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首家全产业链影视直播平台发力 梦想直播瞄准5000亿市场蛋糕

2017-08-22 10:05:52   中国经济网

扎堆合作

继携手《小炮闯伦敦》、《追婚男女》之后,都市话题电影《拿摩一等》近期向梦想直播伸来橄榄枝:依托梦想平台上大量的网红主播,在影片开机、拍摄、关机、首映等过程中作全程直播。

《拿摩一等》主要讲述一对在上海打拼的年轻人的故事,男主因恐婚回到家乡,由此开启一段暖心而充满喜感的心路历程,由中国第六代导演代表人物之一的阿年导演,汇聚了王庆祥、归亚蕾、倪大红、马伊琍和史可等一众实力派人气影星。

但这次合作更为引人注目的是时间节点:梦想直播接连拿下三部电影的宣发合作,时间仅为一个月。加上此前合作的其它影视IP,与梦想直播合作的影视IP数量用扎堆形容并不为过。

目前,为电影做宣发的直播平台不在少数,为何梦想直播特别受影视IP青睐?这与梦想直播影视战略息息相关,作为国内首家全产业链影视直播平台,梦想式玩法和一般直播平台的常规打法完全不同。

一般情况下,直播平台介入影视宣发,或者是半路出家,比如一些聚焦于游戏的直播平台+影视,或者只做其中某个环节。半路出家切入影视宣发业务的平台大多将面临粉丝和影视受众错位的问题,毕竟游戏粉丝可能对游戏改编的影视更感兴趣。非全产业链介入影视宣发的直播平台,对影视IP来说,手法陈旧,是把传统的粉丝和主创团队的互动玩法从线下搬到直播平台,宣发效果相比线下,优势并不突出,而且IP的多元化开发缺失,难以最大化变现影视IP的价值。

全产业链玩法

梦想直播的玩法则不落俗套。

以梦想影视为战略依托,梦想直播推行全产业链影视IP开发,形成内容升级的全产业链、IP孵化——内容输出全产业链、主播造星全产业链和资本运作全产业链,囊括影视IP开发制作全流程,不仅可完成普通的影视宣发,还能输出匹配度极高的演艺人才,为影视IP团聚粉丝、拉升人气,提前锁定票房,降低影视投资风险。

“在别的直播平台,影视制作方可能就是用直播的手段搞一个明星和粉丝的见面会,但在梦想影视里,却是好莱坞式影视工业开发手法,全面超越一般直播平台的‘直播+影视’,是适应中国影视市场发展趋势的深度垂直玩法。”有业内人士这样评价梦想影视的全产业链玩法。

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