Research on Profit Model of Microfilm in the New Media Era

Research on Profit Model of Microfilm in the New Media Era

Abstract: As a product of the new media era, the appearance of microfilm broke the old film industry chain and represented a development direction of the future cultural industry. However, for the current domestic microfilm market, how to establish a complete system of approval, supervision, promotion and tasting as soon as possible and improve the copyright awareness and market feedback awareness of excellent microfilm works is the focus of our thinking and research.

Keywords: New Media Microfilm Profitability

Abstract: As a product of the new media era, the appearance of microfilm broke the old film industry chain and represented the development direction of the future cultural industry. However, how to establish a system of examination and approval, supervision, promotion and tasting as soon as possible, improve copyright awareness and market awareness, and feed back excellent microfilms in the current China microfilm market is a problem that we need to think and study.

Keywords: New Media Microfilm Profitability

Nowadays, many people start to read electronic newspapers on their mobile phones, listen to radio online on the Internet, watch mobile TV programs on buses, and use Weibo and WeChat for information interaction and interpersonal communication. Compared with traditional media, information can cover any corner of the earth in an instant. What do people call these new media forms? New media? . In the field of traditional film, influenced by it, a new film and television art-microfilm came into being. Today, whether you open major portals, log on to various video platforms, or check Baidu and Google, you can see all kinds of micro-movies.

There are many works of microfilm, but there are too few successful cases. In fact, in the overwhelming microfilm works on the Internet, it is rare to really achieve good results and gain benefits. Most of the works were quickly lost as soon as they were released, little known, and some were short-lived Many individual studios or small production companies spend money to shoot a work, and the result is often that the stone sinks into the sea and the blood is gone. These are not only a waste of material resources, but also indirectly lead to the brain drain of microfilm talents, laying a hidden danger for the future development of microfilm. Behind the outbreak of microfilm in China, the profit model of microfilm is still being explored, which deserves our deep consideration.

1. Profitability Analysis of Microfilms

1. 1 grassroots microfilm is difficult to make a profit.

This is the best experience for micro-film students from grassroots. The author visited several graduates majoring in film and television editing and directing in the journalism department of a university in Henan Province. After graduation, they set up a studio, whose main job is to shoot and make wedding videos in cooperation with the wedding photo studio. Xiao Wang, one of the students said? Because I am particularly interested in making movies, I chose the major of film and television director in the university, and cooperated with my classmates to shoot a micro-film with the theme of campus love. After graduation, the microfilm studio established with several classmates has made several original microfilms and won some awards. . We cooperate with some small and medium-sized enterprises, they provide sponsorship, and we make movies for them to advertise, which also offsets most of the capital investment. But at present, there is no profitable job, so we can only make money by cooperating with the photo studio. ?

In the production of microfilm, every step such as script creation, cost prediction, team formation, actor selection, location selection, post-production and distribution needs the support of capital chain, which has also become a problem for grassroots. Although the cost of microfilm is from high to low, from millions to hundreds. But if you want to make a high-quality micro-movie, the cost must be at least tens of thousands, not counting the actor's cost. This makes grassroots microfilm extremely difficult to make a profit. In addition, the lack of marketing is also the main reason why grassroots micro-movies can't be profitable.

1.2 microfilm has not formed a market-oriented industrial chain.

At present, the business model of microfilm is relatively simple. Generally, they cooperate with video websites and advertisers and use the Internet platform to promote broadcasting. Microfilm delivery costs are not expensive, only a little or completely free. Even so, as far as microfilm itself is concerned, it is not very profitable. In particular, some original micro-movies without commercial nature can hardly maintain the cost. The reason is that the network is open and open, and the audience can browse, watch and spread it for free. In fact, this has also caused the copyright of microfilm creators to be unprotected, and losing copyright may mean extremely low profits.

In this case, microfilm found its own partner, the investment of advertisers. Cooperation with advertisers is a way of making profits. However, in the production process, it will affect the quality of microfilm more or less. Too few advertisements are implanted, businesses are dissatisfied, and too many viewers don't buy it. This degree needs to be accurately grasped. Microfilm needs development and marketization if it wants to be profitable. Microfilm can broaden cooperation areas, such as music, games and literature, and expand industry resources as much as possible. If relying on advertisers is still the only profit model, then the future of microfilm is worrying.

2. Microfilm profit model analysis

2. 1 hold various micro-film theme activities.

Youth represents the future and youth represents hope. To realize the rapid development of microfilm, we must attach importance to guiding and supporting young students to participate in microfilm creation. We can attract them into this industry by holding various microfilm activities, performing programs, exploring the future development direction of microfilm in the form of discussion, observation and discussion, and even guiding investment. On the one hand, it also resists the erosion of the artistic value of microfilm itself by over-commercialization, on the other hand, it can also rely on microfilm-related activities to make profits. By holding various microfilm competitions, awards and various microfilm festivals, such as the China International Microfilm Competition held in china network television, the aim is to promote the development of microfilm industry and explore talents for microfilm? , organized by People's Daily? The most beautiful China? National College Student Photography and Microfilm Creation Competition organized by China University Cultural and Creative Industry Alliance? China First College Student Microfilm Festival? ,? 20 13 cross-strait microfilm contest? And so on, have opened up new channels for the profitability of micro-movies.

2.2 Marriage with advertising to achieve a win-win situation

A popular sentence on the Internet can be said to hit the nail on the head: micro-movies are born in spoofs and die in advertisements. Although the audience is extremely repulsive to advertisements, too strong advertisements have also become a factor hindering the development of micro-movies. However, the dilemma of profit model forces online video and micro-film to advertise together, and with the financial support of enterprises, tailor-made advertising video clips for enterprises to promote products. Therefore, an excellent micro-film advertisement should not only attract the audience's attention on the program content and fully impress the audience, but also let the audience fully feel the brand spirit expressed by the enterprise and the corporate culture contained therein, so as to find a perfect balance between artistic creation and advertising benefits. Therefore, enterprises should focus on the audience of new media when making micro-movies; Media methods to spread the habits of target customers; The extent to which the company's existing resources support the development of new media. Commercial microfilm must find this balance. Although the essence is advertising, the content must be infectious in order to achieve a win-win situation.

2.3 Create a micro-film industry chain

Because it is extremely unlikely that microfilm will profit from copyright, and excessive reliance on advertising will affect the quality, it is necessary for microfilm to develop and make profits through industrialized operation and build an industrial chain belonging to microfilm itself and its surroundings. Take old boys as an example. After the film was a great success, the touching theme song "old boys" sung by Chopsticks Brothers in the film also met the audience in the form of a single, winning the download champion and high sales. The micro-film Love Again tells a pure love story. The beautiful scenery and exotic customs of Bali, Indonesia shown in the film left a deep impression on the audience, and many people said that they must travel after watching it. This means that microfilm is fully capable of broadening its profit channels in music and tourism. In addition, microfilm can be more closely integrated with people's daily life, such as the development of cosmetics, food, home, real estate and other fields. In addition, micro-movies can be made into video materials for distribution, so there are more ways to make profits. You can also try to cooperate with TV media to realize copyright profit.

2.4 Explore the user payment model

According to statistics, the mobile video market revenue in 20 10 is 7 10/00000 yuan and 201600000 yuan, and it is expected to reach1165433 in 20 13 years. For video operators, with the increase of mobile video users and the improvement of users' willingness to pay, the profit ultimately depends on users' payment. Because most mobile phone users use fragmented time, microfilm, as an important content of mobile video, will undoubtedly gain huge profit space from this rapidly developing industry.

On 20 12, Wang Zhonglei, President of Huayi Brothers, announced at the Shanghai International Film Festival that he had reached a strategic cooperation with China Telecom to jointly establish? Micro-movies and micro-dramas? Channel, the two sides will focus on building the largest payment in China? Micro-movies and micro-dramas? For the distribution platform, Huayi Brothers is exclusively responsible for the operation and management of the platform, the introduction of content providers and marketing planning. The platform will provide micro-film and micro-drama video services for China Telecom Tianyi mobile phone users and broadband users.

These measures have pointed out a new profit model for microfilm producers and video websites, which may be beneficial to the future. Microfilm? The business model of the industry has a significant impact. However, at this stage, the author thinks that it is not optimistic to develop microfilm by paying mode, and it is also worth discussing whether the charging mode will set off a wave of reform in the complex domestic microfilm market. For ordinary consumers, the free and charged models are naturally their most concerned issues. Perhaps in the near future, micro-film payment will also be a good means of profit, but at present, this means is not mature enough, and there are still many places to explore.

summary

As a manifestation of audio-visual art in the new media era, microfilm has broad prospects. Although the industrial chain construction of microfilm has yet to be improved and developed, its strong vitality and profit prospects should not be underestimated. For the current microfilm market in China, it is imperative to establish a complete system of examination, approval, supervision, promotion and tasting as soon as possible, and improve the copyright awareness and market feedback awareness of excellent microfilm works, which is an urgent task for the microfilm industry in China to continue to flourish.

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