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It took 7 nights before and after this book to write the script. The third uncle told us: “This story is more inspirational. I have already thought about what this framework is like. I have also told many people about this story. They I didn’t think there was any problem before I started writing.”

Currently, in the script-killing industry, there are mainly four types of scripts issued, namely, boxed sales, city-limited, exclusive authorization, and real-life scripts.

Different types of script creation and sales

“City of Dream Horse” adopts a city-limited distribution method. As of May 6, the distribution has covered more than 100 cities in China, and 55 cities including Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin, and Chongqing are full; Nantong, Nanyang There are more than one quota in 8 cities including, Dongyang, etc.; there are more than 2 places in 21 cities including Lanzhou, Baoji and Putian.

According to the hot sales statistics of the “Black Tan Youpin” platform, the average cumulative sales of boxed classic popular scripts under this platform is about 2,100; the average cumulative sales of city-limited hots are about 135; the average of exclusive hots The cumulative sales volume is about 45 copies. The publisher’s revenue for publishing a popular script ranges from 200,000 to 2 million.

According to this situation, more than 200 copies of “City of Dream Horse” were initially sold. It is assumed that the price is 1,000 yuan in the city limit, and the script has sold 200,000 yuan.

This situation also happened around the script author Dong Ming’s (pseudonym).

In March 2021, Dong Ming, who was once engaged in film and television distribution, crossed the line to screenplay and became a full-time author.

“I am a singleThis sale, with a 30% share, is considered a freelancer. The script of this time is more than 80,000 words, and the first draft is completed in a week and a half, and the next time is to revise the script. “At the end of March, after the previous project was unsuccessful, Dongming studied carefully for more than a month and became a full-time author directly.

“This is the same as selling a house, 30% can last a long time.” Dongming also told us that after becoming an author, he is a freelancer, but the future income can be expected, “We publish here, another author, one I sold more than 100 copies a month, and I got 60,000 in the first month of selling.”

“The current level of competition in the industry has surpassed the twenty-eight rule. Most of the authors who publish and run exhibitions also need to bear their own machine wine, which is a loss. For example, the current profitability of “City of Dream Horse” The cost of running the exhibition, including transportation, accommodation, etc., and the cost of other publishers who went to the exhibition with me are also deducted.” The third uncle reminded, “The author said that he could get 60,000 yuan. In fact, the amount is not too much, there are millions of exaggerated ones, but those are a few people.”

The monthly income of one million is only a case

“My college classmate is in his hometown of Dongying. She told me a few days ago that there are already 14 on one street.” Then Dongming sighed and added, “It’s such a small city.”

The script killing under the wind has become a star project for young people to start a business.

Tianyan Check data shows that at present, more than 6,500 domestic companies whose names or business scopes include “script killing, board games”, and the status of the script killing related enterprises are active, surviving, moving in, or moving out. According to Meituan statistics, as of the end of 2020, the number of physical stores related to script killing in the country has exceeded 30,000.

The light model and low barriers to entry have become the main reasons why many imitators enter.

36 Krypton released the “China Script Killing Industry Research Report in 2021” mentioned: From the essence of the game, script killing is actually similar to the product of the combination of the two entertainments of werewolf killing and room escape. The script kills the script and the character person as the core, with the scene and props as the auxiliary, so there are not only the role playing and language expression of the werewolf kill, but also the immersive atmosphere experience of escape from the room.

Werewolf killing, script killing, and escape room seem to be derived from board games, but from the perspective of entrepreneurship, they are three completely different forms.

“The cost is basically the lowest cost of werewolf killing, but the ceiling of werewolf killing is very low and very low. Then his bottleneck is also very low.Great, for example, there is no way for old players and new players to play together. “The third uncle told us, “It’s like a race, elementary school students and adults can’t compete together.” Werewolf killing is such a thing, with very high barriers and great limitations. When doing a werewolf kill, you lose a lot. “

Light investment, but with limited players and obvious barriers, it has become a pain point in the killing of werewolves.

The escape room was Sanshu’s first project, but the reason for the closure was not because the project was not commercially unsustainable: “The escape room is heavy, but it has a high ceiling. Now a good escape room, investment may be Two million, or two to three million, but if his monthly revenue does well, it will reach one million.”

Heavy investment and return are the characteristics of escape room.

“But it will take two or two and a half years to update the theme. You may have just earned your money, and you want to invest it again.” Sanshu recalled.

Because the theme of the secret room requires a lot of decoration costs, in addition to the organization and scenery, there are also requirements for the size of the room. But after a secret room theme player clears the level, it is difficult to repurchase, which forces the store to need to update the theme scene.

The current script killing is a little lighter than the escape room investment: “In Hangzhou, a small store and an ordinary store may be able to open a store with 300,000 yuan. For example, if we want to open a larger one, it will cost 600,000 to 700,000 yuan. Then maybe a little bit bigger is to spend millions to open a store.”

The third uncle gave us a problem on the spot: Premeditating is now in 7 rooms, with an average of 3 to 5 hours open. Even if it is full in the afternoon and evening, I can only play 14 games.

After searching on Meituan, we found that the group purchase price of this shop is 118 yuan/person, the classic script kill is 68 yuan/person, and the boxed script kill is 98 yuan/person.

Western Securities shows: The script kills the store owner to collect the ticket fee from the player to obtain income. The time for a script to kill is about 2~5 hours, usually by 5~10 people. Entrance fees range from tens of yuan to hundreds of yuan. The scripts in second-tier cities are mostly below 100 yuan, and in first-tier cities are mainly 200 to 300 yuan.

“Friday to Sunday, these three days will be better, but onlyIf it is full, it is about 30,000 a month. From Monday to Thursday, the situation will be worse due to working days. We have calculated it, and now the monthly revenue in this store may be less than 250,000. “The third uncle counts these accounts one by one to us.

250,000 is just monthly revenue, and rent costs, personnel costs, book purchases, and annual fees for Meituan reviews have not been deducted. For entrepreneurs who are new to the game, the cost of traffic acquisition is the bulk of the expenditure.

“In fact, script shops rarely make money, and it is very difficult to make money. I have done secret rooms and script killing before, and there is initial traffic at the beginning of script killing, but many people do not have it. It’s very difficult.” The third uncle told us.

The script killing is getting heavier

Sanshu’s day starts at noon.

Get up at noon, start the day’s work, preside over the formatting, test the book, watch the venue, rehearse, break in and modify the script, and go home early in the morning every day. If you encounter an exhibition, you have to bring your own script and run the show for distribution. It is normal to test the script overnight.

There are two purposes for testing the script, one is to find a good script, and the other is to promote one’s own new script. Looking at the venue is looking for venues for the two newly opened stores. Rehearsal is to allow players to integrate into the script faster and achieve the word “immersion”.

It is understood that at present, the mainstream gameplay of script killing can be divided into three categories: online mic, offline round table and offline real scene. Especially offline real scene script killing, including the role-playing and reasoning judgment of werewolf killing , And there is an immersive experience of escape from the room.

DM service level, service props, and decoration have become the fighting point outside the script content.

“For the head script to kill the store, it is not a big problem to get a good script. The main thing is to have a good atmosphere. The same script, different stores open, is a completely different experience. Even, The same brand, different branches will be different.” Sanshu said.

We searched for the “script kill” keyword in BOSS direct recruitment and found that a large number of recruitment information for DMs, authors, store managers, and NPCs were recruited.

Take Beijing as an example, DM will work part-time for 150-300 yuan per script. The work content is to welcome customers, recommend scripts, bring scripts throughout the process, and organize scripts. Under seemingly simple work content, job requirements are often attached-the image quality meets the needs of the industry, DM experience, more than 10 scripts played, double business online, ability to act and chat.

A thick book full of words, so that everyone can be immersed and brought into the story is the key.

“Now you are basically required to have a foundation in lines and acting skills. For example, I would go to the School of Communication and ask students if they would like to come to work.” Sanshu said.

The increase in labor costs has become inevitable.

Sanshu got the script “Celebrating the New Year”, which is the most popular recently in China. But this complicated but well-known story, how to make people engaged, how to make a different feeling, has become Sanshu’s recent troubles.

“If the player doesn’t understand Qing Yunian’s dramas and novels, then this book is meaningless. Because it’s impossible to jump out of the original to commit murder, but we all know that the original is not the core of reasoning at all. Either it’s the master The performance and immersion are better, but it will be locked in the original forever.” Like San Shu, Dong Ming is locked in immersion in the future of the hot IP “Qing Yu Nian”.

At one o’clock in the morning on May 16, the third uncle’s rehearsal ended and he posted a circle of friends.

“Basically it is already the size of a repertory troupe, with 30+ NPCs. Except for the script in your hand, there is no extra piece of paper. All clue cards are all explored and interpreted. Write 4D handbook lines. Close the store and open this book with all the rooms.” The picture is a schedule of “Celebrating Yu Nian”, and you can vaguely see the arrangement of roles, venues, props, processes and various details.

“Qing Yu Nian” is a closed store book.

What does it mean, is that all the space in the store is used. It was originally possible to open 7 books, but now I focus on one. At the same time, the time of this book may be around 7 hours. Whether it is site cost, time cost, or labor cost of 30+NPC, it is much higher than other costs.

Single store cost disassembly

According to iiMedia Consulting’s calculations, The model that kills stores by scripts is an asset-heavy model. The payback period for offline stores in a 150-square-meter round-table model is about 1 year. Preliminary decoration, rent, and scripts The annual fee for purchase and Meituan Dianping are the main investment expenditures. On the revenue side, the main way to increase store revenue is to increase the customer unit price or the number of sessions. Therefore, offline stores now have a trend of strengthening scripts and store construction and developing towards branding.

“The store I knew had a membership fee of tens of thousands a year ago, but now it is said that it has to be added. The stores are quite broken, and some small stores only have a net flow of tens of thousands a year.” Dongming complained. According to data from iiMedia Consulting and Western Securities, the annual fee of Meituan Dianping is about 23,000 yuan per year.

These costs will not decrease over time.

What can be “killed”

“We will control the monthly rent cost within 25,000, and the area will be about 300 to 400 square meters.” After years of starting a business, Sanshu changed from feelings and enthusiasm to controlling and controlling costs when dealing with business. Be cautious, “I am a mature supervisor, and it is different from a few years ago.”

Different from the enthusiasm of online education and bicycle sharing in the past, entrepreneurs in the field of script killing mostly burn their own money, and they are particularly sensitive to costs.

Film and television talents are flowing in, but capital is cautiously observing on the sidelines; IP from big factories has flowed in, but it has not been fully liberalized, and has been exploring on the edge.

At the Zhengzhou exhibition this year, the well-known IP adaptation of “Qing Yu Nian” confirmed that nearly 600 cities will be available for sale, and the recognition of the stores makes people look forward to its market performance. It is reported that Reading Group, the IP copyright owner of “Celebrating the Years”, has also reached a cooperation with the publishers of Xi Duo Culture and Beijing Supernatural Forces, and will subsequently jointly develop “Full-time Master”, “Ghost Blowing Lantern 2”, “Yu Sin” and other IP adapted scripts. .

The “Glory of Kings” under Tencent Games has launched its first official script to kill “Nights in Chang’an”. Mango has recently deployed scripts to kill the industry frequently, selling limited scripts for derivative dramas of “Ming Detective” online, and offline entity “M-City” opened.

“The script kill now is a bit like the web text from ten years ago.Hope, a lot of people flooded in at once. But you see, in the end, there are only a few that will stay and come out. “The third uncle said, “In fact, my own definition of the script shop is the same theater as before. There will be a pillar, will there be a master host, what books can he write? Like we are now according to the host, who opened these books, and then it hurts, and then scheduled. “

Short, flat and fast is a strategy commonly chosen by the industry.

Recently, it has become a trend for scripts to join in. This is a business model that is not easy to scale. It is constantly looking for a way out.

“Whether it’s distribution or offline stores, they are all regional, such as the drama league and snowman in Tianjin, as well as old corn and sunflower, but it may be difficult to operate outside Tianjin.” Dongming told us.

“A while ago, some employers came to talk to us, mainly in the form of franchising. For example, you have a brand in Xi’an, which operates very well and becomes the local leader. You can maintain a direct sales model in Xi’an. However, for those outside Xi’an to talk about franchising, the cooperation method is still relatively flexible. The brand side does not need to go to the local shop. The design plan and operation are also provided by the franchisee. In the end, the brand side will agree on a percentage of commission.” Sanshu told us .

However, such a joining method will inevitably affect the experience of script killing.

Sanshu added: “If there is no brand management, it is basically difficult to guarantee the experience of franchise stores. However, the acceptance of this kind of cooperation in the industry is still relatively high. After all, for everyone, as long as your own There is no problem with the directly-operated stores, and basically no problem.”

Western Securities Research Report shows: For investors without store management experience, franchising can reduce risks. The number of franchisees in the industry has also gradually increased. For example, the online App “I am Mystery” announced in February 2020 that it will enter the offline through franchise direct management. Other franchisees in the industry include Unitan, Mysterious Detective, and Three Thousand World, script tribe, etc. The strength of joining varies from just enjoying the brand, to the unified selection and purchase of the script content, to the output of the management team and training mechanism, to the technical management of shares, and profit sharing.

For the script killing, San Shu thought: “I wouldn’t say that it has a short life cycle, at least the life cycle of the same level as the secret room, but I don’t know whether it will be as hot within its life cycle. It’s impossible to be sure that it’s been so high in the past two years, so if you want to shop, shop in the past few years as soon as possible.”

“Who can’t get along with the money, right?” The third uncle smiled bitterly.

This article is from WeChat official account:Bonban Finance (ID: daxiongfan)< span class="text-remarks">, author: Yao Yun