I don't know when it began, the poster became the first fuse of the film and television circle, plagiarism, tearing, elements... Any mistake can set off a big war of words.
In December, iQIYI Mist Theater's "Who is the Murderer" was launched, but the poster released by the crew is extremely similar to the Japanese drama Legal High poster, the film and television drama poster plagiarism has long been a chicken feather in the circle, only this year, "Ancient Dust", "Meet the Dragon" and "Jade Bone Haruka", "Mirror Twin Cities" and other drama posters that have not yet been released can be put together to play and watch.
Film and television posters look inconspicuous, but once a simple poster can support the "face" project of a film and television drama. For example, in 2000, Wong Kar-wai's "Fancy Years" was released, and the posters were designed differently according to different distribution areas, and after the movie fire, these posters even became the art collections of many people.
Coincidentally, according to incomplete statistics, when "Golden Age" was released in 2014, the filmmakers released a total of 5 posters, and the aesthetic styles of different regions were vividly reflected in one poster. Today, this method of excellence is obviously replaced by the industrial assembly line, and this may be a trivial small detail after the drastic contraction of the entire film and television cost.
The poster on the assembly line is already worthless?
In December 1895, the French Lumière brothers showed several short films to the audience in a restaurant in Paris, and the promotional poster for the "Lumière Film" was the first movie poster in history. This was the most direct way of early film promotion, in other words, film and television posters were born almost at the same time as the film and television industry.
China's early film and television posters were extremely interesting in their creative ideas, and it was at that time that the various poster expressions of gouache, ink painting, printmaking and comics laid a solid foundation for the imagination of the entire industry. Classic works are still praised to this day, such as the gouache poster of "White Haired Girl" and "Cuigang Red Flag", the woodcut poster of "Red Detachment of Women", the ink painting style of the poster of "Lin Zexu"... Even for many years it has not gone out of style.
Until now, traditional Chinoiserie posters are still the most common style of film and television posters, and the data shows that 32 of the 189 films in the mainland film market that have grossed more than 500 million yuan have officially launched Chinese posters. In 2019 alone, there were 11 movies with Chinese style posters that were critically acclaimed.
It is worth mentioning that even when "Alien: Covenant" was released in China, Fox also launched the activity of drawing Chinese-style posters for the film, and finally received more than 700 posters made of Chinese elements such as ink painting and Chinese characters from fans across the country. Artistry is the lifelong pursuit of the entire poster design industry, in fact, this also reflects the gradual impoverishment of film and television posters in terms of imagination.
Around 2010, although poster design accounted for a small proportion of the entire film and television industry market, its status and production participation were greatly improved, and many poster design companies such as Takeya Culture, Yuanshan Culture, and New Art Union also slowly came into being, and the poster concept gradually became the one that took the lead in the film and television publicity process.
Often a movie or TV series has more than one promotional poster, pilot poster, teaser poster, character poster, concept poster and even box office poster... In the film and television marketing with the Internet context, the more the hand is extended, the more the publicity node is speculated, these things that can directly impact the vision are naturally endless.
Taking box office posters as an example, once opened a new round of marketing precedents for movies, in 2015, this year was the highest increase in the box office of mainland movies, "Wolf Totem", "Catch the Demon", "Pancake Man", "The Return of the Great Sage" was the first batch of movies to release box office posters with a box office of more than 100 million.
By 2016, the film broke through 100 million to produce an independent poster and became a regular means of publicity for the film. In 2017, Maoyan Professional Edition began to release box office breaking 100 million figures, followed by the Taobao ticket professional version and the lighthouse platform have successively released hundreds of millions of posters, starting from 2019, Yien Data has also begun to release movie box office breaks 100 million figures, it is reported that according to the annual box office calculation of 60 billion, the box office will be at least 300-400 boxes.
If you really want to talk about changes, today's film and television posters in addition to the simple plot aesthetics, the commercial atmosphere is also increasing, the industry from artistic transition to technical, under normal circumstances, a film and television drama in the end how many posters are needed? According to the survey, the number of posters required for each film and television project is about 30.
Such a large number, the reason for the poster assembly line is not difficult to find, according to industry insiders, those copy-paste series posters count the creative design and the post-production of a few thousand dollars, the original film and television production budget to the poster design part is pitiful, direct and simple technical synthesis of commercial posters suddenly flooded, many posters are often a row of starring headshots, in short, in order to save money.
But are the posters in the film and television publicity really so worthless? In fact, at present, the average price of carefully produced a series poster is about 30,000 yuan to 100,000 yuan, and the cost of blessing by well-known photographers or painters is higher, which is indeed a big cost expense in the case of a low number of film and television posters. The whole case of films above A level includes 3 to 4 main posters, a set of single posters, a single project budget can reach 100,000-200,000, and the "Ghost of Qiannu • Human Affair" launched in 2020 has reached one million.
Hollywood film and television poster offer is even more sky-high price, it is reported that the classic movie "Metropolis" poster cost equivalent to up to one million yuan, now many Hollywood blockbuster single poster cost can also reach tens of thousands of dollars, to know that "Reunion 4" light poster broke 100 million figures on the 8. Posters on the assembly line are constantly flowing, and the positive cycle of the industry has long been out of order.
The film and television circle that is good at marketing has lost its marketing ability
Before the spread of the mobile Internet, the marketing budget of a movie was only about 5% to 10% of the total production cost, and within a few years, this value exceeded 50%, Stephen data analysis, in 29 Hollywood films, the average marketing cost was as high as 121 million US dollars, the marketing cost accounted for the highest proportion of the total cost was 40%, and the lowest was 24%. Hollywood's marketing budget can sometimes be twice as high as that of a production.
Public information shows that in 2012, the investment in the marketing of the first-line satellite TV broadcast by the first-line satellite TV was only tens of thousands of yuan, and now, tens of thousands of yuan is not enough to even put a Weibo marketing number, and the total cost of marketing the whole case of the star drama is more than ten million, especially with the continuous transfer and expansion of the public opinion position.
About a decade ago, film and television marketing gradually got rid of the singleness of the venue, and it was refreshed almost every few years. In 2011, "33 Days of Lost Love" became popular on Weibo with a "Lost Love Story" recorded by ordinary people, and the cumulative box office of the film exceeded 300 million, and weibo's position in the marketing world has been stable since then.
In October 2015, Mimon scolded the movie "Nine-Story Demon Tower" one by one from the aspects of director, story logic, and actor performance on the public account. In December 2017, the video of "Predecessor Three" eating mangoes became a hit on Douyin, and since then, the radiation range of film and television marketing has spread infinitely on the Internet.
2015 is a turning point in film and television marketing, "TV series promotion category table" shows that copywriting planning, picture production, video, SNS communication and other cumulative content subdivisions of more than 100 small items in 21 major items, respectively, there are complete classification and quotation system. The marketing time is increasing, and the three stages of IP publicity, preparation for filming and distribution, and warm-up broadcast are indispensable.
Is marketing useful?
The most wonderful example is "Fuchun Mountain Jutu", the Douban score is only 2.9 points, but the film side very cleverly carried out a slot marketing, attracting netizens to go into the theater to find slot points, and finally the cumulative box office unexpectedly broke 300 million. Later, the entire industry tacitly agreed on marketing, and whenever it was released, the actions of the major platforms were uniform, and hot search was the only way for film and television dramas.
In recent years, almost all the explosive dramas have washed the hot search list, such as the explosive "Chen Qingling" has accumulated 190 hot searches during the broadcast, the "Dear, Loved" hot search that was once popular in the summer file has more than 100 hot searches, "Little Joy" has 89 hot searches, "All Is Good" Has an average of more than 5 related hot searches per day, and it is a grand situation of up to 13 hot searches one day.
In addition to the publicity materials visible to the naked eye, a variety of hot search topics are also always capturing the attention of the entertainment field, and now, film and television marketing has begun to face a sharp decline, the data shows that at the end of 2017 and the beginning of 2018, the marketing budget of S-class drama projects has soared to tens of millions, but now, the marketing budget of the head project will not exceed six or seven million.
Especially since 2020, the frequency of hot searches on episodes has decreased significantly, and the amount of entertainment has dropped sharply at a high level. The current situation of marketing companies is the most direct evidence, some insiders said last year that the daily operating costs of 30,000-100,000, 3 months of non-start has the risk of bankruptcy.
On the one hand, the shooting stopped, the drama was reduced and postponed, and the projects served by the publicity and marketing company were relatively reduced, of course, there was still a chance to reverse this situation, but the key was that after the hustle and bustle of film and television marketing in recent years, netizens no longer bought it, and some bad drama marketing was more than word of mouth.
Not long ago, "Has the level of domestic dramas regressed?" The topic is on Weibo's hot search, and the total number of readers has now reached 350 million. "If a 60-point TV series is well marketed, the reputation can reach 70 points or even 80 points, but if the drama is 59 points and is failed, it is impossible to add 1 point through marketing." Li Haiying, CEO of Bole Tianhai, said helplessly.
It is no accident that film and television marketing suddenly goes out of the way, a market serving the upstream industry, once it is separated from the original comfortable environment, will inevitably stage an out-of-control plot.
Big productions are struggling, small costs are booming?
Before the cold winter, big productions are everywhere, although capital has kidnapped the film and television circle to a certain extent, but it has also given the industry a steady stream of confidence, the script is brainless, the actors pull across this does not matter, capital wants to harvest, can only willingly smash the wallet to the entire industry.
In 2012, the cost of "Zhen Huan Biography" was 70 million, and in 2015, the cost of filming "Flowers and Bones" exceeded 100 million, and the subsequent "Legend of Wu Meiniang" and "The Legend of Mi Yue" directly soared to 300 million, and by 2017, the cost of several star dramas was rarely less than 300 million, and in just five years, the investment cost of the film and television industry increased by more than five times.
Whether the drama is good or not is one thing, as if there is no hundreds of millions of investment overnight, even the edge of the film and television industry can not be close, at that time the industry has a natural sense of superiority, not lack of money is the consensus.
The same is true in terms of movies, there was a period of time when domestic movies burned money madly, the production cost of "The Great Wall" was about 800 million yuan, "Wolf Totem" was 700 million yuan, "Jinling Thirteen Chao" and "Chibi" were about 600 million yuan, "The King of Kung Fu" was about 500 million yuan, "Mermaid" was 300 million yuan... Although before the salary restriction order, the cost of actors was a part of the production expenditure that could not be ignored, but other costs were also high, such as the 330 million yuan "Magic City", whose costumes, makeup, props, and special effects accounted for 60%.
Looking at the global film and television industry, big production seems to be the mainstream. Hollywood data analysis shows that in the 10 years from 1995 to 2004, there were 60 Hollywood movies that cost more than $100 million, and in the 11 years from 2005 to 2015, the number surged to 197, and the average total cost of 29 blockbusters with a cost of more than $100 million reached $417 million.
But the risk of high cost is too great, in recent years, examples of losing money abound, "Asura" cost 750 million, the result of the film three days of release box office but less than 50 million directly withdrawn. "European Raiders" cost 300 million, box office 150 million, lost 200 million, the impetuous atmosphere of the film and television industry finally forced capital to calm down, not to mention that after 2020, offline theaters are deserted.
Of course, can not go to the cinema film can also be the cinema network to save themselves, but now the big production of what to do from the people think deeply, after all, the entire long video platform itself is difficult to protect, iQiyi took the lead in breaking the tail to survive, layoffs accounted for 20%-40% of the total, there are rumors that iQiyi is facing serious cash flow problems, at the end of this year, the account may only have 5 billion yuan in cash, these money is not even enough for a year of operation.
The former gold panning land eventually became a white bone cave. In the past two years, film and television companies have carried out goodwill impairment, adjustment of bad debts and divestiture of non-performing assets, capital preservation winter is a humble and luxurious dream in the industry, and the era of flowing money has become a thing of the past.
As a result, short dramas, small costs and high-yield sweet pet dramas slowly appeared, following the kuaishou vibrato, Aiyouteng's short drama plan can not wait to be put on the agenda, at the end of 2020, Tencent Weishi announced the official launch of "micro-drama", Mango TV followed by the launch of the short drama brand "DaMang Short Drama", from August 1 this year, Youku upgraded the new model of short drama accounting.
Capital from the high card division lineup to the more explosive sweet pet drama, Yien data show that the number of sweet pet dramas broadcast from 38 in 2018 to 95 in 2020, this year is expected to be more than 90 broadcasts. Youku, iQiyi, and Mango TV have launched the Pet Theater, the Love Theater, and the Heartbeat Theater respectively...
The mature film and television market is collapsing, although it is incredible, but from a longer-term perspective, this state will continue for a long time, after all, large-scale productions and high-quality works have always been in a low-frequency state, winter is coming, and hard injuries are exposed.
The Tao is always reasonable, and has used the name Crooked Dao, the Internet and the new media in the science and technology circle. The WeChat public account of the same name: Dao always has a reason (daotmt). This article is an original article, and any form of reproduction without retaining the author's relevant information is not retained.