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Chinese filmmakers look to big data for box-office success
Online Edition
The potential application of big data analysis in China’s film industry was the subject of a forum held over the weekend in Shanghai.
The forum, which was held in conjunction with the 18th Shanghai International Film Festival, included a big-data analsis of Xu Zheng’s upcoming company “Lost in Hong Kong” by Taobao Dianying. Xu’s previous film, “Lost in Thailand” was a smash hit in China, earning 1.26 billion yuan (US$ 200 million) at the box office.
Using advanced computing technology, Taobao Dianying, the movie ticket sales arm of e-commerce giant Taobao, analyzed the film’s potential profitability in terms of its expected appeal to audiences in various demographic groups.
Big data analysis is an emerging field where large data sets are parsed in order to identify trends and patterns, among other applications.
“This helps us to find our target audiences and know what they truly need from the viewing experience,” said Xu. “It will not be a rare thing for Chinese movies to triumph over Hollywood blockbusters if we have good and precise market positioning.”
According to Yang Xianghua, senior vice president of online video platform iQIYI, analysts using big data have a roughly 80 percent success rate when it comes to predicting box office results.
“The analytics are becoming highly detailed and comprehensive,” Yang said. “It has turned out to be a good reference for film producers to make decisions, although it still can’t replace human intelligence right now.”
Some critics and experts voiced concern though that big data analysis could put pressure on filmmakers to compromise their creative visions for the sake of maximizing ticket sales.
Director Xu said big data should be seen as a supplement to traditional filmmaking and should be used in a “rational” way.
“Film is also an artwork for film makers to express their emotions and creative ideas,” he added.
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