1723 Sitting on the Sidelines

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The annual awards season is undoubtedly the focus of the entire Hollywood and even the world's film industry. The interests of all parties are intertwined and confrontational, and the combination of friends and enemies cannot be clearly explained in just a few words, but in the final analysis, it is still inseparable. The iron law of the supremacy of interests - the additional interests derived from the awards season and the Oscars, has an impact far beyond imagination.

For the uninitiated, the awards season is just the awards season, and the benefits that a small golden man trophy can involve is limited. Compared with the commercial behemoths such as the Marvel series or the Harry Potter series, the industry that Oscar maintains is fundamentally It's nothing. Once upon a time, Renly thought so too, but when he really entered Hollywood, he gradually realized that things were never that simple.

In 2018, two things stood out during awards season.

First, in order to attract viewership, Oscar proposed to set up the Best Popular Movie Award, but it encountered unanimous resistance and opposition from the entire Hollywood, and finally had to let it go; but Disney still did not give up, and was ready to put the "Avengers Alliance". 3" and "Black Panther" entered the competition for many major awards such as best picture and best director.

Second, the online streaming leader Netflix (comfilx) relied on the strategy of simultaneous online broadcast, breaking the dominance of the traditional cinema chain, triggering the debate on "whether a movie should be shown in theaters before it is called a movie", Netflix almost It is to carry out the streaming media strategy at the risk of the world, but finally changed the strategy many times for the "Roma" directed by Alfonso Cuaron——

First, the Cannes Film Festival, the French film industry stipulates that before the film is officially broadcast online, it must enter the theater for a certain time limit, otherwise it will not be allowed to participate in the main competition unit of Cannes. But refused to compromise, one shot and two splits, and finally "Roma" missed Cannes and landed in Venice, successfully won the Golden Lion Award.

Then there is the North American awards season. The Oscars clearly stipulate that only a certain number of weeks in mainstream theaters can win the qualifications for registration, which is why all awards season films must be in time for the registration deadline in the third week of December. The reason for the release and even the release. In order to participate in the Oscars, Netflix chose to bow its head for the first time, and arranged the screening of "Rome" in multiple theaters in the first week of December.

Disney and Netflix, two top companies in the industry, are really top giants that shake the entire industry when they stomp their feet, but the two companies have 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 thing, and it can also drive the overall popularity of the Disneyland-related copyright industry. From the perspective of interests, Disney It’s really hard to count the money; it’s the same with Netflix, making the most of the online traffic in the Internet age. They are the only company among all film production companies that can ignore the cinema, the box office, and even the quality.

Why?

Here we need to explain Netflix's profit model.

After the rapid rise of Netflix, it once gained a large number of fans with a series of word-of-mouth works, especially the practice of all TV dramas being launched in one go; but later, they invested in a lot of films of mediocre quality. 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 without carving or polishing. The quality of the finished product is really uncomplimentable. , which has sparked 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 from paid subscriptions.

To put it simply, they have built a huge library of films to capture audiences from different fields, interests, hobbies, and orientations in an all-round way with works of different styles and types. As long as the user subscribes to Netflix, then the user You can sit on an ocean of film libraries and choose your favorite works at will—

This also means that a super bad movie, even if only one user likes it, is enough. Because as long as the user becomes a Netflix subscriber, Netflix has already succeeded, and the user can also find more works that interest him in the film library - even if it is a bad film, he will choose Continue with paid subscription.

From this perspective, bad movies and classics are the same. Because every bad movie 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 buy some niche Classic, why not?

This also means that Netflix can be profitable no matter what.

Therefore, Netflix does not need to worry about the quality of the works affecting the box office figures and subsequent peripheral profits. They have an independent film library system, which also makes Netflix the only production company that does not need to worry about the quality of the works. This has also become another feat of great change in the real industrial structure in the Internet age.

In other words, Disney and Netflix simply don't need the statues to seek more profit, but why are they still chasing the Oscars?

Simply put, it's branding!

From a statistical point of view, a movie nominated for an Oscar can significantly increase the box office by 10% to 80%;

For works, the increase in the box office of the theater can reach 300% or more, which is only the first step.

The Blu-ray disc cover of a movie only needs to be printed with "Oscar-nominated works" or "Oscar-winning works", and the market rental income can be increased by more than 50%; Even the reputation of the entire production team, the influence of interests is interlinked.

Although everyone is 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 "Oscars" still symbolizes the highest honor in the entire film industry, even in continental Europe. have been affected accordingly.

For Disney, "the first superhero movie in history to win the Oscar for Best Picture" is a very, very important title, which can directly allow Marvel movies to complete the essential transformation from a simple popcorn movie. It has become a popular cultural imprint of an era, and a huge surrounding economy has been derived from it, which is calculated in billions and tens of billions.

For Netflix, "the first streaming work in history to win the Oscar for Best Picture" is equally attractive, and more importantly, the work produced by streaming media investment can top the Oscar, for Netflix His artistic aesthetic taste and creative ability are both important affirmations, and it also released a signal that "Netflix's works can also win the golden man", and the follow-up influence is clearly visible——

On the one hand, they can attract more top directors and actors to shoot movies for Netflix, such as Alfonso Cuaron, Martin Scorsese, David Fincher, etc. have all joined them, Netflix can let them get rid of the influence of the two tights, 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. The entire user base is further deepened, and then returns to the former, attracting more artistic creators to shoot works for Netflix, and truly build 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 of confrontation between streaming media and traditional production companies. Of course, that is another story.

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

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 the period are even more unimaginable-why are the Weinstein brothers able to call the shots in the industry? for many years? It's because they have the keys to the academy's public relations!

However, these are all things that happened in 2018, all of which are stories after Renly's rebirth, so he naturally lost the possibility of being a prophet; but his vision and vision in this life have changed, and he is truly in Hollywood, Renly also gradually became aware of the far-reaching influence of the Oscars season, and even the European art film school headed by Cannes could hardly stay out of the way.

Everyone thinks that Oscar is not a summer vacation. Everyone is in a happy and friendly competition. After all, it is impossible for the academy's public relations to tear its face. But all of this is only a superficial phenomenon. The dark tide under the calm lake is still a life-and-death contest.

Warner Bros.'s main focus this year is on "Gravity" and "Her". According to common sense, there is no conflict between them and Weinstein Pictures, because "Philomena" "August: Osage County's main competing divisions and Warner Bros. haven't collided head-on, but if Harvey starts to get in the way of "Gravity's" Oscars, especially with Thomas Tour It is absolutely impossible for Wen-Tsujihara to sit still.

On the surface, it seems that it is just a battle for the best picture between "Gravity" and "Philomena", but the interweaving of interests behind the competition is far from simple.

Interest Interest Interest, as Renly said to Bob, as long as you grasp the key to interest, you can drive the opponent.

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