Source@和evil society

Looking at the big screen and rubbing the barrage in his hands

On the evening of August 8th, I was fortunate to be invited to watch the barrage special of the theatrical version of "Dragon Teng Wanli" of "Qin Shi Mingyue", and experienced the feeling of issuing a barrage in a movie theater. Speaking of danmaku, it originally originated from the Japanese website NICONICO, and although some friends may still not be able to accept this form, it has long been integrated into the ACG circle in my country. However, what we usually see is generally a barrage on online video sites according to the timeline to complain, similar to the form of subtitles, and this time Tudou and "Qin Shi Mingyue" moved the barrage to the cinema, so that everyone can communicate and complain with other friends in the hall while watching the movie, if you have a favorite girl/man, you can also hook up on the barrage wall and ask for a relationship~

Let's talk about the film itself first, I haven't watched the TV version of "Qin Shi Mingyue" before, so the relevant plot is not very clear. However, the theatrical version of "Dragon Soars" this time is similar to the form of "Pokemon" and "Doraemon", which basically has nothing to do with the TV plot, so anyone can enjoy it directly without worrying about not understanding the plot. Regarding the production of animation, although there is still a certain gap between the material texture and light and shadow effects compared with Pixar and DreamWorks, the character modeling and overall picture quality are already remarkable! There are a lot of action scenes in the film, and this time it seems to be a motion capture technique, and the daily movements basically don't feel the stiffness of the previous domestic 3D animation, and the fight is as smooth as a cloud. The most important plot ~ I feel average, not bad, but it's not a masterpiece, maybe it's mainly for the group or children, the main line is the royal plot of justice defeats evil, but some of the plots of the branch line are still good~

And then there's the focus this time, the barrage movie. When we sent the barrage before, we generally saw the slots→ pause the barrage →→ continue to play, so basically we won't miss any plot, even if you miss it, you can drag it into the reading note and go back and do it again, and the barrage on the screen is the masses' complaints about the content that is currently being played. Watching it in the cinema, it's more similar to the barrage when it's live, you can't pause, you can only type while watching, so when the barrage is gone, the content you want to complain about may not be on the screen for a long time, and when you see someone else's barrage, you have to react to what he said. This may still need to be adapted......

Regarding the form of the barrage this time, Tudou chose to project the barrage on the walls on both sides of the big screen, so as to avoid blocking the picture when the barrage is too much, but at the same time, it also leads to the need to look away from the big screen if you want to watch the barrage, and you may miss some plots. When sending barrages,Unlike some times that are sent by text message,You have to spend SMS fees,This time it's a Wifi built on the spot.,You only need to log in to a web page with your mobile phone to complain casually.。 However, due to the fact that today's mobile phones are generally unable to type blindly, you have to look at the mobile phone when sending the barrage, and the screen in front of you cannot be paused, so it is inevitable that you will miss some plots......

Finally, I personally think that there is such a thing as a barrage movie, and the realization form at this stage needs to be improved, and the film that is easy and entertaining is okay, once the plot is a little tighter, you may miss some very important plots when you send a barrage to watch the barrage. But the thing itself is still good, not only can you complain about the movie with your friends, but you can also complain that the temperature of the air conditioner is too low, and the XX row XX is a beautiful woman, etc., which is much more interesting than watching each one before~

===Appendix [Interviews with Potatoes, the Creative Team of "Qin Shi Mingyue", and Theater Related Personnel]===

Shen Leping: "Qin Shi Mingyue" itself is a film aimed at young people, and "Qin Shi Mingyue" and Tudou have always had a very close strategic cooperation relationship, including TV serialization, which has also received great support on Tudou, so that more Chinese animation fans can understand. In addition to the data that can be seen at the front desk, such as the number of playbacks, there are actually a lot of data in the background that can be supported, which is helpful for creation, such as how long it will be turned off after opening, such as when watching, whether the audience will watch this episode in a fast-forward or drag-and-drop way, these are important reference indicators for us. At the same time, like the barrage, although the whole is based on complaining and ridiculing as the mainstream direction, first of all, it is in line with the post-90s and post-00s who have a very self-assertive willingness to express themselves, and at the same time express his views on many things in a humorous manner in a more confident way. In addition, in the film, the density of the barrage actually means whether the plot can make the audience excited to a certain extent, and we have been thinking about whether it is possible to bring this very pleasant content to the theater when we were making the movie, so that everyone can feel the unprecedented viewing atmosphere. If you were here today, you would be able to feel the joyful atmosphere. In addition, when I talked about the future development of the barrage hall, I think it is completely possible, and I am very supportive of this format, now young people themselves are a way of life that is always online, and they can see the beautiful scenery at any time, and when they see a small flower blooming on the side of the road, they will take a photo and share his feelings with their friends at that time. Watching a movie is the same, the barrage is also a sharing of mood, not necessarily how many people know the Tao, but the mood at the moment can be presented on the barrage. It also has a far-reaching impact on the creation of the film itself, the barrage is to put the audience and the director in a completely equal position, the director has one screen to express my ideas, and the audience has two screens, and they can also express their own ideas. There will also be a lot of futurism for the creation of the film itself.

Of course, some audiences especially refer to older audiences who may not be suitable or like this form, but it doesn't matter, just like the IMAX hall just mentioned to watch the big picture, the best sound, the barrage hall can participate in the spit carnival, which is a patent unique to young people, and there are ordinary halls, normal to watch a movie, this is the audience's choice. In the future, when more young audiences continue to enter the cinema, I think this is like WiFi used to be only covered in cafes, and now more and more occasions must appear WiFi, so that young people can stay online at any time.

Moderator: On this topic, we can invite a more important mystery guest to talk to you, which is Yang Ying, the marketing director of Zhongguancun Meijia who provided venue and various service support for this event.

Yang Ying: Hello everyone! Let me introduce myself first, I am from Haoliyou Beijing Consulting Co., Ltd., Haoliyou Group has three theaters, respectively in Zhongguancun, Sanlitun and Shenyang stores, today I feel the effect of the barrage version of the movie for the first time, I have endless fun interacting with myself, the scene has been shouting cold friends, I have been interacting with him repeatedly, first of all, I will say cold friends, how many degrees do you think we are satisfied with the air conditioning? There are answers to 26 degrees, there are 46 degrees, and 28 degrees 3 is the most in line with the human body temperature, in the audience, I said cold friends, after shouting cold, the audience looked for me to have a prize, there will be a prize, I will contact the staff for a while, and send popcorn to everyone. I think this kind of interaction is very interesting, whether it is in terms of making friends between people, or chatting after dinner, it can play a very relaxing part, so I like it very much, and I also enjoy the bullet hell version of the movie. Thank you!

Question: I want to ask Mr. Tudou Yang two questions, the first question, how is the potato barrage technically realized? What is the difference between it and similar products? The second question is, where does the potato barrage product sometimes find among all the products on the market today?

Yang Weidong: The first question, in fact, Tudou should have been making barrage products since 2012, at the beginning, the whole barrage products were still relatively limited to doing some anime, because maybe the animation crowd was very suitable for the animation barrage experience at the beginning, everyone knows, the barrage came from the website of Japan's NICONICO, and later spread to the AB station in the mainland, and Tudou only supported animation products at the beginning. From March last year, we suddenly found that a lot of barrage appeared in potatoes, to today, we can see that the number of potato barrages has reached 10,000 to 150,000 per day, and the barrage has started from anime to Korean dramas, to movies, to TV series, step by step to expand our content, and the coverage of the barrage is also expanding, starting from this year, Tudou supports the whole site barrage, all content is barrage, but users can choose to watch it in a barrage way or watch it in a non-barrage way, just like Shen Lao said, Older people still can't accept the bombardment of barrage. Tudou has been upgrading and updating barrage products, which is online. Today's barrage product technology in the theater, to be honest, the entire research and development time is not particularly long, the product technology team may be working overtime in the past week or two, we also see some other movies providing barrage experience, but we also found that the barrage experience is not very good, such as I heard that "Little Times" has some indecent and unhealthy words in the barrage, and other barrages may not be very convenient, the entire product technology team, including the Shanghai R&D team, A lot of improvements have been made in the last two weeks, and we have provided theatrical barrage products. Tudou barrage products may have two characteristics: first, support cloud barrage pool, all the barrage you see today can be stored in our cloud, you can see on the Internet, the big movie "Qin Shi Mingyue", when it was broadcast on Tudou, the barrage at this moment in Beijing today, will appear again at that moment; In a few days, there will be a barrage field in Shanghai, and the barrage of the movie "Qin Shi Mingyue" will also be stored in the cloud barrage pool, and all the barrages around this work will be placed in the cloud barrage pool, no matter where you watch this work at any time and anywhere, the barrage will appear, which is the management of the cloud barrage pool. Our entire technology supports 5,000 cinemas across the country at the same time. Second,Some of our barrage products that I just talked about may have some indecent text,Tudou because of the video platform that has been done for a long time,2012Began to provide barrage,We have developed a very intelligent barrage review mechanism,Some bad words will be blocked,I also tried some special words in the back today,I want to try to see if the intelligent audit can be intercepted,Sure enough, it didn't appear on the screen,Tudou is based on the intelligent review of the video for a long time,So, We will also conduct an intelligent review of the entire barrage, these two may be one feature, one is the cloud barrage pool, anytime, anywhere, and supports simultaneous theater barrage playback. Second, intelligent review to ensure the cleanliness and health of the text. Maybe our technology is not so perfect enough, from hardware to software, this morning is still discussing, and then we will speed up the optimization of our barrage products, I quite agree with what the theater classmates just now, including Shen Lao, I am optimistic that there may be a barrage theater in China that is not a single time, like IMAX, 3D ordinary field, there may be a theater barrage in the near future, young people may watch a movie after watching it, may go to the barrage field again, Or simply choose the barrage as the first time to watch the movie, just to share the happiness, and at the same time, let the audience also see the creation of the live audience. Thank you!

Li Mingjie: Hello everyone! I am Li Mingjie, the person in charge of product technology on Tudou.com, based on the question raised by the reporter just now, I will answer from the perspective of some technology, just now Mr. Yang has said that the cloud technology of the barrage pool, including some technical advantages in the process of our support for 5,000 movie barrages across the country and the request process.

Let's think about it again, what are we putting this barrage product on the left and right sides of the screen? The latitude of thinking from the perspective of the product will be told to you, this is what we are figuring out the user's heart, where is the bottleneck in the process of using this product, we know that the barrage is generally placed on the screen, but we will see that the students who watch the movie are actually watching the movie for the first time, hoping to take him to the plot of a movie through the beauty of the film and the storyline, at this time it is rare to be able to focus on the barrage, at this time, if you use the original barrage effect, the barrage is pressed on the screen, Either there is interference with the storyline,Or there is no way to have a good connection between the word and the storyline,We will feel that it is actually a problem to really hit the screen barrage effect on the theater,From the perspective of user viewing habits,We put the barrage on both sides of the screen,At this time, there is a person in our product team who put forward a statement,He said that this is not a comment on the wall,I think this statement is quite accurate,The Internet is everywhere from social platforms,In the past, watching movies was to concentrate on watching the screen,Now watching movies, In fact, I want to express my own thoughts and feelings through the Internet. Why do you put it on the walls on both sides? In fact, the walls on both sides, the left and right walls are selective, there is an excess of time from the left wall to the middle of the right wall, like the width of the screen is calculated, in the process of sending the barrage, quickly roll through the left wall, but after the entire width distance of the screen, about 5 seconds or so, it will be automatically calculated according to the width of the screen, and it will run out from the right wall, at this time, a choice for the user is that you put the audience in the middle row can see the access of the barrage from the left side, and then look at the barrage from the right side. It satisfies the user's different barrage browsing experience in observing the entire movie effect. Another classmate also put forward a new concept, in the past, we saw that the movie was actually the box office of the first week and two weeks, if the barrage special field formed a cultural atmosphere, there may be some students who didn't go to the movie when the movie was first released, maybe after the movie ran for two weeks, in order to watch the barrage special show, I watched the movie once, and the barrage was very informative at this time. In fact, it is very helpful for the entire box office pull, different age groups have different needs, which is also a different box office change brought about by the discovery of this small product or the user's own appeal. Thank you!

Question: Hello! Regarding the barrage and the movie, I want to ask a question respectively, first, about the barrage, because the experience of watching the barrage online is not the same as watching the barrage online, if you watch the barrage online, you can choose to only watch the upper part, the lower part, or turn it off when the drama is exciting, there is no way to choose according to personal habits in the theater, do you think there is such a possibility, for example, when you read the barrage and the plot has nothing to do with the plot, but you miss the plot itself, the barrage is a bit noisy, for example, today's barrage talks about turning off the air conditioner, Including the audience, there will also be some hilarious laughter in the non-laughing places in the plot design, what are your thoughts on this?

Shen: For example, "Qin Shi Mingyue" has more than 10,000 performances across the country today, and in the future, if the barrage experience is further strengthened, at present, it is impossible to cover all of them in the short term. In the future, if it is further expanded, it will be at least half and half. The premise is that the audience who enters the barrage hall first accepts the barrage, because he bought the ticket himself, and the barrage field may be more expensive than the ordinary field, like the 4D hall, which does provide additional hardware and an additional viewing atmosphere, which may be a little more expensive, if he is willing to accept this price and walk into this hall, in fact, this is what he needs. For the general audience, if you want to concentrate on watching the film, it is basically recommended to use the ordinary hall, after all, it is the audience's own choice.

Yang Weidong: Just now, people from CCTV were also interviewing me, which is very similar to your question, the barrage field will definitely have a price compared with ordinary venues in the future. Second, since you have chosen the barrage field, you must pursue another experience, everyone enters the cinema, or you pursue excitement, or curiosity, or suspense, joy is also a very big driving force, the barrage field will bring a very different driving force, everyone has laughter, people who enter the barrage field already have this kind of psychological preparation, and at the same time there are some social possibilities, because the barrage pool, from the moment you leave the movie theater, he enters the barrage field, he must not only pursue the experience of a screen in the previous ordinary field, It is a comprehensive experience of barrage, and this comprehensive experience can bring happiness, complaining or group social relationships to young people, which is what he pursues.

Question: Thank you, thank you! Another question is also to ask Director Shen, about the content of the movie, if the movie version is serialized to the TV version, the traditional heroine did not appear, when considering the appearance of these characters, you combined the popularity at that time? Or is it for what reason? This movie version, compared to the TV version, feels that the sense of history is not so thick, adding more magic, and even a bit of high-tech factors, do you have special considerations?

Shen: First of all, our entire "Qin Shi Mingyue" TV series is a feature-length series, and the overall atmosphere is also relatively dignified and sad. In terms of films, at that time, we were thinking about the connection or unification of film and television, which was closer to the concept of Japanese television and theatrical versions. However, after we think about it more, we adopt a approach that is closer to Hollywood, a movie is a movie, in fact, the user base of the movie and TV may not be completely consistent, whether he has watched the "Qin Shi Mingyue" TV series or game, the live-action drama will also be filmed in August, as well as the original novel and comics, even if he has not read it, there will be no obstacles when he walks into the cinema to watch it. In the next five years, there will be a three-step process, and at the same time, there is a live-action film in the pipeline. Movies and television will be completely differentiated. It is precisely because of this independence and distinction that it will be different in style, such as the TV is more dignified, aesthetic, and sad, and the movie will add more joy, and the pace is very fast, in terms of historical background, there is also a historical background in this movie, such as the Western Regions and the border part of Daqin, including Loulan, but there are indeed more fantasy or mythological colors. Thank you!

Question: A question to a few people on stage, first of all, the theater side, will the barrage movie have a certain impact on the theater operation? It may take a long time, which may result in a relatively small number of films, will it affect the operation? Will there be an impact on costs, including profitability? Are you willing to do this yourself? If you are asked to do this specifically, instead of the filmmaker cooperating with you, are you willing to do this?

Yang Ying: Actually, when I was listening to and answering this reporter's question just now, I had a lot of thoughts that I wanted to express. First of all, I'm very optimistic about the trend of the future barrage version, like theaters, to meet the tastes of all parties, such as Meijia Cinemas, in order for everyone to feel the excitement of the super large screen, so we have M repertoire hall, if there are people who like excitement, want to achieve a happy sound effect, we have Dolby audio, I like the barrage version very much, I think it's very interesting, not particularly pay attention to the plot, but enjoy the feeling of interaction during this time. Like the game, it not only gave me an understanding of the general process of the plot, but also made me feel very fun from it, and the process is worth sharing with you, which is indeed a trend in the future. From the perspective of film scheduling, this is also another selling point of consumers, we can try, we can add some in the summer or festival files, as an experience, our Sanlitun store, is also divided by region, there may be no problem in Beijing, Shanghai, these big cities. There is also the consumption of regional people, if this activity is in the Sanlitun store, I think the effect will be better, because people in that area like alternatives, like different, like to play, like interesting things, assuming that this activity is in the World Cup stage, I think it may be more interesting, we have an interactive feeling, because we had a headache at the time, the crowd of the World Lu World Cup is actually a substitute for the crowd who love football, we are worried that many seats during the World Lu World Cup will not reach, If there is a barrage version of the World Lujie Cup experience, everyone on the scene watched football together, and there was some interaction together, I think the effect might be better. Therefore, it is a development trend in the future, the barrage version pays more attention to the experience of the process, and all the sound effects of the repertoire, IMAX or Dolby sound may pay more attention to the feelings of moviegoers, and the consumer group is different. I think the development of the barrage version will get better and better in the future, and I am looking forward to it.

Question: If the barrage movie develops in the future, the films that have been released will return to the theater and enjoy the barrage, which will definitely disrupt the film market, for example, the upcoming new film will definitely have a better impact than the barrage version of the old film.

Yang Ying: No, two months ago, we did an event, called the movies we missed together in those years, the activities that China Film and various theaters did together, similar to the red sorghum that we hadn't seen when we were very young, as well as the mountain, the man, the dog, etc., Zhang Yimou's old films, you can relive what you haven't felt before, but you can experience the current way of art, I think it's also very interesting, you can also refer to it.

Yang Weidong: Someone can buy a ticket.

Question: May I ask the director, the creators want the audience to pay more attention to their works and the content of the movie, like this viewing mode, which may attract more attention from the audience to the barrage, this way may be not very respectful of their own works, do the creators like this model?

Shen: Indeed, a few days ago, some media, including film critics, even felt that the barrage disrespected the work and even ruined the movie such a fierce remark, I personally think that the ordinary hall and the barrage hall are different, if there is this time and interest, he can watch the ordinary hall for the first time, the second time to watch the barrage hall, and some people can directly enter the barrage hall, I think the movie is a work of art, and at the same time, it is also the main body of daily leisure consumption for young audiences, who used to eat, go shopping, watch movies, and sing, Nowadays, many people's shopping is also online, and the rest is to eat, go shopping, watch movies, and singing has become more important things, and there is indeed entertainment in it, if a certain percentage of such halls are provided, after everyone goes in, in addition to watching movies, they can also interact. I just mentioned football, I think it's very good, you can concentrate on watching football at home alone, however, you can go to the bar to watch, the atmosphere is different, if you go to the scene to watch, it is even different, and the strong sense of presence formed by the barrage is related, every audience is participating in the interaction of the movie, which is actually a special experience. Of course, it can't be said that it is suitable for all audiences, but I think that there is one more choice for the existing way of conveying film art or marketing methods, not replacing the original way, but one more choice, which can be viewed from a more positive perspective.

Question: I want to ask the theater line and the producer, Chinese movie fan viewing etiquette is originally a shortcoming, cinema viewing is not allowed to answer the phone, play with mobile phones or talk, like this movie-watching mode, it seems to let people play with mobile phones, communicate, laugh, when everyone walks out of the barrage hall to other halls, will this habit be formed, will it have a vicious impact on the viewing etiquette?

Question: I would like to ask Mr. Du a question, from the development process of Tudou this year, I can also see that Tudou has increased the proportion of animation copyright, I want to know, for this piece, what is the next plan for Tudou? With the incubation of effective IP by Tudou, we see that Tudou is gradually gaining the ability to develop overseas copyrights, and we also want to know what development Ludao will have next? Thank you!

Du Xianchao: Etiquette and watching movies still have nothing to do with it, if you don't watch movies, there will be etiquette, and watching movies doesn't necessarily have no etiquette, and the impact will not affect movie etiquette. When you watch a movie, through barrage interaction, or interactive communication, watching a movie does not necessarily mean sitting in the cinema and staring at the screen seriously, or you need tools, the barrage field should be a drive for the whole movie, and it will not affect the basic rules of the movie, and even when it comes to etiquette, it should not be.

More or deeper is not convenient to say on this occasion, today, the first film jointly produced by Tudou, according to the words of the person in charge of animation, "Qin Shi Mingyue" should be the brand of Tudou, we have been cooperating with Mr. Shen for many years, and "Qin Shi Mingyue" has also been on the potato platform has been very exclusive and in-depth cooperation, this is also our own IP, starting from this year, Weidong will also elaborate more on the industrialization direction of potatoes later. Tudou is going to enter the animation industry, so today there is the first movie produced by Tudou United, and there may be other films in the future, and another movie will also be shown on the same day. Including the National Day and winter holidays, there will be a few movies to come out, which is the direction of industrialization.

In terms of the combination of copyright and the entire industry, we pay more attention to IP incubation, and we will do in-depth cooperation with more excellent IPs or IPs that we are optimistic about, such as "Qin Shi Mingyue", and participate in the developers of movies and even other dramas and some new products, which is also the transformation of Tudou Animation this year.

Yang Weidong: Tudou used to be a broadcasting platform, and we cooperated with Mr. Shen, and there were two movies on the same day, and we invested in movies during the summer and winter vacations, and we began to enter the upstream of the industry. Our cooperation with Ali will prompt us to do the derivation of animation IP, Tudou entity point will open immediately, it used to be a terminal, just playback, and now it is upstream investment, including we are now also exploring investment opportunities with Japanese animation and Korean animation, and then to the following, because IP to play and then to derivatives, this is also a very good advantage of our cooperation with Ali, forming a closed loop of the entire animation industry. Therefore, Tudou Animation is not just a broadcast platform, but a platform for the entire animation industry to enter. We jointly produce animation works,In fact, none of this is what the original animation broadcast platform should do,Back to the question that the young man asked just now,Everything is changing,The times are changing,User behavior is changing,I used to watch movies quietly and sit and watch,Now we are happily complaining together,There is socialization,This is a habit of entertainment consumption brought by a generation,Any era is moving forward,Don't take the old things to negate the new things,Otherwise, there will be no forward momentum in this world。 Thank you!

Moderator: Thank you, leaders! Thank you!

===Appendix [Introduction to the Danmaku Movie Event, i.e., the Official Release]===

The premiere tickets of the potato barrage version of "Qin Shi Mingyue" were sold out, and the overall strategy of Tudou Animation was upgraded

The film version of the domestic high-quality animation "Qin Shi Mingyue" jointly produced by Tudou - "Qin Shi Mingyue: The Dragon Soars Ten Thousand Miles" finally came out and was released nationwide on August 8, feasting the eyes of anime fans and martial arts fans with infinite expectations. On the day of the premiere, the "Barrage Night" activity of the Potato Anime Ladder allowed fans to post barrage comments and complain and interact together while watching the film. Tudou relied on barrage products that have been developed and operated for many years, and took the lead in attacking the field of barrage films by virtue of the premiere of the film version of the copyright brand "Qin Shi Mingyue". The 166 seats in the barrage hall are full, as the first market-oriented barrage movie, this move also heralds the opening of a new viewing mode. On the day of the event, Yang Weidong, President of Tudou, Zhu Xiangyang, Chief Content Officer of Youku Tudou, Du Xianchao, Vice President of Media Cooperation of Youku Tudou Group, Li Mingjie, Director of Tudou Product Technology, Shen Leping, Chief Director, Chief Screenwriter and Chief Producer of "Qin Shi Mingyue", and representatives of the theater side attended the event. At the scene, Yang Weidong, President of Tudou, also shared the strategic upgrade of Tudou Animation: it is transforming from a simple animation broadcasting platform to an O+O platform under the integration mechanism of new media and animation industry.

As another masterpiece co-produced by Tudou and entered the animation film in 2014, "Qin Shi Mingyue: Dragon Teng Wanli" is a strong proof that Tudou has gone deep into the field of production and practiced "O+O" in the animation industry. From co-production, film marketing to the exclusive online copyright of the later film, Tudou is deeply involved in the whole industry chain, and uses the vertical channels of self-made ace programs "Tudou Most Music", "Tudou Most Anime" and "Tudou Weekend Show" to promote it. In addition, another animated movie "Adventures in the Mysterious World II", which Tudou participated in the investment and production, will also be released at the same time on August 8 to dominate the summer file.

Potato "barrage" technology is mature: the ultimate viewing experience of barrier-free film appreciation + complaining resonance

"Barrage" is a popular way of video social networking on the Internet today, many young viewers watch and comment while watching online videos, and the comments they post scroll on the video in real time, and the effect looks like a barrage in a flying shooter game when floating over the screen, which is very popular because it can "complain" with others in real time. On the evening of August 8th, the interactive scene of the "Barrage Night" of the potato animation ladder of "Qin Shi Mingyue: Dragon Teng Wanli" allowed the audience to experience the real three-dimensional barrage effect, and the audience in the theater scanned the QR code on the potato animation promotional page through their mobile phones, logged in to the barrage sending page, and posted a complaining comment emoji, and everyone can see all kinds of spicy and funny god barrage from the barrage area on both sides of the screen. The main screen plays content, and a barrage area is set up on the left and right to display the coherent scrolling barrage complaining - this novel offline video social form has just started in the most high-end overseas animation activities, but it has been independently realized by Tudou in China. It does not affect the purity of the picture, nor does it delay the enthusiasm of anime fans to find resonance when watching the film, forming a "silent communication" in the theater, so that watching the movie and expressing their feelings for the first time are synchronized, which is a new viewing experience for fans. Different from other barrage viewing sessions, Tudou has added the intelligent review function of the barrage backstage, which truly achieves "high energy when it should be high", which can effectively block excessive spoilers and content unrelated to the film to ensure the quality of the barrage. At the same time, all the barrage text of movie audiences around the world will enter Tudou's "cloud barrage pool", and the audience can share the barrage across regions and sessions, further improving the interactive experience of watching the barrage......

As the first market test of the barrage movie, "the 100% attendance rate of the audience and the excellent barrage experience this time have exceeded expectations, which is a useful attempt." In the future, there will be more possibilities for the development of Tudou barrage movies," said Yang Weidong, president of Tudou, and since 2012, he has focused on the pursuit of the ultimate user experience of barrage products. Up to now, Tudou's average daily barrage has exceeded 100,000, the number of daily independent barrage users has exceeded 400,000, and the number of screen coverage minutes has exceeded 535,951 minutes. Positioning the young brand Tudou, according to the video consumption needs of young audiences, constantly optimize the online barrage product experience, and this time it is to enter the theater movie as a productized function, breaking the barrier that you can only enjoy the unique barrage "welfare" by watching videos on Tudou PC, and entering the cinema to benefit more fans. The moviegoers only need to buy a barrage movie ticket to get an additional "barrage" viewing experience.

Subsequently, Du Xianchao introduced the "Qin Shi Mingyue" series: For the domestic series of animation "Qin Shi Mingyue", it can be said that it is the first domestic 3D animation brand that grew from the potato platform, and the first four parts of its series, as well as the new side story "Qin Shi Mingyue: The Empty Mountain Bird Language" launched in 2014, all chose to broadcast exclusively on the Tudou platform, which is a full affirmation of the strength of Tudou animation. And the "Qin Shi Mingyue" series also has a solid fan base known as "moon cakes". The side story "Qin Shi Mingyue's Empty Mountain Bird Language", which was launched a few days ago, received 2.3 million views, 8,000 comments, and 15,796 likes in less than 24 hours after it was launched on Tudou. On average, 300 new barrages are added every 1 second. Such "crazy" data, on the one hand, proves that the excellent production of the "Qin Shi Mingyue" series has been unanimously supported by fans, and on the other hand, it also proves that Tudou, as a broadcast platform, has achieved maximum aggregation of loyal anime fans.

According to reports, at present, Tudou barrage products have been platformized, mature technology and flexible expansion, which can be quickly copied to multiple theaters. The powerful background of Tudou barrage and the massive barrage processing experience can support nearly 5,000 theater barrage simultaneous broadcasts, and the new barrage intelligent review mechanism effectively purifies the barrage environment. In the future, Tudou will also invite celebrities, original creators and audiences to interact with the audience online, so that more people can experience the new cinema viewing experience brought by the barrage. Du Xianchao said: At present, some theaters and filmmakers have actively contacted Tudou about setting up an independent barrage viewing field.

Tudou Animation Upgrade Strategy Release: Cultivate effective IP animation film O+O advanced industrialization development

In addition to the co-produced movies and netizens can see the movie version of "Qin Shi Mingyue" on Tudou, Tudou Animation, which is known as "China's No. 1 animation platform", has extended from a simple copyright broadcasting platform to the in-depth development of the entire animation IP industry chain in terms of the interweaving and linkage of animated movies O+O, which not only includes joint production at the level of big film production, film marketing to the exclusive copyright of later films, etc.; It will also take advantage of the strong fan base gathered on the Tudou platform to cultivate new IPs, and deeply involve in brand development from the strategic layout of the whole industry chain such as animated TV series, animated films, games, and derivatives of each "effective IP". This time, in order to cooperate with the barrage night of the potato animation ladder climbing, the potato ace's self-made program "Potato Most Anime" reported the latest developments in advance before the premiere of the movie version of "Qin Shi Mingyue"; "The Music of Potatoes" will also take the opportunity to launch a special report on domestic animation music, and from the promotion of vertical channels, the film version of "Qin Shi Mingyue" has added new media characteristic communication. At the beginning of 2014, Tudou officially established the Animation Center and launched the "Tudou Animation Venture Capital Plan" with an injection of 100 million yuan. From this plan, so far Tudou has participated in the investment and production of "Space Panda Story", "Qin Shi Mingyue: Dragon Soaring Ten Thousand Miles", "Adventures in the Mysterious World II" and this year's National Day file will be released "Armored Warrior - Yatales" Four animated movies, these are the unremitting efforts made by Tudou Animation in the O+O strategic upgrade.

Yang Weidong said: Tudou Animation is transforming from a simple animation broadcasting platform to an O+O platform under the integration mechanism of new media and animation industry, that is, in addition to having a large number of online animation copyright resources, Tudou Animation will also make full use of the "barrage" products with a deep user base to enrich and enhance the social experience of animation movie-watching; At the same time, through the "Tudou Animation Venture Capital Plan", it has gradually entered the animation film, extending from a simple copyright broadcast platform to an in-depth involvement in the whole industry chain covering online ticket purchases and peripheral products. In addition, the offline event "Potato Animation Ladder" of the Tudou Animation brand will create a comprehensive and multi-dimensional animation life theme for netizens. It really allows netizens to experience the real efforts of Tudou Animation in O+O (that is, online and offline linkage). The premiere of "Qin Shi Mingyue" in the potato barrage field is a useful attempt to upgrade the strategy of potato animation.

Previously, Yang Weidong also revealed in an interview that the so-called "effective IP" means that content producers no longer blindly work hard, but integrate more brand thinking, be responsible for their own content, and pay attention to the property rights enjoyed by their own IP. With the thinking of the Internet, we will use our IP for a long time to form the real comprehensive value of its IP brand and Tudou brand.

In today's sudden rise of network marketing, the Internet has played a very important role in the promotion and distribution of films, and new media cross-border animated films have more and more commercial opportunities to be developed. Tudou Animation has seen the opportunity of cross-border new media for animated films, and on the basis of the high-quality communication of the online animation broadcast platform, it has a comprehensive layout of the domestic animation industry, and consciously invests in the top high-quality works and "effective IP" in the field of animated films. The "Qin Shi Mingyue" series is a brand of Tudou copyright animation, and participating in the investment in its film version of "Qin Shi Mingyue: Dragon Soaring Ten Thousand Miles" is a useful attempt to upgrade Tudou animation. In the future, Tudou will continue to explore all kinds of high-quality works in animation and actively promote the road of upgrading.