On January 31, iQIYI held a media exchange meeting for action movies "Action Master Season". At the scene, representatives of the iQIYI platform exchanged and shared the content type operation strategy, the idea of building the "Action Master Season" label, the online market performance of action movies and the willingness of action talents to cooperate, and discussed the creation status and development direction of action films with the main creative representatives of the four films "Blocking the Horse and Grabbing the Knife", "No One in the Eyes 2", "Fighting Evil" and "Strange Knife".
Yang Haitao, senior vice president of iQIYI, took "Fog Theater" as an example in his sharing to introduce the logic of the platform's content-based operation. He said that there are three main reasons for the success of "Fog Theater": the first is stylization, choosing a suspense track with a large audience, ensuring a large user base and attention. The second is high-quality content, from screenwriters, directors, to actors, the platform joins hands with outstanding creative talents in the industry to jointly create high-quality content. The third is serialization, in order to build a brand, the selected content will be released more intensively to form a series of content. "Just like our concentrated launch of the 'Action Master Season' label this time, it can also allow users to have a strong perception of action movies. And then through the operation of the brand perspective, the audience is deeply impressed. He said.
Yang Haitao, senior vice president of iQIYI
Talking about the launch of the "Action Master Season" film label, Yang Haitao said that this is based on actual platform user consumption insights. From the perspective of user portraits, male users contribute more than 60% of the playback time to iQiyi's film business, belonging to the mainstream user group of movie consumption, and have a certain preference for action movies. From the perspective of the ranking of member playback time, among the top 20 movies with the highest membership playback time of 30 days of film, action films account for 40%. Judging from the performance of paid subscriptions by users of cloud cinema movies in 2023, the number of subscriptions for action films accounts for 91% of all films.
At the scene, Song Jia, vice president of iQIYI, further shared the overview of the action movie market, online consumption performance and the vision of platform cooperation. She said that since iQiyi changed the online movie account sharing model to "account sharing according to the length of the ladder" on January 1, 2024, the online movie "Suit Thug", which was launched exclusively on January 18 and has action elements, has performed well: "On the 9th day of launch, it broke through the broadcast time of the first ladder, and now it is divided according to the unit price of the second ladder, and it is expected that the 180-day sharing time can exceed 10 million hours, reaching a sharing ladder of 3 yuan." Therefore, online users do prefer films with action elements. ”
Song Jia, vice president of iQIYI
In addition, iQIYI will continue to make efforts in the future"Action Master Season" film label, Song Jia said: "We have always invested a lot in cloud cinema action movies, and the cooperation model is flexible and complete, self-made, customized, and investment can be cooperated." At the same time, we also have an open, transparent, and creative account-sharing model. In addition, we will continue to dig deep into the development and planning of action films, bring more good works to the audience, fill the gap of domestic action movies in the current cinema market, and help Chinese action movies regain their glory. ”
At the exchange meeting, Wu Yue, producer and producer of "Blocking the Horse and Capturing the Knife", Wei Junzi, chief producer of "No One in My Eyes 2", Hao Dong, chief producer of "Fighting Evil", and Li Daozhong, executive producer of "Strange Knife", also shared their experience in film creation and more thoughts on the development of action movies.
Wu Yue believes that iQIYI's launch of the "Action Master Season" is a very good platform decision, and he is very grateful to the platform for its firm cultivation of action newcomers and trust in partners. As the first film of the "Action Master Season" to be launched, "Blocking the Horse and Catching the Sword" hopes to bring new vitality to traditional IP and classic genres at the creative level, realize the multi-dimensional innovation of "martial arts +", integrate action martial arts, opera adaptation, comedy elements and other key points to make a different splendor, and demonstrate the self-confidence of Chinese culture with the new martial arts of national style. At the same time, Wu Yue said that he has been cooperating with new action directors, action teams, as well as young martial arts instructors and martial arts practitioners, and is committed to creating a new force for action movies.
Wu Yue, producer and producer of "Blocking the Horse and Grabbing the Knife".
Wei Junzi revealed that "No One in My Eyes 2" is a series of character movies, not a sequel in the traditional sense, each part of the series is the same character, but there will be a new story and a new journey. At the same time, he shared three principles for creating the "No One in Sight" series of movies: "The first is to do extraordinary martial arts, not to use slow motion in action scenes, but to use real action actors. The second is to create non-traditional heroes, in addition to physical defects, the blind man in "No One in His Eyes" has physical defects, and his own personality is also a person who does not talk much, and he will run if he can't beat a master. The third is to be able to express the emotions and emotions of the moment, we realize that everyone needs to have heroes around us who can hoe the strong and help the weak, so we grasp this resonance and shoot it for the current audience. ”
"No One in My Eyes 2" chief producer Wei Junzi
When talking about how to deal with the changes in the audience's taste and demand for action movies, Hao Dong believes that commercial films need to be responsible for the audience's entertainment interests, and the action genre is a very large content sector, which needs to continue to provide new tricks and improve entertainment at the level of creation, shooting, and post-production. Li Daozhong said that whether it is an action movie or other genres, the final victory over the audience is still the most basic content quality, you need to make a solid script first, and shoot the martial arts scene when making action movies, and if you can burst out a little innovation in the creation, it will be recognized by the audience.
"Fighting Evil" chief producer Hao Dong (middle), "Strange Knife" executive producer Li Daozhong (right)
At present, iQIYI's "Action Master Season" has a "Blocking the Horse and Snatching the Knife" online, which is being screened exclusively in the cloud theater. The Spring Festival file will also be launched one after another the martial arts action film "No One in My Eyes 2" starring Xie Miao and Yang Enyou, and the modern crime "Evil Hunting" starring Xie Miao and An Zhijie. In the follow-up, "Strange Knife" starring Zhang Jin, Xia Meng, Geng Le, and Jiang Luxia will soon meet the audience, so stay tuned.
Article source: Full of dry goods | iQIYI held a media exchange meeting of "Action Master Season" to share content type-based operation strategies, and the main creators of the four films revealed the behind-the-scenes creation