When the epidemic broke out in 2020, many people thought that the film and television industry had entered a long winter, but two years later, the film and television industry neither fell nor stopped, but gradually adapted to regulatory requirements and market changes, and entered a new growth stage after precipitation.
In 2021, China Film Co.Ltd(600977) box office reached a new high, mainstream gift film and television works frequently appeared in the circle, and high-quality works are still bought by the audience. The large-scale supply side reform of China's film and television market is expected to make leading companies such as Mango Excellent Media Co.Ltd(300413) , Beijing Enlight Media Co.Ltd(300251) , China Film Co.Ltd(600977) , Perfect World Co.Ltd(002624) , Zhejiang Huace Film And Tv Co.Ltd(300133) stand out. There is only one logic for the future film and television industry, that is, content is the king and continuous and high-quality production capacity supply is the king. This is not only the public secret of looking at the global film and television market, but also the spring of creators.
red melody, circle market
2021 marks the 100th anniversary of the founding of the Communist Party of China. Influenced by policy guidelines and major nodes, folk patriotic enthusiasm is high. This year, major changes have taken place in the film and television content industry. The main melody of advocating mainstream values and praising the spirit of family and country has developed rapidly, occupying the central position of the content of long video dramas.
First, at the beginning of the year, high reputation TV dramas such as the awakening age and mountain and sea situation opened the curtain of this year's high-quality gift drama. Then, a series of main melody TV dramas such as glory and dream, ideal shining on China and warm taste also became popular film and television works this year.
Different from the past, these main melody TV dramas have performed well from ratings to word-of-mouth. They have won the love of a large number of young people by strength and triggered the publicity of tap water. Taking glory and dreams as an example, the play avoids the established routine of the previous main melody in terms of rhythm and grammar, and achieves diversified narrative techniques, characterization, dramatic plot design and detailed historical presentation. The combination of thick ink and heavy color and Meticulous Brushwork not only shows the epic feeling of blood and passion, but also makes individual choices more popular, and shortens the distance with young people.
In terms of films, the situation is also similar. There are fewer overseas blockbusters released this year, and the performance of domestic films is more prominent, especially the theme films.
Recently, Changjin Lake announced to postpone its release until January 16, 2022. At present, the box office of this theme film is RMB 5.77 billion (as of December 29, 2021), and the next new year's day schedule is expected to exceed RMB 6 billion. Just this year, "Chinatown detective 3" and "Hello, Li Huanying" in the Spring Festival have also created mainland film history records. Although it is said that the supply of high-quality films determines the upper limit of the box office, the high box office of billions also makes the project profit elasticity of the film and television industry larger, adding more confidence to the recovery of the industry.
At present, China has surpassed the United States to become the largest ticket warehouse for films in the world. According to the survey of the national film administration and the film art research center, the total box office and screen number of films are the best in the world. Among them, the annual box office reached 44.84 billion, the number of screens in China reached 81317, and the scale of giant screens ranked first in the world.
In terms of variety, in view of the current market trend that "generation Z" has become the main force of audio-visual consumption, variety themes are closer to the lifestyle of young people and deeply cultivate the circle market; For example, focusing on the workplace topics concerned by young people and the new cultural trend, "we who are new to the workplace" and "Yue's efforts are more lucky" have won the favor of young groups with their distinctive characteristics.
With the popularity of mobile terminals and the rapid development of short video platforms, variety works pay more attention to the platform effect. In view of the differences in video duration and content presentation rhythm on different platforms, various types of products are developed to present the characteristics of racetrack or combination. For example, as the first short video food social entertainment in China, Yue Yunpeng and his partner Sun Yue are invited as regular guests of the program. In each issue, stars or experts are invited as flying guests to challenge food in different cities. According to the characteristics of different platforms, the variety creatively uses the combined broadcasting mode of "live + medium video + short video" to form complementarity and joint force, so as to provide more choices for the audience.
Although the content of film and television and variety shows only occupies a small part of the mass economic life, the significance behind them is very far-reaching. As an integral part of the national cultural soft power, the film and television industry should pay more attention to quality after having an arrogant market scale, think about how to really promote the healthy development of the industrial chain and offer the world's leading film and television works with the same quality for the audience.
clear the source and the content is king
This year, a South Korean TV series "squid game" produced by Naifei swept the world, and even the sugar cake in the play has become a fashionable snack in China. Behind this is the quality assurance brought by the highly industrialized production of South Korea's film and television industry, as well as the strong international promotion of Naifei.
The most important thing is that the film remuneration of the hero Li Zhengzai is no more than 15 million yuan according to media reports, while the film remuneration of the heroine is only 40000 yuan. It can be seen that overseas content production tends to pay more and more attention to scripts and acting skills. China's data-oriented and sky high traffic stars in previous years obviously do not conform to the content development trend.
The industry pointed out that at present, the content evaluation standard of broadcasting platform dominated by traffic is quietly changing, and the reform of content evaluation standard based on time length and efficiency index is imperative. The film and television industry must do a good job in content stratification and refinement, and highlight the competitive advantage of differentiation with short videos. Because when the audience opens a play, they want to experience a good story more than a pile of stars and crude scripts.
With the vigorous rectification of the regulatory authorities in recent years, the film and television industry has gradually become standardized, and the boosting effect of content on the industry has gradually appeared. The whole industry is undergoing a wave of rapid supply side reform. With the improvement of industry concentration, the cost of the industrial chain is declining rapidly.
According to the analysis of securities companies, the current valuation of media stocks is at a historical low. With the accelerated liquidation of the film and television industry and the strengthening of the industry concentration and boutique trend, the head content suppliers will greatly benefit from the trend. Leading companies such as Mango Excellent Media Co.Ltd(300413) , Perfect World Co.Ltd(002624) , Beijing Enlight Media Co.Ltd(300251) , Zhejiang Huace Film And Tv Co.Ltd(300133) are expected to stand out.
For example, Perfect World Co.Ltd(002624) film and television has always relied less on well-known IP and traffic stars to produce content, and more hope to bring more positive energy and emotional resonance to the audience with the work itself. For such content companies and platforms, the current environment can be described as a clean slate. When the market washes away the impetuousness, creators can return to their original intention. As long as they can continuously release high-quality production capacity in the future, they can benefit stably. This has basically reached a consensus.
Content creation needs capital, but talents are still one of the core elements of the film and television industry. Many film and television enterprises will step up their layout in this regard in 2021. For example, Tencent's reading group invested in the script killing platform Xiaohei detective. In addition to the original online writer, it also increased investment in mining and cultivating talents in the IP industry, including cartoonists, directors, screenwriters, etc; The Perfect World Co.Ltd(002624) holding group's Meiyuan foundation has developed a new content incubation model. In 2021, the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) course training covers tens of thousands of people, signing more than 2000 IP + original works, etc.
To some extent, 2021 is becoming an important node in the content industry, because the screenwriter industry has taken the lead in recovering in the upstream of the film and television industry chain, and the creators have ushered in a spring ahead of time. In particular, with the popularity of script killing new consumption, more original screenwriters have been attracted and fed, which has continued a deep creative soil for the film and television industry with natural "fit". Perhaps in the future, there will be a lot of room for imagination in the new integration of film and television and various formats.
(China Economic Net)
