Micro-film advertising getting popular
Last Updated(Beijing Time):2012-01-11 14:32
By Hu Wenpeng
With the coming of the "micro-" age, "micro-" stuffs are emerging one after another, one of them being micro-film. Leonardo DiCaprio's OPPO endorsement film Find Me and Karen Mok's Route 66 for Cadillac are representative works of micro films. They have been widely acclaimed by internet users since the moment they were published, with continuously climbing click volume and forward volume. On December 10, Sina held the first Micro-Film Competition in China National Film Museum, attracting the participation of more than 300 micro films. It offers just a glimpse of the increasing popularity of micro-film.
As the term suggests, the duration of a micro-film is much shorter than a conventional film, ranging mainly from 3 to 5 minutes, with some even as short as less than 30 seconds. Besides that, a micro film has 3 distinctive characteristics: first, being produced by professio
nal teams; second, telling a story using cinematic approaches; and third, extensive distribution through social networks, such as microblogging. Of course, sponsorship is indispensable in sustaining the development of micro-film. At present, the definition of micro-film is not clear yet. However, this online artistic genre accords effectively with the time fragmentation trend of internet users. Moreover, a micro film tends to embody a short and dramatic story. It may become a force that is to be reckoned with in the advertising industry.
Micro-film has apparent advantages over conventional advertising carriers and channels. Firstly, for a micro film, the cost is low, the production cycle is short, and the release is fast. As is well known to all, the bidding price for TV ad is becoming formidably high. The cost of a prime-time TV commercial can easily go as high as hundreds of thousands RMB or even into the million. Moreover, the State Administration of Radio Film and Television has recently issued the TV commercials ban, which would undoubtedly make TV commercials even costlier. For a micro film, however, the cost is significantly reduced due to shorter film duration, limited input of labor and resources, and distribution on the intern
et, such as on microblogging. Therefore, people even say a micro-film has a micro-cost. Apparently, this is highly appealing to advertising clients who are particular about cost control.
Secondly, the story and interactivity of a micro film make the consumers happy to view it and forward it, giving continuous bonus points to the image of the client. As the consumption ideas of consumers change, bombarding and repeated advertisements, such as that of Melatonin and the "goat goat goat" slogan that are straightly avaricious, have failed to attract the attention of the post-80 and post-90 generations. A micro film, despite its duration of only a few minutes or even dozens of seconds and its obligation to convey the clients' message, it still manages to tell a thrilling, eye-catching, and memorable story.
Li Weiran, a well-known advertisement director, once said: "In today's society, everyone likes stories, especially soul-touching stories". In the middle of this year, the highly popular short film Watch A Football Match tells the story of the adventure of a father and a
son, both of who are football fans, in watching a football match. The love of the father and son and the love for football touch the hearts of many online viewers deeply. Within 3 days of its release, the film was clicked 10 million times and forwarded continuously on microblogging.
Lastly, the distribution of micro-film on the internet has higher selectivity and pertinence. TV commercials are viewed by all consumer groups. When the product is applicable only for particular groups, there will be wasted input. However, a micro film can be promoted with concentrated efforts in particular regions or among particular crowds based on the internet according the habits and preferences of consumers, further improving the effectiveness and accuracy of the publicity of client's image. Orange Hotel, which has not more than 20 chain stores across the country, made 12 zodiac-theme micro films that target young people. The films rapidly won the hotel the reputation of "good at creating atmosphere" among young white collars.
The development of micro-film has just kicked off. It is believed that with the growth of int
ernet-supported technologies and the new-generation consumers, micro-film will play an increasingly important role in the advertising industry.
最后更新（北京时间）：2012-01-11 14:32
胡Wenpeng
随着“微”时代的到来，与“微”相关的新兴事物层出不穷，其中之一是微电影。莱昂纳多·迪卡普里奥的朋友曾笔者和莫文蔚代言微电影《路线66》。凯迪拉克的微电影广告是微电影的代表作品。这些作品已广受互联网用户的好评，自从作品出版，视频的点击量就不断攀升。十二月十日，在新浪网举办的中国电影博物馆第一微电影大赛，吸引了超过300部微电影的参与。
顾名思义，一部微电影的时间比传统的电影短得多，范围主要是从3到5分钟，甚至有些更短，小于30秒。此外，一部微电影具有3个鲜明的特点：第一，由专业团队产生；第二，用电影表现的方式来讲述一个故事；第三，广泛分布在互联网上，如微博。当然，赞助是微
电影持续发展所不可缺少的。目前，微电影的定义尚不明确。然而，这个网上艺术流派却符合互联网用户的“时间破碎化”的趋势。此外，一部微电影往往体现一个短的和戏剧性的故事。它也可能成为一种潮流趋势，微电影的未来是不容小觑的。
微电影与传统的广告载体相比具有明显的优势。首先，一部微电影，成本低，生产周期短，发布速度快。众所周知，电视广告招标价格越来越高得惊人。一个黄金时段的电视商业广告的成本通常为几十万元甚至上百万。此外，国家广播电影电视总局日前发布了电视广告的禁令，这无疑将使电视广告更昂贵。一部微电影的成本由于其较短的时间而得以显著减少，劳动力和资源有限的输入也是降低成本的重要因素。分布在互联网上（如：微博）也比投放在电视上的成本要低很多。因此，人们甚至说微电影具有微成本。显然，这是非常吸引那些对成本控制严格的特定广告客户的。
其次，故事和一部微电影的交互性使消费者更加乐于接受，微电影强调故事的这一特点也使得它受到了更多受众的喜爱。随着消费者消费观念的转变，采取连番轰击和单调重复的广告，如褪黑激素和“山羊”的口号，越来越难以吸引80后和90后一代的受众。微电影，尽管它只有几分钟甚至只有数十秒向客户传达信息的时间，但仍可以设法呈现出一部激动人心的，引人注目的，令人难忘的故事。
凯迪拉克的故事
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