iQIYI online movie box office in 2021
According to the data, as of the end of August, iQiyi has launched a total of 117 online movies this year, of which 22 have exceeded 10 million at the box office, 3 have exceeded 20 million at the box office, and the military-themed movie "Blood and Nameless River" has occupied the top position, with a box office of more than 31.53 million.
From January to August 2021, iQIYI's account exceeded 10 million films
(Note: iQiyi's list of 117 films is at the end of the article)
The chart shows that the box office exceeded 10 million films covering military, action, fantasy, comedy, thriller, disaster and other themes. Among them, the top of the list is the main theme movie "Blood Nameless River" starring Li Dongxue, Ren Amano and Zhang Guangbei.
The film takes the War to Resist US Aggression and Aid Korea as the background of the story, and tells the story of the heroic battle of the Chinese People's Volunteer Army and the great victory of the War to Resist US Aggression and Aid Korea. On the first day of iQIYI's launch, the box office was 4.57 million, the highest popularity in the station reached 7521, and by the end of August, the box office exceeded 31 million, becoming the top 1 in the box office list of iQIYI's online movies.
As a support project of the State Administration of Radio and Television 'Network Audio-visual Program Creation and Dissemination Project', the film was selected as a major theme of the State Administration of Radio and Television and the "Chinese Model" series of the Beijing Municipal Radio and Television Bureau. From the perspective of industry significance, "Blood and Nameless River" fills the gap in the military theme of online movies and is a benchmark work.
From January to August 2021, iQIYI films were launched
(The number of films launched in each month / the number of films exceeding 10 million at the box office)
Judging from the launch of each month, a small peak of online movie launches was created in January and February, with 25 and 28 online movies online respectively, and stable at about 10 from March to August. However, for the online film industry, its lifeblood has never been the number of films, but the number of high-quality films. As can be seen from the chart, although the number of films released in March and April is not much, the proportion of films exceeding 10 million is the highest.
From the perspective of themes, in addition to the rise of the main theme of the film, in other films on the list, action, fantasy, comedy themes are still the main force. For example, "Sweeping Black Ying Female", co-produced by the Press and Publicity Bureau of the Ministry of Public Security and the China Filmmakers Association, starring Tang Xu and Zhang Yi; "The Xiang Brothers, QiShu Youyu and Rui Yi Film and Television", and he Hua starred in the fantasy love network movie "White Snake: Love Robbery"; "Xinli Film, Tencent Pictures, Beijing iQiyi Technology" and Liu Guanlin starred in "Ji Xing Gao Zhao".
It is worth noting that in the first half of the year, the films that broke through the tens of millions of accounts on the whole network were mainly concentrated between 10 million and 20 million, and only 2 of them exceeded 30 million. Apparently, the platform has taken notice of this problem and has been looking for a breakthrough. Among them, iQIYI has carried out the following strategic layouts
1. Pay attention to the needs of users and lay out six major tracks
iQIYI's films will focus on three directions: genre, rhythm and emotional resonance. Movies are cultural products, and the entertainment attributes of the genre films themselves will be more clear; in the choice of film themes, it is necessary to conform to the audience's aesthetics and achieve emotional resonance with the audience, especially young audiences. At the same time, in terms of crowd attention, take into account the preferences of online and offline audiences.
——IQIYI Pictures President Yaning
The 2021 iQIYI World Congress film list is released
On May 13, the 2021 iQIYI World Congress "China Film New Future Industry Forum" released more than 30 iQIYI film works, selecting six major content tracks such as the arc of the times, the hardcore of all employees, the oriental classic, the youth without regrets, the happiness first, and the fantastic ideas (corresponding to the themes of war history, action adventure, action fantasy, love plot, comedy plot, and fantasy legend), and a number of drama comic film linkage films under the IP commercial cooperation mode of "one fish and more eating".
iQIYI's track arrangement is "steady and changeable": first, further deepening on the familiar track, using years of accumulated experience and resources, superimposing new tipping points, and secondly, on the new track, boldly trying and breaking through in terms of theme and style, and striving to meet the audience's multi-dimensional viewing needs.
2. Join hands with well-known filmmakers,
Launch of "Online Film Strategic Cooperation Plan"
The "Mars Project" cooperated by iQIYI and director Ning Hao marks the beginning of a new plan of iQIYI: holding hands with Ning Hao, Rao Xiaozhi, Lu Yang and other senior directors to open the "Online Film Strategic Cooperation Plan".
Over the next 3-5 years, the platform will work with professionals in these industries to support young filmmakers and talented creators. For newcomers to film creation, this is a valuable opportunity to quickly "learn art" based on practical projects; for senior filmmakers, testing the waters "lightly" in the field of online movies may usher in a new burst of creative inspiration and a closer approach to the new audience market; and for iQiyi, which is committed to serving the creation of filmmakers, encouraging and cultivating talents is also the most favorable "reserve backing" for their own original content. The "Online Film Strategic Cooperation Plan" is a silhouette of iQIYI's pursuit of diversified innovation based on high-quality content.
3. Open up new overseas tracks
After years of efforts, iQIYI has successfully expanded its rich distribution channels in many countries and regions around the world, such as South Korea's IPTV system providerS KT, SK, LG, Japan's audio-visual product distribution, Vietnam's streaming media telecommunications platform, Malaysia's ASTRO HD TV channels, etc.
At the same time, through iQIYI's overseas distribution, a number of high-quality online movies have been broadcast on international movie channels. In particular, since the outbreak of the epidemic at the beginning of last year, the overseas distribution of iQIYI's online movies has bucked the trend at a time when the global film industry is shrinking and sluggish, and exports in Japan, Thailand and North America have increased by 50% year-on-year. Overseas film distribution channels have gradually generated a stable content demand for "Made in China" online movies.
At the same time, different overseas markets present different audience preferences. The Korean market is deeply influenced by the martial arts Hong Kong films of the 1980s and 1990s, such as "Huang Feihong's Heroes of the North and South", "The Legend of Shushan Descending Demons", "The Legend of the White-Haired Witch", "Di Renjie" series and other martial arts or classic IP films performed well in South Korea.
Poster of the Korean version of "The Legend of the White-Haired Witch"
In addition to the same preference for Chinese martial arts films, the Japanese market also prefers fantasy, monsters, horror and other genre films, such as "Giant Crocodile Island", "Qimen Dunjia", "Mr. Supreme" and so on.
Poster of the Japanese version of "Qimen Dunjia"
With the rapid development of China's film and television industry, high-quality content continues to go abroad, exuding the charm and international influence of Asian culture. With the help of iQIYI's overseas market layout, online movies have performed well in the international market: As of the first half of 2021, in the past five and a half years, more than 200 online movies have been sent overseas through iQIYI, covering more than 130 countries and regions such as Japan, South Korea, Mongolia, ten southeast Asian countries, India, Sri Lanka, the United States, and Canada. iQIYI is relying on the continuous innovation and quality presentation of film and television content, recognized by more and more overseas content buyers, continuing to export high-quality content to the international market, and jointly expanding broader distribution channels for online film partners.
4. Changes in platform policies
The cooperation model has been fully upgraded and the accounting rules have been updated again
At the beginning of the year, iQIYI made a new upgrade to the online film cooperation model, further optimizing the sub-account model, grading unit price, resource promotion and other aspects. One of the biggest changes is the addition of S-class and A+ and the introduction of a single-film pay model for S-rated films. At the same time, in addition to the proportional division of S-level films participating in the PVOD mode, they will obtain the platform joint marketing qualification and obtain the publicity resources of cinema-level films; in addition, the content of A+ and B-level projects has been divided into larger divisions per unit price, which have been increased to 3 yuan and reduced to 1 yuan respectively.
Subscriber on Demand Split Mode (PVOD):
Online movies that meet the user's on-demand sharing mode are films rated as S, and have the opportunity to enter iQIYI Super Cinema, and the platform will recommend the films to users with greater efforts. The final pricing, member discount, and share ratio are subject to the final business negotiation result depending on the specific circumstances of the film project.
Member viewing sub-account mode + advertising sub-account mode (SVOD+AVOD):
It is determined by the effective paid on-demand volume of the film and the content sub-bill price, and the content sub-bill price is subject to the final content evaluation and grading, corresponding to the film with A+, A, and B ratings. The partner can query the sub-account income through the iQIYI account background.
1) Films that apply for exclusive cooperation and pass the exclusive cooperation related review are divided into A+ and A categories, the platform opens the simulcast mode, and the sub-bill price in the simulcast mode is adjusted accordingly, subject to the final business negotiation result;
2) B-grade films, the platform also opens the simulcast mode, and the sub-bill price remains unchanged in the co-broadcast mode;
3) After the end of the film accounting cycle and enters the free period, iQIYI will distribute the revenue generated by the platform's advertisement on the film with the partner for advertising.
Advertising revenue = advertising revenue brought by the content * proportion of accounting
Advertising sub-account ratio: 70% for exclusive online movies and 50% for non-exclusive online movies
The platform side will apply the PVOD model to the field of online movies, in the short term, it will provide a higher revenue possibility for the head creators, and in the long run, the further opening of the revenue space based on user demand sharing will also establish a more considerable income and creation closed loop for the online movie producers.
Under the new accounting rules, the industry and the audience will put forward higher requirements for film creators, and the threshold will be higher and higher if they want to make a blockbuster movie that breaks the circle. But at the same time, as an incremental choice for online movie distribution, the single-film payment model can discover more valuable good movies, let good content be released more, realize more paths to monetization, and also let the movies that come out of the real network cinema line be respected by the whole industry.
epilogue
The development of online movies for many years, through the benign guidance of the platform, the continuous efforts of the industry: online movies deeply cultivate the audience market, upgrade talent/project reserves, and complete the deepening step by step. With the in-depth cultivation of user payment habits and the influx of more creative forces, the single-film payment model has been applied to the field of online movies, making excellent creators more confident and determined in the online movie market. As far as online movies are concerned, the breakthrough at the PVOD model level will inevitably attract more high-quality films to enter the game, and as a large online platform such as iQiyi, it is even more necessary to recognize the industry trend and its own positioning, polish the works with the heart of a craftsman, and make its own efforts for the quality of online movies.
(Note: Some of the materials in this article refer to the public content from the Internet.) ）
Attached: 117 online movies launched by iQIYI from January to August 2021 (film list)