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THE small-budget Chinese comedy “Old Boy: The Way of the Dragon” is changing the film industry landscape. Billed as the country’s first-ever “Internet film,” some insiders believe the movie will probably forever change how films are made while critics believe the concept will simply add more commercialism into the art of filmmaking.
“Old Boy” marks the beginning of the involvement of video websites like Youku in almost every part of film production. The film has surprised many, storming the box office since its release on July 13 — earning 200 million yuan (US$32.3 million) in just several days.
Such video websites are a rising force in the film industry. No longer just broadcasting short videos and entertainment shows, these websites are branching out to produce their own content.
“Old Boy” centers on the adventures of two ordinary men in New York. Both are diaosi, or poor and plain-looking guys, who don’t give up pursuing their dreams. Nostalgic sets and songs have resonated with many cinema-goers who were born in the 1970s and 1980s.
Created by the well-known Beijing-based Chopstick Brothers — Xiao Yang and Wang Taili — the film has a large fan base since it is based on their online video “Old Boy,” which received more than 80 million clicks when it was uploaded to Youku.
Xiao, who wrote and directed the film, says the Internet changes everything and offers talented young people a chance to be heard.
“We hope to collaborate with Youku.com to make an ‘Old Boy’ film franchise, just like the famous Japanese film series ‘Tora-san’,” he says.
“This movie is a farewell to youth. Even when we are 80 years old, we can shoot a new ‘Old Boy’ film about our unfinished wills. The franchise revolves around the lives of ordinary people. It tells humorous and heartwarming stories about love, work and family.”
According to Wei Ming, president of Youku, the beauty of such a film is that it already has a built-in fan base due to the online video. He adds that big data analysis allows producers to cater films specifically for the market.
“The film is our first attempt at combining Internet technology and expertise with traditional film production,” Wei says.
“Internet films will become a new and dynamic genre in Chinese cinema. It will open a novel mode of marketing, distribution and ticketing for the industry.”
Popular online novels and micro movies with a big fan base can provide source material for Internet films. The strength of an Internet film, according to Wei, lies in its fan base that has accumulated over the passing years. Plus an Internet film can be screened forever, he adds.
In addition to “Old Boy,” China’s silver screen will soon feature more big-budget films that have been co-produced and funded by domestic video websites.
These movies include the martial arts production “The White-Haired Witch of Luna Kingdom,” Ann Hui’s epic “The Golden Era,” Jackie Chan’s new war flick “Dragon Blade,” fantasy film “Zhongkui — Snow Girl and the Dark Crystal” and the romance comedy “I Am Queen.”
Youku, Tencent and Letv are broadcasting trailers of these movies ahead of release dates to build up interest. Fans will be offered a chance to post their thoughts about the trailers and eventually the movies, buy cinema tickets online and engage with actors in online chat sessions.
The emergence of video websites has ruffled the feathers of some film production companies. Some regard it as a threat to how films are made, but others believe cooperating with websites opens up new business opportunities.
Polybona Films President Yu Dong believes film production companies will eventually become employees of major video websites.
Yu said at the 17th Shanghai International Film Festival that video websites know what their users want from a movie, and they cast a wide net to discover and select creative film projects from independent filmmakers.
“In the following 10 years, competition will be focused on talent and good content,” Yu says. “A lot of small film production companies will not survive. For us we have to count on our expertise and experience to present more creative and diversified content and make mega-productions targeting a global audience.”
However, not all studios are so pessimistic. Some consider it a chance for collaboration that benefits both parties.
An Xiaofen, president of Desen International Media and producer of the “Tiny Times” series, says they now can predict fairly accurately an upcoming film’s future box-office performance based on online reactions to its trailer.
Online comments can also help filmmakers and producers tailor stories to their targeted audience by taking into consideration what audiences want.
She adds that studios need to develop a new Internet vision and elevate their competitiveness in content and cinematography.
On the plus side, the country’s film industry is thriving and the market continues to grow. Some experts believe video websites being involved in the planning and production of movies is simply the evolution of the industry. They also bring much needed capital, media and marketing resources.
Shi Chuan, vice president of the Shanghai Film Association and a veteran film critic, says video websites will open up new channels for film production and help enlarge the film market.
He also believes video websites may take a profit-driven approach to filmmaking through the use of big data analysis, which he sees as harmful to the artistic value of movies.
“Such movies cater to a majority of young people of the late 1980s and the 1990s generation,” Shi says. “It is easy for them to become superficial. A film is more than a commodity. It is an inspiring artistic production as well. A good movie boasts a creative story, aesthetic charm and the self expression of the director.”
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