Integrated entertainment marketing in the Internet era: How to play post-film industry derivatives?

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The influence of the Internet on the film and television industry has become more and more in-depth, and the limitations of the once fragmented and fragmented film and television industry marketing model are becoming more and more obvious; the demand for cooperation among cross-domain resources is increasing.

The influence of the Internet on the film and television industry has become more and more in-depth, and the limitations of the once fragmented and fragmented film and television industry marketing model are becoming more and more obvious; the demand for cooperation among cross-domain resources is increasing. This time, we found a brand-new mode from the pan-entertainment platform construction mode of Jusi Media; starting with the derivative development of post-film and television industry, we opened up various business modules of entertainment integrated marketing and established a new film and television commercial value planning system. "Preface the derivative development of the post-film and television industry in the planning stage of film and television works, deeply intervene in the IP development of film and television, and use the influence brought by the promotion and distribution of film and television works to transform it into actual consumption."

At the beginning of the interview, Ju Si Media CEO Li Qing emphasized this concept. Although we also feel the difficulties, we are also looking forward to the realization of this innovative business model! After witnessing the huge contrast between the high attention and low box office revenue of the movie "Golden Age", President Li strengthened his confidence in expanding the field of film and television commercial value development under the guidance of Internet thinking. In 2014, Jusi Media is expanding into deeper areas of the film and television industry chain. Customized integrated marketing based on derivative development of the film industry for the Sino-French co-production "Wolf Totem", exclusive commercial value planning and post-film industry derivative development of co-produced big ip films such as "Marco Polo"(Paramount),"Stealing Star in September","Dragon"(No. 1 of the Sixth National Congress), and "Everyday Cool Run". At this point, Jusi Media's business module and its aircraft carrier status in the entertainment industry have also begun to emerge. Brand entertainment integrated marketing, film and television project investment, film and television commercial value planning and post-film industry derivative development, overseas film and television entertainment resources business development, star commercial value development and other business modules will bring a bigger stage for Jusi.

Great  changes in the Internet impact marketing model

In the second Zixun Awards of Yien, Jusi Media won the "Best Innovative Entertainment Enterprise Award" for its outstanding performance in 2013 and the first half of 2014. This is not the first time Jusi Media has won the film industry Marketing category. As early as 2012, during the 15th Shanghai International Film Festival, Jusi won two awards: "Best Film Implanted in 2012" and "Best Film Implanted Brand". Jusi's innovative business concept has always attracted much attention from the outside world. As the Internet continues to impact the development of the film industry, the integrated marketing of film, television and entertainment is also undergoing tremendous changes.

President Li said in this regard,"The film industry has begun to be gradually subverted by the Internet, and the intervention of Internet giants has further accelerated the speed of this change. From the initial intervention of social media publicity models to the later birth of online ticket purchasing agencies such as Guevara and Cat's Eye, the Internet has begun to slowly penetrate into the entire film and television industry. It has promoted tremendous changes in the operating model of film and television from planning, production, publicity to post-film derivative development. In the past, film marketing had various parts with clear functional divisions. Now the boundaries have become more and more blurred, and the degree of mutual penetration and integration has become deeper. The emergence of this form requires us to open up the film and television industry chain when developing the commercial value of film and television. Various parts of the depth field. Focusing on the IP of film and television works, we integrate multiple resources such as artists, film and television, and brands. Of course, these resources must include domestic and foreign resources. Jusi is currently using its comprehensive resource linkage capabilities to open up various business segments of the film and television industry planning, publicity, and post-film and television derivative development. Linkage entertainment resources covering the world for brands and planning a comprehensive commercial value development system for film and television works."

At present, the company's business segment layout is divided into: brand entertainment integrated marketing, film and television project investment, film and television commercial value planning and post-film industry derivative development, overseas film and television entertainment resources business development, and artist commercial value development. Cases served this year include: the series of microfilms tailored for Anhua Hui's film "Golden Age" and Martell Celebrities "Contemporary Celebrities. Golden Age "; is currently customizing integrated marketing based on derivative development of the film industry for the Sino-French co-production" Wolf Totem "; and exclusively operates the promotion and entertainment integrated marketing business of the 3D movie" Doraemon "in China.

"The Internet marketing model does give us more possibilities and more efficient rewards to do these things. We should embrace the Internet, like" Contemporary Celebrity "before Ju Si. In the production of the "Golden Age" series of micro-movies, we chose to present content in the form of micro-movies based on Internet thinking to adapt to the current "fragmentation" needs; As well as the commercial value plan of the movie "Wolf Totem" is the construction of the film industry value chain under the guidance of more comprehensive Internet thinking, developing film IP, cross-border brand derivative development cooperation, e-commerce themed sales, etc., and these contents will ultimately be transformed into higher actual commercial value through social media and e-commerce platforms."

Seize the pain points  and transform to an all-e-commerce platform

When it comes to innovative marketing models, we have to talk about the brand's integrated entertainment marketing. Jusi is an innovator and leader in the integrated entertainment marketing industry. Creating a pan-entertainment platform for the brand and integrating the best entertainment resources are the core competencies of Jusi in creating customized entertainment marketing for the brand. Mr. Li said,"Starting from the evaluation of high-quality resources, the investment scale, the main creative and cast, and then to the distribution channel and The topicality of the script theme must be precise at every step; establish a high degree of matching the image of culture and entertainment resources to ensure the brand, deeply analyze the brand's audience characteristics, and identify marketing pain points; Determine the effective match between the connotation and positioning of entertainment characters and entertainment products and brand culture. To solve the problem of an innovative entertainment integrated marketing model that promotes integrated marketing and ultimately achieves sales transformation from the seamless combination of entertainment resources and brands, these needs are based on the construction of a professional evaluation system and efficient execution. The real upgrade stage of the innovative entertainment integrated marketing model is the construction of a system with the scale of the industrial chain. From the first step of business analysis, Jusi has taken the integrated marketing goal from brand commercial implantation-cross-border cooperation-derivatives development-New media marketing-all-e-commerce platform transformation, all-round customized entertainment integrated marketing solutions for brands."

In the process of integrated entertainment marketing, post-derivative development has become a business module that cannot be ignored, and has gradually been paid attention to in the development of the film market in recent years. Although the derivative development of the domestic post-film and television industry is insignificant compared to Hollywood's mature market, development can occur only when it is valued, and progress can only be achieved when innovation is achieved. General Manager Li has his own ideas on the derivative development of the post-film and television industry."First of all, successful derivatives need to give the film and the audience strong emotional demands, rather than simple implantation. The design must start from the script stage and explore the inner nature of the film. The spirit makes it easier for the audience to find an emotional fit with themselves from these film elements. Secondly, clarify copyright ownership, establish a fixed network and sales channels for derivatives, and cross-border alliances with many brands to create more commercial value."

The  implementation of the IP boom and sales transformation are the key points.

The word IP filled the entire film industry in 2014. Traditional film and television companies, new film companies with Internet genes, etc. all regard IP resources as a golden key to future development. President Li agrees with this."Now many copyright owners have realized the commercial value of movie IP and the long-term effect that adaptation brings to the brand. Using diversified entertainment forms to jointly maximize brand value is the development trend of the entertainment industry in the future." However, the transformation of IP and the sales transformation of derivatives will be the focus of derivative development in the future. "In the early stage, Jusi deeply explored the connotation of the film and found the convergence point between derivative products and the film. Then, it authorized the film image or IP, developed games, product development, and built theme parks or theme stores. Regarding product development, we can conduct cross-border cooperation with brands, designers, and factories. Jusi will also conduct independent product development for films. All movie derivative products will eventually be effectively sold and converted through e-commerce channels or terminal-themed stores, in order to realize the platform strategy of e-commerce for film and television content in the future."

IP industry chain development, Jusi will conduct early film and television business planning for different projects for IP development column dramas, online dramas, TV dramas and movies. In the early stage, we will use the Internet financial marketing model to raise funds and fans for IP; It will also integrate e-commerce platform and terminal sales platform resources, and sell its own brands, cross-border cooperation products, and film and television embedded products of customized film and television dramas through e-commerce and specialty stores to realize fan conversion and sales conversion, creating a new sales model. Currently, Jusi is conducting in-depth development of the IP of "Stealing Star September Day". A mature commercial IP takes time to ferment and is currently in the early stage of business planning; Jusi is expected to start with online dramas to test audience response. It will also simultaneously promote the production of big movies, the planning of related column dramas and TV programs, brand cooperation analysis, and the planning of other derivative products. At the same time, this time we will also bring the development of star IP into the IP development of film and television works, integrating and promoting each other.

Today, we can see that Jusi is building an innovative model for future integrated entertainment marketing as an explorer and practitioner of the entertainment integrated marketing industry. After in-depth research on the commercial value development model of the film and television industry in the Internet era, Jusi will provide us Let us wait and see what kind of digital entertainment integrated marketing model we bring!