2021年是“十四五”开局之年,中国网络电影行业继续砥砺前行。从发展环境来看,网络视频用户数量与长视频消费黏性持续上升,网络电影的发展得到更多的引导扶持与规范管理;在创作生产上,网络电影的提质减量成效显著,吸引了更多创作力量的加入;就内容类型而言,主旋律题材表现亮眼,在保持主流类型优势的同时,尝试开发更多创新题材和原创IP;在平台渠道方面,“爱优腾”作为主流平台推行差异化发展战略和多平台拼播合作模式,并持续优化网络电影商业合作模式;在市场表现上,档期化意识和专业营销体系给予很大助力。与此同时,中国网络电影也面临着整体口碑亟须提升的现实困境,未来网络电影的发展仍需要进一步深化改革。唯有更多地鼓励高质量、多样化的创作,提升网络电影的质量与口碑,才能筑牢网络电影未来的发展根基。
<<2021 is the beginning of the “14th Five-Year Plan”,and China’s online film industry is forging ahead under the epidemic. From the perspective of the development environment,the number of online video users and the stickiness of long video consumption continue to rise,and the development of online movies has received more guidance and support and standardized management;In terms of creative production,the improvement of the quality and reduction of online movies has achieved remarkable results,attracting more creative forces to join;In terms of content types,the main theme theme is eye-catching,and while maintaining the advantages of mainstream genres,try to develop more innovative themes and original IP;In terms of platform channels,“Aiyouteng” as a mainstream platform implements a differentiated development strategy and a multi-platform co-broadcast cooperation model,and continues to optimize the business cooperation model of online movies;In terms of market performance,the awareness of scheduling and professional marketing system have given great help. At the same time,China’s online movies are also facing the practical dilemma that the overall reputation needs to be improved,and the development of online movies in the future still needs to further deepen reform. Only by encouraging more high-quality and diversified creations and improving the quality and reputation of online movies can we lay a solid foundation for the future development of online movies.
<<Keywords: | Film MarketBroadcast PlatformWeb Movies |