Special feature of 1905 film network "When we reorganize our lives, we find that it is the warmth of home that gives us the courage to face the strange world."Posted in Weibo to recommend his "new work" "There is a small shop called childhood".
This 9-minute short film tells the family story of a small shop connected in series: 21 years ago, parents gave up working in the south to accompany their daughter; Twenty-one years later, my daughter also chose to return to her hometown, take over the small shop and reunite with her family.
The story is based on the real experience of users in Aauto Quicker, and this short film is also one of the series of microfilms of "Warm Cinema" launched by Aauto Quicker.
The other three parts are directed by Mahua FunAge, Zhang Dapeng and Wonderful Museum respectively, focusing on friendship, love and nostalgia, and making the original ecology of Aauto Quicker users into well-made short films for the New Year.
A year ago, Tik Tok, together with four well-known directors, launched a special filter to encourage ordinary people to record their life during the Spring Festival.
What kind of industry signal is released behind the two-way choice of famous director and short video?
The famous director "is short"
"Do you know how the earliest film was born? It’s a 24-frame image, which was taken by a buddy with 24 cameras. Together, the horse can run faster … That is the origin of the film, and it can also be said to be a short video. " The director once interpreted the relationship between movies and short videos with a little ridicule.
While more and more ordinary people pick up their mobile phones to record and share their lives in the form of short videos, this "wild but vigorous" creative mode is also attracting the attention of more professional practitioners.
Jia Zhangke, who started from shooting advertisements, seems to have some "short video" genes in his bones.
As early as 2015, Jia Zhangke made an advertisement short film for Mo Mo, who was still focusing on socializing with strangers at that time. In recent years, he has successively created a New Year short film for Apple, A Bucket, and a small shop called Childhood in collaboration with Aauto Quicker.
Since 2018, Apple has been trying to launch a short film on the theme of the Spring Festival with a famous director every year: From Three Minutes, A Bucket by Jia Zhangke, Daughter directed and starring by Theodore Melfi, and Year of the Year directed by director Wang Ziyi has also been broadcast online this year.
In addition to the advertising attributes, this series focuses on the concept of "everyone can be a creator", which can be said to coincide with the purpose of short video creation. Through these works, these mature film directors are also exploring the possibilities brought by brand-new shooting methods.
On the other hand, Ning Hao has served as the judge of various "short video units" including the Golden Rooster Award "Youth Short Film Season" for many times, and also shot a one-minute demonstration short film "More than One Minute" for the short video festival hosted by Tik Tok.
This short film concentrates the evolution of human beings from ape-man to intelligent age in one minute, and also points out the transformation of image composition from single horizontal composition to vertical screen composition.
The change of frame ratio represented by "vertical screen" is a great change brought about by the rise of short video to film and television creation and communication. Zhang Yimou, who has always attached importance to film photography and composition, also put forward the concept of "vertical screen aesthetics": "Now the vertical screen is more suitable for mobile phones, and I think it may have a far-reaching impact on the future."
At the beginning of last year, Zhang Yimou’s team launched a "Vertical Screen Aesthetic Series Microfilm" with four series, which showed four warm moments in ordinary life related to the Spring Festival.
Compared with other short videos with vertical screens, this series attempts to use more professional film shooting techniques to select scenes and contents suitable for vertical screens and bring more immersive viewing experience, which can be regarded as an exploration of the creation of "vertical screen" content.
Some experts have concluded that the changes brought by the form of short video to film and television creation mainly include the following points: first, the horizontal screen has become a vertical screen, which needs to pay more attention to the design of immersion and detailed information; Secondly, the shorter duration, which makes the creators unable to narrate like movies and TV series; There is also interactivity, and short videos are inherently more interactive than other content.
Even well-known directors who have gone through many battles face challenges in the face of brand-new shooting methods and platform carriers. The three short films mentioned above, which Apple cooperated with Chen Kexin, Jia Zhangke and melfi, did not pass the passing line. Fans generally commented that they were commercial-oriented, innovative and artistic, and could not be compared with the feature films of the three directors.
Relatively speaking, Ning Hao’s 22-minute short film "Spring Festival in Bayir" cooperated with a brand, and the 30-minute short film "Stream" cooperated with an online game recently gained more favorable comments. Compared with short videos with shorter duration, it is more convenient for professional film directors to create short videos close to traditional ones.
At the short video unit forum of last year’s Film Festival, directors Liu Kuo, Zhou Ziyang, Li Meng and other judges also discussed the boundaries between short videos and short films.
Zhou Ziyang believes that he prefers to call the award-winning short video "ultra-short film" because although the duration is shorter, the judging standard is still the standard of "short film". "There must be drama and director’s ideas, photography, art and performance control, editing and rhythm."
However, most of the works that are "taken casually" on the short video platform only take on the role of transmitting information and fast food entertainment, and cannot be called "works", and their artistry is very limited.
However, it must be admitted that more and more folk "masters" are awakening with the continuous lowering of the threshold of film and television production and the richness and convenience of communication channels.
Ning Hao once admitted that the rise of the short video industry will challenge the "professionalism" that film and television workers once relied on: "There is no threshold for shooting and editing, and everyone can be a director. This is not a problem that young directors have to face, but a problem that all directors have to face … Under the condition of equalization technology setting, why can the so-called professional director be called a professional director? "
Short video "Xiang Chang"
The cooperation between well-known filmmakers such as Jia Zhangke and Mahua FunAge and Aauto Quicker is not only an advertising behavior of the platform, but also another attempt of short video platform to enter the field of film and long video.
At present, the impact of short video platform on the film industry is still mainly concentrated on the level of announcement. From "Previous 3" crying out of the circle, to the successful "sinking", and to the recent rise in box office reputation through short video marketing, short video platform has undoubtedly become an important position for online film promotion.
According to the official data report, in 2020, the number of daily active users in Tik Tok has exceeded 600 million, and in the first half of 2020, 300 million users also published their works in Aauto Quicker. With such a huge traffic base and user base, the ambition of the short video platform not only stays at the announcement level, but also keeps advancing to the upstream of the industry, adding more depth layout at all levels such as investment, production and broadcasting.
At the beginning of last year, ByteDance successively bought the exclusive network broadcasting rights of movies and movies, and launched them on its major webcast platforms. Later, more than 100 classic film and television works, solo dramas such as Dracula and documentaries such as Thirty Years of Hubble: Revealing the Wonders of the Universe were purchased, which continuously expanded the film and television library.
In March last year, Tik Tok Culture (Xiamen) Co., Ltd. was formally established. The company’s business scope includes the production and distribution of films and video programs, performance brokerage business, cultural and artistic activities planning, literary creation and performance, etc. At present, six films have been jointly produced.
Aauto Quicker has also made similar moves in recent years. In August, 2020, Aauto Quicker affiliated companies applied for several trademarks related to "Aauto Quicker Film". In the second half of 2019, Aauto Quicker changed its business scope and added "film and television distribution, film and television production" and "performance broker", which also attracted the attention of the industry.
In May last year, the starring Empty Nest was broadcast in Aauto Quicker, becoming the first "cinema movie" on the Aauto Quicker platform. In September, Aauto Quicker Film and Television and Hengdian Baipin jointly produced "He is My Brother", which reappeared the living conditions of 30 million truck drivers in China. This is the first truly homemade film in Aauto Quicker.
According to reports, Aauto Quicker’s current long video direction is mainly documentaries, online movies and micro-movies, which is also the best entry point for Aauto Quicker to consider short video platforms to enter content production. Watermelon video hopes to exert its strength through self-made dramas and variety shows, and ByteDance has invested in a number of online platforms in an attempt to cut into the source of the industrial chain.
However, at this stage, the short video platform has not really affected the content creation of cinema movies. In the communication with the producer of "Red Fox Scholar", he once bluntly said: "I don’t believe that these short videos will change the film, the method of making a film and the content of making a film. We still tell a two-hour story, or we have to tell it well, shoot it well, and play it well before the audience will pay the bill. " This is also the consensus of many content creators at present.
At the opening forum of last year’s Shanghai Film Festival, Li Jie, president of Alibaba Pictures, suggested that the rise of short videos would change the reading and consumption habits of the next generation, thus impacting the consumption pattern of long videos.
However, from the current point of view, cinema movies and short-sighted frequency are still racing on different tracks, affecting each other, but they are irreplaceable. As Ning Hao judged: "Movies with different lengths are shown to different people, which also meets people’s needs at different times or occasions, which enriches everyone’s choices. The market displayed in the Internet era is such diversification. "
This time, the mutual choice between Aauto Quicker and the famous director is very similar to the cooperation between Tik Tok and Zhang Yimou, Chen Kaige, Wong Kar-wai and Xiaogang Feng a year ago. It is not only an advertisement, but also a signal: it is a director’s active embrace of emerging things and a signal to upgrade the quality of short video content.
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