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E-mail Xinhua, November 7, 2012
The genre has gained ground over the past two years due to being perfectly suited to new media platforms and smart devices. They are also easily shared across social networks and booming microblogs, which are considered the symbol of a prosperous "micro era" in China.
Statistics from China Internet Network Information Center showed that the number of Internet users has hit 550 million nationwide as of September this year, meaning about 41.1 percent of the population access the Internet. In addition, 363 million people view films online and nearly 50 million Chinese watch videos via cell phones. About 280 million Chinese have microblog accounts.
Industry estimates have put the number of micro films produced in China last year at more than 2,000, compared to around 500 mainstream movies.
"The new medium satisfies modern people's habit of instant reading and fills their fragmented time," said Zhao Yurun, Chief Executive Officer of Shine Show Interactive Media Co. Ltd.
People can easily download or stream micro movies over the Internet. Micro films are more compelling on small screens than traditional movies when people are on the move, he noted.
Micro filmmakers involve people with no film or storytelling experience at all, and young or unknown professionals who are funded by brand-advertisers, according to Zhao. He said the latter are becoming the mainstream members.
Compared with traditional films that rely heavily on box office, micro movies are broadcast online, free to watch. Brand advertisers are the sole source of investment at the moment, as it's impossible for individuals to keep investing in filmmaking from their own pocket.
Micro movies establish a platform for ordinary people to realize their movie dreams. They also give businesses a new channel to advertise their products.
Rather than simply throwing out logos and slogans, many video clips have a nice storyline, elegant audio-visual languages and a skillful presentation of the brand concept, said Zheng Xiaojun, teaching assistant with the College of Journalism and Communication, Jinan University.
They provide artistic entertainment while bringing about the product and build up the image of the business in a subtle way that would not annoy the audience -- this is a much more advanced method of advertising and marketing, according to Zheng.
In addition, the ideal cost-effectiveness is appealing to advertisers. A music-themed micro movie made by Shine Show received 200,000 yuan (31,696 U.S. dollars) from a brand client. It has been viewed by more than 50 million times online. However, it should cost some 10 million yuan in advertising in TV programs or cinemas to reach the same volume of audience, said Zhao.
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