Wanda Theater Line acquires Hollywood entertainment marketing veterans and local game mutual love interaction

On May 13, 2016, Wanda Cinema and Wanda Film and Television announced the strategic merger of Propaganda GEM, a Hollywood film and entertainment integrated marketing company, and Mutual Love Interactive (Beijing) Technology Cable Company, a game distribution company in Beijing, China.

On May 13, 2016, Wanda Cinema Line Co., Ltd.(hereinafter referred to as Wanda Cinema Line) and Wanda Film and Television Media Cable Company (hereinafter referred to as Wanda Film and Television) announced the strategic acquisition of two companies, PromodaGEM, a Hollywood film and entertainment integrated marketing company, and China's Beijing game distribution company, Mutual Love Interactive (Beijing) Technology Cable Company.

Zeng Maojun, director and president of Wanda Cinema Line, delivered a speech on the theme of "Reconstructing Scenes and Layout Ecology", explaining to the public for the first time the logic behind the industrial layout of Wanda Cinema Line-deepening the "member +" strategy, unlocking richer scene consumption models, Improve the ecological layout of upstream and downstream industrial chains, and create a world-leading film life ecosystem.

Starting from the user experience,

Zeng Maojun said in his speech: "We realize that only by truly understanding user needs and focusing on user experience, constantly upgrading products and innovating experiences is the only way for us to win the future."

Audiences aged 18-25 are becoming the main group of movie-watching groups. These young viewers are keen on social interaction and sharing. They are very familiar with switching in a multi-screen world, chasing all new, strange and cool experiences. How can cinemas keep pace with the times? Zeng Maojun put forward the strategic thinking of Wanda Cinema in four sentences: theaters are the entrance, visitors are traffic, entertainment is the experience, and scenes are connected. He asserted: "The future theater will be an entertainment complex based on scene consumption."

In August 2015, Wanda Cinema Line released its "Member +" strategy for the first time in the industry, building a one-stop film life service platform around 60 million members. The plan includes: independent movie ticketing online platform, online movie theaters, games Operation and distribution, derivative research and development and sales, cross-brand membership rights and interests, etc. The proposal of the "Member +" strategy means that Wanda Cinema has begun the transformation from a chain cinema operator to an ecological, technological and platform company. The industrial mergers and acquisitions of Wanda Cinema can be regarded as a reflection of the continuous deepening of this strategy.

There are more possibilities for cinemas in the future, such as games, VR experiences, derivative consumption, etc. Wanda began to make many exclusive attempts last year, such as introducing the League of Legends wild card competition, which achieved a growth of more than 100% in more than 100 cities, with a cumulative attendance rate of more than 80%(non-prime time); and the "Fantasy Forest" VR experience, 40 studios in 21 cities across the country were selected to build VR experience areas, and the number of new media broadcasts exceeded 40 million in just a few days. He predicted that future IP conversion will be a new performance growth point; in terms of derivatives, derivative π has been built since last year to sell derivatives and display film elements. It is expected to open at least 50 derivative π specialty stores across the country this year.

Wanda's pace of globalization is accelerating. Today, Wanda has the number one theater line in Asia and the number one AMC in the United States, and its market share will reach 10% globally this year.

Cinema and game linkage unlock more entertainment scene consumption

Nowadays, people's consumption style has shifted from early bag-carrying consumption to experiential consumption. Zeng Maojun believes that the future consumption trend will surely be scene consumption. Wanda Theater Line has more than 250 home studios across the country. It is undoubtedly one of the best consumption scenarios. This time, Wanda Cinema and Wanda Film and Television jointly acquired the game distribution company-Mutual Love Interactive, marking the first time that the Wanda Film Ecosystem has laid out the game industry. The most significant dividend it brings is the expansion of the new game publicity model, just like Mutual Love Interactive Mr. Huang Jian, President of Mutual Love Interactive, mentioned at the press conference: "Wanda Cinema is the only company in the game distribution industry in China that has the strength to carry out game publicity activities linked by hundreds of cities and the ability to quickly establish a game brand within a week or two. Wanda Cinema will create a new model for game distribution. new era. "

In addition to the expansion of distribution channels, relying on the movie IP owned by Wanda Films, Legendary Pictures, etc., we will explore the game transformation of movie IP and achieve resource integration; at the same time, Wanda will also introduce the latest technologies in the game industry, such as VR represents an immersive gaming experience to create more industry growth opportunities. Huang Jian said: "Wanda Cinema has unique advantages with its strong operating capabilities and a large number of trendy and young members and customers, which will bring unlimited imagination to this field."

Layout the ecology and open up the film ecology

. PromodaGEM, headquartered in Geneva, Switzerland and Los Angeles, USA, was established in 1991. It is an established company focusing on entertainment marketing. It provides strategic and problem-solving entertainment marketing ideas and concepts in the fields of film, television, music images, games, artists and activities, helping to better combine brand and content. PromodaGEM is a bridge connecting brand owners and core global entertainment resources, creating classic cases such as the cooperation between BMW and the Mission Impossible series.

Mr. RubenIgielko-Herrlich, CEO and co-founder of PromoandaGEM, is also looking forward to joining the global film giant-the Wanda family. He said: "We believe that Wanda Cinema wants to bring motivation and philosophy to enhance the experience to global audiences, and this is also a change that PromoandaGEM wants to participate in. "

For Wanda Cinema, the acquisition of PromoandaGEM is an important breakthrough for it to enter Hollywood's upstream industrial chain. At the same time, PromodaGEM will also cooperate with Wanda Cinema's domestic wholly-owned subsidiary and local film integrated marketing company-Muwei Fashion (the two main business brands of Wanda Cinema Media and Film Fashion Pictures). The two companies will be In the United States and China, the world's largest film market is deeply engaged in deep cultivation and becomes a bridge between global brand owners and film IP; at the same time, the two parties will also cooperate to make a difference in global IP investment and enter the upper reaches of the film industry chain.

Editor: queenie