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Author: Liu Jun
During the prevention and control of the coronary pneumonia epidemic, the movie theater has been closed since it was a closed meeting place, and it may take some time to reopen. In such circumstances, to meet the viewing needs of the audience, the Internet cloud viewing method emerged in the historical moment, bringing a new audiovisual experience of “separation” to the public.
New way of seeing in the clouds.
Cloud observation is mainly divided into two types, one is “observe alone”, the other is “collective observation”.
The “watch alone” method refers primarily to watching movies from the audience or family members through the Internet-connected smart TV, home projection, mobile phone projection, computer, mobile phone, iPad , etc. in the state of the home. Although this method of viewing has become popular for many years with the increasing speed of the Internet and the continuous advancement of several new media devices, viewers have traditionally only been able to watch movies that have been shown in theaters or classic movies in their early years. years online. During the epidemic, the premiere of some movies like “Liang Ma”, “Fat Dragon Over the River” and “Big Winner” changed from offline to online, making the audience watch new movies “at the same time”. New experience
According to media reports, “囧 妈” was launched from the first day of the first month (January 25), on platforms such as Douyin, Watermelon Video, Today’s Toutiao, Douyin Volcano Edition and Smart TV Huashu Fresh Time under the Department of Toutiao . Total broadcast volume on the third exceeded 600 million, and the total number of viewers reached 180 million, accompanying the audience through a new year at home.
And the “collective gaze” approach has more formal innovations. Observation activities in the cloud organized by some Internet platforms can perform more than 250,000 collective views in the air and more than 20,000 exchanges of bombings. Yunguanying has replicated the physical visualization process to a great extent, for example, generating movie tickets using QR codes and organizing the projection time; At the same time, many activities to watch from the air not only meet the needs of the audience to see the film itself, There are more contents and forms that are difficult to experience in traditional theaters. For example, before the broadcast, there will be experts who will explain the background of the work; During the broadcast process, there will be professional media people who will explain according to the plot; the organizer will also invite relevant stars to enter the live room to interact with the online audience; The audience is watching at the same time as the movie, you can communicate and see the experience through bullets, comments in the comments area, etc., and you can also use the Weibo community created for cloud viewing to make friends on professional brain flaming group and exchanges; Fang will also set up viewing themes like “Watch Valentine Movies” and gather layered crowds to watch.
New online experience experience.
Cloud watching brings many fresh feelings to the audience.
For example, it can stimulate a “sense of learning”. Before and after watching the film, through professional interpretation of the film by experts, film and television media actors, actors, and other creative staff, behind-the-scenes story and tidbits of history, allow the Public reaping information that is not understood by simple physical observation of the theatrical film.
It can inspire “buddy”. In the process of watching movies, the audience animatedly discussed through various methods, some of the exchanges were even “hot”, which melted the loneliness generated by many people’s homes in the home, and the professional discussion of the film It also made fans feel deep spiritual company, perform social effects while studying and watching movies, and expanded the circle of friends and interpersonal circles.
It can inspire a “ritual sense”. Unlike traditional custom and random web search and display, most cloud watching activities have fixed pages, time, format, special visual design, theme design, etc., and even movie tickets, which they can be described as a different type of audience. “The” Internet ceremony “is not necessarily inferior to the sense of looking at the ritual created by the atmosphere of the physical theater.
Of course, it is not realistic to say that the experience of seeing in the cloud can completely replace the feeling of seeing in a physical theater. When watching movies in the cloud, due to the limited size of the screen, many times even it is only seen on a small screen, such as a mobile phone, making it difficult for the public to experience the “visual feast” that the theater offers. It is not easy for Yunguanying to realize the “theater effect”, because when viewed in a physical theater, there will be special emotions and emotional contagion among the audience. At the same time, some viewers will “look quickly” controlling the progress bar when watching movies in the cloud. To a certain extent, they only understand the plot and it is difficult to gain a deep appreciation. In addition, the physical visualization of the theater also has the social function of “knowing three love points”. Even in many cases, social importance is greater than visualization itself, which is also not entirely replaced by cloud visualization.
The new meaning of the development of the film industry.
During the epidemic, the emergence and rapid development of various forms of cloud visualization have meaning that cannot be ignored for both the film industry and the needs of the audience.
From an industry development perspective, Yunguanying has empowered the film industry’s ability to cope with risks, has improved the structure of the industry, and has deepened the process of “Internet + Film and Television Industry”. In this process, strong and flexible advertising and promotion methods, internet platforms, movie productions, viscosity improvement of creative staff and audience are very good experiences.
From the perspective of satisfying users, Yunguanying has largely realized the concept of an audience-oriented service, and has organized the content and the way of viewing according to the attractiveness and preferences of the audience, so that the audience can see the movie. Mastery is greatly improved. At the same time, through the Internet and new media that are more immersed in life, many cinematographic works have also expanded the possibility of reaching the audience, increasing the popularity and influence of cinematographic works and the creative staff of the audience; and user viewing data, Comment content and evaluation results will also be presented more directly, which will inevitably affect the adaptation of the film’s creation level.
From the perspective of creative cultivation, many network cinemas and Internet platforms have begun to give importance to providing opportunities and platforms for small and medium creators, giving them greater economic benefits and space to display, which is more likely to stimulate diverse content, high quality and land based. Creation provides a driving force for the comprehensive prosperity of China’s film and television creation.
Of course, we should also see that Yunguanying is still in the initial stage of development, and there are still many problems to solve. For example, industry recognition, as the theme for the free online premiere of “囧 妈”, has sparked controversy over whether it has broken industry rules, for example, copyright risk, which is playing movies when is broadcast live on a live video streaming platform. It is more common; For example, the impact on Internet movies, more cinema movies have become a source of content to watch movies remotely, which can squeeze the space of immature Internet movies to some extent.
We believe that with the development of technology, the way we see clouds will continue to improve. After the continuous development of technology, the maturity of technology and general application, the survival of people in the “space” will be more convenient, free and diverse. In the future, the Watch Movies cloud will, to a greater extent, allow viewers to experience the fun of physical viewing and the benefits of virtual viewing.
(The author is an associate researcher at the Communication University of China)
[[[[Editor-in-Chief: Cui Yiming ]
