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网络电影也应走精品道路

2017-08-16 05:21:24   中国青年网

【网络文艺·观察】

2017年5月爱奇艺网络大电影总票房榜显示,《降龙大师》以1138万元夺得冠军。今年前5个月共有4部“网大”实现票房分账超千万元。与去年同期只有1部“网大”票房分账过千万元的情况相比,数量大幅提升。预计今年年底,单部作品分账金额最高可突破3000万元——这一量级的分账回报可等同于过亿票房的院线电影。

从2014年概念被提出、各大视频网站纷纷进驻市场至今的三年间,“网大”经历了从起步到爆发的快速成长过程。2013年,全网“网大”数量仅为39部;2016年影片数量飙升,截至11月底达3303部。市场迅速爆发、资本狂热逐利,随之而来的却是因野蛮生长而产生的诸多问题,“网大”市场不得不走上“先污染,后治理”的道路。

首先,视频网站的前台数据虚高,作假成本偏低。由于“网大”在市场初建阶段缺乏相对规范的管理措施,导致用于评判影片热度和收益的播放量出现注水情况,用于评价影片口碑的打分和评论也存在水军参与、混淆视听的现象。针对这种情况,爱奇艺2016年年底首次公布“网大”在线票房的分账金额,成为业界标志事件。作为数据透明化的开端,“网大”行业的神秘“面纱”被揭开一角,为市场填补了一个缺失已久的,真正具有参考意义的评价指标。业内人士据此能分析哪些类型的“网大”收益率更高、哪种发行方式能赚得更多的分账,等等。此前只能依靠经验和感觉选择项目的投资人,也可用真实票房分辨优质影片,发掘有潜力的“网大”团队,打造真正受观众欢迎的高收益影片。如果能按这个态势发展下去,市场泡沫将不攻自破,部分影片假热度低收益的谎言将被拆穿,提高热度和口碑只剩下一种途径,即“用实力说话”。

其次,蹭热度现象泛滥,“网大”质量仍待提高。“网大”兴起之初,从业者中不乏从事婚纱摄影、后期制作之类艺术水平较低的非专业人士,导致“网大”质量低下。一些人用“极致的粗糙”打造所谓“网感”,初期作品多以软色情和惊悚暴力吸引眼球,近两年又新添了僵尸鬼怪等敏感题材,给行业招来质疑之声。2016年11月,60多部“网大”遭遇下架,这一事件震动了整个行业。可见,即便是区别于传统院线电影,更崇尚追求个性的“网大”,也仍属艺术作品范畴,任何试图冲击道德底线和社会主流价值的行为都会受到观众抵制,被市场抛弃,受到相关政策法规惩治。

2015年搭院线电影《道士下山》顺风车的“网大”《道士出山》以28万元成本获得超过20倍分账后,“网大”市场出现了一股搭IP便车蹭热度的潮流。“网大”《美人鱼汤》《神秘人鱼》等蹭的是院线电影《美人鱼》的热度;蹭院线电影《捉妖记》热度的有“网大”《捉妖济》(3部)《捉妖者联盟》(2部)等;更有甚者,导演冯小刚的《我不是潘金莲》还未上映,《我是潘金莲》《潘金莲就是我》等“网大”就登上了视频网站的热搜。许多制片方只顾投机取巧,赶工追话题,根本没工夫沉下心来创作,导致粗糙劣质作品泛滥。久而久之,观众对毫无创意的套路之作也失去了新鲜感,产生厌恶心理。目前平均一部“网大”成本约100万元,以5%的平均有效点击转换率来计算,若要收回成本,至少得保证2000万以上的前台点击量。而在蹭IP的“网大”中,仅有少数影片的点击量突破2000万。据估算,2015年尚有60%的蹭IP“网大”收回成本;到2016年,这类“网大”收回成本的概率微乎其微。市场已发出警报,众多片方却未意识到问题的严重性,仍前仆后继,往蹭IP的“大坑”中跳,让人为他们捏一把汗。

针对这些现象,有关部门着手加大监管力度的同时,各视频网站也开始严格把控自我审查,相继提出审片标准和价值观说明。例如,爱奇艺倡导“青春、阳光、正能量、合家欢的影片价值观导向”,搜狐视频提出“网大”审核“七把控”……在各方努力下,一些有问题的题材内容将在宣发上线前被清理出去,浩浩荡荡的山寨大军或退出历史舞台。

综上所述,“网大”的生产创作应该以多出精品为目标。尤其是在当下市场因迅速膨胀而步入瓶颈期的时候,走精品化路线有利于净化市场,重新树立大众对“网大”的信心。除了公布真实票房、提高数据透明度为市场数据脱水,通过规范管理影片题材、净化内容外,“网大”的精品化道路还可通过优化分账模式鼓励优质创作、压缩付费周期加快市场更新换代等方式实现。待市场洗牌过后,行业拐点就会到来。届时,“网大”将成为一种具有中国特色的成熟艺术形式,进行更多院线电影因受商业因素制约而完成不了的个性化创作和艺术表达。

(作者:司若、叶静怡,司若系中国传媒大学导演系主任、凤凰学院副院长,叶静怡系山东大学新闻传播学院硕士研究生)

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