The Chinese film industry had a remarkable response sheet in 2023. According to statistics, the total box office revenue for the year was over 54.9 billion yuan, with domestic films accounting for 83.77% of the gross.
The film and television industry has experienced a shift in its gameplay due to the introduction of new media, such as short videos and dramas. What strategies can be employed to overcome the challenges and opportunities that exist within it?
The content creation of this article is based on the perspectives of five key figures in the film industry: Jiang Defu, Tan Fei, Zhang Bo, Yuan Yun, and other movie guests.
“Film creation in the fragmented era is a commercial shortcut that corresponds to people’s fragmentation, according to Huang Jianxin. This shift is due to technological advancements and is not dependent on our will.”
Fragmentation, as defined by Li Shaohong, is a diverse approach to media dissemination. If the quality of the film is not good, viewers may abandon watching. “Film creators need to consider the audience’s appreciation habits and creative content. The viewing habits/needs of next generation are completely different, so they need fragmentation; consider movies and long videos. Concentrate on the reasons why the viewer gives up the work and how it can be expressed.”
According to Jiang Defu, the CEO of Bona Film Group, it is not necessary to alter the content of movies because people prefer fragmented content. Instead, film professionals should embrace the positive aspects and creative ideas. For instance, “Nameless” has a strong relationship with the movie’s narrative method in terms of its interaction with fragmentation in the promotional process.
The production and dissemination teams are also pondering the need to quickly find the right audience.