Maybe you can't imagine it. Just last week, I heard news about VR at a local radio station in Changsha. Yes, in such a second-tier city, if vertical new media such as VR Daily pays utmost attention to VR, this is right, but mass media has started to spread information about VR. This has to be intriguing: What is the number of Chinese people who have basic knowledge?
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Why curious about this? Because, if VR has been successfully spread to most of the general public, the demand for popular entertainment such as games and movies based on VR will rapidly increase. The entire industry ecology will also be improved with lightning speed. In fact, in the recent one year, with the joint efforts of capital, media, and entrepreneurs, a large number of VR content providers began to appear, and VR movies and television are only second to VR games in popularity. In this case, is VR film and television a virtual fire? Is VR+ movie a good business?
Star manufacturers have come to the VR film movie VR attention
It is because VR has been highly recognized by practitioners and investors in the most recent year. Since Zhang Yimou announced that he wanted to shoot VR video, Guo Jingming would later take the VR version of “Fantasy Cityâ€. The star does not mention that VR seems to be out of fashion. Now. With the emergence of more and more formed VR movie short films, more and more stars have started to associate themselves with VR movies. The process of movie VR is a group of star performers.
At the same time, major film distributors and film production companies have also made great strides in VR. Recently, Wanda Cinemas has brought VR films from Disney's "Fantasy Forest" to more than 40 Wanda Studios across the country, trying to attract fans to focus on VR through VR filming and other early adopting experiences. Prior to this, Mars Rescue has released 15-20 minute VR short films for users to experience in the promotion; NBA star James has teamed up with Oculus to release the 12-minute VR mini movie "The Pursuit of Greatness" during Christmas.
When more and more internationally renowned big manufacturers and stars have entered VR, the VR of the entire movie content has not attracted the attention of people and viewers in the industry. It seems to be a bit ridiculous. However, judging from the current market situation, the marketing value of VR movies is greater than the actual viewing value. Whether it is the commercial monetization mode placed in front of the stage or the hardware and software technology and talent reserve behind the stage, VR movies are in the short term. It is difficult to become a good business. To truly bring about the revolution in human cinema, VR may have this strength in the future, but it is not now.
Why is VR movies hard to be a good business in a short time?
Why does Xiao Qian think this way? The essence of business is inseparable from finding the target consumer and cannot be realized without cash. There may be more people who are concerned about VR movies, but how many people really pay for VR movies? Why are they not willing to pay for the current VR movie? Is it really a high threshold for the production of VR movies? What kind of VR movies can be deeply loved by consumers and even willing to pay for him alone? To really solve these problems, VR movies may become a good business.
1. What is the audience's favorite VR movie experience? Fighting period is not short!
Like the game industry, how to combine VR and movies to bring the most suitable VR movie experience to the audience is a difficult problem. Changes never happen suddenly in a day or two. There is no benchmark for VR film and television. Will existing movie production methods make current VR movies have a great limitation in production?
In terms of general direction, plots with more dimensions and more feelings to express film stories can indeed express stories in more detail so that the majority of moviegoers can achieve greater immersion and greatly enhance the film's performance. empathy. But now, on the one hand, in the field of VR production, production personnel are accustomed to single-dimension film shooting, and the current production ideas should allow filmmakers to feel that they are behind, on the left, and on the right side of the consumer. Making a scene out requires a period of exploration; on the other hand, whether it is using mobile computer viewing or walking into the cinema to bring 3D glasses, consumers are now accustomed to watching movies in a state of near-freedom if VR movies need to make the audience They changed their previous viewing habits, stood up and watched the movie, often turned their bodies to the left/right, even went back to see if there were more exciting movie content behind them, not to mention the producers. How to solve the consumption problems of this type of experience requires consumers to change their previous viewing habits. This will not be a short-term project.
2. How can VR movies make money? Business models are less clear than VR games
In addition to the experience and the inconvenience caused to the production staff and the viewing crowd, VR movies how to make money? In the above VR movie cases, we applied VR movies more to the marketing of conventional movies. VR movies have not completely become an independent consumer product.
Logically, in the current state of VR development, business models are common to all VR practitioners. However, taking the game as an example, currently on the steam has sold a single paragraph to sell 200,000 sets of VR games, professional game platform and its own consumer groups have been formed, so that consumers can independently pay for VR games, but VR movies are obviously not enough.
In the market, VR movies are mainly for one-time consumption, while VR games are mainly for multiple consumption after in-depth operation. Frankly speaking, the current VR games mainly rely on the players to obtain income in the form of buying single discs. The in-game purchase model has not been able to get through for the time being. The existing business models in the field of mobile games and mobile games have not yet been fully implemented in VR games. In the past, the new business model has not been derived, but it is also stronger than the movie! VR movies are currently VR content that is second only to VR games. However, it is currently used more in marketing promotion. If he is only an auxiliary content, how can he find a sustainable and diversified business model?
3, technology dilemma low-end hardware experience poor high-end hardware consumption is not conditional
In addition to this, on the one hand, in the VR movie shooting, due to the excessive development of the current industry, the demand for high-quality professional-level shooting tools is in short supply, and the price is still high, which directly leads to high production costs of VR movies. Many films that are often only 10 minutes may cost millions.
On the other hand, movies are a kind of mass demand, and watching VR movies must temporarily wear VR devices. In the current market, I personally think that the low-end hardware experience is poor, and high-end hardware consumption is not conditional.
Why do you say that? The tens of dollars of VR devices on the market abound, but the experience it brings is a bit like pseudo 3D. The effect of high-end VR movies with low-end movie viewing may lead to VR problems due to device issues. The movie's signboard.
When you wear a high-end helmet a few thousand dollars, there is no obvious vertigo on the low-end device, the overall vision may make you shine, I feel this is a real VR movie experience. But with the price of high-end computer hosting, you may need 1-3 million RMB to obtain a set of high-end consumer VR devices. If you are experiencing HTC VIVE, you even need to have a separate experience room. This price and room requirements , so that high-end VR devices temporarily lack the conditions for popularity. Whether this is a special transformation of the movie theater's VR movie, or to allow consumers to consume VR movies at home, it has brought a huge obstacle.
4. Talent Dilemma Talent ecology can not keep up with the speed of industrial development
The development of each industry is inseparable from the talent, VR is currently being overheated by the industry, VR film and television as the second largest VR content areas, although there are many followers. However, due to insufficient previous VR film industry heritage, even if the previous professional animation production or film crew, in the face of new software and hardware, it also takes a lot of time to learn.
The VR industry has suddenly exploded in China. There is no elite talent capable of training newcomers in large quantities. It is difficult for the talent ecology to make great contributions to the entire industrial ecology. Without a large number of high-quality talents, how can VR movies be launched on time? How to reduce the production cost of VR movies?
In general, VR movies currently face many problems. In the future, when technical issues and industrial ecology issues are resolved over time, VR movies will become the content of popular demand, but in recent years, technical problems and industrial problems have not been resolved, and there is no clear business model. The resources of the entire VR content industry will also be tilted toward the more clear VR content areas of other business models. In this way, the problem of VR film to solve the industrial ecology is far-off.
VR movie
Why curious about this? Because, if VR has been successfully spread to most of the general public, the demand for popular entertainment such as games and movies based on VR will rapidly increase. The entire industry ecology will also be improved with lightning speed. In fact, in the recent one year, with the joint efforts of capital, media, and entrepreneurs, a large number of VR content providers began to appear, and VR movies and television are only second to VR games in popularity. In this case, is VR film and television a virtual fire? Is VR+ movie a good business?
Star manufacturers have come to the VR film movie VR attention
It is because VR has been highly recognized by practitioners and investors in the most recent year. Since Zhang Yimou announced that he wanted to shoot VR video, Guo Jingming would later take the VR version of “Fantasy Cityâ€. The star does not mention that VR seems to be out of fashion. Now. With the emergence of more and more formed VR movie short films, more and more stars have started to associate themselves with VR movies. The process of movie VR is a group of star performers.
At the same time, major film distributors and film production companies have also made great strides in VR. Recently, Wanda Cinemas has brought VR films from Disney's "Fantasy Forest" to more than 40 Wanda Studios across the country, trying to attract fans to focus on VR through VR filming and other early adopting experiences. Prior to this, Mars Rescue has released 15-20 minute VR short films for users to experience in the promotion; NBA star James has teamed up with Oculus to release the 12-minute VR mini movie "The Pursuit of Greatness" during Christmas.
When more and more internationally renowned big manufacturers and stars have entered VR, the VR of the entire movie content has not attracted the attention of people and viewers in the industry. It seems to be a bit ridiculous. However, judging from the current market situation, the marketing value of VR movies is greater than the actual viewing value. Whether it is the commercial monetization mode placed in front of the stage or the hardware and software technology and talent reserve behind the stage, VR movies are in the short term. It is difficult to become a good business. To truly bring about the revolution in human cinema, VR may have this strength in the future, but it is not now.
Why is VR movies hard to be a good business in a short time?
Why does Xiao Qian think this way? The essence of business is inseparable from finding the target consumer and cannot be realized without cash. There may be more people who are concerned about VR movies, but how many people really pay for VR movies? Why are they not willing to pay for the current VR movie? Is it really a high threshold for the production of VR movies? What kind of VR movies can be deeply loved by consumers and even willing to pay for him alone? To really solve these problems, VR movies may become a good business.
1. What is the audience's favorite VR movie experience? Fighting period is not short!
Like the game industry, how to combine VR and movies to bring the most suitable VR movie experience to the audience is a difficult problem. Changes never happen suddenly in a day or two. There is no benchmark for VR film and television. Will existing movie production methods make current VR movies have a great limitation in production?
In terms of general direction, plots with more dimensions and more feelings to express film stories can indeed express stories in more detail so that the majority of moviegoers can achieve greater immersion and greatly enhance the film's performance. empathy. But now, on the one hand, in the field of VR production, production personnel are accustomed to single-dimension film shooting, and the current production ideas should allow filmmakers to feel that they are behind, on the left, and on the right side of the consumer. Making a scene out requires a period of exploration; on the other hand, whether it is using mobile computer viewing or walking into the cinema to bring 3D glasses, consumers are now accustomed to watching movies in a state of near-freedom if VR movies need to make the audience They changed their previous viewing habits, stood up and watched the movie, often turned their bodies to the left/right, even went back to see if there were more exciting movie content behind them, not to mention the producers. How to solve the consumption problems of this type of experience requires consumers to change their previous viewing habits. This will not be a short-term project.
2. How can VR movies make money? Business models are less clear than VR games
In addition to the experience and the inconvenience caused to the production staff and the viewing crowd, VR movies how to make money? In the above VR movie cases, we applied VR movies more to the marketing of conventional movies. VR movies have not completely become an independent consumer product.
Logically, in the current state of VR development, business models are common to all VR practitioners. However, taking the game as an example, currently on the steam has sold a single paragraph to sell 200,000 sets of VR games, professional game platform and its own consumer groups have been formed, so that consumers can independently pay for VR games, but VR movies are obviously not enough.
In the market, VR movies are mainly for one-time consumption, while VR games are mainly for multiple consumption after in-depth operation. Frankly speaking, the current VR games mainly rely on the players to obtain income in the form of buying single discs. The in-game purchase model has not been able to get through for the time being. The existing business models in the field of mobile games and mobile games have not yet been fully implemented in VR games. In the past, the new business model has not been derived, but it is also stronger than the movie! VR movies are currently VR content that is second only to VR games. However, it is currently used more in marketing promotion. If he is only an auxiliary content, how can he find a sustainable and diversified business model?
3, technology dilemma low-end hardware experience poor high-end hardware consumption is not conditional
In addition to this, on the one hand, in the VR movie shooting, due to the excessive development of the current industry, the demand for high-quality professional-level shooting tools is in short supply, and the price is still high, which directly leads to high production costs of VR movies. Many films that are often only 10 minutes may cost millions.
On the other hand, movies are a kind of mass demand, and watching VR movies must temporarily wear VR devices. In the current market, I personally think that the low-end hardware experience is poor, and high-end hardware consumption is not conditional.
Why do you say that? The tens of dollars of VR devices on the market abound, but the experience it brings is a bit like pseudo 3D. The effect of high-end VR movies with low-end movie viewing may lead to VR problems due to device issues. The movie's signboard.
When you wear a high-end helmet a few thousand dollars, there is no obvious vertigo on the low-end device, the overall vision may make you shine, I feel this is a real VR movie experience. But with the price of high-end computer hosting, you may need 1-3 million RMB to obtain a set of high-end consumer VR devices. If you are experiencing HTC VIVE, you even need to have a separate experience room. This price and room requirements , so that high-end VR devices temporarily lack the conditions for popularity. Whether this is a special transformation of the movie theater's VR movie, or to allow consumers to consume VR movies at home, it has brought a huge obstacle.
4. Talent Dilemma Talent ecology can not keep up with the speed of industrial development
The development of each industry is inseparable from the talent, VR is currently being overheated by the industry, VR film and television as the second largest VR content areas, although there are many followers. However, due to insufficient previous VR film industry heritage, even if the previous professional animation production or film crew, in the face of new software and hardware, it also takes a lot of time to learn.
The VR industry has suddenly exploded in China. There is no elite talent capable of training newcomers in large quantities. It is difficult for the talent ecology to make great contributions to the entire industrial ecology. Without a large number of high-quality talents, how can VR movies be launched on time? How to reduce the production cost of VR movies?
In general, VR movies currently face many problems. In the future, when technical issues and industrial ecology issues are resolved over time, VR movies will become the content of popular demand, but in recent years, technical problems and industrial problems have not been resolved, and there is no clear business model. The resources of the entire VR content industry will also be tilted toward the more clear VR content areas of other business models. In this way, the problem of VR film to solve the industrial ecology is far-off.
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