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Micro-film advertising getting popular
Last Updated(Beijing Time):2012-01-11
14:32
By Hu Wenpeng
With the coming of the
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, 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 professional 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
internet, 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
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:
today's
society,
everyone
likes