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People's Daily Online>>China Business

Micro mania

By Chen Dujuan (Global Times)

15:21, January 10, 2012

With the Spring Festival around the corner, people are getting ready to go home. A short film named Take Happiness Home was released on December 21 last year, telling a story about family love and children returning home to see their parents.

By yesterday, it had been viewed online more than 120 million times on alone, giving plenty of exposure to the products advertised along with it, including Lay's chips and Tropicana drinks.

Such short films, known as micro films, are made to be played on new media, such as video websites and mobile phones.

They benefit from being relatively short, usually between 30 and 300 seconds, and having low production costs of up to 100,000 yuan ($15,740), but they offer professional production standards and tell a complete story.

With the increasing number of ways for people to watch films and TV programs anywhere and anytime on their mobile devices, advertisers are also getting in on micro films.

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