Saturday, February 23, 2019
Film review

The film industry uses big data to analyze audience demand

On August 6, Ali Films released its first announcement, appointing Zhang Qiang, the deputy general manager of the former China Film Co., Ltd., as the CEO of Alibaba Pictures, and changing the name of the listed company from “Culture China” to “Ali Film”. In March of this year, Alibaba announced that it will invest 59.32 billion shares in Cultural China for HK$6.244 billion, becoming the largest shareholder of Cultural China.

In 2013, the success of applying big data to the popular TV series “Paper House” for content development caused a worldwide debate, and also allowed Netflix and “Big Data” to enter the eyes of Chinese moviegoers. The Chinese film industry has begun to explore how to use the Internet big data to serve the Chinese film industry, and some technology companies have begun to explore in this regard.

Culture China has participated in the investment of the 2013 domestic box office champion “Xiyou • Demon Magic”, and has a cooperative relationship with Zhou Xingchi, Wang Jiawei, Chen Kexin, etc. The chairman of the board is Dong Ping, a big figure in the film and television circle. Internet companies’ ambitious film plans are the hottest topic in today’s film industry. Chinese films have been booming in recent years, and more and more people are investing in movies, and the filmmaking team is also growing.

The reason for the rapid development of Chinese films is that the Chinese economy has developed rapidly in recent years. The per capita GDP growth has brought about the development of the cultural industry and the development of the film. Second, the reform of the film system,in the past, the film system was purely state-owned, and private photography was not allowed, which hampered the development of the film production industry. The current movie market is not only produced by state-owned enterprises, but also by private enterprises. The film market naturally develops very well. At the same time, the development of digital technology has also added a lot to the Chinese film market. However, behind the phenomenon of “blowout” in the movie market, we see hope and also find hidden concerns. The advantage of domestic films declined, and the market share fell below 50%. Moreover, it is observed that there is no problem with the funds for filming. It is understood that the film fund as a new investment model is also widely concerned. The data shows that as of November last year, there were 111 cultural industry funds in China, and 83 funds have been disclosed, with a total scale equivalent to 133.45 billion yuan.

  • Movie audience background analysis

By analyzing the accounts of “post-on-time” on social networking sites such as Weibo and Dou ban, and collecting their background information, you can get the most discussed provinces, gender, age, and marriage. The most discussed in the “post-meeting period” are Beijing, Guangdong, overseas, Jiangsu, and Zhejiang. If this is the big data analysis result before or during the “Post-in-the-Life” screening, then we can suggest that the crew be in Beijing, Four provinces and cities in Guangdong, Jiangsu, and Zhejiang held a press conference, and resources were tilted to these four provinces and cities.

The cloud map is to sort the audience tags that refer to “there will be no future” according to the frequency of occurrence. The higher the frequency, the larger the font size displayed on the cloud image. As can be seen from the figure, the audience who mentioned the movie likes to travel, food, entertainment, and literature. For the producers, we can suggest adding plots related to these keywords to the script and designing the characters in the play. This is directly related to the development of derivatives in the later period. For advertisers, brands in these industries can be suggested to place or post advertisements in the film, mainly for female audiences, with “post-90s” as the mainstay. The issuing company can also select the cooperative brand and network discussion topics in the marketing, and conduct the conference setting according to this, and so on. Of course, we can also count the brands mentioned by the viewers who will “have no future” and get the brands that are most concerned by these viewers, thus providing more specific data reference for the placement and delivery of advertisements.

In addition, you can analyze the route of network posting. First, we find a number of posts with the highest amount of forwarding for a movie, and then analyze the propagation paths and propagation modes of these popular posts, respectively, to find the key nodes of the propagation of a certain post, and provide network marketing reference for the next movie. For example, “post will be indefinite” sent a post, after a period of explosive proliferation, after a period of time, was again forwarded by 4 key accounts, triggering a second round of proliferation, one of the accounts “Silver Pro Rachel After forwarding, it triggered a third round or even a fourth round of forwarding. Then, these accounts can be said to be the most critical nodes in the process of post propagation.

  • Main word of mouth analysis

The principle of big data analysis of the film’s creative staff is similar to the analysis of the film. We analyze the microblog of a founder and the post that mentions the film and the main creation. We can get the number of “fans”, mentions, attitudes, and word-of-mouth trends of film directors, screenwriters, and main actors. It is also possible to analyze the contents of the posts that refer to “after the indefinite period” and “Han Han” to understand the points of interest of the audience.

It can be seen that the analysis results of big data can be applied to all aspects of film content development, production, distribution, and derivative development. The introduction of this article is just some attempts to apply big data to the film industry. More and more in-depth applications need to be more available for analysis data, analysis, and expansion of ideas, and close communication and cooperation with film frontline workers. Big data is connected with high technology since its birth because of its natural Internet properties, but technology is only a tool. To realize the value of big data and transform it into real productivity, ultimately, it depends on the understanding of the film industry by data analysis experts and the trust of first-line workers in the value of data.

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