Interview with Perfect World Film and Television Integrity: Adhere to the Film and Television Quality Line and Improve the IP Incubation Chain

IP strategy is the core of a series of measures. It has upstream and downstream resources in the industrial chain, and incubating IP has been placed in a very important position by Perfect World Film and Television.

Original title: Interview with Perfect World Film and Television Integrity: Pay attention to young people, but the market for middle-aged and elderly people is still huge

. After officially returning to the domestic A-share market last year, the layout of Perfect World in the pan-entertainment, especially the film and television section, is also accelerating.

Yesterday, Perfect World Film and Television officially released 38 pieces of high-quality content for 2017, including "The Double Pride of the Year","The Legend of Lu Xiaofeng","The New Biography of Chu Liuxiang","The Third Season of the Divine Dog Xiao Qi", etc. According to the introduction of Perfect World Film and Television, while the above content was implemented, the company's seven business matrices, namely, boutique content, theater studios, artist brokerage, variety entertainment, movie and game linkage, international business and investment, were also officially formed.

It is worth mentioning that according to Perfect World's 2016 financial report, Perfect World's film and television business segment revenue in 2016 was 1.455 billion yuan, of which the TV drama segment revenue was 1.102 billion yuan, accounting for 75.74% of the total film and television segment revenue. This also means that there is still much room for improvement in other businesses in the film and television sections such as movies.

This is also the area where Perfect World Film and Television will focus on this year. Integrity, Chairman and CEO of Perfect World Films, said in an exclusive interview that from the previous films of "Very Perfect" and "33 Days of Lovelorn Love", Perfect World Films will still adhere to the high-quality line; at the same time, it will also focus on the linkage of movies and games, internationalization, cinemas and other upstream and downstream resources owned by the Perfect World. Try some new ways to play.

Among them, the IP strategy is the core of a series of initiatives. But the difference is that compared with the crazy pursuit of external IP by many similar companies before, Integrity believes that the IP of the perfect world has become very different. "Take the Perfect World itself as an example. In fact, the Perfect World was first a game. We later found the author to make a fantasy martial arts novel." It has resources in the upstream and downstream of the industrial chain and incubating IP has been placed by Perfect World Film and Television. important position.

Integrity said frankly that after improving the IP incubation chain, now that an external IP comes over and offers 123 million yuan, it may already require courage to make a decision.

However, this incubation model itself places more stringent requirements on enterprises, especially improving upstream and downstream resources and reserving talents, which is not an easy task.

In order to improve this layout, last year, Perfect World Film and Television first reached a cooperation with Universal Pictures, one of the six major Hollywood film companies, to participate in its 50 film works over the next five years and enjoy the global revenue distribution of the works; then acquired Jindian Theater and Cinema City, claiming that it would create a "pan-entertainment space" around the theater; in March this year, Perfect World Film and Television invested another 500 million yuan in Jiaxing Media founded by Yang Mi, completing a youthful layout.

At the same time, around artist management, director incubation, etc., Perfect World Film and Television has also begun to make achievements.

The above series of actions are all aimed at making the industrial chain layout of Perfect World Film and Television more comprehensive. In the past, pan-entertainment companies relied solely on a certain business or a few movies, which also meant higher risks; as the company continues to grow, it is necessary to reduce this part of the system risk to make the company more stable.

At the same time, while improving the industrial chain, diversification is another repeatedly mentioned term of integrity. This is particularly prominent in the layout of Perfect World Film and Television for young people.

Integrity told reporters that traditional dramas are often filmed for traditional audiences over the age of 40, and the tastes of young people are very different. Only young people understand young people. Therefore, Perfect World Film and Television focuses on professional talents born in the 1980s and 1990s."Including the online drama like we want to do" God Dog Xiao Qi ", the team we hire must be a very young team, because this attribute itself is aimed at young people."

However, integrity also has its own concerns. Although rejuvenation is a general trend, it is an incremental market after all. Perfect World Film and Television has still had obvious advantages in the field of TV dramas in the past. How to achieve a balance between the two aspects will be a big challenge.

"Middle-aged and elderly people are very important." Integrity believes that he has always insisted that the market for middle-aged and elderly people is huge. Although young people are the main force of consumption and accept many things, they are too diversified. When it is so diverse, it often means that it is very difficult to get a piece of the pie.

The more stable and highly consuming audience market for the middle-aged and elderly is still full of business opportunities.

The following is a summary of the interview.

How do you view the company's layout changes this year?

Q: The revenue growth of the Perfect World film and television section reached 28.85% last year, but most of it came from the contribution of TV series. Will the proportion of movies and variety shows increase this year? Especially in movies, how are you going to lay out the perfect world?

A: Last year was the year when we listed on China's A-shares, so we need stability.

The first piece of content, our strategy in the TV drama industry is to play slowly and create high-quality products; movies also require excellence, so content is our pillar.

The second piece is to acquire theaters. At the same time, we have a small wish, hoping to do something different, hoping to combine games with movies and entertainment.

The third piece is actually the linkage between movies and games. In the future, there will be several major TV series, and some games will come out and interact, including some works that are about to be launched soon.

The fourth piece is artist brokerage. Because it is a very stable resource, several of our major studios have artist brokerage business.

Fifth, internationalization. As the first company in China to directly sign a long-term cooperation agreement with one of the six major Hollywood film companies, Perfect World will participate in no less than 50 films produced by Universal Pictures in the next five years through a film and television investment fund., enjoy the global revenue distribution of the film. The hot "New Mummy" is one of the works on this cooperation list.

The sixth investment. We have invested in Jiaxing before. After investing, our cooperation may be more adequate or more flexible in the future. So I hope that these businesses will develop and support each other.

"Forward" and "Reverse" of IP Q

: Compared with the IP strategies talked about by colleagues, what is the difference between the IP strategy of a perfect world?

A: Most people think of IP because this novel has many readers, and many times we can create IP. The Perfect World was first a game, and later the author was found to make a fantasy martial arts novel. In addition, the successful "God Dog Xiao Qi" is a story about dogs. It has been broadcast for two seasons and has countless fans. This is a very great brand, so this is an IP. Children like dogs, adults prefer dogs, and even expand to the concept of big pets. So how to combine the IP of the divine dog Xiaoqi to create it, we have derivatives being worked on. We have also tried musicals, mainly for children. This year, we may have to produce a stage drama "The God Dog Little Seven". We will ask the author to write an online novel. It will be made into a movie, there will be derivatives, and there may be online dramas in the future. So this is the IP around us. Every step is not easy, and every new field you take is a brand new attempt that requires professional talents to complete.

Youthful transformation

Q: Are there any special targeted strategies for these young people?

A: The new generation of young people in China is dominated by personality. They have different groups. I personally think that dividing the group is very important. Young people must pay attention, so we need to know the tastes of young people. We have been trying in this regard. Since I came here, I have actually paid close attention to professional talents born in the 1980s and 1990s, whether they are directors or screenwriters, including doing the online drama "God Dog Little Seven", the team invited must be a very young team, because this attribute itself is aimed at young people. In addition, I also talked about how great online dramas like "Soul Ferry" are. This is iQiyi's first homemade drama. It has been produced for three seasons and is all popular among young people. We can't just learn by ourselves, we have to learn from others.

Q: Does this mean that Perfect World Film and Television will be rejuvenated on a large scale?

A: Every company has something particularly good that it makes. There are some good things that cannot be discarded. We can't just say that young people are good now, so we can't give up all the original things and become young people's. What we are doing now is incremental growth. This area requires new talents and new partners. For example, Jiaxing Media is doing it for young people. At the same time, the best things will continue to be done. I think middle-aged and elderly people are very important. The elderly are a big market. We have photographed very good themes for middle-aged and elderly people, and we will continue to shoot because it can move this group.

How to promote globalization through Universal Pictures?

Q: Regarding Universal Pictures, are there any further measures for cooperation next?

A: At Universal Pictures, what is currently being discussed include film remakes, cooperation, etc. But in fact, we need to magnify things a little bit, be able to cooperate with the top talents in the United States and learn from them to do what we do in China, which is a big part of the future. I hope to make good use of the core, because the United States also had many different resources before.

In addition, cooperation itself requires bridges. It is not that Americans are unwilling to cooperate with China. When discussing cooperation with Universal Pictures, many China talked about it. They hoped to have deeper strategic considerations. China is such a big market, and a large market exceeds that of the United States every minute. After learning about it, they all said they would come to China. But who to work with is a problem.

I think the perfect world has international blood. We hope to amplify our things and do something that others cannot do. To extend it a little, I definitely hope to have more cooperation, not simply doing my own

things. The progress between Perfect World and Universal Pictures is very smooth.

Editor: jessica