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The epidemic still continues: When you are in a “famine” and a “film shortage,” film and television practitioners are also under pressure to recover. Recently, Li Xiaolu, Zhao Wei, Wang Zulan and other movie and television stars have appeared as presenters in the live broadcast room and personally “offstage” to bring the products.Additionally, a tailor-made “live sales script” form was released for screenwriters, and the film also chose “Cloud Road Show”, and the film and television industry can be described as “final” live streaming in all the aspects.
What happened to the film and television industry, from the front and back of the big screen to the “online pull” of the live broadcast room?
Li Xiaolu live screenshot
Stars frequently bring goods, and netizens have mixed reviews
“Quick, quick, quick! The original set of 699 now costs 299 yuan, and then two boxes of masks!” On the night of April 20, actor Li Xiaolu began broadcasting live with Douyin, which caught the attention of netizens.
A few days before the start of the broadcast, Li Xiaolu released several teaser videos, one of which was titled “Do You Want to See Me Again?”; In the video, when asked why the live broadcast, Li Xiaolu replied with a smile, “For life.”
Although Li Xiaolu’s live broadcast room has a lot of people watching and the content of the comment area is also mixed, but its striking capacity is indisputable. The Douyin platform shows that Li Xiaolu currently has 10.77 million followers, ranking first on the platform’s weekly list of star influences as of April 24. In their windows, some articles of clothing sold more than 500 pieces.
Li Jiaqi, known as “A Brother” with products, has recently cooperated with various artists to broadcast live, such as Liu Shishi, Meng Meiqi, Jing Bairan, etc. Among them, the joint live stream of actors Jin Jing and Li Jiaqi rushed to the search due to the excellent comedy effect. Netizens laughed that “live broadcast sales have become a talk show site.” Coincidentally, celebrities such as Wei Zhang and Song Zuer frequently appeared in the live broadcast room of well-known presenter Wei Ya.
Li Jiaqi and Jin Jing Source: Li Jiaqi Weibo
Qudian, a luxury e-commerce company under Qudian, also recently announced the five-star joint endorsement, namely Zhao Wei, Huang Xiaoming, Lei Jiayin, Zheng Kai, and Jia Nailiang. In May, they will separately stream “Bring Goods” on Douyin’s official “Million Miles” live streaming venue.
According to the Economic Observer, the live broadcast charges of the mentioned spokespersons range from 200,000 to 600,000 yuan, and the purpose of the brand to choose the star to bring the products is not entirely to increase sales, but to use the popularity of the star to increase Attention, directing fan traffic to e-commerce.
It cannot be ignored that although stars can attract traffic, the live streaming effect is uneven. Li Xiang, who was broadcast live last year, was challenged by lawyers for violating the “Advertising Law” and the “Consumer Rights Protection Law” due to the expression “Making the body is definitely the best tonic ” In addition, some netizens reported that Li Xiang’s previous live sale coat “sold for 5 minutes without any increase in sales.”
On social media, netizens also have very different opinions on the live broadcast of celebrities. There is an opinion that the main business of celebrities is not sales, and the transition from the screen to the live broadcast “is not in line with people”, or even “unsightly”; And some netizens said that the choice of occupation is the freedom of celebrities: “On your own, there is nothing shameful about selling products.”
Script Live Sale Movie Cloud Roadshow
Not only actors and celebrities have chosen to switch from screen to mobile phone screen, even the writers behind the film and television circle have to “open their brains” to promote themselves live.
Not long ago, the first “Live Scripting Scripts” conference hosted by the Academy of Writing Assistants was held online. Five screenwriters crafted their creative stories, storyboards, and discussions and interactions in an hour and a half. Most participants have several years of script writing experience, and have a variety of scripts, including emotional urban comedies, family ethical comedies, and suspense. Science fiction movies, etc. The writers are mostly “self-marketing” verbally, and helpful people also produced slides to help explain.
Screenshot from the second video of the “Live Scripts” Conference
Screenwriter Song Fangjin greatly appreciates this form. He said on Weibo: “After being busy for a while, I consider opening a live broadcast to help screenwriters sell novels or script ideas. There is no ready-to-sell period, you can transfer in between … New situation , new way “.
Netizens reacted differently to the form of the live sales scripts. Some commentators said that the phenomenon that the writer had to join the live broadcast of the sale of products was “too bad and decent to lose culture”, while some Internet users thought that the script is also a merchandise, so It is understandable to join the ranks of the live broadcast. Currently, the “Live Selling Scripts” conference has been held twice and will continue in the future.
As an important part of film propaganda, the road show has also been moved online. After “Jian Mom” and “Fat Dragon Crossing the River,” the movie “Big Winner,” which was scheduled for February, was switched to online and can be viewed for free by the public. While premiering online, starring Dapeng, connected actors Liu Yan and Tian Yu interacted with the audience through a live broadcast.
Zhao Jun, honorary chairman of the Guangdong Film Industry Association, said in an interview with the Guangzhou Daily that since the initial sales of third-party tickets to the content production and distribution field, the impact of the Internet in theaters has been pretty tough. The future direction of cinema development must be an organic part of the Internet industry.
In the industry: live streaming is for self-help, but also for taking the air
The rise of live streaming in the film and television circle is approaching, but why is the audience mixed and the ability to carry products unevenly? Huang Dazhi, principal investigator at Suning Financial Research Institute, analyzed client Jingwei Sino-Singapore and said that there is an essential difference between the live broadcast of stars and the live broadcast of professional presenters, which also brings differences in the effects Live broadcast.
“First of all, the star itself is a group with its own traffic and has a large fan base. Except for top presenters like Wei Ya and Li Jiaqi, professional presenters don’t have the attribute of their own traffic. The The difference between the two is very large. On the other hand, the purpose of the audience’s attention to the live broadcast is also different, one is to maintain the star or idol mentality, and the other is based on shopping needs. ” Huang Dazhi said that the advantages and disadvantages of the stars that bring products are very obvious.
Regarding the effect of celebrities bringing products, Huang Dazhi said it has a relationship to personal ability and cost performance of commodities. He said that the core competitiveness of presenters with products is live broadcasting, interactive ability, field control ability, etc. Some stars lack professionalism in this regard, which is a gap with professional presenters. In addition, the most profitable price for the audience is the discount of the products. In terms of strength, the star may not be able to form a price advantage by bringing goods.
“During the epidemic, many celebrities chose to show them live. One reason is that the impact of the film and television industry, live streaming has become a means of earning a living; in addition, streaming on Live is one of the mainstream media in 2020, and has formed a live streaming trend for all people, stars, etc. Film and television practitioners will invest more in the live streaming industry in the future, but bring products may be an additional function. ” Huang Dazhi said that when it comes to the trend of “ending” live broadcasting in the film and television industry.
