iQIYI shares its embracing of multi-line
distribution at the event
BEIJING, Nov. 6, 2023
/PRNewswire/ -- iQIYI, an innovative market-leading online
entertainment service in China,
announced that two iQIYI-presented films, Off the Stage, and
Kong and Jigme, were honored at the 36th Golden
Rooster Awards held on November
4th in Xiamen,
Fujian province. Off the
Stage received the award for Best Actress, while Kong and
Jigme was awarded the Best Small and Medium Budget Film. iQIYI
also expressed its support for the emerging multi-line film
distribution model in China at a
forum affiliated with the awards ceremony.
The film Off the Stage is a screen adaptation of AI Wei's
novel An Everlasting Life. The plot revolves around a former
Shaoxing Opera star celebrated in her youth for playing Off the
Stage. In her twilight years, battling health issues, she
returns home in hopes of a final reunion with her three children,
while an unexpected event gradually unveils hidden truths from her
past.
The film Kong and Jigme tells the story of Kong who
ventures to Xizang Autonomous Region for the first time for work,
and his evolving relationship with the local resident Jigme. What
starts as a story of conflicts gradually transforms into a tale of
mutual understanding, resulting in a lifelong friendship.
GONG Yu, Founder and CEO of iQIYI, said at the event that
Chinese films are on the rise due to improved quality and changing
aesthetics. This trend is not limited to new releases in theaters
but also reflects increasing attention from online audiences.
Gong also said viewers are increasingly watching movies online
while they are returning to the cinema, as online platforms have
become an integral part of the movie ecosystem. Additionally,
female movie viewership is on the rise, as noted by Gong.
Meanwhile, the recently launched AI in its search feature also
applies to "Golden Rooster Awards", allowing users to find a
dedicated topic page with a single search. This feature aggregates
relevant content from iQIYI's film library, providing users with a
convenient platform to access all the related content on the iQIYI
app.
Embracing multi-line distribution
At a forum held alongside the awards events, Gong joined other
industry leaders and experts in expressing their positive reception
towards the emerging of multi-line distribution of films. During
the first National Film Trading Fair last month, 24 films signed
contracts to implement multi-line distribution, marking a
significant milestone in the exploration of this distribution model
in the Chinese film industry.
Multi-line distribution allows film production companies and
theaters to customize movie showings based on factors such as the
film's characteristics and the preferences of specific target
audiences. This shift from unified distribution and screening to a
market-driven and flexible approach aims to offer a wider variety
of ways for Chinese audiences to enjoy films.
Gong highlighted the benefits of multi-line distribution from an
internet platform perspective. "The winner-takes-all effect in the
cinemas isn't helpful in fostering diverse creators and catering to
various audience demands. Multi-line distribution allows for a
greater supply of content, supporting long-term development. It
facilitates the production of more films that cater to internet
demand," said Gong, adding that the Chinese audience increasingly
exhibits diverse preferences for movies.
CONTACT: iQIYI Press, press@qiyi.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/two-iqiyi-presented-films-triumphed-at-the-36th-china-golden-rooster-awards-301979316.html
SOURCE iQIYI