"Inception" Top Hot Selling Movie Derivatives Market

Inception, a Hollywood blockbuster that hit the mainland on Sept. 2, grossed $93 million at the box office in just five days. At the same time, the mdash;— gyroscope, which Leonardo used to distinguish between reality and dreams, also became an unexpected hit. A small number of commemorative gyroscopes allocated to cinemas were sold for 12 yuan each and were sold out on the day the film was released. The prices of commemorative gyroscopes sold through private channels range from 130 yuan to 180 yuan, and hundreds of them have been sold in just one week. This situation made the cinema and the film side cry out surprise! This is not the first time that audiences have scrambled for film derivatives in the Chinese film market. Chinese audiences have a great demand for film derivatives, and there is a lot of market space for film derivatives. However, for the vast majority of mainland film companies, this market is still missing.

strong > Gyro is a hot seller and the cinema didn't expect it. / strong >

A gyroscope with low technical content sells for as much as 130 yuan on the Internet, and there are many buyers. This is the message obtained by the reporter searching for ldquo; top & rdquo; on Taobao a few days ago. According to Taobao, there are more than a dozen sellers of ldquo; top & rdquo;, with prices ranging from 130 yuan to 180 yuan. Since the seller with an asking price of 130 yuan was the first to sell the goods online, his online store has sold more than 300 gyroscopes with sales of nearly 40,000 yuan in less than a week.

On the other hand, the reporter learned from UME Huaxing and other cinemas in Beijing that a small number of gyroscopes were sold in cinemas at a price of only 12 yuan, but they were sold out on the day of the release of Inception. & ldquo; from the film to the cinema, everyone thinks that the top is just a prop in the movie. Publicity far outweighs commercial value, so no one treats it as a movie derivative. Liu Hui, manager of rdquo; Huaxing Cinema, told reporters that at first the cinema took more than 30 tops from the film side, hoping that the sale in the cinema would play a better publicity role, & ldquo; really didn't expect it to make money, so the price was set at 12 yuan. & rdquo; these gyroscopes were snapped up on the day of the film's release, which caught cinemas by surprise. Now & ldquo; Dream Top & rdquo; is so popular online that it's too late for cinemas to restock. Liu Hui said that even if the order is placed now, when the gyro production is completed and then sent to the cinema through several links, it is estimated that the film will be released.

strong > Hollywood movies do not show merchandise first / strong >

Hollywood has a lot of experience in opening up the film derivatives market. & ldquo; Dream stealing Top & the unexpected popularity of rdquo; in the mainland is only a small miscalculation. On the other hand, & ldquo; Dream Top & the reason why rdquo; can be hot on the Internet, & ldquo; things are rare and precious & rdquo; is also an important reason. If the film puts this kind of gyroscope on a large scale in the mainland market, such hot speculation will not occur. In fact, in Hollywood, where the film industry is developed, the revenue of film derivatives can be as high as 73% of the total revenue of the film, which is much higher than that of the film itself. Many studios have already made plans for the production and marketing of derivatives before the film starts filming to ensure that derivatives can be released at the same time or even earlier than the release time of the film, and strive for enough market space.

of all the Hollywood commercial blockbusters, Transformers is undoubtedly the most successful derivatives film. This statement is not entirely correct, in fact, the "Transformers" movie itself is counted as a toy & ldquo; Transformers & rdquo; derivatives. At the 1983 Tokyo Toy Fair, Transformers were launched by Hasbro Toys of the United States and ldquo; & rdquo;, a Japanese company. & ldquo; Hasbro & rdquo; adheres to its business model of having toys before cartoons and officially released the first episode of Transformers cartoons in early 1984 shortly after the launch of the toys. For more than 20 years, Transformers toys have become so popular around the world that Hollywood's Paramount has released the Transformers movie directed by Michael & middot; Bay. After the release of the movie, Transformers toys became popular again, with an old version of ldquo; Hornet & rdquo; being speculated to 10, 000 yuan, while the new version of the top bumblebee sold for 1099 yuan in the mainland. Movies and toys have become one here in Transformers, and it doesn't matter who is whose derivative.

strong > domestic movie commodities sell well / strong >

compared with the prosperity of Hollywood film derivatives market, the income of related film derivatives is pitifully small in the Chinese film market, which is still in the period of development. Data from studios and cinemas show that 90% to 95% of domestic film revenue comes from box office and product placement. In recent years, very few mainland films have been able to perform in the derivatives market. At that time, the producer of "Wuji" announced that it wanted to enter the market of film derivatives such as online games, books, musicals, cartoons and theme parks, but as a result, many of them only stayed at the imagined level, without the following. Generally speaking, mainland films are inexperienced in the derivatives market and their success depends on luck. Most of the people who can make a profit in the derivatives market are related to animation, with children and teenagers as the main moviegoers, such as "Yangtze River 7", "Pleasant Goat and Grey Big Wolf".

the case of Pleasant Goat is slightly similar to that of Transformers, which became popular on TV before landing on the big screen. Due to the popularity of TV cartoons, when Pleasant Goat and Big Wolf was released, its related derivatives, such as Pleasant Goat, lazy Sheep, Grey Wolf and other dolls, had already occupied the market first. According to cinema staff, "Pleasant Goat" has a lot of experience and talked with the cinema line about the supply and sale of derivatives long before the film was released. After the release of the film, these derivatives are very popular with small audiences, but because of the full communication in the early stage, they are rarely out of stock.

by contrast, the "Yangtze River 7" film side of the prediction of the derivatives market is very insufficient. Before the film's release, the film's director Stephen Chow was not very confident that his animated figure, ldquo; Seven & rdquo;, would be popular. At the premiere, Stephen Chow specifically asked the audience if they would like the seven dolls. After the release of "Yangtze River No. 7", Qizai was very popular, and many viewers looked everywhere to find Qizai dolls for sale. The authentic dolls commissioned by the film arrived late about a week after the film was released, and the number was insufficient, causing the Beijing market to run out of stock for nearly half a month, ceding market share to pirates. It is said that at that time, the vendor selling Qi Tsai even put the stall in front of the China Film Group, the film side of "Yangtze River No. 7", making many film staff feel ironic. Stephen Chow could not help speaking out, hoping that everyone would respect the copyright of the creator's knowledge. According to industry insiders, pirated Qizai has lost at least 10 million in related income to "Yangtze River 7".