The era of super IP is coming. Cultural and commercial integration nuggets the IP industry chain

Among the top 20 box office films in the world, 16 films are adapted from IP, accounting for 80%. Among the top 20 box office films in China, there are 14 IP films, accounting for 70%. Among the top 20 TV dramas in China in 2015, there were 6 IP adaptations. In 2015, the number of online dramas broadcast on the entire network exceeded 1 billion, and 7 of the 9 super online dramas were IP adaptations.

Original title: The era of super IP is coming. Is this the ideal of combining culture and business?

On July 4, the "Monkey" of "Journey to the West: The Return of the Great Sage", a domestic animation benchmark that once won 956 million yuan in box office, fought with the real-life version of "The Return of the Great Sage", the real-life version of "The Return of the Great Sage", so the animated version of the Great Sage and the real-life version of the Great Sage staged a "True and False Monkey King" due to their textual trademark rights.

When people begin to pay attention to how to protect their own IP, the real IP era has arrived.

IP becomes "hot"

On July 6, 2016, online writer Zhang Muye (online name is Tianxia Ba Sing) said that he would make his "Ghost Blows Out the Lamp" and "Big Play" into "hot IPs." His confidence comes from the fact that the Tomb Robber Series novels have gained a market profit of 2.3 billion yuan after being adapted into movies, and the "Ghost Blows Out the Light" series has also been affected by this and has been targeted by many animation and game companies. Even fictional characters such as "Hu Bayi" have been compared with "Lao Pao 'er".

Because of their respective interests, lawsuits between film companies, brand owners, and writers continue. Including the domestic animation "The Autobots", Disney also sued and claimed compensation.

Some industry insiders told reporters: "Regarding the copyright issue of the words 'Return of the Great Sage' in the case of the 'True and False Monkey King', it seems very important who registers first. Due to the box office support of 956 million yuan and the nominations for the Golden Rooster Award and the Golden Horse Award, the honors of 22 awards such as the Golden Dragon Award, the Golden Panda Award, and the Huabiao Award are enough to attract attention."

As for entrepreneur Wang Jianlin's "ridicule" of Disney's entry into Shanghai, He Jianmin, a Disney expert and director of the Department of Tourism Management at Shanghai University of Finance and Economics, believes that "Since 1923, Disney has not only had old IP, but also constantly had innovative new IP. This is the nature of intellectual property that China entrepreneurs and businessmen need to understand."

Good IP is not only about money making money, but more importantly, intellectual property rights are appreciated and have a virtuous cycle.

The

world's tyrants, who occupy the 36th place in the "10th Writers List", are very grateful that the times have made themselves an online writer with intellectual property rights. The success of "Ghost Blows Out the Light" comes from his full imagination and continuation of folk culture, resulting in comics, games, TV series, movies, and stage dramas.

"This was unimaginable in the first ten years." The world's tyrants sing. He knows very well that in the marketing of film products, it is difficult for China companies to compare with American companies. Among the hundreds of millions of yuan invested in just one "Warcraft", the fixed marketing expenses are 100 million yuan. This is the difference in business models.

Experts have seen the spread of the Warcraft model. In June 2016,"Warcraft" reached a box office score of US$221 million in China. Relying on the changes of gamers from niche to mass, many companies such as Langang Interactive, Touch Technology, ACFUN, Panda TV, Douyu TV, Lenovo Group, Hero Entertainment have organized "package events"; Duowan.com, Oriental Film Capital, Netease Yunxin, 360 and other patch advertising manufacturers generously "donated tickets"; producers Wanda, China Film, Tencent Pictures, and Huayi Brothers have cooperated fully, making "Warcraft" enjoy the popularity of "difficult to copy".

With the sentiment card already being played to the extreme by "Warcraft", some commentators believe that "Warcraft" may overdraw the market for similar movies."

Many people don't understand why IP topics have become popular all of a sudden?

Lin Juan, an analyst at Ping An Securities, explained it well: "From Disney's growth experience, we can see that sports is the video content with the strongest paying propensity, and companies with sports copyright operation capabilities will benefit from the explosion of the sports entertainment market; Integrated IP operations such as parks and vacations, consumer goods and interactive entertainment have not only doubled the value of movies as a single IP carrier, but also steadily improved the profitability of IP. It will be the development trend of content companies."

In fact, this is also the opportunity Wang Jianlin is optimistic about the innovation in amusement technology and VR technology will bring to the theme park. China's existing Overseas Chinese Town, Happy Valley, and Wanda City must play with IP well in order to reduce the "confrontational effect of the large number of theme parks" and achieve healthy competition with Disney.

The IP chain integrates

"Donald Duck" and "Snow White and the Seven Dwarfs". These familiar classic cartoon images support the huge Disney media empire. Disneyland, which attracts the most tourists, is not the main source of income. Its profits still come from the continuous exploitation of core IP from the entire cultural industry chain.

Chen Shaofeng, deputy dean of the Institute of Cultural Industry at Peking University, believes that in terms of creating IP models, from positioning, creativity to promotion to management, the United States "Star Wars: The Force Awakens","Fantasy Forest","Zootopia" and "Captain America 3" all have a set of inherent business cultural logic. Fortunately, China's "Return of the Great Sage","Ghost Blows Out the Lamp","Seeking the Dragon", etc. are already close to this model.

Whether we can compete with "Mickey Mouse" and others to compete for a series of future consumer goods markets such as movies, parks, cruise ships, clothing, publications, musicals, toys, food, education, daily necessities, and electronic products depends on whether we can achieve the cultural "core competitiveness" like Disney's classic cartoon characters.

Kong Desheng, general manager of Tianxia Ba Sing Studio, said that in the second half of the year, he and Xiangshang Film and Television will focus on "conscientious writers" and transform super IP.

In fact, in 2015, Wanda applied for 470 patents and intellectual property rights to governments and relevant departments in China and other countries around the world, and obtained 1330 patents and intellectual property rights from China and other countries. At present, Wanda has obtained a total of 4219 patents and intellectual property rights in China and around the world, the vast majority of which are cultural intellectual property rights.

At the "Story-Driven" conference held on May 29, Hou Xiaoqiang, founder of Zhonghui Film and Television and Poison APP, discussed the business topic of "online literature to super IP" through a set of data: the top 20 box office movies in the world Among them, there are 16 films adapted from IP, accounting for 80%. Among the top 20 box office films in China, there are 14 IP films, accounting for 70%. Among the top 20 TV dramas in China in 2015, there were 6 IP adaptations. In 2015, the number of online dramas broadcast on the entire network exceeded 1 billion, and 7 of the 9 super online dramas were IP adaptations.

"This shows that the era of super IP is coming." he said. As a strong buyer in copyright transactions, Hou Xiaoqiang already owned the copyrights of film and television adaptations such as "The Dedication of Suspect X" and "Ghost Blows Out the Light" as early as the early stage.

Zhang Qiang, CEO of Alibaba Pictures, who is particularly optimistic about IP, said that only when "super stories" meet with first-class producers and undergo chemical reactions can the transformation from "super stories" to "super IP" be completed.

This is a typical ideal of combining culture and business successfully.

On June 28, Huace Pictures released a "Package List of Nearly 30 Films from 2016 to 2017", and everyone saw a lot of IP exposure. Not only are film and television companies, writers, and actors gaining new life from "old IP", but many cities have also become popular because of "Wolf Totem","Thousand Flowers" and "Tomb Robbing Notes". On June 28, when Hong Qinghua, chairman of Jingyu Group, announced that "the company defines 2016 as the Year of IP," China tourism companies officially appeared.

Industry integration is an opportunity for IP to be popular.