Hollywood film revenue constitutes deformed derivatives overwhelming
In fact, in the Hollywood film industry, a film's income composition, derivatives income of more than Qi Cheng, and derivatives income, nearly Bacheng from derivative toys. In this sense, the Hollywood blockbuster seems to be a long derivative film of derivative toys. So, how does Hollywood play the derivative toy?
Recently, Shanghai Disneyland opened, with the opening of Disney and Disney-derived toy manufacturer Hot Toys, the toy manufacturer will be a 1: 6 Skywalker (Star Wars) doll sold to four digits, and often also And so on more than half a year, which still attract a large number of fans obsessed with these toys. In fact, in the Hollywood film industry, a film's income composition, derivatives income of more than Qi Cheng, and derivatives income, nearly Bacheng from derivative toys. In this sense, the Hollywood blockbuster seems to be a long derivative film of derivative toys. So, how does Hollywood play the derivative toy?
Hollywood Qicheng income comes from derivatives
China's film market total box office in 2012 more than 44 billion yuan, up 48.7% over 2014; the first quarter of this year, the Chinese film market total box office reached 15 billion yuan, up 50% over the same period last year. China has become the world's second largest film market after North America. According to PricewaterhouseCoopers forecasts that the total number of Chinese film box office will occupy the top 2017, box office revenue is expected to reach 10.3 billion US dollars, more than the US market (its 2017 annual box office revenue of 10.14 billion US dollars.In addition, from 2015 to 2020, The number of viewers will also be 16.6% annual compound annual growth rate from 1.16 billion soared to 2.5 billion.
It seems that the Chinese film box office is about to surpass the United States, but in fact China's film industry is far worse from the United States. Although the recent one to show a large number of "World of Warcraft" global box office is less than market expectations, but its derivatives are sold, income has long been beyond the film box office revenue itself. "In the release before the" World of Warcraft "derivatives in China's sales have more than 1 billion." Wanda Cinema CEO Zeng Maojun said. According to the current data estimates, "World of Warcraft" related derivatives may exceed 500 million.
In fact, not only "World of Warcraft", in the United States, derivatives income score was coveted: "Ice and Snow" Elsa Princess skirt, sold 3 million, income 450 million; "Star Wars" three The book price of $ 1.8 billion, the derivatives accounted for more than 4.5 billion US dollars; "Lion King" pre-investment of only 45 million US dollars, the harvest box office 780 million US dollars, derivatives income of up to 20 billion US dollars.
"We work with Disney to produce high-end derivative toys, usually in the film released three months ago began to prepare for the production of related derivative toys, to be the first derivative of the toy," said Mr. Huang Liyan, senior manager of the Hot Toys marketing department, Spend six to nine months to complete the process from design to production, behind a large number of designers design product appearance, especially on the face of the carved, trying to restore the details of each movie in the characters, the design is completed Need Disney and even Hollywood Hollywood individual recognition in order to put into mass production. Generally in Hong Kong, China and abroad, derivative toy enthusiasts also need to book in advance, until nearly half a year to get these derivative toys, which still attract a large number of derivative toys fans to buy products.
Global toy giant LEGO is also the development of film around the derivative of the "master". Around the popular film project, Lego launched the "Lord of the Rings", "Harry Potter" and a series of peripheral toys, and even launched the Disney family of Lego toys.
In the US film industry system, the film has become a derivative of long toys.
In the previous two years, LEGO also joined Warner Pictures produced a film featuring LEGO Toys, in addition to starring LEGO Amit, also gathered Superman, Batman, Wonder Woman, Little Mermaid, President Lincoln, Liberty, Artist Michelang Kero, NBA star group and other guest. American toy company Hasbro in order to sell Transformers toys, specially produced three episodes of simple TV animation ads, but a great success. Hasbro simply will this ad to animation series, while the cable TV to collect huge royalties, while relying on animation hot sales of toy products.
Local derivatives are shoddy and lack of property rights protection
And the other hand, the status of domestic derivatives, derivatives accounted for a proportion of film revenue less than one percent, mobile phone shell, charge treasure, key chain into the domestic film around the development of the three magic weapon. Rough work, piracy, the sale of immature channels and other factors have been plagued by the development of domestic film derivatives. In 2015, "catch the demon mind", "holy return" and other films hot, but did not succeed in driving derivatives sales. In most of the time, domestic derivatives have become a supporting tool for film promotion.
Lack of film IP, property rights protection is not considered to be restricting the development of China's film derivatives market, the most important factor.
Film as an industrial system, the core is to have their own IP. Huayi Brothers CEO Ye Ning said: "We will confuse the concept of IP, a lot of said that the network is a large IP or a novel IP, but did not become a movie IP. Movie IP first is the film to be successful, the second , The image is able to repeatedly serial development will become the film IP. "Catch the demon mind" to meet the conditions, so there are several Chinese film IP?
Not all movies are suitable for derivatives. In Ye Ning's view, only some very full of artistic characters of the film is suitable for the story to the scene into a theme park, into a theme park show, into a product hidden by the representative of the cultural image behind the Bring things, will continue to run down.
Another problem is the copyright protection of derivatives. Cottage piracy problems in the Chinese market for a long time, and easy to imitate the film derivatives, coupled with the Chinese cottage factory rapid production capacity, the entire film industry constitutes a fatal injury. It can be said that the derivative industry is the first in the rule of law environment.
Huang Liyan told reporters that the current mainland China's toy market is still relatively small scale, one can compare the example is, Hot Toys in the US social networking site 脸书 has 450,000 fans, and in China's social media microblogging only fifty thousand fans, This detail can reflect the gap between China and the United States film and television products market. However, Huang Liyan also said that with the rapid development of China's film market, derivatives will gradually develop. It is precisely because of this, including Hot Toys and other derivatives manufacturers have begun to layout the Chinese market.