1723 stand aside and watch
The annual awards season is undoubtedly the focus of attention of the entire Hollywood and even the film industry around the world. The intertwined and confrontational interests of all parties are intricate. The alliances between friends and enemies cannot be explained clearly in just a few words, but in the final analysis, they are still inseparable. The iron law of profit first - the additional benefits derived from the awards season and the Oscars have an impact far beyond imagination..
For outsiders, awards season is just awards season. The interests that a statuette trophy can bring are limited after all. Compared with commercial behemoths such as the Marvel series or the Harry Potter series, the industry maintained by the Oscars is fundamentally It’s nothing. Once upon a time, Renly thought so too, but after truly entering Hollywood, he gradually understood that things were never that simple..
2018In 2019, two things deserve attention during the awards season..
First, in order to attract ratings, the Oscars proposed the establishment of a Best Popular Film Award. As a result, they encountered unanimous resistance and opposition from the entire Hollywood, and finally had to leave the matter alone; but Disney still did not give up and prepared to put "Avengers" on the map. 3" and "Black Panther" signed up to compete for several major awards including Best Picture and Best Director..
Second, Netflix, the leader in online streaming media, relies on the strategy of simultaneous online broadcasting to break the dominance of traditional movie theaters, triggering a debate on whether movies should be called movies if they are shown in theaters. Netflix almost He bravely pursued the streaming media strategy, but ultimately changed his strategy many times for Alfonso Cuaron's "Roma"——
The first is the Cannes Film Festival. The French film industry stipulates that before a film can be officially broadcast online through streaming media, it must be screened online for a certain time limit, otherwise it will not be allowed to participate in the main competition unit of Cannes. Although Cannes continues to mediate, the wealthy Netflix However, they refused to compromise and broke up. In the end, "Roma" missed Cannes and landed in Venice, successfully winning the Golden Lion Award..
Then comes the North American awards season. The Oscars clearly stipulate that only when they are released in mainstream theaters for a certain number of weeks can they be eligible for registration. This is why all awards season movies must be clicked before the registration deadline in the third week of December. The reason for its release or even public release. In order to participate in the Oscars, Netflix chose to bow its head for the first time and arranged to screen "Roma" in many theaters in the first week of December..
Disney and Netflix, two of the top companies in the industry, are really top giants that stomp their feet and make the entire industry tremble. However, the two companies coincidentally changed their strategies for the Oscars..
Logically speaking, "Avengers 3" and "Black Panther" are commercial movies, and the success of the commercial box office is the most important, and it can also drive the overall prosperity of the copyright industry related to Disneyland. From a profit perspective, Disney It’s really about counting money that counts; and the same goes for Netflix, which has made full use of the online traffic in the Internet era. They are the only one among all film production companies that can ignore theaters, box office, and even quality..
Why？
Here we need to explain Netflix’s profit model.
After Netflix's rapid rise, it once gained a large number of fans with a series of word-of-mouth works, especially the TV series that were launched all at once. However, they later invested in a lot of mediocre movies. Works, these scripts are all written based on big data statistics. Which themes are popular, which jokes are the most popular, and which genres are popular. Roll up your sleeves and shoot directly. There is no carving or polishing. The quality of the finished product is really beyond praise. , which also caused numerous controversies.
In this regard, Netflix officially stated: "What we care about is not the quality of the works, but the quantity of the works. We need a huge base of works to fill our copyright library. As for the quality, it doesn't matter..”
Because Netflix makes money through paid subscriptions.
To put it simply, they build a huge film library and use works of different styles, types, and natures to comprehensively capture audiences from different fields, interests, hobbies, and orientations. As long as the user subscribes to Netflix, the user You can sit in an ocean of film libraries and choose the works you like at will.——
This also means that even if only one user likes a super bad movie, then this is enough. Because as long as this user becomes a Netflix subscriber, Netflix has succeeded, and this user The user can also find more works that interest him in the film library - even if it is a bad movie, he will choose to continue paying for the subscription.
From this perspective, bad movies and classics have the same effect. Because every bad movie must have its own audience; not to mention, after subscribing to Netflix, you can watch any work at will. Occasionally watch some bad movies to pass the time, or buy some niche classics, why not?？
This also means that no matter what, Netflix can achieve profitability.
Therefore, Netflix does not need to worry about the quality of its works affecting box office figures and subsequent peripheral profits. They have an independent film library system of their own, which makes Netflix the only production company that does not need to worry about the quality of their works. This It has also become another feat in the Internet era that has greatly changed the real industrial structure..
In other words, Disney and Netflix don’t need statuettes to seek more profits, but why do they continue to chase Oscar trophies?？
Simply put, it is brand effect！
From a statistical point of view, for a work that is nominated for an Oscar, the theater box office can increase significantly by 10% to 80%; while for a work that wins an Oscar trophy, the theater box office can increase by 10% to 80%. Three hundred percent or more, this is just the first step.
A movie's Blu-ray disc cover only needs to be printed with "Oscar Nominated Work" or "Oscar Winner", and the market rental revenue can increase by more than 50%; at the same time, the movie's posters, soundtracks, and related product peripherals, As for the reputation of the entire production team, the influence of interests is intertwined..
Although everyone is now complaining that the Oscars are becoming more and more commercial, and the Academy's public relations are gradually destroying the authority of the Oscars, the fact is that the "Oscars" still symbolize the highest honor of the entire film industry, even in continental Europe. The land has been affected.
For Disney, "the first superhero movie in history to win the Oscar for Best Picture" is a very, very important title that can directly allow Marvel movies to complete their essential transformation from a simple popcorn movie. It has become a popular cultural imprint of an era, and has derived from it a huge surrounding economy, which is calculated in billions and tens of billions..
For Netflix, "the first streaming media work in history to win the Oscar for Best Picture" is also attractive, and more importantly, a work invested and produced by streaming media can win the Oscar. For Netflix His artistic aesthetic taste and creative ability are important affirmations, and it also sends out a signal that "Netflix works can also win the statuette", and the subsequent impact is clearly visible.——
On the one hand, they can attract more top directors and actors to shoot movies for Netflix, such as Alfonso Cuarón, Martin Scorsese, David Fincher, etc. have already joined their ranks. Netflix allows them to get rid of the influence of two tight-fitting clothes and truly independently shoot the themes and works they are interested in; on the other hand, the quality and reputation represented by top directors and top actors can attract more high-quality users and will The entire user base further deepens, and then returns to the former, attracting more artistic creators to shoot works for Netflix, and truly establishing the Netflix brand.
The benefits covered by the whole process are absolutely beyond imagination. Later, the online streaming media of Amazon and Hulu also caught up, and then formed a situation where streaming media and traditional production companies are in opposition. Of course, that is another matter. a story.
Even just an Oscar nomination is important progress for Disney and Netflix！
It can be seen that the Oscar statuette is indeed just a trophy, but the influence of this statuette on the entire industry has penetrated into all aspects, and the interests involved during this period are even more unimaginable - why are the Weinstein brothers able to have such influence in the industry? for many years? It's because they hold the key to the college's public relations！
However, these are all things that happened in 2018, and they are all stories after Renly was reborn. Naturally, he lost the possibility of predicting the future; but his vision and vision have changed in this life, and he is truly in Hollywood. Renly also gradually became aware of the far-reaching impact of the Oscar awards season. Even the European art film school headed by Cannes could not completely stay out of the matter. This also gave Renly a clearer understanding of the entanglements of interests during the awards season..
Everyone thinks that the Oscars are not a summer festival, and that everyone is in harmony and competing in a friendly way. After all, it is impossible for the academy's public relations to break up. But this is just a superficial phenomenon. The undercurrent under the calm lake is still a life-and-death contest..
Warner Bros.’s main focus this year is on the two works “Gravity” and “Her”. According to common sense, there is no conflict between them and Weinstein Pictures because “Philomena” ” and “August: Osage County” are not on a head-on collision with Warner Bros., but if Harvey starts to hinder “Gravity”’s Oscar path, especially with Thomas Tull, then Kay There is absolutely no way Tsujihara could just sit back and wait for death..
On the surface, it seems that it is just a competition for the best picture between "Gravity" and "Philomena", but the intertwined interests hidden behind the competition are far from that simple..
Interests, interests, interests, as Renly said to Bob, as long as you grasp the key to interests, you can drive your opponents.
Comments