The outbreak of AIGC in 2023 is like "two heavens" for the film and television industry.
Fearing that "robots" would take away their jobs, a massive strike against AI broke out in the American film and television industry. It took the parties concerned to reach a preliminary agreement from May to early November, and Hollywood was shut down for half a year.
Not everyone sees AI as a beast. Works such as "Avatar 2" and "Raiders of the Lost Ark 5" have become important milestones in AI's participation in the film industry. As a member of the Directors Guild of America (DGA), the famous Chinese director Tang Jili is also trying to use AI technology to create a new situation in the Chinese film industry.
Previously, the fantasy action film "Legend", written and directed by Tang Jili, has been completed. An important highlight of the film is the large-scale use of AI technology: in addition to using AI to shape scenes such as glacier temples, barren sand deserts, and the sea of wind and snow, what is more innovative is the use of AI to reshape the 27-year-old Jackie Chan, who performed with the 69-year-old himself.
On December 19, the Hong Kong main board-listed Duoniu Technology Group (**01961HK) announced that it has signed a strategic cooperation agreement with director Tang Jili, and the two parties will jointly use new technologies to cultivate entertainment IP. Duoniu Technology's main business is games, and its parent company, Duoniu Group, has well-known communities such as NGA and Renren.
The two parties will form a joint venture to comprehensively use various means such as film, television, games, animation, and innovative applications to devote themselves to the cultivation of excellent IP. The specific business will include three directions.
First of all, with the established IP as the core, we will continue to develop a series of film and television works such as movies and TV series, and continue to improve and strengthen the creation of IP.
Secondly, expand the influence of its own IP in the game business and promote the continuous interaction between IP and users. Compared with the traditional film and game linkage, this business not only includes the copyright authorization of film and television works to change and develop into games, but also looks for suitable game IP to carry out film and television development cooperation. Through two-way interaction with the game industry, the level of cooperation between the two formats will be enhanced.
Third, through the application of innovative technologies such as artificial intelligence, we will explore new directions for cultural and creative industries, including film and television, games, etc., and try new business models.
Behind the continuous decline, a new operation model that uses AI to transform film production, and at the same time, continues to operate IP with Internet thinking, is taking shape.
Inspired by the game.
Compared with the century-old film industry, although the history of China's game industry development is only 30 years, and the number of users is far less than that of movies, the commercial returns of the two are very different.
According to the respective data of the two industry management bodies, the National Film Administration and the Game Working Committee. As of November 14, the total box office of Chinese films in 2023 is 5000.1 billion yuan, far lower than the sales revenue of the game industry in the same period of 30296.4 billion yuan. But the total number of moviegoers is as high as 117.9 billion, much higher than the scale of game users 66.8 billion. Measuring revenue alone, the gaming industry generates 6 times the annual revenue of movies with less than half of the users, and the commercial efficiency is clear at a glance.
The gap in exports is even more significant. In 2023, the overseas revenue of Chinese games will be 1636.6 billion US dollars, which was created in 2021 and 180At a record $1.3 billion, overseas revenues are about half as much as domestic revenues. On the other hand, the overseas box office revenue of Chinese films is less than one-tenth of the domestic box office.
There are many factors that cause the above differences, and it does not mean which is better or worse, in fact, the advantages of each are obvious: the artistic expression of the film is strong, the visual impact is large, the audience threshold is low, it is easy to have social influence, and the advantages in mass communication are very obvious;The game is characterized by a strong interactive experience, high user stickiness, long product life cycle, and more flexible business model.
Each of their strengths has also caused their own shortcomings. Movies have strong communication power and short life cycles, and have a single business model. The game itself lacks the power of the film to disseminate, and the cost of communication and drainage far exceeds the cost of development. Therefore, it has become an important direction of exploration to make movies and games complement each other's advantages and integrate and develop.
After continuous exploration, the degree of film and game cooperation has continued to deepen: from the early brand co-branding, drainage casing and other marketing level cooperation, gradually to the mutual integration of content, which has also given birth to a number of very successful cases: "Spider-Man", "The Witcher", etc., which have been successfully adapted into games;"Resident Evil", "Tomb Raider", "World of Warcraft", "Assassin's Creed", "Uncharted" and so on, which have been successfully adapted into film and television, and the "The Last of Us" series, which has been adapted into American dramas, has also been a great success.
Fusion of film and game. With the continuous development of new technologies, especially artificial intelligence technology, the linkage of film and game is expected to enter the era of film and game integration, and business model innovation will also follow.
First of all, from sharing IP to co-cultivating IP. Most of the early film and game linkages occurred after the film and television works became famous, and the purpose of licensing was purely for economic gain. This level of film and game linkage is actually a marketing borrowing, and there is very little intersection in content.
As the cooperation gradually deepened, the two began to pursue content integration. The game is developed according to the world view and plot of film and television works, and the shapes and scenes of the game characters are on par with film and television works, such as Spider-Man, Witcher and so on.
Judging from the cooperation model between Tang Jili and Duoniu, film and games are pursuing a more in-depth cooperation model: collaborative production of content and joint creation of IP. Maybe the game is involved in the script stage, and the movie and the game can express themselves in their own ways and work together to complete a story.
The rhythm of marketing can also be better synchronized, the communication power of film and television works in the first stage of communication will not be wasted, and the timely launch of games can also make the influence and value of film and television works be brought into greater play.
Second, content production is integrated with each other. Movies and games are all about technology. The camera born in the era of the Industrial Revolution created the film and television industry;The invention of computer hardware and software systems gave rise to the video game industry, and the film and television industry moved from analog to digital. New technologies such as artificial intelligence are becoming important productive forces for film, television, and games, creating conditions for the integration of the two.
From the perspective of content production, the production of movies has fully shifted to digital, for example, a large number of scenes are completed with the assistance of artificial intelligence, the performance of characters is increasingly dependent on computer post-production, and even digital human actors will be used a lot. For games that are completely digitally produced, a large number of digitally produced movie elements greatly improve the efficiency of game conversion, making it more convenient for games and films to be consistent in content, scenes, and characters.
The development trend of technology has also created new possibilities for the integration of the two products, such as the fact that games are increasingly borrowing from the narrative mode of movies, the use of lenses, etc., the so-called "game cinematization". Interactive movies borrowing from games have also begun to emerge, and works that affect the direction of the plot by user choices have begun to gain a gradually growing user base, and "movie gamification" or "interactive movies" have finally moved from concept to users.
Third, the birth of innovative applications and services. Artificial intelligence continues to promote the development and integration of the film and game industry, and will also give birth to some new applications, services and even industries. For example, the image of the digital human created in the movie will be continuously reused, in addition to acting in the movie, it may also become a game character, as an anchor, a lead singer, and so on.
Perhaps in the near future, artificial intelligence, which is still a tool, will have the opportunity to move from behind the scenes to the front of the stage, from a supporting role to a leading role. The Hollywood strike may herald Ragnarok, but it also heralds the beginning of a new era, so it's better to embrace it sooner rather than worry.
Disclaimer: The content of this article is this *** corporate information, which only represents the author's personal views and has nothing to do with this website. The content involved does not constitute investment and consumption advice, and is for readers' reference only, please verify the relevant content by yourself.
Original text**: Xianning News Network.