Chapter 1724

The annual awards season is undoubtedly the focus of attention of the whole Hollywood and even the world's film industry. The interests of all parties are intertwined and the confrontation is intertwined. The unity of friends and enemies can't be explained clearly in just a few words. However, in the final analysis, it is still inseparable from the iron law of the highest interests - the additional interests derived from the awards season and the Oscars, The scope and depth of the impact are far beyond imagination.

For laymen, the award season is just the award season. The benefits of a little golden man trophy are limited after all. Compared with commercial giants such as Marvel series or Harry Potter series, the industry maintained by Oscar is nothing at all. Once upon a time, Langley thought so, but after he really entered Hollywood, he gradually realized that things had never been so simple.

In 2018, two things in the award season are noteworthy.

First, in order to attract audience rating, Oscar proposed to set up the best popular film award, which met the resistance and opposition of the whole Hollywood, and finally ended up in nothing; But Disney is still not giving up, ready to "Avengers 3" and "Panther" to participate in the best picture, best director and many other major awards.

Second, netfilx, the leader of online streaming media, has broken the dominant position of traditional cinema line by relying on the strategy of synchronous online broadcasting, which has triggered a debate on "whether a film should be shown in cinema line is called a film". Netfilx almost risked the world's great injustice to promote the streaming media strategy, In the end, he changed his strategy many times for "Rome" directed by Alfonso Caron——

First of all, Cannes Film Festival. According to the French film industry, before the film is officially broadcast on streaming media online, it must reach a certain time limit, or it will not be allowed to participate in the main competition unit of Cannes. Despite Cannes' continuous mediation, the wealthy Nafi refused to compromise and broke up. Finally, "Rome" missed Cannes and landed in Venice, Won the Golden Lion Award.

Then comes the North American awards season, where the Oscars explicitly stipulate that only when the mainstream cinemas show for a certain number of weeks can they win the registration qualification. This is also the reason why all awards season movies must be shown before the registration deadline in the third week of December. In order to participate in the Oscars, Nafi chose to bow down for the first time, and arranged the screening of "Rome" in several cinemas in the first week of December.

Disney and Nafi, the two top companies in the industry, are really the top tycoons in the whole industry, but they changed their strategies for the sake of the Oscars.

According to the truth, "Avenger alliance 3" and "Black Panther" are commercial films. The success of commercial box office is the most important thing, and it can also drive the overall boom of the copyright industry related to Disneyland. From the perspective of interests, Disney is really counting money to soft touch; The same is true of Netflix, which makes full use of the online traffic in the Internet age. They are the only film production company that can ignore the cinema line, box office and even quality.

Why?

Here we need to explain the profit model of Nafi.

After Naifei's rapid rise, it once gained a large number of fans by virtue of a series of word-of-mouth works, especially the practice of TV series going online all at once; But later, they invested in shooting a lot of mediocre quality films. These scripts were all written according to big data statistics. Which themes are popular, which scripts are the most popular, and which types are popular, they roll up their sleeves and shoot directly, without carving or polishing. The quality of the finished products is really beyond praise, which has also caused numerous disputes.

In response, Netflix official said: "what we care about is not the quality of works, but the quantity of works. We need a huge base of works to fill our copyright library. As for quality, it doesn't matter. "

Because Netflix makes money through paid subscription.

In short, they set up a huge film library to capture audiences in different fields, interests, hobbies and orientations with different styles, types and properties of works. As long as users subscribe to Netflix, then users can sit in an ocean of film libraries and choose their favorite works at will——

This also means that a super bad film, even if only one user likes it, then it is enough. Because as long as this user becomes a subscription user of Netflix, Netflix will succeed, and this user can also find more works that he is interested in in in the film library - even bad films, he will choose to continue to pay for the subscription.

From this point of view, the role of rotten film and classic is the same. Because every bad film must have its own audience; What's more, after subscribing to Netflix, you can watch any work at will, occasionally watch some bad movies to pass the time, or exchange some niche classics. Why not?

It also means that Netflix can make a profit no matter what.

Therefore, Nafi doesn't need to worry about the impact of the quality of his works on the box office figures and subsequent profits. They have an independent film library system, which makes Nafi the only production company that doesn't need to worry about the quality of his works. This has also become another feat of the network era for the huge change of the real industrial structure.

In other words, Disney and Nafi don't need the little golden man to seek more benefits, but why are they still chasing the Oscars?

Simply put, it's brand effect!

From a statistical point of view, the box office of an Oscar nominated film can increase by 10% to 80%; For a work that has won the Oscar, the box office of the cinema can increase by 300% or more, which is just the first step.

If a film's Blu ray disc cover is printed with "Oscar nominated works" or "Oscar winning works", the market rental income can be increased by more than 50%; At the same time, the film's poster, soundtrack, surrounding products, and even the reputation of the entire production team are closely linked.

Although everyone make complaints about Oscar's increasing business and the public relations of colleges are gradually destroying Oscar's authority, the fact is that Oscar still symbolizes the highest honor of the whole movie industry, even the continent can not be influenced by the influence of the public.

For Disney, "the first superhero movie in history to win an Oscar for best picture" is a very, very important title, which can directly make Marvel film complete its essential transformation, from a simple popcorn movie to the cultural mark of an era, and thus derive a huge peripheral economy, That's in billions.

For Naifei, "the first streaming media work in history to win the best picture Oscar" is equally attractive. More importantly, the works invested and produced by streaming media can reach the top of the Oscars, which not only affirms Naifei's artistic aesthetic taste and creative ability, but also releases a signal that "Naifei's works can also win the little golden man", The follow-up effects are clear——

On the one hand, they can attract more top directors and actors to make films for Nafi, such as Alfonso Caron, Martin Scorsese, David Finch and so on. Nafi can let them get rid of the influence of the two tights and shoot the subjects and works they are interested in independently; On the other hand, the quality and reputation represented by top directors and top actors can attract more high-quality users, deepen the whole user base, and then return to the former to attract more art creators to shoot works for Nafi, so as to truly establish Nafi's brand.

The benefits of the whole process are beyond imagination. Later, the online streaming media of Amazon and Hulu catch up one after another, forming a situation of opposition between streaming media and traditional production companies. Of course, that's another story.

For Disney and Nafi, even if it's just an Oscar nomination, it's an important step forward!

It can be seen that the Oscar winner is really just a trophy, but the influence of the Oscar winner on the whole industry has penetrated into all aspects, and the interests involved during this period are so huge that it is hard to imagine why the Weinstein brothers have been able to dominate the industry for so many years? It's because they have the key of college public relations!

However, all these things happened in 2018, all of which are the stories after the rebirth of Langley, so he naturally lost the possibility of foretelling; But the vision and vision of this life have changed. In Hollywood, lenley has gradually realized the far-reaching influence of the Oscar season. Even the European art and film school headed by Cannes can't completely stay away from it, which also makes lenley have a clearer understanding of the interests of the awards season.

Everyone thinks that Oscars are not summer holidays. They are all harmonious and friendly. After all, college public relations can't tear their faces; But all this is just a superficial phenomenon. The undercurrent under the calm lake is still a life and death contest.

Warner Bros. has focused on gravity and her this year. According to common sense, there is no conflict between them and Weinstein pictures, because there is no head-on collision between Warner Bros. and the main competition departments of "Philomena" and "August: Orange County", But if Harvey starts to get in the way of the "gravity" Oscar, especially with Thomas tour, then Kevin kobara will not be able to wait to die.

On the surface, it seems that it's just a contest between "gravity" and "Philomena" for the best film, but the intertwined interests behind the competition is far from simple.

Interest, as Langley said to Bob, as long as we grasp the key of interest, we can drive the opponent.