Derivative entertainment flocks to the market: "Transformers 5" uses the periphery to make money

Transformers may be one of the IPs that best embodies the value of derivatives. After 1988, Transformers toys were sold out several times across the country. According to incomplete statistics, from the 1980s to the present, Hasbro has earned nearly 5 billion yuan in China through peripheral products such as Transformers toys and posters.

There are still 10 days left before "Transformers 5" will be released in the mainland, and what the film company calls "Transformers Time" has officially begun. On June 9, Shiguang held the "Transformers Fashion Ceremony" in Beijing, which was supported by Hasbro, the former owner of Transformers.

According to the latest trailer,"Transformers 5: The Last Knight" will review the long history of humans and Transformers. Close to this plot, this event also has the theme of "Transformers 'Past, Present and Future". However, it cares more about the history of Transformers toys, or derivatives.

Transformers robot

Transformers may be one of the IPs that best reflect the value of derivatives. Its popularity in China began in the 1980s, but it is hard to say that its popularity originated from the "Autobots! Transform! Let's go!" The cartoons still originate from toys that move and transform. In fact, the cartoon itself, which can be called a childhood memory, is an advertising cartoon launched by Hasbro and Sunbow Productions. Driven by it, after 1988, Transformers toys were sold out several times across the country. According to incomplete statistics, from the 1980s to the present, Hasbro has earned nearly 5 billion yuan in China through peripheral products such as Transformers toys and posters.

After that, in order to cooperate with product line development, Hasbro continuously launched animated films, which also achieved worldwide success. Although toys have been criticized for "repainting" and animation content has been accused of being low-quality, sales are still considerable every time a new toy is launched.

In 2007, Michael Bay's live-action film "Transformers" was released, earning US$360 million at the box office worldwide. The toys in the film were also launched simultaneously in Japan and the United States. To attract an adult audience, designer TAKARATOMY also launched the "Transformers MusicLabel" music equipment, including the Optimus Prime image of an iPod slightly and MP3 headphones. At present, in addition to toys, the Transformers series also authorizes the development of various derivative products such as video games and fashion.

Transformers MP3 player

This is what Shiguang has wanted to do since 2015, when the website known as China IMDb was still looking for a suitable profit model. In May 2016, Shiguang launched its derivative brand "Shadow Time" and won the exclusive copyright of "Warcraft" movie derivatives. In July, Shiguang. com was acquired by Wanda Cinema. Zeng Maojun, president of Wanda Theater Line at that time, said that before the movie was released, these "Warcraft" derivatives brought 100 million yuan in revenue to Mtime. com,"This allowed the domestic market to see the amazing potential of movie derivatives for the first time."

However, this potential is still concentrated in overseas films. After "Warcraft", Shiguang also participated in the development of derivatives of the "Great Wall" movie. Although many buyers commented that the product design was quite good, its sales were far inferior to the "Warcraft" series.

One of the derivatives of "Great Wall"

is also an important factor in Shiguang's turn to the development of "foreign super IP implementation plan". Everyone can see the huge potential contained in the film derivatives market, but they have to admit that domestic film IP is not enough to support this market.

However, the inability to participate in core IP development also means the loss of some autonomy. It is understood that 95% of the derivatives sold by Shiguang currently come from major manufacturers rather than independently produced. In other words, Shiguang's derivatives plan is more an e-commerce platform.

Therefore, Shiguang's derivatives business will face competition from other e-commerce platforms. When "Transformers 4" was released, Hasbro's Taobao flagship store sold about 200 toys a day. In the first week of the film's release, the Taobao search index for "Transformers 4" rose 220.2% month-on-month. Currently, Hasbro's official flagship store in Tmall is also launching a round of sales activities through the film.

One of the "Transformers" derivatives

So, can Transformers derivatives replicate the success of "Warcraft"? Shiguang's success in Warcraft derivatives benefits from the exclusive licensing of all categories of "Warcraft" movie derivatives obtained from Legend. The authorization obtained from Hasbro this time focuses more on the introduction and exclusive design of several types of products. At the Fashion Ceremony, the Transformers products promoted by Shiguang. com were two battery packs and an Optimus Prime headset stereo. After the event, the audience can also receive a Transformers baseball cap produced by "Shadow Time".

Obviously, the imagination of derivatives in the China market is still at a practical stage, but without having IP, even if these products have a good sense of design, they will not be too competitive. In the United States, or for Hasbro, the purchase of toys and models by children and hardcore players is the main source of revenue for the Transformers series.

At present, a total of 236 Transformers products are available on the market in Time Mall, and a total of 22 toys are provided by Hasbro, of which the 999 yuan combo King Kong has been sold out.

However, what Shiguang may value more is Wanda Cinema's offline sales part and its complement to the entire film marketing process. Hou Kaiwen said in an interview,"In the end, fans still have to go to the theater to watch movies. It provides us with an online platform to open up online and offline; in terms of film promotion, film companies will also be willing to cooperate more."

In their words, this is an "industrial chain-style solution"-two years after the merger was completed, Shiguang. com has begun to get used to Wanda's term of "industrial chain" and has gradually become a link for Wanda to obtain "non-box office revenue."

Editor: Mary