Movie Big Data in the Age of Loud Voices： Disrupting the War by Doing things in their own way
After its release, it was besieged by a large number of film critics.
Special feature of 1905 film network What are filmmakers talking about when they talk about the Internet? When a force enters a new field, it must first use a large number of concepts to create momentum. Obviously, many Internet words have entered the film industry this year, but all of them have been constructed by filmmakers. IP is just another way of saying intellectual copyright; Crowdfunding, in their eyes, is excessive consumption of fan enthusiasm; The statement that online ticketing websites dominate the world and cinemas disappear from now on is even more obvious with ulterior motives.
However, when they talk about big data, it seems that they can’t dispel its natural advantages over traditional research. Big Data is directly translated from Big Data. Compared with traditional research, it has massive data scale, rapid data flow and dynamic data system, diverse data types and huge data value. The significance of big data analysis and mining is that it can collect people’s behavior data on the Internet. Through analysis and mining, we can find the laws hidden behind a lot of details and provide reference for decision-making.
In the film circle, big data first relies on marketing, but it has actually been applied to all stages of film project establishment, publicity and distribution, and even can make a difference in crisis public relations. For the future, big data companies have many good wishes, but back to the status quo, it seems that there are still many serious injuries.
Lack of historical data is a serious problem, and it needs to be opened between single data.
At present, domestic big data platforms are mainly divided into three categories, one is the data analysis department under BAT, the other is a mature big data consulting company, and the third is the data analysis studio that is still in its infancy.
As one of the three Internet giants in China, Baidu has no intention to establish a special film data analysis department, and will not sell the data to the latter two, just as the staff of their entertainment marketing department said: "We don’t have such motivation." More often, they will only provide big data for customers’ reference when promoting other commercial products, such as Tencent, another giant, whose billions of advertisements every year are based on the accurate recommendation of big data.
The competitiveness of the latter two lies in whether they can capture all the Internet things that ordinary users can relate to: Weibo, portals, paper media, video websites, forums, blogs, WeChat WeChat official account ……………………………………………………………………………………………………………. According to some film sources, there are about six or seven big data companies in the industry, but there are not many choices. They usually give priority to those with data background and platform support.
"The big data in China is that the data has not been opened, and the data of search, social networking sites and ticketing websites are isolated from each other. If you have an open mind, it may be more valuable. " Wang Wei, the marketing director of Aiman Technology, said.
At the same time, these large and small movie data miners and analysts also face a common problem: the lack of historical data. The North American market began to do film market research in the 1920s, and accumulated a large amount of data, including audience data under the grading system and population data under geographical differentiation, while China’s film big data is still in its infancy.
Two studios, Digital Studio and Digital Studio, were established only in 2013. The former relies on the project funds of Tsinghua University, with 10 members, more than 90% of whom are teachers and doctoral students. The latter was founded by alumni who graduated from Tsinghua University for 10 years, with the largest number of 20. Overseas and domestic members are organized according to the project. In the early days of their establishment, they all began to accumulate basic data, but young people only had data that took off for half a year and capped for two years. A comprehensive data analysis consulting organization like Aiman Technology has accounted for nearly 40% of its film business, but the accumulation of basic data only started in 2012.
Some time ago, it was reported that the National Film Special Fund Office would open a Weibo account in early November 2014 to accurately release the real-time data of the film market and the next day’s film release in China. Chao Wenqing, the product manager of Digital Photo, was very excited about this: "The publication of basic data will definitely be good for the whole industry." Unfortunately, at present, there is still no official account of the special endowment office on major social networks.
The earlier you get involved, the higher the charge. Participating in box office accounts will easily lead to dirty data.
Big data companies usually have two charging mechanisms for the needs of filmmakers or propagandists. One is pricing and charging, usually making packages or selling software. Aiman Technology has developed a film marketing support system to monitor the communication effect of news topics and materials in real time. Another mechanism is to set the price according to the amount of data that can be given. The earlier the intervention, the more difficult the data and the higher the price, ranging from hundreds of thousands to hundreds of thousands. Of course, some big data companies are not so strong in price in order to attract customers or achieve strategic goals.
At the start-up stage, Digital Studio has its own ideas about the future profit model, and its director, Yang Yue, hopes to divide the films according to the box office results. The relatively mature Aiman Technology also revealed that many users who are currently in contact have this attitude. Everyone just wants to share benefits and risks. However, this will bring limitations to big data companies: "We don’t invest in movies and don’t do movie marketing. But as long as you stand on the point of interest, there may be dirty data. "
The so-called dirty data, on the one hand, refers to ambiguous data, a large number of ambiguous data will form a giant haystack, but what is really needed is just a needle hidden in it. At the same time, the different scope and time of capturing data will also lead to different results and bring suspicion of dirty data. "For example, the Baidu data you use, I use Youku data, you use the data of three months before the film screening, and I use the data of one month before the film screening. Of course, the result is different." Yan Wenqing said that in addition to publishing data collection and methods, traditional research companies should mark the scope and time of data collection even when publishing each data, but big data companies are not standardized enough, which is why film companies all think big data is useful, but they dare not use it as an important commercial basis.
On the other hand, it refers to the hyped data, such as Weibo’s index, which can be brushed by a large number of manpower or system software. Scoring websites such as Douban are also important places captured by a large number of water forces. After Baidu launched the crowdfunding project, it predicted the box office of the film. However, the final box office was less than one-third of the forecast. The outside world questioned its intention to raise users’ expectations and fabricate data. The interviewed Baidu staff said indignantly: "These people have completely failed to understand Baidu’s core values, which are commercial products and which are not saleable. Our data is formed according to users’ search behavior and is not dirty at all."
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