A Study Of Co-funding For Film And Television Projects Base On The 4R Theory

In recent years,crowdfunding as an innovative financing mode of "Internet +finance”provides new opportunities for small and medium film and television companies and independent practitioners facing financing difficulties.Film and television project crowdfunding as a production of the combination between the film and television industry and crowdfunding modes,is becoming a new wave of financial power to promote the development of China's film and television industry.However,financing opportunities do not mean that any financing can harvest a success as crowdfunding failure rate of nearly 40%is the harsh reality faced by film and television project crowdfunding.Therefore,a systematic strategy is urgently needed to provide guidance for film and television project crowdfunding.Compared with crowdfunding of other industries,film and television project crowdfunding is not product-return-oriented,its non-physical characteristic featuring the importance of relationship.Only when a film and television project establishes a relationship of mutual benefits and needs with investors,can the motivation to invest be triggered.Then via diffusing and maintaining relationships achieving a certain scale of investors and high quality investors provides a guarantee for the success of film and television project crowdfunding.In film and television project crowdfunding,relevance includes attention to process and connection with process,which is the basis to get attention and establish relationships in a certain scale;reaction is the interactive mechanisms including response rate,feedback channels and feedback ways;relationship sets direction to targets including relationship maintenance and diffusion;return is the guarantee to optimize the relationships and establish relevance including material returns,profitable returns and entertaining returns.In terms of film and television project crowdfunding,its specific strategy is that require a project initiator establishes some relevance relying on key contact points,then through the rapid response mechanism transforms focuses or attention so that to develop network communities to form relationships,setting up returns under the principle of mutual benefits.