Reading Group Luo Li: In addition to popular dramas, IP adapted animated films have been launched

The secondary industry has begun to rise, but it has not yet formed industry barriers and real leading enterprises. Novels such as fantasy, fantasy, otherworld, and hot-blooded, which account for half of online literature, naturally match the secondary attribute and are suitable for animation. Form to express.

The Reading Group, which has integrated Tencent Literature and the original Shanda Literature resources to become a leader in the domestic online literature field, has actually become the largest animation producer in China.

At a time when the development of the entire industry chain of pan-entertainment is prevalent and IP has become a scarce resource sought after by the market, as the largest source of IP in China, Reading Group will naturally not be satisfied with the business model of selling IP copyright.

From advocating "universal reading" to proposing the "IP co-operating partner" model, Reading has been trying to participate more deeply in IP development, gain greater voice in the industrial chain, and continue the life of its core resource IP. Cycle and development value.

Luo Li, vice president of Reading Group, said in an exclusive interview with reporters recently: "All our animation plans must be built around the IP development plan of the entire industry chain. Therefore, reading will not be a purely secondary industry, which is what distinguishes us from many secondary companies. Animation is actually a good marketing link in the development of the entire industry chain. We don't expect to make money from the animation business, but more value the function of animation in filling the gap in the IP development cycle and providing pre-marketing for subsequent products."

2016 is the second year that Reading has launched its animation business. Seven animations have been produced, and 12 to 15 animations are expected to be released in 2017. However, reading text launched its animation strategy not to become a second-dimensional company.

The launch of the animation business is undoubtedly the easiest step for Reading Group in the transformation from a pure IP copyright vendor to a developer of the entire IP pan-entertainment industry chain. The secondary industry has begun to rise, but it has not yet formed industry barriers. Real leading enterprises, fantasy, otherworld, hot-blooded and other types of novels that occupy half of online literature, naturally match the secondary attributes and are suitable for expression in the form of animation.

1. Animation strategy: Whether you make money is secondary. The key lies in IP marketing

. In 2015, Reading Group officially established the animation business department. The first self-made animation was "Chitian Ji", which was also the first full-industry chain development of Reading. IP. However, the animation business department that reads the text does not have production staff, but is oriented towards production planning. There are four producers in the department, who are responsible for planning, directing, screenwriting, process control and other tasks, and the specific production is handed over to an external animation production company.

This asset-light outsourcing model allows Readers to produce more animations in a short period of time with the least manpower investment. In 2016, Readers Group has produced 7 animations and will continue to increase production in the future. In addition to the drama, the project of IP adaptation of animated films has also started this year, and is currently in early planning.

However, to maintain high yields, the biggest problem lies in downstream production capacity. Reading does not have its own production staff, and its production capacity depends on external production teams. However, the current status quo in the industry is that more and more copyright parties are beginning to adapt animations, and the domestic companies that are truly capable of producing a complete animation have actually been fully booked. Full. Moreover, animation companies that used to focus on taking orders have developed to a certain stage and have also begun to make original animations, reducing the number of outsourcing orders, resulting in the production team being in short supply.

"Even in Japan and South Korea, there are not as many teams as everyone thinks. The entire animation market in Japan is shrinking, not only in terms of content, but also in terms of talent. So how to solve this production capacity is the biggest challenge we face." Luo Li, vice president of Reading Group, told reporters.

In fact, reading is currently not willing to hand over IP to Japanese companies to make animations. Wang Yun, deputy general manager of copyright development at Reading Group, told reporters: "A Japanese company approached us a long time ago, hoping to adapt our works. But we don't want to make it in a special Japanese style now. Many of our novels are set in China, so in terms of details, such as streets, decorations, etc., we still hope to restore the China style. Although many secondary audiences grew up watching Japanese anime, we still hope to get everyone accustomed to the 'de-Japanization' style of adapting domestic IP, and then gradually form their own style of reading texts."

In order to solve the production capacity problem, Yuewen has invested in Shanghai Fuxu Film and Television Culture Investment Co., Ltd., which once produced the animation "Happy Town". Luo Li said: "We have contacted many companies and hope to reach stable cooperation with them through investment or other means to ensure production capacity. Next year's challenges will be greater, because the demand of the industry has suddenly increased, but talents have not yet been cultivated. If this problem cannot be solved, next year's output may only be maintained. But in the long run, if there is such a large demand in this industry and the benefits and social status of employees are improving, then more and more people will be willing to enter this industry."

For this fledgling animation business, reading is not shy of investing. 50 million yuan has been invested in the animation of "Chosen Heaven", while about 100 million yuan will be invested in the blockbuster IP "Full-time Expert" animation, which will be launched next year, to launch 5 to 6 seasons of animation. However, at present, the animation drama itself is difficult to monetize, and launching animation will not bring any profits to the company.

Luo Li said in this regard: "We actually don't want to make money from cartoons, unless the market for cartoons can be expanded several times, and the people who actually watch animations and the people who watch online dramas can be tolerant of or close to each other. But animation is very effective in filling schedules, incubating IP, or marketing IP throughout the industry chain."

A movie with a high cost usually takes 3 to 5 years to prepare and shoot, while a TV series also takes 2 to 3 years. It will take some time from the completion of filming to the actual broadcast. Therefore, when an IP enters the agenda of the entire industry chain development, there will often be a gap of more than a year between the beginning of planning and the release of the film and television drama.

"For IP, having a one-year gap is actually unacceptable. It must be kept topical, but it cannot always use filming tidbits to create topics. The animation production cycle is generally one year, which just fills this gap. From this perspective, although it cannot bring any cash flow, making animation is actually very cost-effective. Nowadays, the publicity and distribution of a TV series or movie costs tens of millions to hundreds of millions of dollars, but it is cheaper to make animations." Luo Li said.

It is precisely based on this logic that the IP used for reading and adapting animations must also be suitable for adapting real-life dramas. If it is only suitable for adapting animations, it will not be developed.

2. Challenges exist rules: In order to gain more initiative in IP development

as the source of IP, the Reading Group values the vitality and value of its own IP itself more than other downstream companies in the industry chain that purchase copyright. There is actually another reason for launching the animation business-to have the initiative in IP development.

Before the structure matured, the film and television development licenses for some of the super IPs of the Reading Group were sold. Take "Full-time Expert" as an example. Currently, only the animation development rights of this IP are still in the hands of readers. "We hope that at least animation can continue" Full-time Expert ", because I don't know what the TV series will turn out to be, so at least one end will be guaranteed to satisfy fans." Luo Li said.

At least for fans of the original work, what they are most concerned about is the quality of adaptations of the film and television series. The heavier the IP, the easier it is to arouse fans 'dissatisfaction. In Luo Li's view, problems in the adaptation mainly involve two aspects. The first is the review issue. In order to pass the review, compromises are often needed, which can easily damage the world view and plot of the original work, but this is not the main reason.

"During the entire circulation process, when the original IP party is absent, the IP drama can easily cause adaptation problems. Because the current era is just in the transition process from traditional film and television drama production to the new Internet era film and television drama, the value of traditional film and television drama production editing is also reflected in the revision of the original work, and he will add a lot of his own understanding. But now this era is an era of public opinion. All film and television dramas are actually called cultural commodities, and commodities have a standardized production model. Since it is an IP adaptation and involves fan economy, in fact, the original author or the original authorizer is the one who decides how to tell the story." Luo Li said.

According to the previous model, once the copyright is sold, the reading group can easily lose its right to speak on IP adaptation. Wang Yun, deputy general manager of copyright development at Reading Group, also told reporters,"If we just sell the copyright, it will be difficult to put forward any opinions on the adapted work. Even if we work with external animation production companies now, there are still many aspects to be worked in, because especially those mature animation production companies, they often have their own styles and aesthetics and adhere to their own concepts."

All in all, the Reading Group hopes to challenge the original rules and have a greater say in IP adaptation and even other developments. Based on this demand, the Reading Group proposed the "IP co-operating partner" system.

"It used to be that we couldn't do anything when selling IP, but now we need to have the right to speak. As partners, we have to participate in the entire process exactly. Internet literature has only a history of more than ten years. It is still an emerging industry, and the current adaptation direction is still in a transitional period between traditional and new. Therefore, we have established the IP partner system to maximize the value of IP." Luo Li said.

3. IP partners: Changing the traditional outsourcing cooperation model

has been less than three months since the "IP co-operating partner" was proposed in June this year. Although no specific products have emerged yet, many projects are already in the process of being established.

If the cooperation between producers and distributors in the past is more like an outsourced cooperation, then the partnership system that Reader wants to create is based on physical projects and values the capabilities of both parties in the entire linkage. Both parties participate in the entire link together, rather than one upstream and one downstream.

In March this year, Reading Group and Light established a joint venture to develop the IP of "Stars Change" by platinum writer "I Eat Tomatoes". The basic framework of the script has been completed, but the entire project is still in the early stages. "Light's strength is movies, so let's start with movies. The TV series of "Stars Change" will definitely be developed in the future, but it's just because the company has just been established and everything has not yet been finalized." Luo Li said.

After the establishment of the company, the income generated is no longer distributed in the form of previous film producers, distributors, and theaters. As shareholders of the joint venture company, the participating parties will distribute the final income based on their equity relationship. In Luo Li's view, corporate operation is a mature system. Compared with the project system, it will be more open and transparent to all parties, has less risks than the project system, and can better ensure the interests of all parties.

In addition to film and television drama companies, Reading also hopes that more game companies will join the partnership system. Luo Li said: "We are already discussing cooperation with the game company, and it is still in the confidential stage. In fact, the ones who are most interested in our IP are game companies. Film and television companies may still be in the process of transition from the traditional era to the Internet era. They may think that IP is good, but it will not be so bad without IP, so they will not pay. Make sure you get an IP. This is different from a game company. The game company knows very well that it may be done once it gets the IP, but if it can't get it, it will close its doors, so it is more willing to pay a lot to get an IP."

However, developing games is already a way to monetize IP, rather than further development of IP. Therefore, the Reading Group is currently mainly seeking cooperation with film and television drama companies to launch more film and television and animation products. While cooperating with game companies is mainly to reserve more game development cycles to avoid the situation of making skin games in a hurry because early intervention is not timely.

Editor: yvonne