Author / A pen
White Colt Crosses the Gap The sun is shining.
It's that time of year again, the first chapter of the entertainment industry editorial department's (ID: yulechanye) annual inventory focuses on "online movies".
According to the lighthouse data, the overall situation of online movies in 2021 as of December 27: 473 new online movies on the whole network, 62 broke 10 million; 16 broke 20 million, with a cumulative box office of 458 million. "The Legend of the Hunter of Xing'anling" ranked in the top 1 with a box office of 44.49 million, followed by "Endless Storm", "Blood and Nameless River", "Tough Guy Gun God" and "Yellow Skin Tomb" with 33.631 million, 33.558 million, 33.195 million and 31.902 million respectively.
This performance is slightly lower than last year. But there is one thing to say, in the overall film and television environment, the development of online movies in 2021 is still relatively stable. Putting aside the data, the favorable changes in the two dimensions of the film in terms of genre and word of mouth are worth examining. In the eighth year of the birth of online movies, the status of the production companies on the pyramid in the past, whether (is) changing is also the core of this article's inventory.
Web movies this year
The accounting is stable, the theme is diverse, and the quality speaks
Let's first look at a set of figurative data:
The world is bustling, all for profit; the world is bustling, all are for profit. Digital nature is the first reference to reflect the public eye to clarify the development trend of the industry this year. It is not difficult to see from the table that in 2021, more than 60 films will exceed 10 million, and then upwards, the number of 20 million and 30 million corresponds to 16 and 7 respectively; as of now, the first flower at the box office this year has fallen into "The Legend of the Hunter of Xing'anling" (box office 44.49 million, Douban score 5.9, opening score 6.3). In terms of business and word of mouth, "The Legend of the Hunter of Xing'anling" is the best box office champion in the past.
Time flashback to April this year, "The Legend of the Hunter of Xing'anling" grossed 5.574 million on the first day of its launch, setting a record for the highest box office on the first day in the history of online movies. It broke through 10 million in two days and 30 million in eight days, and finally won more than 40 million box office, with a surge in box office and stable reputation. At that time, the emergence of "The Legend of the Hunter of Xing'anling" successfully injected a shot in the arm into the industry.
The "Endless Storm", which was launched the following month, starred Chen Xiaochun, Tang Zhenye and others, with a box office of 33.631 million, and continued to perform well, ranking second in the list; "Blood and Nameless River", which was launched in the first half of the same year, ranked third in the list with 33.558 million; and later, "Tough Guy Gun God", "Yellow Skin Tomb", "White Snake: Love Robbery", "Restarting a Snake Bone Buddha", "Siping Police Peak Moment", "New Truant Weilong", "Ji Xing GaoZhao", "Sweeping Black Hero", "Restarting the Earth" And other films have joined the 2021 online movie million box office club.
From the perspective of genre, it is more diversified and at the same time focuses on vertical creation. Among the 62 films with accounts exceeding 10 million, in addition to the fantasy (10 films), action (26 films), and adventures (12 films) common in the online film industry, this year's comedy (12 films), suspense (11 films), historical wars (4 films), crime (6 films) and other genre films have risen by tens of millions; films derived from IP such as "Siping Police Affairs Peak Moment" and "The Lucky Luck of the Son-in-law" have also achieved good performance.
Based on the word-of-mouth dimension, compared with the top 10 projects in the annual list in the past three years, there are 2 Douban super 6.0 films in 2021, and only 1 film with more than 6.0 points in 2020 and 2019. Among them, the "Legend of The Hunter of Xing'anling" with good integration of business and word of mouth, and the "Tough Guy Gun God" with the first score of 8.3 points in the 2021 Chinese film Douban once set off a wave of online movie word-of-mouth. Well, it is not difficult to see that "word-of-mouth-driven box office" is being practiced in online movies.
It is true that "improving quality and reducing quantity" is still an important issue for online movies in 2021. This year, with Aiyouteng as the mainstay, the platform is upgraded regularly and irregularly for online movie sub-accounts, ratings, etc., and the level of online movie marketing is also being upgraded; this year, the platform still encourages the creation of small and beautiful stories, and another industrial phenomenon is that the number of online movies broadcast on the platform has become larger.
It is clear that after more than seven years of development, online movies have completely entered the era of speaking with quality.
Head Production Company War: Who Outperformed Whom?
After growing from scratch, from barbaric growth to orderly growth to an indispensable part of the current Chinese film, under the situation that digital and word-of-mouth are mutually beneficial, entertainment sir believes that online movies still have room for imagination.
The reduction in numbers is not terrible, to a large extent, it is a necessary process for the development of any new industry. Where there is development, there will be changes, and if some people leave the market, some people will compete for the lead. Entertainment sir is also curious, the head companies of the Network Movie (Taomeng, Yingmei, New Set, Strange Trees and Fish, etc.) are still standing at the tip of the pyramid as always? Rabbit hole culture, Wu Dao Nanlai and other latecomers have surpassed?
Take 2018 as a watershed. Prior to this, Taomeng, Yingmei, the new set, and the strange tree with fish can be called four-legged. At that time, the popularity and controversy brought about by the nearly 200 million plays of "Taoist Out of the Mountain" in the early years of Taomeng pushed the internet university and Taomeng to the cusp of the industry; then " Fighting Buddha" became the first film of the network to break the 20 million points account, further consolidating the head position of Taomeng in the network university. As a little later into the network of Qishu, new studio, Yingmei, etc. also with good results with the same to belong to the first echelon of the industry.
In the following years, the online film industry has undergone policies and platform norms, and new and old production companies have also opened a round of reshuffle. Like rabbit hole culture, Wudao Nanlai, etc. belong to the latecomers. The latter Wu Daonan is not new, its founder Liu Zhaohui (gherkin) was first the co-founder of Qishu Youyu, VP Liu Zhaohui, who has helped "Pen Immortal vs Zhenzi" and "Shenbi Ma Liang" and other networks to achieve good accounts. Last year, the online movie "Ghost of Qiannu: Human Love" produced by WuDaonanlai once again opened up a new situation for online movie marketing at a cost of 1:1 and marketing investment, and finally the film won 50.766 million at the box office.
In 2018 and 2019, rabbit hole culture closely followed the market to launch online movies such as "Monsters", "Fu Fox", "Wuling Drift of the Town Car God", and entered the industry in a low-key manner. After two years of market exploration, the rabbit hole culture began to exert its strength and quickly broke out of the siege. In 2020, films such as "There is a Good Place in the Tree" and "Raid • Tunnel Warfare" were launched, with diverse themes, good productions, and distinct original styles; in the top 5 online movies in 2021, rabbit hole culture occupied 2 seats: a main film "The Legend of the Hunter of Xing'anling" (44.49 million), and a co-produced film "Tough Guy Gun God" (33.195 million).
Business goes hand in hand with word of mouth. Among them, the box office first "The Legend of Xing'anling Hunter" Douban scored 6.3, and "Tough Guy Gun God" is the honor of high score Xiti 2021 annual network movie word of mouth. It is worth mentioning that in 2021, the rabbit hole culture accounted for 7% of the total box office of the network movie breaking 10 million, which is close to the proportion of the head film; in the top 10 of the online movie box office in 2021, the rabbit hole culture has accumulated 77.65 million with the cumulative box office of the two listed films, squeezing into the box office top5 of the annual production company of the 2021 network movie. It is clear that the latecomer rabbit hole culture has successfully broken through the online movie track.
Looking further, the annual sub-account top 10 has accumulated a box office of 321.7 million. Among them, there are 2 rabbit hole cultures, with a cumulative box office of 776.85 billion, accounting for 24.15% of the total box office of the top 10; 1 film, with a cumulative box office of 33.558 million, accounting for 10.43%; 3 new sets, with a cumulative box office of 86.838 million, accounting for 26.99%; 1 fish in Qishu, with a cumulative box office of 30.927 million, accounting for 9.61%. Unfortunately, there is no Taomeng figure in this year's top 10 accounts; in addition, there are more names of traditional film and television companies such as Film Andy World, Wanda Film and Television, and Nanpai Interactive Entertainment.
Looking at the essence through the phenomenon, behind the eye-catching achievements, the content ecological framework of both business and innovation in the selection of rabbit hole culture and the integration of "production and publicity" has slowly surfaced. It is understood that today, the rabbit hole culture has formed a complete and sustainable use of the system and publicity process.
That is, during the development period, the main creative team will synchronously plan the overall production and publicity path, and the multi-party team will give the project scientific production and accurate marketing strategy reference through full-cycle continuous market analysis and rational judgment; the selection of the schedule is as close as possible to the multi-dimensional judgment of the film type, content, and films in the same period. Looking back at the 2021 sub-account Top 1 "The Legend of the Hunter of Xing'anling" (as of December 27), its multi-dimensional judgment such as theme selection, content production, schedule, and marketing promotion can be described as indispensable.
Content and people are the underpinnings of rabbit hole culture to become a new head online movie player. As a youth label focusing on online movies under Naifei, it not only has great expansion and innovation capabilities, but also inherits the original intention of "making good stories into good works".
In terms of teamwork, the rabbit hole culture dares to discover and trust, and has established a good and in-depth cooperative relationship with the industry's leading production team and talents. For example, the Xiang brothers ("Raid • Tunnel Warfare"), Liu Xuandi ("The Legend of the Hunter of Xing'anling"), Hu Guohan ("Tough Guy Gun God"), etc., not only for the common costumes, fantasy and other themes of deep cultivation, but also actively try new types of films, unique material selection vision with professional and talented team, rabbit hole culture and partners, with the platform, and the audience to form a win-win, win-win situation.
above. In the view of entertainment sir, this is the core competitiveness of rabbit hole culture among the front-line teams of the online movie track, and it is also the correct result after being tested by time and achievement.
summary
The flow of water competes for the lead, relying on gushing. Whether it is the forerunner or the latecomer, they are both competitive and peer-to-peer. It is gratifying that they are all working together to make a footnote to the development and changes of the online film industry.
Looking at it another way, the increase in head companies such as new sets, rabbit hole culture, Yingmei, Odd Tree Fish, Taomeng, and Wudao Nanlai (in no particular order) just shows that the industry is still moving forward. Previously, we sorted out the list of online movies in 2022: "Qimen Dunjia 2", "Art Teacher's Sheep Herding Class", "Summer Bones", "Ylang Love Story", "Five Heroes of Wolf's Tooth Mountain", "Little Station Police" and many other films worth looking forward to. 2021 has entered the countdown, Vientiane is updated, and the entertainment industry editorial department congratulates everyone and wishes the online film industry a bright future.
Ps: We would like to thank [Lighthouse] for the professional data provided.