Tencent Video's online Spring Festival file relied on the reserve of differentiated themes and the intensive and uninterrupted broadcast operation during the entire New Year, which contributed to a round of peak experience of online scheduled movie viewing.
Author | Wang Shanshan
"It's fun!"
"The two best actors have gotten together, and they are burning!"
"Online movies should take the high-quality route. 」
On February 12, the third day of the Lunar New Year, the online movie "Fighting Evil" was launched on Tencent Video. The film gathers two martial arts stars, An Zhijie and Xie Miao, and tells a duel between good and evil. With a wonderful plot and fist-to-flesh action scenes, "Fighting Evil" quickly became a dark horse for hardcore action movies in the New Year, and the total paid box office of a single film exceeded 3.09 million on the first day of its cloud debut.
The success of "Fighting Evil" reflects the audience's thirst for high-quality online movies, and also reflects the hot occasion of Tencent Video's online Spring Festival files. During the Spring Festival, people not only go to the cinema, but also enjoy the feast of wonderful movies at home.
From February 1 to February 25, Tencent Video gathered diversified content such as cinema blockbusters and high-quality online movies, bringing audiences a variety of viewing options. Audiences who like big productions and top lineups can enjoy the latest theatrical movies "The Three Teams", "The Annual Meeting Can't Stop", "If You Are Honest Do Not Disturb 3" and so on. Fans who like genre stories can watch "Hunt for Evil", "The Strongest Disciple in History", "The Violent God of Wealth 5" and many other action, comedy and other quality works of different styles and tones.
It is worth mentioning that not long ago, after the online movie "Painting the Rivers and Lakes: Tiangang" was launched through the Tencent Video Cloud launch mode, it has achieved phenomenal influence. "Fighting Evil" once again verifies the feasibility and effectiveness of this model, and the cloud launch model can help high-quality content achieve good commercial returns, opening up a new path for the development of online movies.
1. "Fighting Evil" became a dark horse for the Spring Festival
"As a fan of the action genre, this is my favorite movie I saw during the Chinese New Year. A netizen commented excitedly in the comment area of "Fighting Evil".
The word-of-mouth of "Hunting Evil" reflects the audience's urgent demand for strong genre movie-watching, and also brings new inspiration to the current development of the online film industry.
As we mentioned in the past articles on the development status of the online film industry, whether it is the quality of content or the business model, the online movie track has reached a critical moment that is not broken or established. If online movies want to maintain growth, they can no longer be satisfied with the surface gimmicks of hunting for curiosity, but should continue to pursue more extreme, more distinct, and more stylized genre expressions, so as to provide audiences with a more immersive and emotionally stimulating viewing experience.
"Anti-Evil" tells the story of anti-narcotics policeman Huang Mingjin (played by Xie Miao) and "mysterious man" Wei Yunzhou (played by An Zhijie), in the process of scheming and wrestling with each other, tearing open the veil of whitewashing the city's peace, exposing the underground drug network woven by the black hands behind the scenes, and finally eradicating the darkness with the sword of justice and finally seeing the light of day. The whole film integrates elements such as hardcore genres, strong plots, and high-burning action, allowing the audience to release their emotions in a tense and exciting visual impact.
Based on its advanced insight into the development of content in the industry, in the past two or three years, Tencent Video has been deeply engaged in the hardcore action track, and has worked with many leading production teams to create a content label called "Anti-Riot Alliance". With the theme of "Sweeping Gangsters and Eliminating Evil", "Evil Must Be Eliminated", "Poison Hunting: Lightning Assault", "Death of the Ember Owl" and "Eliminating Evil: Bikers" have been launched one after another, and the market has performed well.
At the same time, as a key layout for breaking the game and innovating in the online movie track, Tencent Video's cloud launch mode has opened up a new situation for the entire online movie track. This model not only stimulates high-quality creativity for the film and television industry, but also forms a good cognitive effect on the audience.
The success of "Fighting Evil" is inseparable from the combination of high-quality content and cloud debut mode. High-quality content is the core competitiveness of films, and the cloud launch model breaks the traditional distribution model and opens up a new market space for films. On the basis of ensuring the quality of the film, the single-film payment model of the cloud cinema can directly target C-end users, bringing new growth breakthroughs to both the platform and the producer.
2. Tencent Video leads the New Year's custom of online movie viewing
During the Chinese New Year, Tencent Video's online Spring Festival file contributed to a round of online scheduled viewing experience with differentiated themes, high-quality film list reserves, and intensive and uninterrupted broadcast operations.
With the head video platform as the position, the transfer of popular cinema movies to online can continue to play a long-tail effect. The realistic murder blockbuster "Three Teams", the fantasy suspense love "Twinkle Twinkle Twinkle Star", the Chinese New Year comedy "If You Are Honest Do Not Disturb 3", the black humor of migrant workers "The Annual Meeting Can't Stop", and the suspense thriller "Hide from the Sky and Across the Sea", ...... The massive and diverse film list reserve can meet the viewing needs of a family.
In addition, the action suspense film "Breaking the War", which gathered Wu Zhenyu and Ren Dahua, was also launched on Tencent Video on February 16. This new film draws on the essence of Hong Kong film themes, not only working the plot and the authenticity of hand-to-hand combat, but also putting a lot of time and effort into visual effects photography.
In the online movie track, the long holiday schedule has always been a golden time with fierce competition. Tencent Video not only has a layout in the hardcore action genre, but also reserves a series of comedy movies in the field of popular comedy genres to meet the preferences of different audiences. Including the Northeast grassroots comedy of "Erlonghu Haoge", the comedy series of Happy Twist Team, the "Farewell to the Northeast Group" series with laughter and tears, and the absurd and funny "Rampaging God of Wealth" comedy IP.
This Spring Festival, Tencent Video launched comedy masterpieces such as "The Strongest Disciple in History", "Violent God of Wealth 5", "Diamond Robbery" and other comedy masterpieces, with different styles to meet the humorous tastes of different audiences. Based on the platform's solid content reserves, this year's online Spring Festival stalls have ushered in a significant upgrade, especially in terms of behind-the-scenes lineup, there have been more cinema-level actors, as well as a new generation of directors who have a high pursuit of content aesthetics.
As the first film of Happy Twist director Huang Cailun, "The Strongest Disciple in History" gathers a lineup of ace comedians, including Zhang Yiming and Wang Chengsi, who have starred in the comedy movie "The Richest Man in Xihong City", and Chang Yuan and Allen, who participated in many popular movies such as "Warm Embrace" and "Super Family". Blending comedy and action, the film tells the hilarious story of a private hospital doctor who accidentally participates in the "Strongest Disciple in History" training program.
The "Rampaging God of Wealth" series has accompanied the audience through five springs, summers, autumns and winters, and this year is still coming as scheduled on the fifth day of the Lunar New Year. The plot tells the story of how a boy with good fortune who was not compiled in the heavenly court went to the mortal world and opened a hilarious and fantastical way to make money.
"The Great Diamond Robbery" is directed and starred by Zhang Hao, which not only gathers the original team of Siping police, but also the joining of Tengger, Tan Qiao, and Xu Yajun has also become a major attraction, and the effect of the New Year has been doubled.
In addition to the diversified film list reserves, in terms of scheduling operation and marketing, Tencent Video has relied on the advantages of the platform to form a rich and high-quality content portfolio + precision marketing strategy of full-chain resource integration, amplifying the potential energy of the platform and effectively helping the content break the circle.
At the beginning of this year, the high-quality derivative IP "Painting Rivers and Lakes: Tiangang" supported by Tencent Video was first launched on the platform cloud, and quickly came out of the circle with excellent word-of-mouth and became a phenomenal online movie. Behind the success of the film, it is inseparable from the precise operation of film operation and publicity. In the distribution stage of the film, Tencent Video actively operated, gave full play to the advantages of the platform, and made efforts in both on-site users and off-site channels to accurately reach the target audience and help "Painting the Rivers and Lakes: Tiangang" to break the circle.
The intensive broadcast operation during this long holiday is also an important strategy for Tencent Video to improve user activity and expand brand influence. The platform can also reach the target audience in multiple dimensions through various methods such as on-site recommendation and off-site word-of-mouth fermentation.
During this year's Spring Festival, Tencent Video has brought a richer and more convenient viewing experience to the audience with rich content and innovative operation mode, and has also injected new vitality into the development of the entire industry. I believe that in the future, the online Spring Festival stalls will become more and more exciting, bringing more high-quality film works to the audience.