Network movie sad: best screenplay, Director heard-network movie, movie-IT information

On July 13, the network movie the killer the scarecrow in the major video sites online, as of July 14, at 11 o'clock in the morning, play has close to 30,000. This data is not high film can cause people's attention, because it recently won the Peking University School of Cinematic Arts Award "best screenplay".

Since it was founded 118 years, Peking University, the first "best screenplay" issued to a suspense movie. This is the network movie won Academy Awards for the first time.

Since its birth, network darling of the film is the capital, has been ignored by traditional film criticism and even, Director Jia Zhangke was when asked about the network movie and answer the question "what the hell is that? Never heard of ". Academic awards of the killer the scarecrow, the signal network movie can get rid of the awkward situation of public opinion, was about to enter a new cycle?

Low threshold, income-generation, network movie a certifiable

Network movie taking shape now in 2013, many people believe that it is the upgraded version of micro films. Aiqi art to movies is the definition of the network, between 500,000 to 3 million or 4 million investment, when more than 60 minutes, produced, shot, release cycles are relatively short, core story is more complete, and release it on the Internet.

Network movie and cinema film the biggest difference is that low threshold to make it, short cycle, income generation. To network big movie Taoist mountain for cases, it in took first Department only with has 280,000 yuan investment, making party revealed script writing time not to one week, plus preparatory 10 days, shooting 10 days, late making 10-12 days, despite before and after filmed available not over one months, but Taoist mountain online two days on recovered has cost, 10 days full network box office over 3 million, Baidu ranked leading earlier the compound line movie, and break has the big video website paid records.

Short, fast return on investment makes big films became the darlings of the market. Based on data from aiqi art before 2016, network-wide network film number is expected to reach 2,200. Among them, split over 2 million the number of films will be more than 200, nearly 6 times than in 2015. It can be foreseen that 2016 is network development spurt big movie of the year, was estimated in 2016, network movie market scale will reach 1 billion. Lower barriers to entry and dividend stimulates huge market, many new media companies, entrepreneurial teams have big movie eyes on the network, eager to share.

Although favored by the capital, network movie market has many problems. Like when is the app platform has just opened to the public, mixed, if not adjusted, network movie prospects are still bogged down in crisis.

Network movie embarrassment

At first, network movie with "low cost, high return, short cycle" features gradually formed unique positioning and attributes, creating new formats of Internet and movie industry depth. But unlike the nets play the Princess Never Put It in Writing, phenomenal word of mouth works, network movie while alive, but under the shoddy, hardly a phenomenal work.

Terms of watercress, the film critics of the time network group, or in the know, Baidu such a question-and-answer platform, barely see the discussions about a particular movie, ratings, and lack of evaluation system, the network still did not enter the mainstream eye. Although the killer the scarecrow received academic recognition, but because of the following reasons, people a negative impression of the network movie has cured to achieve long-term development, the current situation is awkward.

1,-cheesy topics. Because of a network movie there is no strict standard of review, therefore, many traditional movie not subject will be implemented in the network movie, such as thriller, zombie themes, gambling chip, playing erotic ball and so on. Due to gaps in regulation, network movie has put its subject matter an infinite loop, the more vulgar subject matter seems more likely to attract audiences, in order to attract traffic and achieve high yields in the short term, vulgar subject matter must be part of a network movie shortcut.

2, rough. For profit, are paying to watch online movie now go routes, both in title and is in the subject matter will try to stimulate the eye, erotic, violent edge of the contents are not uncommon. And the movie mode of paying into more and more mature, represented by aiqi Arts paid membership system has been formed, for the films to see huge gains with this hope, in a short time, under the double pressure of high yield, content churn is also expected.

3, appeal to the poor taste. From the title, I will be able to see, network movie subject matter interest was staying during the video halls of Hong Kong films in the last century aesthetic, to satisfy the curiosity of the audience, mainly voyeuristic desires, such as the zombies, the Taoist mountains, the yin and Yang of the sovereign, legend of the gambler, the night widow village and the naked female agents, and so on. The age of peach, the recognition game, my wife of minors, a night of crazy and so on, is the usual theme of early Hong Kong category III films, plus cover all teasing posters, make him unable to control click, make eyeballs. Some directly on the hit movies, TV shows, series, walking in the title, such as the Taoist mountains, the Australian Glen Johnson, President of beauty personal master, return of the fairy, and more. Network movie audiences to two or three cities, towns, mainly young crowd.

Look abroad, although there is a short film of the similar concept, but whether it is content, audience, or the profit model, entirely different from the domestic. In the United States, online movie focuses on Vimeo, Fander, HULU, NETFLIEX and other video Web sites, most similar to the domestic micro-films. Most of the time within a half hour, the theme is serious, strong story, aimed at sharing. Another has a Shi long more long, story context more clear of network movie, by investors intervention, they in video website Shang not long-term share, acres election the film festival, for get more of professional recognized, this film in film festival Shang show, once was as Warner like of big capital fancy, on has has upper House of Parliament line, and earned box office of may, and also has DVD issued, mature of around supporting to achieved returns.

Thus the United States major creation or upload the network of independent film producers, often to treat works well to look forward to is cinema and investors see an opportunity. So its a long shot the lowest cost is about $ 1 million.

United States has a more perfect system, vulgar subject matter works for public exhibition opportunities, who have special needs to scale the movie to fill the gap.

By contrast, the domestic network movie team, often emerging team pictures for the new media entrepreneur. Many lack the professional background and knowledge, a lack of film art, even if they are investment or around little thought on how to get more income.

Marketing dilemma, quality is the key

And at home, just because born in Robin Hood, more and more prospectors into network movie market, to produce a phenomenal network movie, unless you have a good marketing strategy, as network TV series the Princess Never Put It in Writing that, seize the role topic of ridicule and poor cast, its a high degree of attention to IP.

But compared to the network series, online movie marketing is destined to become trapped. On one hand, most crudely, said Hugh to get around, whatever-scale as a selling point, also was to feature as a selling point, is not very convenient with great fanfare propaganda, it is difficult to truly move people. The other hand, most of the investors to earn quick money to, the pursuit is not in the works, there is no plan to expend a lot of energy to operate.

Many of today's operations, is basically a video platform to boast. Many PR articles hype network movie, in fact, is turned off. Even the so-called winning of the killer the scarecrow is also a work full of Groove.

No objective evaluation mechanism, the creator of creative direction to get the correct assessment.

In this case, high quality IP into the Council is extremely important. Once a professional company was trying to improve quality, create word of mouth works, mud stirred, perhaps Internet movie market, producers follow suit three custom, investor attitudes will be changed to follow the trend of making quick money.

Certainly now in the works already have access to professional, high quality movie content is still worth looking forward to, but grass-roots to the new Board is not much business opportunity, more and more online movies are implementing institutions, investment, its contents never vulgar, poor-quality products must face out.

Especially for network management and control will be irreversibly Stern, policy fence tightening when the network movie will face subversion of the existing environment. Real benefits, should be the people who get on the ball.

网络电影之悲：拿到最佳编剧奖，名导演称没听说过 - 网络电影,大电影 - IT资讯

7月13日，网络大电影《夺命稻草人》在各大视频网站上线，截至7月14日上午十一点，播放量已经接近三万。这部数据不高的片子之所以能够引起人们关注，是因为它近期拿下了北京大学电影艺术学院奖“最佳编剧奖”。

这是北京大学建校118年以来，第一次把“最佳编剧奖”颁发给一部悬疑电影。这也是网络大电影首度获得学院派奖项。

自诞生以来，网络大电影虽然是资本的宠儿，却一直被传统电影人诟病甚至无视，导演贾樟柯在被问及对网络大电影的看法时，回答“那是什么？没听说过”。《夺命稻草人》获学院派奖项，是否预示网络大电影可以摆脱尴尬的舆论境地，即将进入新的发展周期？

门槛低、创收快，网络大电影成为市场宠儿

网络大电影的雏形初现于2013年，不少人认为它就是微电影的升级版。爱奇艺给网络大电影的定义是，投资五十万到三、四百万之间，时长超过60分钟，制作、拍摄、发行周期相对较短，核心故事较为完整，并在互联网上进行发行。

网络大电影与院线电影最大的不同在于，它的制作门槛低、周期短、创收快。以网络大电影《道士出山》为例，它在拍第一部只用了28万元投资，制作方透露剧本写作时间不到一周，加上筹备10天，拍摄10天，后期制作10至12天，尽管前后摄制用时不超过一个月，但《道士出山》上线两天就收回了成本，十天全网票房超过300万，百度排行领先同期各大院线电影，并且打破了各大视频网站付费记录。

短期、快速的投资收益让网络大电影成为了市场的宠儿。根据爱奇艺之前提供的数据，2016年，全网发行的网络大电影数量有望达到2200部。其中，分账超两百万的影片数量将会超过200部，比2015年增长近6倍。可以预见，2016年是网络大电影井喷式发展的一年，有人预估2016年，网络大电影将达到10亿的市场规模。受到较低的准入门槛和巨大的市场红利刺激，不少新媒体公司、创业团队纷纷把眼光投向网络大电影，渴望分一杯羹。

虽然受到资本的青睐，网络大电影市场却存在不少问题。就像是微信公众平台刚开放的时候，鱼龙混杂，如果不及时调整，网络大电影的前景依然危机重重。

网络大电影遭遇尴尬

起初，网络大电影凭借“成本低、回报高、周期短”的特点逐渐形成独特定位和属性，造就了互联网与电影行业深度融合的新业态。但不同于网剧有《太子妃升职记》等现象级口碑作品，网络大电影虽然生机勃勃，但粗制滥造之下，几乎没有一部现象级作品。

无论在豆瓣、时光网这样的相关影评小组，还是在知乎、百度知道这样的问答平台，几乎看不到关于特定网络电影的讨论和评分，评价体系的缺失，说明网络大电影仍然没有进入主流眼光。尽管《夺命稻草人》得到了学院派认可，但由于以下原因，人们对网络大电影的负面印象已经固化，要想取得长久发展，目前的境况还是有些尴尬。

1、 题材烂俗化。由于网络大电影目前还没有严格的审查标准，因此，很多传统电影不敢拍的题材就会在网络大电影中实现，比如恐怖惊悚、丧尸题材、赌片、打情色擦边球等等。由于监管缺失，网络大电影的内容已经陷入题材方面的死循环，越低俗的题材看似越容易吸引受众，为了吸引流量，在短期内取得高收益，低俗题材必然成为网络大电影的一条捷径。

2、 内容粗糙。为了盈利，网络电影目前走的大多是付费观看的路线，因此无论在标题上还是在题材选择上都会尽量刺激眼球，打情色、暴力擦边球的内容并不少见。而且当下的网络电影付费分成模式越来越成熟，以爱奇艺为代表的付费会员制度已成型，让电影出品方看到以此来获得巨大收益的希望，在短时间、高收益双重压力之下，内容方面粗制滥造也在意料之中。

3、迎合观众恶趣味。从片名上就能看出，网络大电影的题材趣味基本上还停留在上个世纪八、九十年代录像厅港片的审美，以满足观众的猎奇、窥私欲望为主，例如《僵尸王爷》、《道士出山》、《阴阳先生》、《赌鬼传奇》、《夜袭寡妇村》、《赤裸女特工》等等。《蜜桃时代》、《承认游戏》、《我的老婆未成年》、《一夜疯狂》等等，全是早年香港三级片的惯用题材，再加上封面极尽挑逗之能事的海报，让人无法把持点击进去，赚尽眼球。还有的直接对应当下热播电影、电视剧、网络剧，在片名上打擦边球，如《道士出山》、《澳囧》、《美女总裁的贴身高手》、《笔仙归来》等等。网络大电影的观众以二三线城市、乡镇低龄人群为主。

反观国外，虽然也有类似概念的short film，但无论是内容方向、受众群体，还是从盈利模式，都与国内大相径庭。在美国，网络电影主要集中于Vimeo、Fander、HULU、NETFLIEX等视频网站，大部分类似于国内的微电影。大多时长在半小时以内，题材偏严肃，故事性强，目的在于分享。另有一种时长更长，故事脉络更清晰的网络电影，由投资人介入，它们在视频网站上不长期分享，成片参选各电影节，为获得更多的专业认可，这种影片在电影节上放映，一旦被如华纳之类的大资本看中，就有了上院线、赚票房的可能，而且还有DVD发行等成熟的周边配套来实现回报。

因而美国主要的创作者或在网络上传的独立电影创作者，往往要精心对待作品，以期待被投资人或院线看中的机会。因此其长篇拍摄成本最低也在100万美金左右。

美国具备较为完善的电影分级制度，低俗题材的作品也有公映机会，他们没有特别的需求需要大尺度的网络电影填补空缺。

相比之下，国内的网络大电影团队，往往是新兴的新媒体影业创业者团队。很多缺乏专业背景与素养，更缺乏电影艺术追求，即使被投资，也很少想过如何凭内容获得更多的周边收益。

营销成困局，优质是关键

而在国内，正由于生于草莽，涌入网络大电影市场的淘金者越来越多，要想产生现象级的网络大电影，除非具备好的营销策略，像网络连续剧《太子妃升职记》那样，抓住角色吐槽和穷剧组的话题，把自身打造成一个关注度极高的IP。

但相较于网络连续剧，网络大电影的营销注定成困局。一方面，大部分内容粗制滥造，欲说还休地打擦边球，无论以尺度为卖点，还是以故事性为卖点，都不太方便大张旗鼓宣传，也难以真正打动人心。另一方面，投资者们大多为赚快钱而来，追求不在现象级作品之上，所以并不打算花费太多精力在运营方面。

现在的很多运营，基本上是视频平台的自吹自擂。很多公关文章把一些网络大电影吹得天花乱坠，实际上内容令人大倒胃口。就算是所谓获奖的《夺命稻草人》其实也是个充满槽点的作品。

没有一个客观的评价机制体系，创作者的创作方向难以得到正确的评估。

在这种情况之下，优质IP的入局显得极其重要。一旦有专业公司试图提升品质，制造出口碑性的作品，泥潭搅动，说不定目前网络大电影市场上，制作方跟风做三俗、投资方跟风赚快钱的态度将会被改变。

在已经有作品获得专业肯定的当下，优质网络电影内容依然值得期待，不过给新入局的草根营业的机会已经不多了，越来越多的网络大电影正在实现机构化、投资化，它的内容不会永远三俗，劣质产品必然面临着淘汰。

尤其是国家对于网络管控将不可逆转地严厉起来，政策笆篱收紧之时，网络大电影的现有环境将遭遇颠覆。真正获益的，应当是那些用心做内容的人。