Latest update October 19th, 2015 11:51 PM
CEO Zhu Huilong Talks about Heyi Film
Established on August 28, Heyi Film is an internet-based film company integrating online and offline business models to develop film products for users. Reported by Xu Jia.
On the Heyi Film project slate, there are writer director Xu Haofeng’s third feature THE MASTER, BAD SISTER featuring Ivy Chen, and VACATION IN PARIS starring Amber Kuo and Louis Koo.
Heyi Film has invested in BAD SISTER and invited Sina Weibo and China’s most used mobile browser UC Web to do the marketing. SNS can involve more young people - the film’s target audience to interact with each other, because the film is one of their favorite topics: signs of the Zodiac told in a rom com.
As the film division of the Youku Tudou Inc., Heyi Film has its edge in spotting and supporting talented young directors, thanks to Youku Original’s relentless efforts in the past few years.
During the 2014 Busan International Film Festival, Youku and Heyi Film announced “MN9: Asia’s Master and Newcomers Project”: a selection of 4 veteran filmmakers and 4 new talents will each direct a short movie and one of the shorts will be made into a feature for theatrical release.
Earlier this year, Youku presented OLD BOYS: THE WAY OF THE DRAGON, due to the people’s choice: 80 million hits of its original short film. It is the first time in China that an online short film expands into a full-fledged feature with a national theatrical release.
For the film industry ecosystem, internet is not only an indispensable platform for publicity, but also an important channel to improve the liquidity of the industry. Precision marketing is essential. With the platform of Youku Tudou and its astronomical user data, Heyi Film can find new ways to produce and distribute films.
I think Chinese-American co-productions have a bright future. We see infinite business opportunities in the success of TRANSFORMERS 4: local products are displayed in an unprecedented scale and impressive visual style. Youku Tudou earns billions in advertising each year and advertisers have a whole new spectrum of promotion opportunities in co-productions.
When an internet company goes into the film industry, I think, firstly, you have to know the context of this industry; secondly, you should develop a system of internet-based marketing strategy to connect the content and channel; last but not least, precise application of big data can help build the equilibrium between filmmakers’ creativity and the users’ need.
Heyi Film goes to AFM to look into films’ overseas distribution as well as purchase a number of films for VOD. Now that new policies have been issued in China regarding video content’s online screening, we will adjust our content acquisition strategy accordingly. Next year, we plan to attend film festivals at Cannes and Venice.
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