Innovative Multi-line Distribution Model Optimizes Audience
Targeting
BEIJING, March 21,
2024 /PRNewswire/ -- iQIYI, an innovative
market-leading online entertainment service in China, has recently concluded the first season
of 'Action Master,' showcasing the multifaceted allure of action
movies. Throughout the season, iQIYI released four premium action
films including Blocking the Horse, Eye for an Eye 2,
Hunt the Wicked, and The Wild Blade of Strangers.
These films not only pay homage to the venerable tradition of
martial arts culture but also explore its contemporary relevance
and novel expressions, while pioneering a groundbreaking multi-line
distribution model for such movies.
Diverse Interpretations of Martial Art Chivalry
The 'Action Master' Season films by iQIYI offer a captivating
and culturally rich experience for audiences of all ages and
tastes. Seamlessly blending traditional elements such as Chinese
classical opera, oriental aesthetics, and martial arts tales, these
films showcase the vibrant diversity of action and martial arts
cinema. Going beyond conventional storytelling, they introduce
innovative narrative backgrounds, captivating action sequences,
dynamic storytelling techniques, and compelling character
development.
Featuring unique oriental action aesthetics, Eye for an Eye
2 continues the story of the blind swordsman and elevates the
genre with upgraded action scenes, character arcs, and narrative
styles, redefining chivalry for modern audiences. The movie bagged
RMB 2.79 million at the box office
and scored a record-high rating of 9.7 on iQIYI on the premiere
day.
Meanwhile, Blocking the Horse draws inspiration from the
traditional opera, presenting a visual feast of culture and
innovation as it follows a family's quest to reclaim their
legendary sword, blending humor and suspense in a riveting
adventure.
Additionally, The Wild Blade of Strangers unfolds against
the tumultuous backdrop of ancient China, telling a gripping tale of unbreakable
righteousness amidst the conspiracies of the Prince of QI, while
Hunt the Wicked offers a modern interpretation of martial
arts culture, starring powerhouse actors in a narrative filled with
real stakes, hardcore action, and a high-octane showdown between
good and evil.
In addition to the action movies, iQIYI has also introduced
numerous martial arts series in recent years, including
Mysterious Lotus Casebook, The Ingenious One,
Pledge of Allegiance, and Strange Tales of Tang
Dynasty.
Renowned Wuxia novelist Louis
Leung-yung CHA, better known as Jin
Yong, once defined the essence of martial arts chivalry as
"being a hero for the country and the people." Today, this spirit
is imbued with new contemporary significance, according to industry
insiders.
"Even though the era of purely action-packed martial arts films
has passed its prime, martial arts, when combined with other
cinematic elements, will undoubtedly undergo a renaissance,
breathing new life into the genre," stated Hu GUO, director of
Mysterious Lotus Casebook, in a recent interview.
Multi-line Distribution Addresses Diverse Interests
Notably, through both cinema screens as well as online platform,
The Wild Blade of Strangers successfully reaches to more audiences, allowing its
stunning action and martial arts aesthetics to meet audiences on
the grand scale of cinema. The multi-line distribution model
enables film producers and theaters to tailor film presentations to
the characteristics of the film and the preferences of specific
audiences, moving from a one-size-fits-all approach to a
market-driven, flexible strategy that caters to the varied tastes
of Chinese filmgoers.
Liangwen LI, a producer at iQIYI, shared that The Wild Blade
of Strangers was initially targeted for release in iQIYI's
Cloud Cinema, later expanding to include a theatrical release, and
attracted overwhelming interest from over 6,000 cinemas. Film
director Wei LI added that the eagerness of so many cinemas to show
the film proves a significant persisting audience for martial arts
films and a desire to experience them in theaters.
Yu GONG, Founder and CEO of iQIYI, also believes that the
cinema's winner-takes-all effect does not foster diversity among
creators or meet the various demands of audiences, while multi-line
distribution promotes a broader content offering and supports the
long-term development of the industry, allowing for the production
of more films that cater to the demands of internet users.
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI