In October 2020, Tencent Pictures, Xinli Media, and Wenwen Film and Television formed a “troika” to integrate the upstream and downstream of the film and television industry in Tencent’s cultural and creative ecology, build a film and television joint production system, and explore a new model for the development of web-based IP film and television. . A few months have passed. At the 2021 Reading Annual Conference, Reading’s film and television business has delivered a dazzling report card: Xinli Media’s TV series “Douluo Dalu” and “Golden Years” have both good ratings, especially “Celebration”. After the great success of “Troika”, the second work of “Troika”, “Zuo Son”, also became the first-year phenomenon of “explosion”, the new action of “Troika”: “1921”, “Human World” and “Heart”. “Home” “The Trilogy of Time Melody” is also in preparation.
With a more active and open attitude, Wenwen is cooperating with various industry partners such as audio, animation, and film and television to gather industrial resources and build a complete IP ecological chain. At the press conference, Cheng Wu, CEO of China Reading Group, Vice President of Tencent Group and CEO of Tencent Pictures, officially announced the upgrade of the “Great Reading” strategy. Cornerstone, with IP development as the driving force, openly build an IP ecological business matrix with partners across the industry. He also pointed out that the IP-based film and television of web texts will be one of the breakthrough points for the “big reading”.
Cao Huayi, co-head of the Film and Television Business Creation Committee of China Reading Group and chairman of Xinli Media, pointed out that film and television are one of the most popular and easily disseminated cultural and artistic forms. It is very important in the IP industry chain. It is not only a way to develop monetization, but also It is also an IP amplifier, which undertakes the task of breaking the circle and symbolizing IP. Xinli Media has been keeping up with the times, embracing innovation in film and television creation, expression forms, and content themes, deepening the understanding of the industry and audiences, and better serving the group’s IP development strategy.
With the younger audiences and creative groups, many changes worthy of attention are being brought to the industry, and it has also given the industry more innovation power. In recent years, Xinli Media has continuously explored the gaps in the subdivisions and introduced the old to bring forth the new, hoping to be closer to the times and the expressions of young people. For example, the design of the two heroines of “The Golden Years”, “Hello, Li Huanying” puts the theme of maternal love in the setting of fantasy narrative, and the setting of contrast expression close to the current era and close to young people in “The Son-in-Law” has won Widely recognized by the market and users.
Under the strategic framework of “Great Reading”, Xinli Media will adhere to the core principles of “focus, professionalism, and extreme”. In addition to the “troika”, it will cooperate with more partners to pay attention to online literature IP, traditional literature IP and care. Realistic original works are made into films, mining and amplifying the value of IP, and providing more powerful support for the reading.
In the future, Xinli Media will adhere to the coordinated development of film and video, and advance original content and adapted works at the same time, accelerating the development of film and television of the head IP. In the field of TV dramas, we adhere to a diversified and seasonal development model, with simultaneous development of copyrighted dramas and contracted dramas; in terms of movies, we will still firmly follow the route of high-quality products, and cooperate with the “troika” to explore major online movies, account-sharing dramas and other films The innovative exploration of the adaptation has created more high-quality film and television works. Under the background that the younger content forms such as micro, short, web, and vertical have gradually become the “new volume” of the industry, the “troika” is also actively experimenting with quarterly broadcasts and short dramas, such as reading articles and micro-vision “Martian”. The series of the “Plan” cooperation have received billions of broadcasts.
The vitality and creativity of good works come from each creator. To this end, the “troika” will continue to consolidate the existing mature and professional team of directors, screenwriters and producers, and will also tap potential young directors, screenwriters and producers, enrich the core creative talent pool, and continue to build a stable The talent echelon of the company cultivates reserve forces for sustainable development. Following the launch of the “Young Director Training Program” last year to provide young directors with integrated resource support, Reading has also established a reading starting point creation school to train and continuously deliver more story creative talents, including writers and screenwriters, to the industry. Build a new force in the content industry.
Cao Huayi believes that as an important component of the cultural industry, film and television must realize economic value and corresponding social value. In recent years, young people have paid more attention to real social issues, and the main theme and realistic works that record the style of the times have become the “new mainstream” in the market. At this point, the “troika” all have mature creative experience. Xinli Media has produced works that reflect the times such as “White Deer Plain” and “My First Half of Life”. Tencent Pictures has planned “The Melody of the Times” as an important part of the content track as early as three years ago. Possess a rich reserve of realistic-themed online literature works, such as “Da Guo Heavy Industry”, “Chaoyang Police” and so on. In the future, Dayuewen’s film and television business is confident to continue to record and tell a new “Chinese story”, bringing more good works to the market and audiences.
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责编：张晓荣 ]
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