Special feature of 1905 film network Deepen the reform of the cinema system, stimulate the vitality of the industry and build a high-level film market system. On October 26th, the 24th National Film Promotion Conference, the opening ceremony of the first film fair and the symposium on the development of China film industry were held in Hengdian.
At the scene, the representatives of 24 films and the representatives of the cinema completed the signing ceremony of the sub-line distribution, and jointly opened a new chapter in the future cooperation of film production distribution and screening. Representatives of big coffee and film companies from all walks of life gathered together to discuss the new opportunities brought by the reform of the cinema system and the distribution of different lines to the development of the industry.
Mao Yu, executive deputy director of the State Film Administration, Zhang Pimin, chairman of the China Film Foundation, Yan Peng, director of the Industry Department of the State Film Administration, Hou Xiao, deputy director of the Marketing Department, Cao Yin, director of the program center of the film channel and secretary of the Party Committee, Yang Wujun, director of the State Film Specialized Office, Liu Yuxia, deputy director of the State Film Specialized Office, Zhang Hong, secretary and director of the Party branch of the Film Digital Program Management Center, Han Xiaoli, president of the China Film Distribution and Projection Association, and Fan Qingyu, deputy director of the Propaganda Department of Zhejiang Provincial Committee. Lv Weiqiang, member of the Standing Committee of Jinhua Municipal Committee of Zhejiang Province and Minister of Propaganda, Lou Langjian, secretary of Dongyang Municipal Committee and director of Hengdian Film and Television Culture Industry Cluster, Xu Tianfu, vice president of Hengdian Group and chairman of Hengdian Film and Television Co., Ltd., and more than 700 film practitioners from 50 cinemas, over 70 film investment companies, distributors and producers attended the opening ceremony. The opening ceremony and special forum were presided over by the host of the film channel.
It is reported that the 2023 China Hengdian Film & Festival of China will be held in Hengdian from October 25th to 28th. The movie channel will launch "Gathering!" for two consecutive days on October 26th and 27th. China movies — — Direct hit 2023 China Hengdian Film & Festival of China "movie channel integrates live media activities, focusing on the China Film Corps’ assembly and appearance in Hengdian with cinematic language, professional perspective, life-oriented voice and panoramic documentary live broadcast, expanding the communication space of Hengdian Film & Festival of China and Wenrong Award, and at the same time creating the brand of" Six Princes Movie Lifestyle "to empower the film industry with" Six Princes "IP.
The National Film Fair officially opened.
Open a new chapter in film production, distribution and projection cooperation
The 14th Five-Year Plan for China Film Development proposes to build a high-level film market system, expand and extend the film industry chain, promote the sustained prosperity and development of the film market, encourage innovative businesses such as branch distribution, multiple rounds distribution, regional distribution and focus distribution, and promote the development of characteristic cinemas such as People’s Cinema and Art Cinema.
The National Film Promotion Conference is also the first national film fair. Han Xiaoli, president of the organizer China Film Distribution and Projection Association, said that the first fair was jointly founded by the forces of film production, distribution and projection industries, which is a milestone in improving the construction of a modern film market system. "We believe that the establishment of the National Film Fair will contribute to creating a market-oriented, rule-based, international film industry environment and building an efficient, standardized, fair competition and fully open film market system."
At the opening ceremony, No Problem, Red Pig, Last Night, Tree Talk, Guo Ding Soul, Mom and Seven Days, Zhong Ken, Whispering Man, Searching for Secret Nature: Inability, Searching for Secret Nature: The Past of the Earth, Love Adventure in A Test, Fortress, Beacon Pond Field, Diving. Representatives of producers and distributors of 24 films, etc., completed the signing ceremony of sub-line distribution with the cinemas that reached the cooperation intention.
The signing ceremony conveyed a high degree of confidence in deepening cooperation in future production, distribution and screening, and reflected the determination of the film industry to continue to deepen reform and its positive attitude in coping with difficulties, which was a crucial step for the development of sub-line distribution, multi-round distribution, regional distribution and focus distribution.
Deepen the reform of cinema system
Industry representatives discuss new opportunities of "distributed distribution"
After years of rapid development, China’s film industry has made remarkable achievements. Facing the ever-changing market and escalating audience demand, in the seminar on the development of China’s film industry, industry representatives discussed in depth how to deepen the reform of cinema system, stimulate the vitality of the industry and promote the comprehensive recovery of China’s film industry, and discussed the new opportunities and challenges brought by "split distribution".
Zhang Dayong, assistant to the general manager of China Film Co., Ltd. and manager of China Film Distribution and Digital Development, pointed out that the biggest problems encountered by cinemas at present are the homogenization of operation and insufficient attendance in "non-prime time", and it is urgent to develop diversified business forms and increase cinema revenue. Therefore, in recent years, China Film has carried out relevant attempts of "scheduled screening" mode, which has accumulated valuable experience for exploring regionalized and differentiated film supply and distribution and screening modes, and also opened an attempt of separate distribution.
CEO Maoyan Entertainment believes that the film industry in China is undergoing a transformation from large-scale to refined and market-oriented. The previous emphasis on unified filming and centralized screening can no longer meet the needs of the development of the industry. Separate distribution will make more works, especially small and medium-cost works and art films, no longer limited by large schedules and short periods, and have more market-oriented opportunities.
"The change from’ promotion’ to’ transaction’ means the change from the traditional unified issuance and unified projection to the market-oriented and flexible negotiation trading mechanism." Li Jie, president of Alibaba Pictures, believes that the opening of the first film fair is an important event recorded in China’s film history, "which will greatly improve the efficiency of resource allocation and thus meet the audience’s ever-increasing demand for watching movies."
According to Chen Hongtao, vice president of Beijing Wanda Travel Industry Group and CEO of WANDA CINEMAS, the development of separate distribution in China film market is an important direction in the future, which will fully release the enthusiasm of producers, distributors and screeners, and help small and medium-sized films to fully tap the regional characteristics and achieve more accurate marketing under the limited budget, thus ensuring the supply of every "weekend file" in the film market, cultivating the viewing habits of young audiences and meeting more diversified viewing needs.
Dai Yun, deputy secretary of the Party Committee and general manager of Shanghai Film Co., Ltd., from the perspective of cinemas and cinemas, thinks that distributed distribution puts forward higher requirements for cinema operation and cinema management. On the one hand, cinemas should improve their ability of content selection, judgment and marketing, and empower cinemas. On the other hand, cinemas should adjust their business philosophy to face the needs of audiences in their regions more directly, and truly "adapt to local conditions, stores and individuals".
The founder, chairman and general manager of Bona Film Group Co., Ltd. suggested that in the exploration of distributed distribution, multi-hall cinemas should be ahead, and cinemas with more than seven halls can take out one or two halls to try distributed distribution. At the same time, producers, distributors and exhibitors should form a joint force to jointly expand the market and achieve mutual benefit and win-win.
Li Wei, the chairman of 1905 Film Network, started from the successful experience of the film channel in promoting and marketing "to help good films", and put forward that distributed distribution puts forward higher and more detailed requirements for film promotion and marketing. "How to accurately cover the target population, realize customized output and long-term communication, we must follow the principle of" three closeness ",that is, close enough to the film itself, close enough to the main creation and close enough to the audience."
To this end, the movie channel continuously plans customized marketing plans for many high-quality domestic blockbusters from the summer file to the National Day file, showing the front and back of the premiere and roadshow in the form of "panoramic documentary live broadcast", highlighting authenticity, interaction and customization, and distributing and spreading with the help of new media matrix, and the online and offline linkage will maximize the sound volume.
At the same time, Film Channel and 1905 Film Network also made great efforts to build the brand of "Six Princesses, Movie Life Home". During the current Hengdian Film & Festival of China, they launched a tour of Hengdian film and television, unlocked the special live broadcast of good things around the film and television, and created the concept of "movie+life" in the form of "cultural output" and "good things recommendation" to help develop new film consumption patterns.
China Film Corps Assembles Hengdian! On October 27th, in the live broadcast of "Direct Attack on Hengdian Film & Festival of China, China, 2023" movie channel, various blockbusters will continue to bring heavy films, and the 9th Wenrong Award will also be grandly announced, looking forward to the China film market and the industrial development direction, cheering for China films!
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