Hey, it's Peggy. 20 19 is Ali Entertainment going to make a comeback?

Now, if you don't have a phenomenal screen video, you may be embarrassed to go out and meet people.

Before The Last Night on Earth, an obscure literary film sold more than 200 million RMB at the box office with the help of Tik Tok. Later, there was a children's film, and the short film "What is Page", which was widely publicized for 5 minutes and 40 seconds, unexpectedly became the first "explosion" in the circle of friends of 20 19. Although after reading it, I found that it was actually a movie promo of Piggy Peggy's New Year's Eve, and it was also an implanted advertisement of China Mobile, everyone silently forwarded it, and even many people had decided to buy movie tickets.

Calm down! Look at the official story, this is really just a children's movie!

With the popularity of this advertising video, Zhang Dapeng, the director of this short film and the director of the film "Piggy's New Year's Eve", has also successfully become a hot spot in media interviews. Although Zhang Dapeng is an out-and-out newcomer in the film industry, he has a famous name in the advertising industry. He directed the following advertisements, including the Huawei mate20 groundhog advertisement that once caused heated discussion.

Of course, in this era of traffic explosion, relying solely on high-quality content may not be able to form such a great influence. In fact, behind the crazy screen of "What is a Page", Ali's marketing cooperation is indispensable. According to Tencent's first-line report, on June 5438+07 17, almost at the same time as Weibo's official micro-launch, the publisher Taobao Film also launched through the circle of friends and communities of KOL on WeChat. After the spread explosion caused by Weibo that night, related videos began to appear in a large area in WeChat friends circle.

According to Tianyancha information, Taobao movies are an industry owned by Alibaba Entertainment. In 20 17, Alibaba Pictures acquired 9. 12% shares of Taobao Film.

Judging from the official channel information of Piggy Peggy's Lunar New Year, the film has basically been "locked" in Ali Entertainment, with Alibaba Pictures and Piggy Peggy's copyright agent E.One as the producer of the feature film and Youku as the chief marketing platform.

It is worth noting that in June last year, Alibaba announced that it had reached a cooperation with eOne(Entertainment One Ltd), the publisher of Piggy Page, and obtained the derivative development and marketing authorization of some elements of Piggy Page. By the beginning of this year, it had been able to make a feature film. This work efficiency is admirable!

Tianyanmei noticed that this year's Chinese New Year movie was not only bound to Ali's Piggy Peggy's New Year's Eve. Among the nine films released on the first day of the Lunar New Year, Alibaba Pictures produced six seats, including Han Han's Flying Life, Stephen Chow's IP New king of comedy and Jason Wu's The Wandering Earth.

With such a positive performance, is this still Alibaba Pictures "dragging its feet" in the past years of losses? As we all know, Ali has invested heavily in culture and entertainment in recent years. Therefore, Alibaba Culture and Entertainment Group (hereinafter referred to as Alibaba Entertainment) was established by comprehensively integrating businesses such as Youku Tudou, Alibaba Pictures, Ali Music, Ali Sports, UC, Ali Games, and Ali Literature and Digital Entertainment Division.

However, the performance of Ali Digital Entertainment has been tepid, and it seems that all fields cannot become the first in the industry. The internal personnel structure has been in an extremely unstable state, with frequent turnover of senior executives and frequent resignation of core cadres. At the end of last year, Yang Weidong, an executive in charge of the video platform and music business of Alibaba Entertainment, was also investigated by the police on suspicion of economic problems.

It has been analyzed that Alibaba Entertainment relies on Alibaba, a big financier, because Alibaba Entertainment is actually a loose group formed by continuous mergers and acquisitions in a relatively short period of time. However, after the merger with Ali, the integration and coordination of the whole cultural and entertainment group will be overemphasized, and the strategy of the whole group will change in a wide range, which will eventually lead to the loss of professional development ability of each sub-business.

Take Alibaba Pictures as an example. Alibaba Pictures has changed three management, three chairman and three CEO since its establishment more than four years ago. Four years and three sets of development strategies, even the main business is undecided. When Zhang Qiang was in charge of Alibaba Pictures, Alibaba Pictures pursued the "IP+ star+traffic" pipeline explosion mode in film business, but only made room for one film in two years. Unfortunately, the audience has long been tired of the aesthetics of fan movies. The Ferry Man, which Ali spent 200 million yuan on, eventually became a "bad film of the year", and it was not only Tony Leung Chiu Wai and Wong Kar-wai that lost money at night, but also Alibaba Pictures's huge loss of 959 million yuan.

During his tenure as CEO, Yu Yongfu kept saying that Alibaba Pictures would not be a film company in the traditional sense, but would become a company providing infrastructure for the industry. He urged Alibaba Pictures and Taobao films to withdraw from the upstream film content investment and production, and concentrate on supporting Taobao films to strengthen ticketing business and film promotion and distribution business.

This "de-content strategy" did not last long. When 18 took over as CEO of Alibaba Pictures, Fan Luyuan did not fully implement the "new infrastructure strategy" proposed by Yu Yongfu, but continued to swing between the upstream content business and the downstream advertising business. 2065438+At the beginning of 2009, Alibaba Pictures announced a strategic investment in Han Han's Dingdong Film Industry, which seems to have the intention of continuing to exert its strength in the content field.

Will the explosion of "What is Page" be the first shot for Ali Entertainment 20 19 salted fish to turn over?