Core Insights - The film market is undergoing a significant transformation, with a notable polarization effect driven by the impact of short videos and changing audience preferences [3][2]. Company Strategy - New Classics Media, backed by the Reading Group, is carefully evaluating its project selection process, ensuring a steady approach rather than aggressive expansion or reduction [6][4]. - Investment levels in film projects remain stable, with a focus on maintaining quality and control over content and production processes [7][8]. - The company emphasizes the importance of selecting suitable creators and actors, maintaining high standards in project approval [9][10]. Market Dynamics - The overall number of film projects being initiated has decreased, leading to a reduction in opportunities for mid-tier actors, while top-tier actors still have ample opportunities [11][12]. - The costs associated with top-tier actors are being scrutinized, with a shift towards collaborative project financing when actors are particularly interested in a script [13]. Marketing and Distribution - Marketing costs have not decreased significantly, but the approach has become more specialized and detailed, particularly in leveraging short video channels and word-of-mouth strategies [14][15]. - The timeline for marketing has shifted, with a shorter pre-release period and an extended post-release marketing phase [15]. Future Opportunities - The potential for market growth lies in innovation, including new storylines and unique audiovisual experiences, supported by a rich selection of intellectual properties from the Reading Group [17].
对话新丽传媒田甜：市场增量在新的选题丨消费新浪潮