Jack Ma's platform is another example of Hollywood blockbusters relying heavily on the China market

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So, from "Transformers 4" to "Terminator 5", Hollywood films such as Paramount frequently cooperate with China film companies, naturally because of the big market of China. Compared with Hollywood, the derivatives market for China films has always been a shortcoming. Another important reason why Paramount is joining hands with Alibaba Pictures is that it hopes to use its advantages in the e-commerce field to expand the derivatives market in mainland China and create new profit growth points for films. At present, Hollywood companies and China.

Two months before the release of this movie, Alibaba Pictures had launched an online and offline joint marketing plan for "Mission Impossible 5", using Taobao Movies, one of the largest Internet online ticketing platforms in China, to open advance pre-sales for the movie.

On September 7, the one-vote lead creator of "Mission Impossible 5: Mysterious Kingdom" came to Beijing for its premiere. Tom Cruise, one of the film's leading stars and producers, who made Ma Yun "always wonder how a man can be so handsome", held the entire venue and secretly met with Xu Zheng, one of the 21 largest controlling shareholders, before the event.

So, from "Transformers 4" to "Terminator 5", Hollywood films such as Paramount frequently cooperate with China film companies, naturally because of the big market of China. For Alibaba Pictures, it is also eager to find a foothold in this Hollywood game.

Not only for movies, Alibaba intends to extend its e-commerce model to film and television.

In fact, Alibaba Pictures has already "fired" on the international film market since its establishment and formed a team in Los Angeles.

Robert Moore, vice chairman of Paramount Pictures, once said that Jack Ma and Alibaba Pictures CEO Zhang Qiang met with Paramount Chairman Brad Gerry in Los Angeles. Other US media reported that during his visit to the United States last year, Jack Ma met with Sony Image Entertainment CEO Michael Linton and others, and watched basketball games with super agents Ali Emanuel and Jet Li. The "Mission Impossible 5" cooperation agreement signed with Paramount is also a task for this trip.

The agreement between Alibaba and Paramount is one of several signed over the past year between U.S. film studios and China companies that are rapidly taking root in Hollywood. Stanley Rosen, a professor of political science at the University of Southern California who studies the relationship between China and the U.S. film industry, said: "China is trying to learn why Hollywood is so successful." He said China wanted to "completely" control the business.

However, full mastery of the Hollywood business is not an overnight task. Paramount's cooperation with Ali does not extend deeply to the core of film IP cooperation, but focuses more on Ali's big data technology, derivatives and ticket sales. Compared with Hollywood, the derivatives market for China films has always been a shortcoming. Another important reason why Paramount is joining hands with Alibaba Pictures is that it hopes to use its advantages in the e-commerce field to expand the derivatives market in mainland China and create new profit growth points for films.

Through big data technology, Alibaba Pictures can understand the needs of movie users for derivatives. After obtaining authorization, it can cooperate with high-quality merchants on Alibaba platform to develop and sell movie-related derivatives based on user needs, allowing audiences to purchase authentic peripheral derivatives through Taobao Movie App, Tmall, Taobao and other platforms.

At the same time, Alibaba Pictures also reached a cooperation with Alibaba Group's Taobao crowdfunding platform to launch a movie-themed H5 game. This time, it achieved the integration of resources on multiple Internet platforms, including the promotion cooperation of multiple APP such as Didi Taxi, Netease Email, and Meipai, and promoted the movie before its release. Intensive and continuous exposure.

Why does Paramount Pictures want to share a piece of the pie with China's film companies?

Paramount Pictures, one of Hollywood's "Big Six", was founded in 1912 and is the oldest existing film company. It is not only film production companies, television production companies, and film distributors, but also releases works including the "Transformers" series, the "Mission Impossible" series, and the 2008 - 2011 Marvel film series. In 2014, Paramount Pictures became the first major Hollywood film company to distribute all films digitally.

In fact, the case of Paramount teaming up with a China company is not the first case. In 2014, Paramount reached an agreement with Film Network and Jiafu Company. The Film Network under CCTV provided assistance in various aspects such as filming, film casting, post-production, and promotion of "Transformers 4" in China.

It was this film that won the global box office ranking in 2014, accounting for 77.7% of overseas box office. In "Speed and Furious 7" released at the beginning of this year, overseas box office also accounted for 76.8%, of which the China market accounted for more than a quarter, which is higher than the box office in the United States.

In 2000, box office sales in the U.S. domestic and foreign markets were still roughly balanced, but today, the U.S. market accounts for less than half of the total. Globalization and the aesthetic fatigue of American audiences are all pushing the market for Hollywood blockbusters to shift outside the United States.

In fact, Hollywood film companies are not falsely enthusiastic about this, because Hollywood has the largest film library and a large amount of IP (intellectual property rights) accumulated in the past 100 years. That is to say, they control the part of resources that can create the most commercial value. At present, in addition to outsourcing cooperation in distribution rights, derivatives and other aspects, the cooperation between Hollywood companies and China films has not yet risen to the real creative core of IP.

Editor: yvonne