The success of derivatives means that we are “doing a hundred years of business, building a century of industry”
Editor’s note: This article comes from “ movies Intelligence Service “(ID: dianyingqingbaochu) , author: pills circle.
There is no need to question the success of “Where the Devil’s Angels Come into the World”, and it will hit the 4.6 billion box office of “Wandering Earth” beyond everyone’s expectations. But even if it is a historical explosion such as “Where is the devil’s coming to the world”, the sale of its derivatives can’t avoid the fate of “street”.
The piracy around “Where” is overwhelming on Taobao (Source: Finance Network)
On July 31, the company officially issued a copyright statement, denying pirate manufacturers to sell pirated “Where” derivative products for profit, and called on the masses to boycott the pirated derivatives related to “Where”. However, this statement came a little later, when the pirated version of “Where” was already sold on Taobao.
Light Film Statement
The masses did not have any empathy for the loss of the light film industry and “Where” in derivatives. Instead, the official did not promptly launch the genuine “cold ridicule”.
In fact, there is no derivative product other than toys in the country. Officially released clothes, mobile phone cases and even hand-made, but lack of publicity, did not spread out, so it is difficult to sell other than the core fans. crowd. This is also understandable, because domestic film distributors mostly regard derivatives as a part of the announcement, so they do not think that derivatives need additional publicity. Instead of distinguishing the income of “derivatives” from “box office”, they regard derivatives as a means of box office propaganda. This is a disregard of derivatives, or “cognitive misunderstanding.” It is precisely because of this concept that many issuers are more willing to put the publicity expenses at the box office instead of the derivatives. For them, they will fight for one or two hundred million box office, rather than trying to know how much the income may be. Derivatives without income are much more real.
This lack of attention also brings another problem, that is, the single derivative design mentioned above. In a broad sense, derivatives are also an “art” that needs to be designed. Without sufficient capital investment, please go to a good derivative designer, and naturally there is no way to design a product that can attract consumption. Many derivatives in China are simply selling movie characters on a commodity. Such derivatives are completely unsuccessful in design.
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Pleasant Goat’s T-shirt is simply printed on the clothes, no design at all.
So the Chinese derivatives industry needs the attention of the issuer and needs to invest more money. It needs to be treated as a new industry, not just a subsidiary of the film. If the concept remains the same, it is not willing to spend time and money to “grow.” Derivatives still still want to stay in the “initial stage”.
Lack of professional leadership
In Hollywood, the complete ecological chain of a movie is like this: pre-development, investment financing, film production, sales distribution, derivatives and copyright development. This allows the film to receive copyright income including derivative sales and overseas release and TV stations and online platforms after the box office revenue.
Derivatives account for more than half of the Hollywood industry chain
The above five steps, most of the domestic film industry chain will only come to an abrupt end in the fourth step, how the follow-up situation does not matter at all, because as long as the fourth step, that is, the movie box office, earn enough money. In the short term, it can indeed create explosives and help the film industry increase production. But in the long run, it can’t be a classic, and it can’t really make a movie IP. Chinese movies have shouted for IP for so many years, but they actually don’t pay much attention to the most important “fifth step” of IP forming.
But this is also related to the lack of relevant professionals in the industry. There is an interesting statistic that the relevant academic papers of Chinese film now cover communication, film, literature, design, economics and even management, but few academic papers of marketing have become the focus of the industry, not to mention Said to specialize in derivatives marketing. Therefore, now the derivatives industry is also in short supply of professional people to lead the team, so that people who make movies can do it themselves, it is difficult to grow.
A single authorization mode
In fact, as early as 2014, the State Council issued the “Opinions on Promoting the Integration of Cultural Creativity and Design Services and Related Industries”. The content is nothing more than trying to promote the development of the derivatives industry. In 2020, the industry will be upgraded from “box office economy” to “film industry complete industry chain”.
But the sale of products has no way to make this goal difficult to achieve. Film derivative production is nothing more than the film “selling copyright”, using the resources of the buyout, the franchise right, attracting many merchants to invest in production, the final film to receive “copyright fees”, manufacturers earn product fees, everyone share a film strip The economic benefits.
In Hollywood, large companies often sign licensing agreements with many merchants. For example, Warner Bros. has more than 3,700 authorized companies worldwide, which allows his derivatives to follow up immediately after each movie is released. However, in China, many filmmakers still stay in the mode of “films are fired and then authorized to produce.” When a single licensing model allowed derivatives to go public, the film’s popularity was over, and perfection did not form an “industry chain.” In general, the film is not paying enough attention to derivatives.
Since 2016, our annual total box office growth rate has begun to slow down, which also proves that the film and television economy development space continues to expand. Therefore, the derivatives industry is already the key to the next “upgrade” of the Chinese film industry. It can also be said that the real maturity of the Chinese film market requires derivatives to drive.
Derivatives showcases that are still unattended today
For the film side, it is impossible to copy the existing successful models in Europe and the United States. It takes a price to explore a set of Chinese derivatives models. There is no doubt that we must carefully weigh the pros and cons. Sometimes, in order to be able to “survive”, we really have no time to consider the box office. Outside the link, but the Chinese film has grown very fast, and now it has reached the bottleneck. It is time for a strong man to seek a breakthrough. I hope that more and more film companies will put the eyes of the film industry in the long run, instead of just focusing on the immediate interests, doing a century-old enterprise and building a century-old industry.