How does the film derivative "missing the market" fill?
2015 national film market box office total of 44 billion yuan, for four consecutive years ranked the world's second largest film market, the first quarter of this year, the national box office revenue of nearly 15 billion yuan, the total box office this year, a new high is almost a foregone conclusion. However, high box office does not mean that the market is perfect, on the contrary, China's film market income is too dependent on the box office, and in the mature Hollywood market, a wide range of film derivatives has long been the box office to replace the most important source of income. In recent years, the prosperity of the box office so many Chinese film people will look to the film derivative industry, a few days ago, many filmmakers gathered in the Sixth Beijing International Film Festival Forum to explore the status and prospects of China's film industry.
China's box office revenue accounted for more than Bacheng market income, derivative income is minimal
The film derivative is generally based on a certain department or a series of film content, such as characters, scenes, props and other developed products, small dolls, models, key ring, T-shirt, large to long-term business theme shops, theme parks, The excellent film derivative itself is an extension of the film culture. Public data show that in the Hollywood film market revenue, the box office revenue accounted for only three percent, while the other 70% comes from the huge film industry chain. In China, the box office revenue accounted for more than 80% of market revenue, derivative income is minimal, especially in the domestic film in 2015 made a comprehensive progress, many of the potential of the excellent film because there is no developed to match the derivative products And missed the opportunity, this "missing market" so that the industry more and more attention to its importance. "The rapid development of China's film industry is an urgent need to seek new breakthroughs and new economic growth points. At present, the consumption capacity of Chinese cinema audience is increasing, and the film derivatives are invariably becoming film audiences and Film investors are concerned about and consumption of investment hot spots.
Chip business one-sided pursuit of short-cycle, high box office, excellent derivatives are required to work slowly
In the industry view, the current domestic film derivative industry there are many urgent problems to be solved. The first is the film and the development of the relevant practitioners lack of awareness, last year's hot movie "catch the minds of the mind" failed to fully develop the "hiba" this deeply rooted role in the image, so that the producer, "Regret", he introduced, did not arrange a special team to do, to seek cooperation and everywhere encountered the wall, the relevant aspects of the film because of uncertainty can refuse to cooperate. Moreover, the current domestic film market new film update too fast, many film business one-sided pursuit of short-cycle, high box office, the main energy will be put on the publicity, and excellent derivatives need to work slowly, so even if the film between the hurry The official genuine products, but also more than the shape and no connotation or even shoddy.
Copyright maintenance is also a major challenge facing the industry, for all practitioners, the copyright is no exaggeration can be seen as the birthplace of the birthplace of derivatives, but piracy has often become a headache. And then "catch the demon note", for example, the film released and caused concern, all kinds of piracy "huba" springing up quickly in the market, its degree of sophistication even better than genuine, so Jiang Zhiqiang feel dumbfounding. In the China Film shares marketing branch general manager Jiang Defu and other people view, in recent years, China's genuine market construction achievements, copyright protection gradually increased, it is beyond doubt, but the derivatives market is relatively new, in the rights do not appear Less difficult. Reporters on this issue interviewed the law firm in Tianjin Law Firm Gao Meng, he introduced, China's "Copyright Law" gives the right to develop the legitimate rights and interests of derivative products, but in practice, because the subject is often a lot of infringement, and most of the Nameless small workshops, rights holders need to pay the right time, too much energy, genuine maintenance of the market also need rights, law enforcement agencies and even consumers and other multi-party efforts.
Although there are still many problems, but China's film industry has emerged a number of gratifying new changes, people have sufficient reason to believe that its prospects will be very broad. On the one hand, some "heart" of the film began to focus on the development of derivatives, and some also through the new channels such as the release of new channels, there have been some derivative boutique; the other hand, some large companies and art institutions also launched the industry Chain layout, such as the establishment of the film shares of the film derivative of the franchise company, and the Beijing Film Academy jointly founded the China Film Derivatives Research Institute, Huayi Brothers to develop film and television city, theme park and so on. Equally important is the young consumers, that is, the film audience of the main consumer concept gradually established, willing to pay is not cheap to buy high quality genuine products.
On the future development, the industry made a lot of feasible suggestions. Huayi Brothers CEO Ye Ning said that the film industry in the future must be around the high-quality IP to support the entire industrial system, the development of derivatives based on the formation of excellent content, which requires practitioners to create such as Disney, And can be used repeatedly to form a series of movie characters or scenes, and fully tap the cultural connotation behind the film, in addition to pay attention to the development, design, sales and other aspects of professional training. Warner Brothers Consumer Products Manager Li Wanting said that the development of derivatives should be forward-looking and targeted, such as Warner Brothers launched 20 films each year only select two to three suitable projects to do derivatives, to put the main energy In the early development.