Why do happy mahua insist on becoming the "first share of Chinese drama"?
whether it is the film creation itself or the share of box office revenue, Happy Mahua obviously wants to have absolute dominance, and one of the ways to achieve this goal is to enhance the company's cash flow through listing.
original title: why do happy mahua insist on becoming "the first share of Chinese drama"?I have to say that it is just around the corner for Happy Twist distance to become the first share of Chinese drama.
on June 30, Kaixin Mahua, a company listed on the new third board, announced that the company submitted its application for an initial public offering and listing on the gem to the China Securities Regulatory Commission on June 16, 2017. and received the application acceptance notice on June 30, 2017. According to the regulations, after the company applied to the stock transfer system, the transfer of the company's shares will be suspended from July 3, 2017.
on December 29th, 2015, Happy Mahua officially listed the new third board with a valuation of 5.1 billion yuan, which was known as the "first share of the play" on the new third board.
one year after listing the new third board, Kaixin Mahua announced at the beginning of this year that the company was ready to list IPO on the gem and planned to hire CITIC Construction Capital as an IPO to coach the listing.
Why do happy mahua insist on becoming "the first share of Chinese drama"?
secondly, since Happy Mahua announced the sprint IPO, the exchange has registered more than 600 enterprises to accept IPO. If there is no special treatment, even if you apply for listing tutoring, the queuing time for Happy Mahua may be very long, at least one and a half to two years.
coupled with the fact that the CSRC has always been very cautious about the IPO of film and television companies, the "turning board" of Happy Mahua has not been favored.
but happy twist is always happy twist. We can doubt whether it has the ability to last forever, but we can't question its charm of constantly creating surprises.
strong > Why is Happy Mahua, which is mainly engaged in drama business, so fond of listing? / strong >
according to public sources, Beijing Happy Mahua Entertainment and Culture Media Co., Ltd. was formerly Beijing Free element Film and Television Culture Co., Ltd., jointly funded by Zhang Chen, Yu Kai and director Tian Youliang in 2003.
in 2004, New Year's Day, Free element launched the first stage drama "if you want to eat Twist, I'll twist it for you", starring he Jiong and Xie Na. Although the box office was dismal, Zhang Chen and Yu Kai insisted on doing comedy, so the whole team released more than 20 stage dramas, including "Earl of Oolong Mountain", "daydream" and "revolving Carmen".
in 2012, Free element was renamed Happy Mahua; according to public sources, Happy Mahua's main business is the creation, choreography and performance of plays, musicals and children's plays. But in fact, before the birth of the movie Charlotte annoyance, Happy Mahua has been trying other forms of artistic expression, including musicals, online dramas, sketches and so on. From 2012 to 2014, Happy Mahua appeared on the stage of the Spring Festival Gala for four years in a row, performing five sketches.
although the fame is getting bigger and bigger and the business is more and more, Happy Mahua, which is based on drama, still lacks a main business that can really make a profit. strong > Happy Mahua CEO Liu Hongtao once told the media that the film lost in Thailand, which set a box office record of 1.2 billion yuan in 2012, made Happy Mahua feel deeply when it was looking for a transition. / strong >
strictly speaking, lost in Thailand is an in-depth development of IP after the movie "people on an embarrassing Road". Both comedy creation itself and the development and application of IP stimulate Happy Mahua's innate advantage in getting involved in comedy movies. The film Charlotte annoyance is an attempt and a successful transformation. The total box office of 1.442 billion confirms the potential of happy mahua to dabble in comedy films.
it is reported that the production cost of "Charlotte annoyance" is only 21 million yuan, and the publicity cost is only 30 million yuan, but Happy Mahua will eventually share the 1.4 billion box office of "Charlotte annoyance" with Xinli Media.
reporters believe that strong > Happy Mahua teamed up with Xinli Media to invest in the production of the film Charlotte annoyance, and the thorny film production is only an apparent reason. In addition, relieving investment pressure and sharing box office risks are the more important reasons. / strong > and this is perfectly reflected in Happy Mahua's second film, "Donkey gets Water".
Cat's Eye movie materials show that there are four producers of the movie "Donkey gets Water". In addition to the familiar happy twist, Cat's Eye and the film studio, there is also a new company called Beijing Sili Culture Communication Co., Ltd.
Beijing Sili Culture Communication Co., Ltd.
Corporate Information shows that Si Li Culture was founded in June 2014. natural person shareholders include Zhou Shen and Liu Lu, two directors and screenwriters of the movie Donkey Deshui. And, so far, in addition to the movie "Donkey gets Water", Si Li Culture has no other film and television projects.
according to the 2016 box office earnings list of domestic films, the cost of "Donkey gets Water" is only 10 million yuan, the total box office is 173 million yuan, the box office revenue is 47 million yuan, and the profit rate is as high as 476%. In the 2016 annual report of happy mahua, the film, television and derivative income is 28.57 million yuan, that is, happy mahua accounts for at least 60% of the investment in the movie "Donkey gets Water".
frankly speaking, after listing the new third board and raising several rounds of financing, the happy mahua, whose valuation has reached 5 billion yuan, should be satisfied. But at present, it seems that happy mahua is not willing to stay in this market. In the announcement of applying for gem, happy mahua wrote, "make use of the domestic capital market, seize the opportunity, and carry out a new round of great-leap-forward development."
after the release of the movie "Donkey gets Water," Liu Lu, one of the directors, revealed in an interview, "at the beginning, we talked about investment for more than a year, but the control we brought was unacceptable to us. We demanded 100% autonomy in creation. So we took a detour for two years."
from this point of view, strong > whether it is the film creation itself or the share of box office revenue, Happy Mahua obviously wants to have absolute dominance, and one of the ways to achieve this goal is to enhance the company's cash flow through listing. / strong >
Happy Mahua IPO financing Chart
according to the application manuscript, the fund-raising plan of Happy Mahua is 700 million yuan, specifically 150 million yuan will be raised for drama projects. It is proposed to raise 400 million yuan for the film project and 150 million yuan for supplementary working capital. Thus it can be seen that the transformation of strong > film production is the root cause of Happy Mahua's persistence on the road to listing. / strong >
strong > has saved the unhappy happy twist, but can it save the domestic film market? / strong >Dickens opened his masterpiece A Tale of two cities by saying, "this is the best of times and the worst of times." Similarly, this sentence can also be applied to Happy Mahua's entry into the film market.
first of all, the success of the movie Charlotte annoyance confirms the first half of the sentence "this is the best time"; as the first big film to challenge the screen, Charlotte annoyance has many exclusive labels of current success films: IP resources, user base, comedy type and so on.
so far, Happy Mahua has a total of 25 IP plays, every IP except Crazy Stone is created by the company's internal team, and these are the best movie materials. After the success of the film Charlotte annoyance, Happy Mahua officials have said that they hope to put these mature plays IP on the screen in the future. Obviously, for happy mahua, the revenue potential of these IP in the future is huge.
of course, some viewers say that the release of the movie "Donkey gets Water" has proved that the success of "Charlotte annoyance" is the first and an isolated case for happy mahua.
Let's look at the problem in a different way. Although the film "Donkey gets Water" grosses only 173 million at the box office, its investment and production cost is 10 million of the level rarely seen in the film market at present, which makes it the highest-yielding domestic film in 2016. In addition, the Douban score of "Donkey gets Water" is as high as 8.4, compared with the 7.4 of the phenomenal comedy "Charlotte annoyance". It can be said that it has won a certain degree of market recognition for the "newcomer" happy mahua in word of mouth.
one is a high box office work, and the other is a good word-of-mouth. Happy Mahua's two consecutive works have proved the potential strength of his transformation to the big screen.
at present, all the drama works launched by Happy Mahua can be said to be successful. Hundreds of performances of these dramas have accumulated a large audience for Happy Mahua, and also accumulated a certain foundation for the adaptation of films. Especially under the premise of the popularity of IP, the more awareness of an IP can bring more moviegoers.
in fact, in addition to the project IP, another major IP advantage of Happy Mahua is the creative team and contracted actors. For example, Shen Teng and Ma Li, who have signed up since the founding of Happy Mahua, and Allen, Chang Yuan, Chen Haoming, who gradually have a fan base, can be said to have a strong appeal at the box office.
the release of the film Charlotte annoyance in 2015 can be said to be a year of rapid growth in China's film market. In 2015, the total box office of films nationwide reached 44.069 billion yuan, an increase of 48.7 percent over the same period last year, of which domestic films grossed 27.136 billion yuan, accounting for 61.58% of the total box office.
but when the movie "Donkey gets Water" is released in 2016, the whole film market does not seem to be satisfactory. At the beginning of the year, all parties estimated that the box office for the whole year was at least 50 billion yuan, but in the end it was only 45.52 billion yuan, an increase of 4% over the same period last year.
it can be said that the general environment of the film market has also hindered the box office of "Donkey getting Water" reaching the height of "Charlotte annoyance".
judging from the film market in the first half of 2017, 50 billion will still be a small target. And the addition of happy twist will not shorten the height of this stage threshold. More importantly, the strategy of promoting one film a year does not seem to be enough to make Happy Mahua's revenue on movies grow rapidly.
what Happy Mahua can do may be to try to produce more films at the rate of 1-3 plays a year. However, strong > movies are also a relatively high-risk investment, and whether Happy Mahua has the ability to produce more than one film a year still needs to be verified. / strong >
at the same time, for Happy Mahua, if the turnaround listing is successful, then it is far from enough for the company to rely on the original content of more than 20 word-of-mouth dramas to produce corresponding films. strong > while ensuring the high-quality linkage of existing drama and film works, Happy Mahua is bound to create more new content of film works, that is, the new IP, in order to feed the play itself. / strong >
finally, let's return to drama, the main business of Happy Mahua. Liu Hongtao has said publicly more than once, "the stage drama is still the root of happy mahua, and definitely will not give up."
the current situation is that whether it is Happy Mahua with "the first share of Chinese Drama" or a new generation of creators hidden in various small theatres in Beijing, their market is uniformly and intensively packed with theaters in first-tier cities. But the reality is that both the film box office market and the drama ticket market need to continue to sink to second-and third-tier cities in order to seek new growth points.
Edit: mary