Open up the closed loop from content scene to consumption scene
In 2019, a big hit drama “Dear Loved” brought fire to “Atlantis” located in Sanya Harbour.
In the play, in the hotel where the male protagonist Han Shangyan led the team to Sanya for the game, there is a wall connected to the glass of the aquarium. You can see the swimming fish in the aquarium in the room. Atlantis’s underwater suites cost more than 100,000 for one night; during the Spring Festival of 2021, in the first Lunar New Year TV series “Holiday Warm Ocean” starring Bai Yu Yao Chen, the location where the male and female protagonists meet is also in Atlante S.
Behind Holiday Warm Yangyang and Atlantis, there is a common investor—Fosun Group.
Founded in 1992, Fosun Group started out in the pharmaceutical and real estate industries, and established the film and television sector “Fosun Pictures” in 2015.
In the first few years of entering the film and television industry, Fosun Pictures focused on investment. Chen Si, the executive general manager of Fosun Pictures, told: “We participated in the ip incubation platform, top content companies, the top three companies in the artist brokerage industry, holding production companies, and online content teams. For Fosun Pictures, we I hope to build an industry matrix.”
In the past few years, Fosun Pictures has co-produced the popular “Hello, Li Huanying”, “My Motherland and Me”, “Win the Championship”, “Captain of China”, and “Heroes of Fire”. And other popular movies, it has also invested in a number of film and television companies, including “Dongyang Enlightenment Pictures” and “Donglun Media”, “Hanyan Culture”, “Xitian Film and Television”, and “Jinying Technology.
Starting this year, Fosun Pictures has begun to focus on operations, integrating the cultural, tourism and consumption resources of its parent brand, Fosun Group, and nurturing “cultural consumer goods” with film and television content.
The “Holiday Warm Ocean” broadcast on Beijing Satellite TV and iQiyi was produced by one of Fosun Pictures’ portfolios, Enlightenment Pictures and iQiyi. Based on the Fosun Group’s industrial IP, the whole process was filmed in Sanya and the scene was taken from Asia. Tlantis Hotel, Club Med, etc. After the Holiday Warmyangyang aired, the Weibo topic “Holiday Warmyangyang Famous Scenes Checking in” received more than 20 million views. Visitors check in on scenes in the play, experience various consumption scenes in the plot, reap the joy of idols, and enjoy the additional emotional value brought by the product.
“In terms of joint marketing, the combination of film and television dramas and products can also be done more appropriately. We have implanted the Internet celebrity product “Han Chunhua Liquor Sugar” from Tong Han Chuntang, a Fosun brand, in a show of warm holidays. “, but the play did not require any lines to be exposed, just let the characters eat a pack of hangover jelly before a bar in the play, to show its function. Any co-creation and joint venture must be based on not deliberately It will have a change and influence on the play itself. The play is good-looking, the audience recognizes it, the ratings are high, and the number of clicks is large, only the products in the play can be effectively exposed.” Chen Si told.
At the same time, Fosun Pictures and the holding production team are also preparingBy issuing dozens of IPs, it is planned to form a product matrix for each circle in the next 3 years, including film and television dramas, animations, etc.