Jump out of publicity, promotion and custom, open up a new mode of film entertainment derivative industry

the improvement of the box office and the formation of residents' viewing habits have spawned the maturity of the industry, and the development of the Internet and e-commerce has provided a good platform and opportunity, as an indispensable link in the chain of the film industry. the film entertainment derivative industry also ushered in new opportunities for development.

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the national box office in February exceeded 4 billion, surpassing the United States for the first time. Surpassing the United States in a single month is certainly worth celebrating, but it would be unwise to think that the Chinese film market can overwhelm the United States in an all-round way. Because the box office is only a small part of the composition of the American film industry, derivatives revenue is the leader of its film industry revenue. in the United States, box office receipts account for 30%, and derivatives account for up to 70% of total film revenue, while at home, derivatives are even negligible compared with the box office. At present, the development of domestic film derivatives is basically in its infancy. Although every film has so-called film derivatives, most of them are tools to cooperate with film promotion activities. the improvement of the box office and the formation of residents' viewing habits have spawned the maturity of the industry. The development of the Internet and e-commerce provides a good platform and opportunity. As an indispensable part of the film industry chain, the film entertainment derivative industry has also ushered in new opportunities for development. strong > from free promotional materials to commercial licensing / strong > according to industry insiders, film derivatives are more likely to play the role of promotional products for a long time, and are used by film parties and cinemas to give away and do activities for free. Derivatives are often of poor quality because they are mainly used for free distribution and time is tight. This phenomenon also creates a vicious circle, where it is easy for audiences to form the impression that derivatives are free and low-quality. Coupled with rampant piracy and crowded space for the development of legitimate derivatives, it is difficult for audiences to develop the habit of buying movie derivatives. to solve this problem, the film needs to change its concept, get rid of the misconception that derivatives are promotional products, and become an important part of the film's entire IP by authorizing the production of high-quality derivatives. To put it simply, the authorization business is to extract the relevant materials in the film and television works and authorize them to the commercial enterprises in demand, which can be used for commodity presentation, commodity promotion, promotion and so on. Hollywood does not have the concept of movie peripheral products, only film licensed products, and all kinds of post-products on the market are licensed separately according to different categories. At present, there are few domestic film parties to make such an attempt. Recently, China Film authorized the entertainment derivative development of Wolf Totem to Jusi Media for the first time, which is a precedent in the industry. strong > dig deep into the movie content & nbsp Integrating the derivative value of movies with the Internet / strong > the connection between the Internet and movies is a hot topic in the film circle in 2014. Every link of the film, from project planning to production, distribution, marketing and ticket purchase, has been changed by the Internet. As the last link of film revenue, the development of derivative value should also be brought into the Internet track. Li Qing, founder and CEO of Jusi Media, believes that only by establishing a relationship between the derivative value of film development and the Internet and creating influence can the film's "online influence" be transformed into "offline value" more efficiently. Play the role of propaganda and guidance before release, in the middle of the screening, after the sale, and so on. As for the current basic marketing mode of films, Internet means such as "online selection for ticket purchase" and "crowdfunding" have also penetrated into all aspects of film investment, production, distribution, ticketing and so on. however, this model still lacks an important link-the development and marketing of film derivative value. through the commercial value development of the movie Wolf Totem project, Jusi Media has developed a set of localized derivative development model of Hollywood post-film industry, through the analysis of Chinese film and television consumers, targeted excavation of additional output value in addition to film screening, through the extension of film cultural value, the development of unique creative derivative products, combined with new marketing channels. Establish a new marketing model for post-film products. at Disney, the derivative development of post-film and television works covers many areas. Including books, DVDs, dolls, stationery, games, souvenirs, etc., in addition, there are patch advertisements, placement ads and theme parks, cultural courses, customized cultural tourism and so on. These are important parts of post-film and television development, but in order to actually complete these contents, we need to have a very in-depth understanding of the brand and film and television, and need professional brand entertainment integrated marketing companies to operate. through independent research and development of film and television derivatives, cross-border cooperative development planning, film and television derivatives sales channel planning, film and television derivatives operation planning, IP authorization and other services for Wolf Totem, this Jusi has established a substantially complete film and television commercial value development system in China for the first time. at present, the reason why we are able to do these things is, on the one hand, the maturity of China's film market, and another important reason is that the development of the Internet industry in China has also entered a mature stage, and BAT bosses have entered the film industry one after another, which is undoubtedly a huge subversion and a great opportunity for the traditional film industry, who can ride the waves with this Internet power. There is no doubt that it will become a leader in the future film industry. strong > "Wolf Totem" derivative grafting e-commerce platform & nbsp; creates a new business model / strong > as Jusi Media has the exclusive derivative license rights to Wolf Totem, the film Wolf Totem joined Tmall to launch Tmall Wolf Totem "Men's Feast-werewolf Choice" theme event week. This activity combines Gujing tribute wine, Wolf's claw, Seven Wolves, Horqin, Elkangju, Yangtze River Literature and Art Publishing House and other brands that are closely related to the film. With the help of the popularity of the film, it not only promotes the film, but also drains the brand. Tmall also uses 2 million UV resources to achieve mutually beneficial cooperation with the film Wolf Totem patch resources.

not only that, Jusi has reached a more in-depth cooperation with Elkangju and China Post to customize the development of the movie Wolf Totem derivatives. China Post has not only launched a collection of commemorative philatelic products for films, including stamp folds, albums, postage covers, postcard albums and desk calendars, but also innovated the development of star personalized stamps. Feng Shaofeng and Dou Kui are the only artist stars who use portraits on stamps. Elkangju launched Wolf Totem customized portable air purification mask, Wolf Totem customized air purifier.

except for regular derivatives Jusi also joined hands with Kellogg to set up a wolf culture course to spread the spirit of the film. This course will work with business schools and invite outstanding entrepreneurs to give lectures to fully tap the derivative value of the film.

strong > take Disney as a model & nbsp Promote the development of the film entertainment derivative industry / strong >

Jusi Media CEO Li Qing said that using entertainment themes to gather fans, use the platform for communication and interaction, and finally transform the whole process of sales energy, the power of fermentation will be unlimited. This will not only bring new commercial value to the post-derivative of film and television, but also catalyze the cross-domain development and cooperation of film and television. Great changes will take place in the business model of entertainment integrated marketing in the future: grafting Internet e-commerce platform, integrating cross-border resources cooperation, opening up terminal joint sales channels, and finally creating a new field of entertainment marketing and creating a new miracle of film and television derivative brands. Jusi Media is indeed developing in this direction, and the movie Wolf Totem has successfully implemented this point.

Li Qing said, "in the future, our corporate vision will be in the 'IP' direction of integrated entertainment marketing, using Disney as a model to expand the derivative industry and promote the development of 70% and 80% revenue of the domestic industry that has not yet been developed."

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Edit: queenie