This article comes from the public number all-media school (ID: quanmeipai), which is released by Aifaner with authorization.
“Let it go, let it go, Ca n’t hold it back anymore.”
When the time returns to 2014, Frozen 1 crosses the ocean and is a sensation. Among them, more impressive than the storyline, is the catchy music in the film, and today, its melody is still frequently floating in the streets of China.
This film also created the box office peak of Disney animated films at the time, the production cost was 150 million US dollars, the global box office revenue was as high as 1.274 billion US dollars, and included many top awards, including the 86th Academy Award for Best Animated Feature Film Awards, 86th Academy Award for Best Original Song, 71st Golden Globe Award for Best Animated Feature Film, Global Animation Movie Box Office Champion, etc.
In 2019, Frozen 2 continues its legend. Not only has it continued to dominate the North American market. Since its release in the mainland on November 22, the box office has exceeded 600 million yuan. In terms of word of mouth, Frozen 2 also performed well, winning Cat Eye 8.9, Amoy Tickets 8.8, and Douban 7.3.
The popularity of Frozen 2 has caused Disney ’s IP gold-making ability to be heated for the nth time. Among the 50 most profitable IPs in the world, Walt Disney has 9 and ranks first. Whether it’s a princess fairy tale or a super-British universe, Disney IP can be found in almost every dream we make. This issue of All Media School (ID: quanmeipai) takes you into Disney DreamWorks and sees how this Mickey Mouse “turns a stone into gold” and becomes an IP madman
wishful thinking of business layout
After nearly a century of development, Disney’s main businesses today include entertainment programming, theme parks, toys, books, video games, and media networks. It has a large number of well-known companies and brands, including Pixar Animation Studios, Lucas Pictures, Fox Pictures, Marvel Comics, Touchstone Films, Bowie Films, Hollywood Films, ESPN Sports, ABC (ABC) and more.
After incubation + acquisition of so many companies, Disney can get a lot of income by media platform every year, and the year-end financial report should also prove this.
Disney’s full-year financial report for fiscal year 2018 delivered its highest record ever. Of the $ 59.4 billion in revenue, 41.22% came from the Media Networks segment, 34.15% came from the Parks and Resorts segment, and only 16.8% came from the Studio Entertainment segment.
▲ The picture comes from WeChat public account entertainment capital theory
Although Disney ’s film and television entertainment works have achieved good results, its share still accounts for less than 1/5, which is far less than the media network ’s revenue for Disney. So why is Disney so committed to the creation and purchase of IP that it even bought Fox at a price of 71.3 billion?
Obviously, Disney does not rely solely on financial reports to make decisions. Executives are soberly aware that although IP film and television is not the most profitable section, it is the source of other revenue. The evergreen IP has a very high value-added value for almost all Disney business lines.
It can be said that on Disney’s mature brand building chain, the content is oneThe origin of the cut is that the channel of communication is an amplifier of content, and the derivatives further release the value of content.
IP creation is not just as simple as true goodness and beauty
Disney has dedicated countless classic images to the world. They have been given a variety of role arcs, such as inspirational, cute, beautiful, kind, funny, etc., and they are suitable for all ages. Men and women take all. But how to build a series of successful IP? It’s not just about letting cartoon characters convey the truth, beauty, or coolness on the screen. Disney has a complete process to help these images and stories become household names.
Creating high-quality content and creating potential IP
First, what kind of content has the potential to become an IP?
It must have four characteristics:
- Strong visual recognition. The story must contain eye-catching visual identity (VI) elements or ritualistic symbols. For example, when we see a yellow bear in a red T-shirt, we think of Winnie the Pooh, who loves honey. If we lose this element, it will be difficult for us to distinguish him from ordinary bears. And when we see Captain America’s shield, we can quickly think of the US team and his iconic hip-up … The more points you can associate, the wider the range, the more the impression of the entire story content in the user’s mind and complete.
▲ Photo from https://www.lucydraw.com/a/9255.html
- Strong sense of connection. The specific manifestations include user participation, sharing, and social networking. Dolele is not as good as Zhonglele. After good content is produced, user spontaneous sharing and the spread of social media are needed to further increase the influence of content.
- Strong sense of connection. The specific manifestations include user participation, sharing, and social networking. Dolele is not as good as Zhonglele. After good content is produced, user spontaneous sharing and the spread of social media are needed to further increase the influence of content.