In China, the film derivatives has been the soft underbelly of the film industry. The film is busy filming, propaganda, earn the box office, no time to take care of the other. Or another point of view, the film on the film derivative marketing has not yet found a more mature mode of operation.
Is the film industry chain on the "depression", the capital has been eyeing each other. Recently, China Film shares marketing branch general manager Jiang Defu in Jilin City held in the domestic film support program in the marketing of online marketing screen, to the industry that the film has set up a special project company, to build the first domestic film derivatives brand. And in the September 25 Mid-Autumn Festival release of the "Hong Kong 囧" film side of the light media and 阿里巴巴 Group has also announced that it will be through the days of cat and entertainment treasure for film marketing integrated marketing.
Led by the national team
In the United States, the film derivative income of up to 70% of the total film revenue, far more than the film box office more than 2 times. While China has become the world's second largest film box office market, but the film industry is now entirely by the box office to earn GDP, of which 90% of film revenue from 95% of the box office and implanted advertising, derivatives market is almost blank.
To this year's summer file to win high box office "catch the devil note" as an example, when the release of its related derivatives Hu Ba doll became popular goods. The film director Xu Chengyi to the media revealed that at the beginning because of busy film production and remake, there is no energy to do film derivatives. However, after the film fire, some people take the pirated "huaba" to find his signature. "Journey to the West of the holy return" of the producer Lu Wei also said that the film was released before the preparation of a number of "big holy" doll, but did not expect so much fire, "Great St." on the goods on a robbed and empty. But in the end, whether it is "huba" or "great sanctuary", relative to the movie box office, just a few decimal places. In contrast to the United States, an "angry bird", its film derivatives global sales of $ 1.8 billion, "racing" movie derivatives global revenue is $ 2 billion.
In April this year, China Film shares signed a letter of intent with the Warner Bros. Film on the Film Derivatives Project. China Film shares will be produced and distributed to Warner Brothers and DC cartoon brand-based goods, and in the country's theater sales. As part of the program, China Film shares will develop retail distribution channels, including the sale of various Warner Bros. local or foreign licensed entertainment products in theaters and online stores.
As a leader in the marketing of film derivatives marketing director, Jiang Defu said, "Peter Pan: magic set sail" will be the first film of cooperation between the two films, during the film release, named "film" in the shadow shares Cinema derivatives stores will launch a series of derivative products related to the film.
This can be described as officially opened the film shares into the film derivatives industry prelude. In Jiang Defu view, as a national film company, in the film derivatives development and exploration to go in the forefront of the industry.
Deepen the value of the box office
Ali platform has sold the movie "Avenger Union 2" and "Journey to the West of the holy return" derivatives, then the operation in the Mid-Autumn Festival "Hong Kong 囧" on the logical. The marketing of film derivatives is a very weak link in the entire film industry chain, 阿里巴巴 hands heavily, has been waiting for the opportunity to "orders", now involved in derivatives marketing, is fancy it is the value of depression. "Hong Kong 囧" produced side, "Hong Kong 囧" derivatives, including star doll key ring, painting tube and helmet, etc., will be on the same time with the film days cat; due to "Hong Kong 囧" stall Mid-Autumn Festival, customized version of " Moon cake also launched the same period.
In fact, the film derivatives is only part of the film marketing, more business opportunities as long as the attention everywhere are harvested. "China News published radio and television," the reporter from the domestic film support program in the marketing of online marketing screen advertising learned that the film marketing branch not only concerned about the development of film derivatives, but also in the film industry chain in all aspects of the depth of development, such as how to use the shadow Marketing advertising platform, how to use the new operating model to do domestic film promotion and so on.
For the film shares, the production, marketing, marketing, cinema, cinema and other six links in the national market are occupying a considerable advantage, each link can give a movie to maximize the benefits. For example, the pre-publicity period is to promote the film and the brand's high exposure period, you can through the fixing ceremony, premiere, star meeting, entertainment reports and posters, outdoor, network and other means of operation. The film release period, you can through the cinema terminal advertising, patch advertising, pre-advertising, implantation of advertising to enhance the film's promotional effect.
Jiang Defu said that the practice has proved that the film has the market capacity, viewing viscosity and conversion capacity, is more and more advertisers concerned about. For example, the shadow shares for the "Wolf Totem" to do the screen advertising, put in three films, the release of the game reached 82017 games, covering 15 million people, the final box office 700 million yuan.
Who would not have noticed that in the "Party Albert", there is a lens is a man holding a Chinese bank bills. Only in the Bank of China to show a special person, the scene will be issued a hint of laughter. Yes, the Bank of China made a clever implant in the "Party Albert". Jiang Defu said that the implantation of advertising to solve the film's promotional funds, while enhancing the company's brand image.
China Film shares as a national team of Chinese film, has always attached great importance to the development of all aspects of the film industry chain. In Jiang Defu view, the current vigorous development of the film market, especially the Chinese film box office breakthrough 30 billion yuan, for the film shares to carry out the film derivatives business provides a great opportunity, China Film shares will be "authorized and multi-channel sales" Model to build the first brand of domestic film derivatives, deepen the value of the film box office, broaden the film revenue channels, and thus promote the comprehensive development of China's film industry.