Online movies are an important form of new media art，It is worthy of the attention and research of the academic community。Mc Luhan said: "Any media content is other media，The content of writing is words，The content of the printing is written、The content of the telegram is the same as printing。"" "，We can say，The content of the online movie is movie，It is the expansion and extension of the movie in the Internet era。But online movies are not the simple addition of online and movies，And has its own unique advantage。If the movie is the art of the era of machine replication that Movie is Benjamin，So，Online movies are art of digital replication era。Starting from the 21st century，Chinese online movies have gone through three development stages，formed three different production modes and their own distinctive artistic features，Expressing technology、Diversified interaction between media and art。

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Network short video is the original type of online movie。It usually refers to videos with plots and stories produced by netizens (non -professional film producers) and uploaded to the Internet。It is a typical UGC (User Generated Content in the web2.0 era，User generated content) Product。Specifically，It is adapted from traditional movies，Re -combining its fragments as the material，formed by adding dubbing。As the computer becomes more and more popular，The functions of various software are becoming stronger，It is more and more convenient to use，Dubbing、Subtitles、Edit and other tasks can be completed with ordinary bet365 best casino games computers and software，This makes non -professionals make short videos of networks possible。

Network short videos usually use "drama imitation" as the main creative method。The imitation of the drama is a misappropriation and copy of other works，Form a special relationship between interoperability between new and old works。The embezzlement works are usually classic，or is familiar to the public，and the new text subverts the classic text through a funny way。

The earliest network short video in China is "Historical Records" (2001)，Among them, the second part of "Division in October" All uses a picture editing in a Soviet movie，The story of the "separate" of the CCTV News Review Department with a ridiculous tone。Another very famous online short video "Blood Cases caused by a steamed bun" (2005) is the imitation of the movie "Reporting by the Law of the Law of China" directed by Chen Kaige and the TV show "Reporting to the Law of China" broadcast by CCTV。The film uses the form of the report，But the plot is based on "Wuji" as a blueprint。In order to subvert and exaggerate the storyline of "Wuji"，The film intends to add two irrelevant advertisements，This has led to the relevant copyright litigation。At that time，This case becomes a major social event，Many netizens have expressed their views on this case。Some netizens pointed out，"Wuji" itself is the imitation and misappropriation of the Flou's novel "Salangbo"。

Network short video is not for profit for the purpose，Not to mention commercial operation，But it has formed the upstream and downstream of the industrial chain by three parts。where，Netizens are creators，The website is a business agency，The audience is consumers。Just，These three parties have not yet constituted close contact。Small network of network short video at this time，Personal creative costs high，The bet365 best casino games quality of the short film is different，No collection of production、Supply、The complete system sold in one。From the perspective of the development of the cultural industry，These are typical features of the industrial budding period。But，Network short video has established the basic pattern of the development of the online film industry，This also laid the foundation for further exploration of the profit model。

　Together with the market

Micro -film refers to a short video that watchs and play on the network platform for less than half an hour。Micro -film story is complete，Usually produced by a professional team，This is the biggest difference from network short videos。In the early stages of development of the network short video，Netizens upload the video content to the website，Shooting and recording by yourself。Share video content requires media platforms to spread，Video websites came into being at the time of attempt。But over time，The disadvantages of the UGC mode gradually appear: copyright belong to blur、Content quality is uncontrollable、The content of content is serious。To solve the disadvantages of the UGC mode，Video website began to explore PGC (Professional Generated Content，Professional generating content) mode，Looking for the playback content，Buy copyright and resources from a professional film and television production company。

From the profit model，Micro -Shadow mainly obtains funding support through implanting advertisements。It is precisely because of the realization of investment，All elements of the industry can be combined。Micro -films injected with funds have embarked on the road of commercialization。Movie production、Play、Watch constitutes a top -down industrial chain，Completed the online film industrialization operation that cannot be achieved in the era bet365 Play online games of network short video。

Consumption with the market is the biggest feature of micro -film。2010，The 90 -second micro -movie "One Touch" starring Wu Yanzu is a typical example evidence。Wu Yanzu played a spokesman for a new model of Cadillac，Successfully defeated the opponent in a chasing game，The film is full of stunts、Factors such as chasing car and explosion，But it cannot cover its true marketing purpose -advertising for Shanghai General Company。Especially at the 2010 Guangzhou Auto Show, this film，The purpose of conspiring with the market is even more exposed。Similar strategies are widely used in micro -film production。"Old Boy" is advertising for Chevrolet，"Watch the Ball" is advertising for Canon，"4 Night Story" is advertising for Samsung。Conspiracy with the market has become a convention of micro -movies。

The economic impact of micro -film is huge。"Old Boy" debuted for the first time in October 2010，The number of clicks of more than 50 million times in a short period of time。Hong Kong's famous director Peng Haoxiang's "4 Night Strange Talks" also achieved great success，The number of clicks quickly exceeds 200 million times in a short time。At the same time，The rapid development of micro -film also brings low creative level、Poor production quality of the work、Lack of narrative skills、Poor performance quality、Low professional levels of the overall professional level。More and more people do not trust the art level of micro -film products，Negative public opinion also affects the sustainable development of the industry。

　　Media fusion

Online movie is a concept proposed by iQiyi in 2014，Refers to "Online release，Broadcasting time for more than 60 minutes，Professional production，Story complete "new movie。The main feature of online movies is "media fusion"。Media fusion as bet365 live casino games an academic category，The earliest was proposed by a professor at Massachusetts Institute of Technology, USA，Means that various media show a trend of multifunctional fusion。

Internet big movies are the development of micro -movies。But if you think it is just an extension of the micro -movie in time，Then it's wrong。Whether it is a short video or micro -movie，All uploaded to the Internet after the film production is completed。So，They are just a combination of network and movies，The degree of media fusion cannot be achieved。Only the online movie is there，Only the media integration。

Most big online movies have their own website，Video website does not need to buy the copyright of movies from other film companies，but produced a movie independently。Even in cooperation with professional film companies，There must be active rights。So，It is an IPGC (Internet professional content content) product。Internet movies no longer depend on advertising，Instead, it is through a membership payment model、The development model of the IP industry chain and the joint cluster of online and offline enterprises to obtain profits。Compared with the industrial structure of the micro -film period，The industrial chain of the online big movie period is getting closer。Production、Publicity、Screening three links around the product，Form the risk sharing、Equipment shared by interests。

In terms of acceptance，Internet big movies give full play to the advantages of the Internet，Take care of the different audience's different aesthetic preferences，View habits that adapt to small screens on mobile phones，and transform the passive audience of traditional movies into the audience of online movies。In terms of communication effect，If traditional movies pay more attention to winning the audience bet365 Play online games through classic narrative mode and visual wonders，So big online movies are good at gathered through hot topics，Stimulate Internet heated discussion，Expand the communication efficiency。

In terms of operation mode，iQiyi website has created online big movie online application platform。From application cooperation to live broadcast，All can be performed on the platform。Company Qualification、Copyright Statement、Poster media requirements are clear at a glance on the platform，Easy to operate independently for partners。The results of the audit will be promptly fed back to each partner through the platform，Modify specific opinions in time。Partners only need to log in to this platform，You can see。Introduction of the platform，Not only greatly shortened the communication process of partners and video platforms，It has also greatly improved the operating efficiency of both parties。

Low investment and high returns prompted large online movies to achieve high -speed development。"Taoist Out of the Mountain" only uses 280,000 yuan in investment，Gained more than 20 million yuan of network box office income。From 2014 to 2017，The online movie market has always maintained a high -speed development situation。until 2017，The number of online big movies reaches 1892，increased by 4.2 times，The market size has increased by nearly 20 times。But，For various reasons，The total number of online movies in 2018 began to fall to 1526，Compared to 2017，The number of new online movies has dropped by about 20%。To the whole year of 2019 online movie online 789，49%year -on -year。

Despite this，We still have reason to believe，China's Internet movie will have a good prospect in the future。This is because China has huge online audiovisual users and market size。China Internet Network Information Center (CNNIC) "The 45th bet365 live casino games China Internet Development Statistics Report" released on April 28, 2020，Chinese Internet users have exceeded 900 million。During the epidemic period of new crown pneumonia，Digital economy is guaranteeing consumption、Employment、Promoting resumption of work and re -production has played an important role，Show strong growth potential。The popularity of the Internet and the increase of online video users，It provides a solid basic support for the rapid development of online movies。As long as it can eliminate the unfavorable factor in development，Similar to the topic、Make rough、Lack of professional assessment, etc.，Chinese online movies will have a beautiful prospect。

(Author Unit: Institute of Art Education, Hangzhou Normal University)