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成军三年 腾讯影业何时才能走出互联网影业泥潭

2017-09-19 17:51:55   中国经济网

以当时最大的亮点《爵迹》电影为例,成为郭敬明的滑铁卢,不仅电影票房没有重现《小时代》的好成绩,口碑更是一路下滑。《爵迹》的失利,不仅使得资金重压之下的乐视影业相当难堪,参与其中的腾讯影业也受到牵连,IP衍生开发成了空中楼阁。

《择天记》也成为“IP+鲜肉”的典型案例。网文大神猫腻的作品,加最具流量号召力的明星鹿晗,两者结合激发了强大的粉丝号召力,收官时播放量突破260亿。但,《择天记》却没有展现出宣传时的高品质,制作上也存在很多瑕疵,最终的呈现是一部有流量、低口碑,业界认可度不高的口水剧。据说,这也影响了《择天记》电影项目的上马。

而参与投资、宣发的项目则只能用毁誉参半来形容,誉的是能有幸参与《魔兽》《金刚》的大项目中,且在国内都是大票房;毁的是并没有赚到钱——但还好,有了不一样的经历。

总结而言,部分片单项目消失,参投占优势,主控、制作方面惨败。可以说,腾讯影业离赢还远着呢。

变化:外部天寒、内部整合

外部环境大变——腾讯影业成立之际,正值互联网影业如日中天之际。不仅腾讯、阿里纷纷成立影业公司,乐视影业的票房也屡屡让外界惊艳,包括小米、58等数十家互联网公司也纷纷成立影业公司,或投资、参与、植入,都试图在中国电影市场的突飞猛进中分得一杯羹。

然而仅仅3年时间不到,虽有《战狼2》的50亿破纪录票房出现,而最大的受益者除了吴京团队,竟然是一家传统的以保底知名的传统影业公司。过去的几年时间里,互联网影业们的主控项目屡屡受挫,“缺钙”明显——包括读娱君(ID:yiqiduyu)在内的行业观察者,普遍认为,对于IP和流量明星的盲目自信是互联网影业受挫的原因之一。

乐视影业受集团危机限制,整体声量衰弱,张艺谋指导的、好莱坞和国内明星堆了无数的《长城》受挫更是雪上加霜;阿里影业在《摆渡人》之后,要从主控项目变为做基础设施,《三生三世》的衍生品卖的不错…腾讯影业首个项目《少年》在市场上连水花都没激起几个,这也成为外界判断腾讯影业不佳的一个力证。

内部整合加剧——进入2017年,腾讯内部对于影视业务的整合也在加速。最明显的变化是,腾讯影业董事长任宇昕担任OMG总裁。而企鹅影视和腾讯视频正是由OMG主导的业务——简单而言,腾讯影业和企鹅影视的大老板是同一个了,两者的交叉也越来越多,这点从企鹅影视的剧集片单和腾讯影业的趋同可见一斑。那么,未来企鹅影视会否最终并入腾讯影业,消失呢?

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