Transcripts for the first quarter of 2022
There is a breakthrough in the “boutique” of online movies
According to the data of Maoyan Professional Edition, in the first quarter of 2022, more than 80 online movies were launched, 13 of which exceeded 10 million yuan at the box office, and the cumulative box office total was regarding 220 million yuan, which was higher than the same period last year. Among them, there are many original works that performed well, and there are also actors who are familiar to the audience on the lineup. At the same time, iQIYI recently announced a new account sharing model for online movies, which means that good works will have a bigger stage. Various phenomena tend to be favorable, can online movies usher in another spring?
Text/Guangzhou Daily All Media Reporter Huang An
Broadening the genre
Sci-fi innovative themes are dazzling
In terms of genre, the online movies launched in the first quarter of this year showed a tendency of “strong thriller, stable action, more comedy, falling monsters, and rising sci-fi”. For example, last year, the thriller “The Legend of the Hunter of Xing’an Mountains” topped the box office with nearly 45 million yuan, while the similar theme “Yin Yang Town Strange Talk” starring Li Liqun and Jin Qiaoqiao also won the box office in the first quarter of this year with more than 37 million yuan. champion.
Among the 13 films with a box office exceeding 10 million yuan, action films are still the mainstream. The third-place martial arts action film “Zhang Sanfeng” starred Wu Yue and Liu Yan. In the film, Zhang Sanfeng created his own Taijiquan, and staged a chivalrous and romantic journey with Yue’er to go to Sword and Sword, integrating traditional culture in a way that young people prefer. In addition, the comedy films that have always been strong, also include “I’m not Dionysian” and “Brother Hao’s Love Story”, and the monster film that once dominated the online film market is only “Orchid 3: The Battle of the Dragon and Snake” with over 28 million yuan took second place at the box office.
Serialized sequels also remain stable. Works such as “Orchid 3: Battle of the Dragon and Snake” and “God of Fortune 3” have achieved good results.
It is worth mentioning that 9 of the 13 films are original stories.
In the works of the first quarter, there are still some innovative themes. For example, the sci-fi comedy “Shrunk Man Commando”, which mixes sci-fi with Northeastern comedy, is eye-catching. “Suzaku War” has created a “cyberpunk” future world, with more than 1,000 special effects shots, further filling the gap in domestic hardcore sci-fi online movies. “Red Paper Crane” is a rare female realism theme in online movies.
Lineup attractive
More famous actors join online movies
In terms of lineup, online movies are attracting more well-known actors to join. Well-known actors such as Wu Yue, Liu Yan, and Chen Xiaochun were among the films that exceeded 10 million yuan at the box office in the first quarter. The popularity accumulated over the years has given them a unique personal IP, which has laid a good foundation for the box office.
In “Zhang Sanfeng”, Wu Yue and Liu Yan cooperated for the first time to form a CP. This time, Wu Yue, who plays the role of Zhang Sanfeng, is bright and open-minded, showing the smooth Taijiquan kung fu, and deduces the side of stability without losing blood, toughness and tenderness. Liu Yan’s challenge to Yue’er, who is both righteous and evil, is also an unprecedented role experience. Directed by Wang Jing and starring Chen Xiaochun and Qiu Yinong, “Heavy Armor” focuses on the feelings of Hong Kong films. Chen Xiaochun plays senior inspector Chen Zhiwei. The gunfight scenes and emotional scenes are full of Hong Kong flavor.
As Wu Mengda’s posthumous work, there are not many scenes in “The Origin of Journey to the West”, but many audiences are in tears. The recently released “Green Snake: The Origin” featured Zhong Xintong. She played the green snake in a unique way, which was praised by many fans. In the list of upcoming new films, names such as Zhang Hanyu, Lu Liangwei, Ma Boqian, Xie Tianhua, and He Landou are also expected.
In addition, many lesser-known actors also played a part in online movies, such as Zhang Hao, Xu Dongdong, Song Xiaofeng, Xu Juncong, etc. Zhang Hao has starred in many online movies. “Hao Ge’s Love Story”, directed and acted by him, is a comedy + love road film. With a plot full of laughter, it also earned more than 10 million yuan at the box office. Song Xiaofeng, who appeared in a funny image in “Country Love”, played a leading role in the online movie “Don’t Call Me Dionysus”, and his wonderful performance even made it onto the hot search list.
An exciting waiting list
Head IP “Fight Breaking the Sphere” collects the same famous scene
From the second quarter of this year, there are still many online movies to be released. Directed by Sun Chuanlin, starring Lv Liangwei, Tong Fei, and Liu Zhuoting, and starring Ren Siqi, Yu Zixuan, Li Yan, and Chen Zuoshen, the legendary action movie “Fighting Horses for Shanghai Bund” was officially finalized yesterday and will be released on April 18 on iQI Art video is broadcast exclusively on the whole network. The film tells the story of the constant “horse racing” between Jin Guangrong (played by Lv Liangwei), a Shanghai beach boss during the Republic of China, for control of the “Seven Wharfs” and the Japanese Chamber of Commerce headed by Masahiko Uchiyama (played by Ren Siqi). .
Lv Liangwei has starred in countless classic images, among which Ding Li from “Shanghai Bund” is well known to the audience. Talking regarding the difference between the roles of the two editions of “Shanghai Bund”, he said that Ding Li is a small person who has never read a book. And Jin Guangrong, the business tycoon played in “The Raging Horse Fights for Shanghai Bund”, is already a successful man, and he has demonstrated the righteousness of the nation at a time of national crisis.
In addition, the theme of fantasy is also the subject of concern in the online movies to be broadcast in the next three quarters. “Breaking the Sphere” is adapted from the novel of the same name by Tian Qian Tudou. The film assembled a super-luxurious lineup. For the first time, Ma Boqian bravely took the lead in the film, playing the male protagonist Xiao Yan, while Zhang Hanyu played Xiao Yan’s father in “Breaking the Sphere”. . In addition, Jiang Wu, Hu Jing, etc. will also join the film. It is reported that in order to maximize the presentation of the core of the original work, the main creative team of the film has extracted six themed scenes and collected eight famous scenes following several rounds of fan research. It is the long-awaited top IP work.
reporter observation
Online movies must adhere to the road of “quality”
2022 is regarded by the industry as a watershed for online movies. The market has entered a period of quality improvement and reduction, the number of new films released on the line has declined, and the box office gap has continued to widen. In the first quarter, the cumulative launch volume of the entire platform exceeded 80, compared with 173 in the same period last year. The cumulative total of online movies with box office exceeding 10 million yuan in the first quarter of 2022 was 220 million yuan, compared with 198 million yuan in the same period last year. In addition, as the co-broadcasting model has gradually become mainstream and the subsidy dividends of video platforms have gradually decreased, the industry has encountered many challenges.
However, where there are challenges, there are opportunities, and in the first quarter of 2022, original works will occupy the mainstream and attract attention. In terms of platform, starting from April 1 this year, iQIYI has launched a new account sharing model for online movies, and will implement measures such as “splitting accounts by time”. The first 6 minutes will no longer decide everything, so that the industry will pay more attention to the quality of the whole film and avoid “anticlimactic”. ” creative shortcomings; Youku and Tencent have also introduced new support plans to encourage more innovative themes. The introduction of various measures has undoubtedly given more imagination to the promotion and breakthrough of the online film industry. Of course, higher requirements are also put forward for content quality.
It must be seen that online movies have experienced a “savage growth period”, and the quality is uneven. As online movies begin to be scheduled, high-quality products have also begun to appear, and the industry is gradually maturing. The industry should join hands and strive to have a greater improvement in content, circles, and themes, and jointly promote the online movie market towards high-quality products. The road of transformation continues to make great strides, and it promotes and improves together with cinema films.