Analysis on the Development and Prospect of Micro Films
[Abstract] With the development of new media technology and the growth of network video, after the massive popularity of micro blog and micro novels, a new micro era’s product is brought to birth---micro film. A craze caused by micro film is sweeping across the country. With the emergence of many outstanding works, major websites have opened micro film project. But since there is a long way to maturity, this paper will apply SWOT to analyze micro film’s strength, weakness and other prospect and offer some suggestions for the better development of micro film.
[Key words] new media, micro film, network video, the present situation of micro film, development idea
浅析微电影的发展及前景
【摘 要】随着移动新媒体技术的发展和网络视频业务的壮大，继微博，微小说受欢迎之后又诞生一个“微时代”的产物---“微电影”。微电影引发的狂潮正在席卷全国。随着优秀的微电影作品大量涌现，各大网站也纷纷开启微电影计划。但微电影走向成熟还有很长的一段路，本文将以SWOT方式分析微电影的优势、劣势等，并对微电影将来更好的发展提些可行性建议。
【关键词】新媒体 微电影 网络视频 微电影的现状 发展思路
Contents
Introduction……………………………………………………….……………………... 1
1. The Concept and Characteristics of Micro Films…………………………………....2
1.1 Style of Micro Films ……………………………...…………………………...........2
1.2 Characteristics of Micro Films …………………………………………..…….…....3
2. SWOT Model to Analyze Micro Films……………..……………….………………...4
2.1 Strengths for Micro Films …….………………………….........................................4
2.1.1 Low Cost and Low Access Threshold ………………………………………...4
2.1.2 Spreading Fast and Widely ………………………………...…….…… ...……5
2.2 Weakness of Micro Films……………………………………………………...…..5
2.2.1 Lack of Quality……………………………………………………………...6
2.2.2 Lack of Brand………………………………………………………………..6
2.3 Opportunities for Micro Films………………………………………………………..7
2.3.1 Flexibility of Network Video………………………….…………………….….7
2.3.2 Popularization and Promotion of Media Technology………………….…….…8
2.3.3 Easy Access to Receive Fragmentation ………..…...………………….............8
2.4 Threats for Micro Films…………………………………………….……………..…8
3. Suggestions ………………………………………………………………..……….......9
3.1 To Improve the Quality…………….….……………………..…………..………10
3.2 To Forge the Brand……………….………..………………….……………….……11
3.3 To Vary Ways of Gaining Profits..……...…..………………….………….…..…….12
3.4 To Diversify the Types…………..……..…..….……………….………………..…..12
Conclusion…………………………………………………………………….……..…13
Works Cited…………………………………….………………………………….......15
Acknowledgements…………………………………………………………................16
Introduction
As we are living in a fast-paced society, our leisure time is fragmented, sporadic and limited, such as waiting time, during traffic, or break during a meeting. Modern life requires rapid rhythm and high efficiency, thus people become more and more interested in snack-culture and mass-consumption. So coming with the birth of micro-age: microfilm, microblog, micro movie, micro interview, micro novel, micro travel. The term “micro” has become so common in China that the “micro era” have already dawned. Micro-film is one of the product, which refers to those possess complete story line supported by completing plan and could play in various new media platform, suitable for watching in a short leisure state. It has the twists and turns of a feature film but is way shorter, which is the amount of time we can afford for entertainment. (Sun Li par 11)
Micro film is not strange to people since the micro film of Be the Triggered At Any Moment supported by Cadillac, is an American luxury vehicle marque owned by General Motors (GM). People begin to pay attention to it and make it spread quickly. Especially in the last two years micro-film has been growing in an unprecedented speed.
Micro films break through the traditional films mode through condensation, making the movie’s art move out of the cinema and integrated into the public with common attitude. (Qiu Xiucong par10) Due to the merits of low cost and maneuverability, micro films flood to the front of public, so that people have to think about how to develop micro films well. Whether the micro films can develop sustainably or just flash in the shot span depends on whether the films can attract audience, bring pleasures to them, reflect the current social phenomenon, and give them a deep impression to shock their hearts. Therefore, for the sustainable development of micro film, people should know how to analyze the prospect and development of micro film by SWOT.
Actually many professors have analyzed micro film’s features and datum, and be optimistic about micro films future. Recently, some articles have been published about the development of micro films. However, they are only limited on the promotion of micro films. This paper makes a comprehensive analysis about micro films and mainly focuses on SWOT and the recommendations. These recommendations are given as the resolution of the weaknesses and to promote the better development for micro films. Micro films are good carrier for propaganda. No matter for commercial ads, entertainment or other aspects, they all win lots of fans on video websites. "About 300 million Chinese watch shows on video websites, which are micro films' major platforms". (Sun Li par 24) All these mean micro films have a bright future.
