Extract And Reconstruct: Research On the Content Of “Second Creation” Short Videos for Film Promotion

Abstract

Short videos have surged in popularity, particularly on platforms like Douyin, Kuaishou, WeChat Channel, and Little Red Book in China. These brief yet engaging videos are extensively produced and consumed, making them a potent tool for promoting theatrical films. Among the various types of short videos, second-creation short videos—those that creatively reinterpret or remix original content—are particularly effective in driving platform users to theaters. This research focuses on these second-creation short videos used for film promotion. Through extensive viewing and creating these videos during an internship, the author observed notable deviations in meaning between the original films and their second-creation counterparts. To delve deeper, this study analyzes short videos related to “The Boy and the Heron”. Starting from the unique characteristics of second-creation short videos, the research identifies issues such as the narrowing of meaning that can occur in the adaptation process. By highlighting these problems, the study aims to offer insights into how audiences should interpret short videos in the context of film promotion. Finally, the research proposes recommendations for better alignment between original films and their promotional short videos, ensuring a more accurate representation of the cinematic works.