Online movies are becoming a driving force in the cultural industry-瞭望新时代网-瞭望时代，放眼世界

Online movies are becoming a driving force in the cultural industry

2024-11-06

The online film produced and spread by relying on the Internet is a new force in the cultural industry. Since its emergence in 2014, driven by multiple factors such as market demand, technological innovation, and policy improvement, this category has continuously optimized its content quality. Through diversified subject types, technological innovation, and application exploration, it has achieved a transformation from extensive growth to high-quality production, forming a unique industry development pattern and continuously moving towards high-quality direction. Based on national culture and exploring diverse themes and aesthetic styles, online movies have encountered some negative phenomena in the early stages of development, such as the one-sided pursuit of mechanized production and short-term effects of fast food consumption in order to obtain more commercial benefits, confusing concepts such as vulgarity and popularity, desire and hope, sensory entertainment and spiritual happiness, etc., and using prominent content to attract attention. In the face of this situation, relevant departments guide creators to respect artistic laws and pay attention to social values. As a result, online movies began to take the path of boutique creation, meeting the aesthetic needs of different audience groups, especially young people, through more innovative and diverse creative styles, and achieving high reputation and high views. Online movies are actively exploring diverse themes and aesthetic styles. The "No One's Eye" series and "Snow Mountain Fox: Treasure of the Northern Frontier" interpret the heroic spirit and chivalrous sentiment of the world of rivers and lakes; In the Name of Youth "showcases the positive and ambitious spirit of contemporary youth through a collection of highlights; The films "Super Hero Huang Jiguang" and "Bloodshed Nameless: Running" create a "new mainstream" of online movies, providing value guidance for online audiences. Nowadays, creators are gradually changing people's stereotypical perception of the serious homogenization of online movies by exploring different themes, genres, and styles. Online movies continue to penetrate into daily life, rooted in the people, and deepen the concept of realism in genre production. Poor Brother Rich Brother "takes the topic of organ transplantation as the starting point, using warm emotions to directly touch the hearts of ordinary people; Ma Shang in "A Vast Future" finds the value and hope of life in adversity, inspiring the audience to explore the meaning of life. These films take the fate choices and emotional experiences of ordinary people as carriers, presenting various changes and problems in real society through detailed narrative and life expression, as well as people's tireless and courageous efforts to shoulder heavy burdens, thus presenting a new face of Chinese stories, giving audiences emotional resonance and ideological enlightenment. Opening a new chapter in the integration of film art and science and technology, the ten-year development history of online films is an evolutionary history of cross-border integration and striving for breakthroughs. Relying on the rapid development of digital technology and Internet platform, online movies introduce a series of cutting-edge technologies, promote the diversified integration of audio-visual media, and change the development pattern of the traditional film and television industry. On the one hand, the popularization of high-tech such as big data and artificial intelligence, as well as the application of advanced technologies such as handheld photography and drones, have continuously improved the production level of online movies. The special effects shots in "Snow Mountain Fox: Northern Treasure" account for 70%, creating visual wonders such as "Misty Forest", "Wolf Valley", and "Cliff Ice Lake". On the other hand, technological advancements also promote the integration and innovation of online movies in terms of media expression and audience interaction experience. Driven by technologies such as 5G, VR, and AR, many innovative forms of online movies have emerged. The first interactive online movie "The Painter" has created five different versions of endings, and discussions about the film's ending have become a hot topic on the internet; The game theme 'Gundam' constructs a metaverse future scene to enhance audience engagement through immersive interactive experiences. The application of innovative technology broadens the boundaries of online film creation, enriches the forms of expression of online films, and provides more diversified and personalized viewing options. Especially in recent years, as a pioneer of technological innovation, online movies are leading the entire film industry towards a new stage driven by technological innovation, opening a new chapter in the integration of film art and science and technology. Under the guidance of policies and industry, the production and distribution of online movies have undergone a process of standardization and specialization by integrating online and offline resources and continuously enhancing their influence. In 2018, the State Administration of Radio, Film and Television issued a notice on upgrading the online audio-visual program information filing system, promoting the standardization of online movies through unified filing. In October 2019, at the first China Online Film Week, the Online Film Working Committee of the Chinese Filmmakers Association, together with iQIYI, Tencent Video and Youku, proposed to the whole industry to use "online film" as the unified title of films released through the Internet. In April 2022, the General Office of the State Administration of Radio, Film and Television issued a notice on the management of domestic online drama distribution license services, clarifying the implementation of a distribution license management system for online dramas. Starting from June 1st of the same year, the State Administration of Radio, Film and Television officially issued administrative licenses for online dramas, and "Leaves on the Golden Mountain" became the first online movie to obtain the "Internet Label", marking a new stage in the management of online dramas from filing registration to issuing administrative licenses. While management is becoming increasingly standardized, online movies are constantly exploring innovative business models. On the one hand, revenue can be generated through diversified profit models such as member viewing, single payment, advertising placement, and derivative sales; On the other hand, we have launched various broadcasting modes such as co broadcasting and PVOD, and actively explored the integration of campus network and network integration. In March of this year, "Mo Lu Kuang Dao" adopted an innovative model of simultaneous distribution in theaters and online cloud cinemas, which not only broke through the traditional distribution methods in the industry, but also provided new possibilities for the long-term development of online movies. With the deepening of cinema cooperation and continuous optimization of promotion strategies, the integration of online movies and cinema markets has opened up broader development prospects. In addition, the Beijing Municipal Radio and Television Bureau, in collaboration with Beijing Radio and Television Station, launched the "Eternal Faith - Theme Network Movie Exhibition" during the prime time of Beijing TV's evening, allowing online movies to enter the prime time slot of TV for the first time, enhancing the coverage and influence of the films. This approach integrates online and offline resources, innovates content distribution models, and broadens the path of online movie dissemination. With the rapid development of the global film and streaming industry, online movies have become a new carrier for international dissemination of Chinese culture, enhancing the understanding and identification of overseas audiences with Chinese culture. Chinese and foreign film and television companies and platforms continue to strengthen cooperation and gradually establish international distribution channels. On the one hand, cooperation with international streaming media platforms allows Chinese works to be published on global network platforms, enhancing the influence of Chinese audiovisual products in the international cultural market. On the other hand, overseas versions of applications are launched, gradually building their own international communication network. The overseas versions of these film and television platforms, together with official accounts on international social media and independent micro drama apps, form a diversified international communication matrix, effectively promoting the overseas distribution of Chinese online film and television content. For example, the collaboration between iQiyi and Sony Pictures to create 'Kill Without Mercy' has not only been launched on the iQiyi platform, but also spread to nearly 200 countries and regions around the world. The Legend of Qiao Feng in "The Legend of the Condor Heroes" made its debut at the Cannes International Film Festival and was released in overseas cinemas. Through innovative narrative techniques and high-quality production standards, online films tell the story of China to the world and play an important role in promoting the international dissemination of Chinese culture. In addition to exploring the path for online movies to go global through channels, we should also enhance the recognition of Chinese online movies in terms of content and showcase the image of China to global audiences. The "Chinese Film School" proposed a systematic concept of combining theory with practice and art with industry, which is an extension of the exploration of the "nationalization" of film in the Chinese film theory community. Online movies also need to have a creative consciousness of the "Chinese film school", adhere to inheriting and promoting excellent traditional Chinese culture, and showcase the profoundness of Chinese culture to the world. With the significant increase in the influence of Chinese culture overseas, online literature, online film and television have become important forces in strengthening the construction of international communication capabilities. Online literature is accelerating its overseas expansion and has covered most parts of the world. According to the "2023 Research Report on the Development of Chinese Online Literature", as of the end of 2023, the overseas market size of online literature will exceed 4 billion yuan, with approximately 230 million overseas visiting users, covering more than 200 countries and regions worldwide. The micro drama apps launched by domestic online literature platforms have entered the overseas market one after another, successfully "transplanting" the domestic micro drama model to overseas markets. Online movies can also draw on these successful experiences, innovate narrative techniques, promote cross-cultural communication, implement effective international communication strategies, and enhance overseas audiences' understanding and identification with Chinese culture. In terms of strengthening cultural exchanges with foreign countries and multi-level dialogue among civilizations, the internet is the most convenient medium, and movies are the easiest form for audiences to understand. Online movies should seize the opportunity of the rapid growth of the global streaming media market, build a bridge for effective interaction and exchange between the Chinese people and people from all over the world, tell the world a good story about China in the new era, make the world better understand China, and show oriental aesthetics and cultural values. (New Society)

Edit：He ChengXi Responsible editor：Tang WanQi

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