating crabs to Super TV members. This not only moves the cheese on the theater line, but also is naked. And the theater line grab cake.
Another feature of LeTV's advance point is that it will be synchronized with Lepar's partner stores across the country. In other words, whether you are a passerby or a passer-by, as long as there is a Lepar store next door, you can go in and watch the videos for free. This is what the concept is, according to LeTV’s current national 3,000 stores, this is virtually Is equivalent to the production of 3,000 small theaters, the traditional film industry is not a trace of chill?
At present, the proportion of box office divisions in the Chinese movie industry is roughly as follows: 5% of film special funds, 3.3% of business tax, which are paid by the cinema party, and the plane ticket is the net box office, and then divided by production, distribution, cinema, and cinema. Hollywood movie theaters can get about 50%; production is about 25%; cinemas are about 5%; publishers are 20%; and general movie theaters are also 50%, and the remaining issuers and theaters are about 10%. The producer is about 40%.
Therefore, in the current Chinese movie industry, it is the cinema party that really makes money. Whether the general movie maker can make profit depends entirely on the arrangement of the cinema period. It is said that in China more than 700 movies were filmed last year, but only about 200 were on the line. The United States took 400 titles last year and 200 on the line. What about the rest of the movie? The broadcast through the TV's pay platform is definitely a good way out.
If one day ahead of LeTV’s point-of-view will truly become a well-known signing service, this will not only directly impact the box-office revenues of movie theaters. The most terrible place may be through constantly modifying users’ viewing habits. The threat to the cinema's continued profitability. Although it seems that LeTV is not likely to subvert the film industry, it does not make it impossible for the film industry to reshuffle the distribution of benefits.
And this is a common marketing tool in the film industry will soon be happy to move to music on TV. Yes, although the movie industry and the television industry seem to be just one word away, there is a saying in China: What is the effect of interlacing as if it were a mountain, a trick that is still useful in the movie industry? ? What does LeTV want to do?
(The vanished murderer will be the first film to be spotted on the LeTV platform.)
LeTV said that the dot-mapping service they provide will adopt a completely free model. However, there are also prerequisites. First, you must be a paid member of LeTV. Second, you must have a LeTV with 3D capabilities. Both are indispensable.
It is better for qualified paying members to understand that, after all, this kind of value-added service is costly. The second condition is mainly to take into account the issue of anti-piracy: After using the 3D format to broadcast ordinary cameras that cannot be remade, the issue of piracy will not be prevented until the film is released.
Pre-mapping is a win-win for LeTV and users
The advance point in the film industry reflects the patents that only a very small number of people can enjoy. The reasons are nothing more than the following points. First, point-based filming has limited copying, fewer screenings and limited seating; second, anti-piracy and other factors Consider that the number and quality of the audience must be strictly controlled. So either hardcore fans or VIPs with channels. Ordinary people can only wait until the main film is released on a large scale to be viewed.
Although it seems that LeTV’s upcoming dot mapping service is not large, the number is 8-10 per year. But if this thing persists in long-term development, it is also a terrible thing. Why do you say so?
First, there is really no enterprise that can continue to provide users with this truly "VIP" service. If LeTV can continue for a long period of time, it will inevitably make its own "forcing" to a higher level, at least not like some brands, it is very easy for people to get in touch with the tags like "silk silk".
Second, it will subtly affect the user's mind, especially young people: It is common for young people to discuss television programs together. When you find that some friends can talk about some videos that haven't been released yet, most people are afraid that they will not be left behind. What should I do? It will naturally have an impact on future purchase decisions.
Third, potential advertising revenue. LeTV sells advertisements that are well-known in the industry. Apart from advertising when the product is turned on, advertisements before the video is played, and even Jia Yueting opens a conference, it can sell warm-field movies as advertisements. 10 free points ahead of the year to map, earn some "zero money" in front of a piece of advertising to make money, users will naturally not say anything, take music as the current 4 million users of the amount of calculation, the future of the spread of a popular spot if large Ying Ying, this advertising revenue may be a jealous number.
Does not change the color TV industry competition model
The competition in China's Internet TV industry is undeniable, but subject to the regulation of radio and television policies, the contents that can be presented on TV screens are homogenous. All TVs must be connected to 7 broadcast control platforms. The content can not broadcast the final broadcast control platform. Therefore, everyone says that their content is different, but the final consumers have found that there are few real differences.
The emergence of point-for-point mapping does make people feel that finally companies have made some differences. The number of videos everyone has compared to the number of people who say that they own tens of thousands of thousands of hours of film and television dramas, but who knows how many of them are simply no one will see the "zombie film"? However, no matter how the taste of the masses changes, the pursuit of new films will not change. Grasping this demand will capture the user's pain points.
However, objectively speaking, even though it looks cool, it will be difficult to become the focus of content competition in the TV industry for some time in the future. First, most color TV companies are only good at hardware, and they are not good at content operations. Second, providing such services requires enterprises to have cross-industry superior resource integration capabilities. Even if some companies have good user operating capabilities, they face such challenges. It may also be more difficult. Therefore, after this kind of service appears, it is difficult to become the target of other color TV companies to imitate simulation.
But for the film industry, the impact may be much larger than the color TV industry.
May have greater impact on the film industry
A movie industry person commented on LeTV’s “premapping point mappingâ€: LeTV is equivalent to taking the first sense of superiority in eating crabs to Super TV members. This not only moves the cheese on the theater line, but also is naked. And the theater line grab cake.
Another feature of LeTV's advance point is that it will be synchronized with Lepar's partner stores across the country. In other words, whether you are a passerby or a passer-by, as long as there is a Lepar store next door, you can go in and watch the videos for free. This is what the concept is, according to LeTV’s current national 3,000 stores, this is virtually Is equivalent to the production of 3,000 small theaters, the traditional film industry is not a trace of chill?
At present, the proportion of box office divisions in the Chinese movie industry is roughly as follows: 5% of film special funds, 3.3% of business tax, which are paid by the cinema party, and the plane ticket is the net box office, and then divided by production, distribution, cinema, and cinema. Hollywood movie theaters can get about 50%; production is about 25%; cinemas are about 5%; publishers are 20%; and general movie theaters are also 50%, and the remaining issuers and theaters are about 10%. The producer is about 40%.
Therefore, in the current Chinese movie industry, it is the cinema party that really makes money. Whether the general movie maker can make profit depends entirely on the arrangement of the cinema period. It is said that in China more than 700 movies were filmed last year, but only about 200 were on the line. The United States took 400 titles last year and 200 on the line. What about the rest of the movie? The broadcast through the TV's pay platform is definitely a good way out.
(Before the preview of the Little Times 3, if you are at home, you will be able to see it for free. I believe most of them will not choose to go to the theater to pay for it.)
If one day ahead of LeTV’s point-of-view will truly become a well-known signing service, this will not only directly impact the box-office revenues of movie theaters. The most terrible place may be through constantly modifying users’ viewing habits. The threat to the cinema's continued profitability. Although it seems that LeTV is not likely to subvert the film industry, it does not make it impossible for the film industry to reshuffle the distribution of benefits.