The surge of users urges the micro-film industry to strengthen copyright awareness without delay.

in the future, micro-film practitioners should insist that content is king, strengthen copyright awareness, and seek an appropriate distribution and projection mode is also the key to the development of micro-film industry.

original title: the surge of network video users accelerates the weak protection of intellectual property rights and the homogenization of content topics in the micro-film industry

with the increasing demand for content on the Internet video platform, the technological update of film and television makes the threshold for video production getting lower and lower, the way of receiving fragmented information from the audience is gradually formed, and the micro-film industry in China is showing a new vitality of development. Statistics from the China Internet Information Center show that the number of online video users in China has reached 514 million, accounting for more than 70% of the total number of Internet users. The strong demand of the online audio-visual market has promoted the rapid growth of micro-film creation and production. By the end of November last year, 4672 micro-films (online films) had been put online. Although the industry is good and the market prospect is broad, China's micro-film industry still faces some challenges: weak intellectual property protection, homogenization of content and theme and other problems gradually surfaced. The industry suggests that in the future, micro-film practitioners should adhere to content as the king, strengthen copyright awareness, and seek an appropriate distribution and projection model is also the key to the development of micro-film industry.

< strong > the rise of the micro-film industry has attracted capital intervention < / strong >

industry insiders pointed out that in 2009, Weibo was born, and all kinds of network miniature forms with "micro" names have come into people's lives more and more frequently. Soon after that, microfilm, a new form of network audio-visual, gradually formed a relatively clear and clear concept.

Micro film, that is, micro film, refers to video short films specially used for playing on various new media platforms, suitable for viewing in mobile and short-term leisure state, with complete planning and system production system support. it has a complete storyline and the characteristics of "micro-time projection", "micro-cycle production", "micro-scale investment", "micro-broadcast platform" and so on.

Si Ruo, associate professor of Communication University Of China School of Drama, Film and Television, pointed out that as one of the earliest online audio-visual forms, China's micro-film industry has only been about a decade from development to maturity. The development history of micro-film is the epitome of countless new things in the Internet era.

statistics from the China Internet Network Information Center show that as of the first half of last year, the number of online video users in China reached 514 million, accounting for more than 70 percent of the total Internet users. The strong demand of the online audio-visual market has promoted the rapid growth of micro-film creation and production. By the end of November last year, 4672 micro-films (online films) had been put online.

2010 is regarded as "the first year of Chinese microfilm" by many microfilm researchers. In order to comply with the rising upsurge of micro-film, micro-film works of different themes frequently appear on the network platform: the "11 Youth" series, which brings together 10 micro-film works, is launched and praised by the majority of fans; the launch of "Old Boy" makes the audience's awareness of micro-film as a new thing increase rapidly. After the film is launched, it quickly sweeps the Internet and gains good reputation.

after 2010, the number of micro-film works has increased sharply, the types of works have become more diverse, the themes of works have been more extensive, and the level of production has been greatly improved, and it has exploded in 2013. Si Ruo pointed out that as the inflection point of the online video industry, some video websites have begun to move from a long-term loss to profitability. In order to better shape the brand image and enhance user stickiness, network self-control has become a key planning project for major video websites.

Zheng Zi, director of the Micro Film Development Center of the Central New Film Group, said that since the Asian Micro Film Art Festival was established in Lincang City, Yunnan Province in 2013, various types of excellent micro film works have been emerging. A total of more than 14000 entries were collected, attracting film and television artists from more than 30 countries.

at the Fifth Asian Micro Film Art Festival held not long ago, 4360 micro films competed for the Golden Begonia Award. Zheng Zi said that last year, the number of micro-film works nationwide reached 40, 000, and the jury of this year's Golden Begonia Award received more than 1000 more entries than the previous one.

with the advantages of micro-time, micro-investment, micro-creation and other industrial development advantages, micro-films inspire more and more filmmakers to devote themselves to creation. Industry insiders believe that the growing demand for content on the Internet video platform, the upgrading of film and television technology makes the threshold for video production getting lower and lower, the way of receiving fragmented information from the audience is gradually formed, and China's micro-film industry is showing a new vitality of development.

"in the network audio-visual era, the audience's access to information is more unobstructed, the consumption habit of pay-on-demand is being formed, and the transmission power and commercial value of micro-movies are obviously enhanced." Guan Chen, a microfilm director from Shanghai, said that while microfilms are made separately, they also accumulate momentum for the future "series of dramas" and big-screen films.

with the expansion of the number of micro films, the jury of the Golden Begonia Award of the Asian Micro Film Art Festival has no less requirements for the quality of the films. According to reports, the best work of this year's Asian microfilm Golden Begonia Award accounts for 0.9% of all entries, while the winning rate of excellent works is only 1.81%.

it is reported that the rapid development of micro-films in recent years has attracted the intervention of various capitals. There are six reasons: micro-film has a broad market space, which is in line with the national strategic direction; micro-film has a broad mass base, which usually reflects life higher than life, and its audience is getting wider and wider; the emergence of new media and mobile terminals leads a new mode of operation; micro-film, as a new art form, different from movies and TV dramas, can be shown in a flexible way; and the profit point of micro-film is becoming more and more clear. Network video users provide a broad space for the development of micro-films.

< strong > Market Segmentation ushered in the creation upsurge < / strong >

in recent years, China's public welfare micro-films ushered in the creation boom. This year's Golden Begonia Award evaluates a wide range of works, including excellent public welfare micro-films. Small micro-film has become a big stage to show the development and progress of the times, spread civilization and fashion, and transmit the positive energy of the society.

Zheng Zi said that the national political and legal system has actively participated in this art festival, delivering more than 2800 "safe China" series micro-films that highlight social fairness and justice and reflect social harmony and progress, such as "E era of Litigation" and "Cross-Border pursuit". The "craftsmen of Great Powers" series of micro-films, which show the cultural heritage, is also quite popular, collecting a total of more than 2800 works such as "Dance in the Sun".

in addition, micro-films based on the advanced deeds of model workers and touching stories of rural teachers have attracted much attention. Among them, the public welfare microfilm "everything for Children" directed by young director Liang Qiang mainly tells the true story of Wang Yong, "the most beautiful rural teacher" and "Liaoning good person" in the mountainous area of eastern Liaoning, who persisted in ferrying students to and from school for 30 years, showing the dedication and selfless dedication of rural teachers.

in the process of filming, Liang Qiang led the Liao Shen local creative team, adhering to a rigorous attitude, spanning three years of creation, and experienced shooting and production all the year round. This work won the third prize in the 2015 Radio and Television Public Service Advertising Competition of the State Administration of Radio, Film and Television and was included in the "National excellent Radio and Television Public Service Advertising work Library".

Liang Qiang said that the original story of the microfilm "everything for Children" was inspired by a story about "Rural Ferry teacher" reported in Liaoshen Evening News. In the creation that constantly takes root and goes deep into life, we feel more and more valuable to stick to it.

the micro film "Prison" produced and planned by Chenggong Branch of Kunming Public Security Bureau of Yunnan Province won this year's Golden Begonia Award. Before filming, the creator went deep into the students' life and analyzed the real cases through research and interview, which truly showed the story of the harm of campus loans. The film tells the story of several college students who embark on the road of breaking the law and committing crimes because of the heavy burden of "campus loans", sending a warning to the student group.

he Si Man, from Donghu Middle School in Shenzhen, is the youngest director of this festival. His micro-film "Maze net" focuses on the group of middle school students in adolescence. It tells the story of students who are addicted to online games and finally overcome the temptation to return to a healthy life.

Hersman said that shooting micro-films is entirely his hobby. Setting up a micro-film interest group, gathering the whole class to audition for leading roles, and setting up a group of three to complete screenwriting are all done on the premise that normal studies are not affected. We use weekly self-study courses to complete micro-film shooting and make late editing during the summer vacation.

he said he hoped the film would enlighten the growth of young people. Middle school students are in a period of character development, and they should not be blinded by a little temptation in front of them. they should see clearly the long-term future and grasp the trend of their own life.

< strong > adds impetus to urban economic growth < / strong >

since the Asian Micro Film Art Festival was settled in Lincang City, Yunnan Province, the local micro film infrastructure construction and boutique creation have been carried out one after another. With the start-up of three micro films, "the King of Tea", "the Last Tribe" and "Love Si Gangli", the "Lincang mode" of the micro film industry has been gradually opened.

the annual Asian Micro Film Art Festival attracts micro-film creative groups and filmmakers from Asian countries to create, shoot, exchange and develop in Lincang. The micro-film industry of letting a hundred flowers blossom and a hundred schools of thought contend has developed into an important dominant cultural industry in Lincang City.

Yang Juanhui, director of the Information Office of Lincang Municipal Government, said that in recent years, a number of cultural infrastructure related to micro-film have been continuously built, such as the Asian Micro Film Museum, Asian Micro Cinema, and Asian Micro Film theme Park; 20 places, including Wanyao Village, Boshang Town, Linxiang District, have become bases for micro film creation and shooting; and the Asian Micro Film Academy has openly recruited students and turned it into the cradle of micro film talent training.

Zheng Zi said that in the selection process of the "Golden Begonia Award" every year, more and more local micro-film works in Yunnan have shown outstanding performance, and once unknown folk customs and cultural stories have come into the eyes of the public. At this art festival, Lincang local micro-films "Dai Township in Paper Art" and "Liefaao" won the best work award, conveying Lincang's beautiful scenery, simple folk customs and colorful culture, so that moviegoers at home and abroad felt the beauty of Lincang.

among them, "Dai Township in Paper Art" focuses on Dai Mangtuan papermaking, which is "the living fossil of ancient Chinese papermaking", showing the production technology of mango paper to the audience, telling the inheritance of handmade papermaking, and showing the long history of Dai culture. Liefaao takes the ancient WA hunters as the main line, interspersed with emotion and hatred elements, while interpreting the mysterious and simple WA culture, it conveys the unique quiet beauty of Wengding ancient village to the audience at home and abroad.

through the carrier of micro-film, the pace of reform and development, the achievements of economic construction and the appearance of urban and rural areas in Lincang City are centrally displayed. At the same time, with the help of the brand effect of the Arts Festival, the local rich ecological resources and national cultural resources are gradually coming out of boudoir, and domestic and foreign businessmen are coming to look for business opportunities.

Yang Yuanhui said that for Lincang, the "permanent venue of the Asian Micro Film Art Festival" is not only a festival activity, but also a world-class exchange platform, an effective carrier to enhance cultural soft power and popularity of Lincang, and a powerful driver of Lincang's economic growth.

he said that with the help of the international and mass characteristics of the Asian Micro Film Art Festival, the emerging "Asian Micro Film City" in Lincang has gradually built an important platform for the exchange, cooperation, prosperity and development of the micro film industry in various countries. Thanks to this, the local film and television culture industry, tourism, hotel industry, logistics industry and other green industries have developed rapidly, providing a broader stage for Yunnan to integrate into the international community.

< strong > it is urgent to strengthen copyright awareness < / strong >

in the future, micro-film practitioners should always insist that content is king, strengthen copyright awareness, and seek an appropriate distribution and projection mode is the key to the development of micro-film industry.

in the process of the vigorous development of the micro-film industry, a large number of films have been produced, but the quality is mixed. Telling a good Chinese story will still be the magic weapon of micro-film creation in the future. "China, with its vast territory and abundant resources, is a rich inspiration for micro-film creation. It is hoped that the vast number of micro-film creators will make use of micro-film as a communication carrier to try their best to tell Chinese stories and spread Chinese values." Zheng Zi said.

at this Asian Micro Film Art Festival, Guan Chen, a director who participated in the creation of the "first Secretary" series of micro films, said that micro film works show the characteristics of "time concentration" and "feeling concentration". In the future, we will continue to strengthen the awareness of fine works and create more good works that reflect the development and progress of Chinese society.

Aobo, vice dean of the School of Media Science, Northeast normal University, pointed out that in order to tell Chinese stories well, microfilmmakers need to break the boring way of didactic expression and constantly touch the pulse of the changes of the times and social development. capture vivid stories in the reality of diversified life, and pay more attention to the themes of carrying forward new social fashions, transmitting social positive energy and pursuing individual values. Try to find the resonance between the work and the public.

the healthy development of micro-film industry needs innovative ideographic methods, and at the same time, it can not stick to the existing industrial development model. Aobo suggested that micro-film creation should pay attention to the "network sense" of the work, recognize the relationship between the market and content, and find a new perspective and relatively relaxed ideographic form as far as possible.

people in the industry pointed out that with the rapid development of network information technology in China, the cost of obtaining information through the network has been greatly reduced, and users' dependence on the network has deepened. The information obtained has also changed from simple and fragmented to complex and long-term. At the same time, a group of users with the habit of paying online have gradually formed.

at the same time, after years of experience and accumulation, professionals trained by the micro-film industry have begun to be able to produce network video works of longer time and higher quality; and the advertising revenue and pay-on-demand profit model that the micro-film industry once dominated has been far from being able to adapt to the market law.

based on this, in recent years, China's micro-film industry is quietly iterating in the process of innovation. many micro-film practitioners begin to explore new ways to extend the industrial chain and enhance the commercial added value of micro-films by means of "expanding the duration of films to create online movies" and "expanding film series to create online dramas".

although the industry is good and the market prospect is broad, China's micro-film industry is still facing some challenges: weak intellectual property protection, homogenization of content and themes, porn, violence, bloody scrubbing and other problems gradually surfaced. Aobo pointed out that in the future, microfilm practitioners should insist that content is king, strengthen copyright awareness, and at the same time seek an appropriate distribution and projection model is the key to the development of the microfilm industry.

Edit: mary