The Important Role of Big Data Analysis in Film Production

 

Xu Zheng presented in the "Big Data" Forum. Pic by CFP

 

By Joyce Xu(Shanghai Daily)

Big data analysis has now been widely used in many aspects of film production from script selection, casting, shooting to marketing and sales. However it can\'t be abused to maximize profits at the cost of a film\'s originality and artistry, industry insiders told a film forum yesterday at the 18th Shanghai International Film Festival.

At the forum entitled “Big Data: Empowering the Film Industry,” Taobao Dianying released a big data analysis of Xu Zheng\'s upcoming comedy film Lost in Hong Kong. Xu\'s former work Lost in Thailand was among the highest-grossing Chinese films, making 1.26 billion yuan (USD 200 million) at the box office.

The highly anticipated sequel will hit cinemas across China on September 25. Big data analysis covers a wide range of details about the potential audience for films, including their age, gender, region and even constellation. It also provides information about the film\'s competitors during the same slot.

"It helps us to find our target audience and know what they truly need from the viewing experience," said Xu, producer and director of the film. "It will not be a rare thing for Chinese films to triumph over Hollywood blockbusters if we do market positioning well and precisely."

According to Yang Xianghua, senior vice president of iQIYI, the accuracy of big data analysis about the box office performance of a film has reached around 80 percent. It enables film producers to make quick adjustments to their marketing and distribution plans.

"The analysis is becoming highly detailed and comprehensive," Yang said. "Film producers can take it as good reference to make decisions, although it still can\'t replace human intelligence right now."

However, the analysis is also questioned by experts and critics for imposing pressures on scriptwriters to please a wider group of audience and somehow ruining the artistry and originality of a film.

Director Xu said that big data is a supplementary to filmmaking and it should be used in a more rational way. "Film is also an artwork for film makers to express their emotions and creative ideas," he added.

Insiders are also encouraging a more diversified Chinese cinema.

"Big data analysis can also be used for small-budgeted art-house films to find right investors, audience and effective marketing strategy," said Wang Gaofei, CEO of Weibo.