Fujian Hengye Chen Hui: Transformation will surely innovate 2015 box office target 2 billion yuan

This article is an original special manuscript of Yien.com. It respects the author's copyright. Please indicate the source and author for reprinting.

Hengye will continue its transformation in 2015."Best Friend 2" and "Jingcheng No. 81 2" have been prepared."Peak" and "Invisible Secrets" soft science fiction will also be launched by director Huang Zhenzhen. The annual box office plan targets 2 billion yuan.

From January 16 to 18, Fujian Hengye Film gathered movie theaters, film and television, and distribution companies across the country for three days of "willful". More than 20 new films were collectively exposed, ranging from campus, comedy, suspense, love, action and biographies. In 2014, with the outbreak of "Best Friends" and "Jingcheng No. 81", the company's cumulative box office circulation exceeded 1 billion; Hengye will continue its transformation in 2015."Best Friend 2" and "Jingcheng No. 81 2" have been prepared."Peak" and "Invisible Secrets" soft science fiction will also be launched by director Huang Zhenzhen. The annual box office plan targets 2 billion yuan. Chen Hui, general manager of Fujian Hengye Film Distribution Company, accepted an exclusive interview with reporters before the annual meeting and gave more interpretation of Fujian Hengye's transformation path.

Transformation keywords: Diversified types

Speaking of Fujian Hengye, more people still label it, and "horror" follows closely. However, in 2014, Fujian Hengye ushered in a year of explosion and turning point. Not only did it have the sweet youthful genre of "Girlfriend" in terms of genre, but even the still "thriller""Jingcheng No. 81" also increased the box office of the thriller from 80 million yuan to 410 million yuan, setting a new benchmark.

In 2015, Hengye Films will continue to transform, and more than 20 films will be released and filmed in a richer variety of types: among the thriller genres, in addition to the sequel to "Jingcheng No. 81", there will also be China-South Korea co-productions of "Mysterious Family" and "Three Watch Garage", etc.; the youthful love genres include "Girlfriend 2","Young Lightness" and "Free Time"; The comedy genre "Detective Arrives" and "Otaku Detective" will be available to you soon."Ulongyuan" and "Welcome to San Francisco" will be filmed one after another after the Spring Festival; in the war theme, the patriotic film "Wolf Warrior" directed and starred by Wu Jing will be released in March; It can also be seen from the incomplete film list that Hengye will be involved in various film genres this year."Thriller + Love" is a transformation of Hengye."Otaku Detective Guixiang" and "Mysterious Family" will add love, comedy and other elements to suspense elements.

In the current hot IP craze, Hengye also focuses on the development of original and IP adaptations. Sequels to the "Best Friend" and "Jingcheng No. 81" series have been successfully prepared. Adapted from the novels,"Otaku Detective Guixiang","Time Looking on Tipple" and "My Boyfriend and Dog" will also open up a new genre model.

Transformation keywords: the great power of "small companies"

In previous interviews, Hengye's chief leader Chen Hui emphasized that Hengye is still a "small company." In this interview, Chen Hui still said,"Hengye is still a 'small company' and will exert its greatest strength in the next few years. For Hengye,"small companies" are actually an advantage, because it avoids the complex processes of many large companies and gives directors more creative freedom."

At this annual meeting, the "Zhen Hengye" film company jointly created by Fujian Hengye and director Huang Zhenzhen also officially unveiled."Zhen Hengye" is different from the director's studio in that it can select films and actors in a targeted manner. In addition, in terms of actor selection, it will not only provide the most suitable actors based on the director's control of the script, but also focus on cultivating new artists and developing into potential artists and popular artists after Hengye. This will also be helpful to the development of the entire Hengye.

Since it is a "small company", are there too many restrictions on the cooperation between projects and directors in terms of size? Chen Hui responded: Although it is now a "small" company, this does not mean that Hengye will not develop "big". As far as director cooperation is concerned, Hengye's cooperation with directors such as Huang Zhenzhen and Ye Weimin is all based on love and horror. Then we will also have plans for cooperation with directors with dominant directors in blockbuster films. For example, with Chen Zhengdao and other types of directors, we will choose the matching of directors and actors based on the situation of the film, because Hengye's film types are very diverse.

Transformation keywords: Analogy Lionsgate

is no stranger to Lionsgate Films, which excels in genre films in the Hollywood market. The success of the "Hunger Games" and "Twilight" series also shows their ability to control market segments and genres. Chen Hui previously expressed that he would use Lionsgate as an analogy, and also said that "large-scale costume action or war epic blockbusters will not be filmed for at least five years." "I say this mainly for two reasons. First, Hengye will indeed follow the" small company "model in recent years, mainly focusing on genres that are popular with young audiences, such as thrillers, love, suspense comedies, etc., which are market-tested and relatively trusted types of return on investment; Second, judging from the current market rules, there are actually not that many audiences for costume action and war epic blockbusters, and big directors are no longer so popular. Hengye needs to polish up an excellent film brand that can represent Hengye step by step., rather than blindly pursuing speed and topic exposure."

But at present, the amount of individual investment in the mainland market of China is constantly soaring. So, how can we choose between attractive projects and over-budget costs? "If there is a movie that is both a popular genre in the market and a large-scale production, and I find Hengye to cooperate with, I will comprehensively consider the story, actors, audience and other elements before making a decision. If all the conditions are met, I will go. If I do it, the investment cost will definitely make a breakthrough."

Transformation keywords: The entire industrial chain layout The entire industrial

chain is what most film and television companies pursue, and Hengye is no exception. In 2015, Hengye will add script project research and development, director cooperative film companies, artist agency companies, cinema investment companies, etc. to the industrial chains of production, copyright, promotion and distribution."We will make use of the key three years in the future. During the transformation period, Hengye will be built into a film company with production as the core and the entire industry chain of production, marketing, distribution, commerce, brokerage and cinema." Chen Hui summed it up this way.

More balance and investment are needed between specialization and perfection. When asked how to control the two, Chen Hui replied: "Complete" represents the integrity of the entire industrial chain, and "Specialized" means inviting special personnel and experts to control and expand every link of the industrial chain. Hengye's distribution has basically achieved nationwide distribution, including the distribution cooperation of the local distribution, and has entered the "functional distribution" stage. It is not a simple public relations distribution, but must represent its marketing ideas, including those involving business. Negotiation and channel development, and judge how to carry out publicity and promotion activities under an accurate positioning. As for publicity, Hengye has the Time Film Marketing Company responsible for project marketing. The publicity work will be involved from the early stage of project production to accurately grasp every aspect of the project and penetrate the core publicity concepts to the deepest extent. We will also find talents from professional film investment companies and theater management to build theaters."Zhenhengye" and the artist management department will also screen, select, and cultivate scripts, directors, and actors. Therefore, Hengye must be running the entire industrial chain operated by a dedicated person. There is no conflict between "all" and "specialized". They can only have a parallel relationship."

Will it be a risk for the current investment and layout of film and television companies in terminals, especially in first-tier and second-tier cities, and will it be more difficult to recover the cost of theaters? President Chen also has a different view on this,"I don't think this is a risk. Although cinemas in first-tier and second-tier cities are basically saturated now, I still want to say that the most important thing about cinemas is their location. When the location of the theater is well chosen, it will have popular sponsorship from the entire business district. The theater's own construction, hardware and soft services are the key. When you don't see the location of the theater you have chosen, there will inevitably be problems at the box office in the future. If Hengye does not conduct preliminary market research or have a outlook for the next year or two when selecting a theater project, this position may be a question mark. If the market has been correctly judged in the early stage, it is not a question mark. It is an exclamation mark, because it will only give you more surprises."