Summit·People| Yan Yusong of Langang Pictures: The trinity of Film and Television Roaming creates high-quality IP

Film and video roaming linkage is a big trend, and concentrating on making high-quality products is the king way.

Under the new trend of entertainment, Art En held a Pan-Entertainment Innovation Summit, where major players from all walks of life, academia and academia discussed new changes in the industry under the entertainment update iteration. At the New Entertainment·Boundary Sub-Forum, Yan Yusong, President of Langang Pictures, delivered a speech titled "Cinema and Games Linkage to Create High-Quality IP" The keynote speech "stated that the linkage between movies and roaming is a general trend and that concentrating on making high-quality products is the king way.

With more than 18 years of experience in the film and television industry, from traditional media to the Internet industry, Yan Yusong believes that the entire pattern of the film and television entertainment market has undergone earth-shaking changes. In 2014, the rise of new Internet media was accompanied by the rise of online dramas, which made traditional film and television drama companies begin to think deeply. Excellent directors of movies and TV series began to make online dramas. Last year, online dramas ushered in a major explosion.

Data show that China is currently the third largest market for video payment in the world, with a growth rate of 9 times that of the United States. It is estimated that the number of video payment users will reach 100 million in 2017, with revenue exceeding 15 billion; by 2020, the number of paying users will exceed 200 million, and revenue will exceed 25 billion. In the next ten years, the market will become bigger and bigger.

Film and video roaming linkage is a major trend

. When Langang Pictures was officially established in March last year, founder Wang Feng proposed the three-in-one strategy of film and video roaming, striving to open up "film, comic, and tourism", form a three-in-one full entertainment industry chain, and create a more complete pan-entertainment ecosystem.

In terms of movie roaming linkage, Langang has already achieved good results: from national comics to movies and then to games, the national influence of the IP "One Hundred Thousand Jokes" has gradually increased;"Shushan War""Shushan War" is the first online backstage, and movie games are developed simultaneously to expand the influence of IP; when developing the project "Light Years Distance between You and Me", Langang Pictures once again explored a new route for movie roaming linkage, turning it into an original IP in one step, while developing games and derivative parts.

It is worth noting that before incubating the movie, Blueport first used the Internet drama IP to incubate it so that it can have a certain influence first, so that the IP will gain greater capabilities in terms of monetization and movie roaming interactions.

The linkage of film and video roaming is a major trend, and concentrating on making high-quality products is the king's way. Yan Yusong hopes that Cinema can make a typical case in China, and hopes that in the next 3-5 years, Blueport can make a truly popular model in Cinema.

Accurate positioning

in the development of the IP industry chain, shadow roaming linkage is a new form of IP development. An element that cannot be ignored in the upstream of the industry is audience positioning, which is an important basis for determining the future development of the IP industry chain.

Yan Yusong said that when a company incubates each IP, it must first position accurately. Langang Films focuses on the 95 and 00 Internet generation, focusing on the new generation of Internet film and television, accurately positioning the "F4" for the new generation of users: fun, brainstorming, pioneer, and influence.

At present, 70% and 80% of the consumption of game users, animation users, and film and television users in the market is concentrated in the 14-28 age group, and this age group has strong payment capabilities.

The 80s, 90s, and 00s have become the main force in the China market. He used these words to summarize the current core consumer groups: the 80s pursues formal expression, and the era label is Moody, which represents the movie "To Youth"; the post-90s pursues connotation expression, and the era label is free and easy, representing the movie "Tiny Times"; the post-00s generation is a generation that loves and doesn't feel tired, representing that movies have not yet thought of.

The 1980s prefers ancient costumes, palaces, cities, romance, etc. The post-90s tend to be funny and suspense, and the 2000 focuses on funny and fantasy. Blueport identifies the target audience to "allocate on demand" and accurately develops new projects. It is expected that in the next 2-3 years, science fiction drama will become a subject of great concern in the China market.

Yan Yusong found that young people prefer interactive marketing, such as likes and interactions with bullet screens. Langang grasps the preferences of this group and makes genre elements that young audiences like.

Can Shadow Wandering really get through? How to develop the same IP? The answer given by Yan Yusong is that we should start from the world view at the same time, and the teams should infiltrate each other. This may have a chance to be realized during the linkage of Shadow Wandering.

Editor: Mary