This year, the feelings of Japanese comics fans can actually exchange 500 million yuan in box office, so what about next year?

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To sum up the above two points, the Japanese films introduced in China this year are mainly Japanese comic theater versions that already have a fixed fan base. The box office performance of 500 million to 600 million yuan also proves the correctness of this approach. This model will definitely continue next year. Compared with the total box office volume of Japanese films introduced in China in previous years, which only reached tens of millions, this year's achievement can be said to be a great leap forward. It seems that the introduction of Japanese films has found the right path, and there will be a prosperous situation in the future...

compared with the box office of only tens of millions of Japanese films introduced in previous years, this year's box office results can be described as a great leap forward. It seems that the introduction of Japanese films has found the right way, and the situation will be prosperous next. However, can everything really go on like this?

all the Japanese films introduced to the Chinese market this year have appeared except for the theatrical version of Detective Conan-basically confirmed to be the 10 films in the table below. These 10 Japanese films have already generated nearly 400 million yuan at the domestic box office, coupled with the release of "the Golden City of the King of the Thief" and the newly scheduled No. 1 Japanese box office this year, "your name". It should not be difficult to break 500 million or even more than 600 million.

compared with only tens of millions of Japanese films introduced in previous years, this year's achievement can be described as a great leap forward. It seems that the introduction of Japanese films has found the right way, and the situation will be prosperous next. However, can everything really go on like this?

fans of Japanese films have won a preliminary victory in China

Let's take a look at the details of these 10 Japanese films introduced this year:

in Japan, "Naruto", "Doraemon", "Crayon Xiaoxin" these national animation IP is a theater version of the rhythm every year. However, from the extremely mature animation production line completed on the Japanese animation theater version, it is difficult to maintain a stable level.

for example, the box office of Conan Theatre version, which has been introduced to China several times in a row, has gone up all the way, but it is still hard to avoid strong complaints from Chinese and Japanese audiences, mainly because the quality of the theatre version has gone from bad to worse after the supervision has been replaced by Shizuano Kongwen. So that every year there are events in which Japanese Conan fans ask for a change of supervision. However, this year's much-criticized Conan Theatre version still earned its highest box office in 20 years.

the theatrical version of "Crayon Xiaoxin" has made 24 films, no matter whether it is well done or not, the box office has been maintained at 1 billion-2 billion yen. The 2015 "Crayon Xiaoxin: my moving Story ~ Cactus attack ~" grossed 2.3 billion yuan at the box office, which is the only theatrical version that has exceeded 2 billion yen at the box office.

"Saint Seiya: the Legend of the Holy Land" has been described by audiences as the ugliest theatrical version in history, grossing only 200 million yen at the box office in Japan. In fact, this theatrical version is designed to tie in with the new Saint toys of Wandai.

whether it is to match IP derivatives or to circle money, the Riman Theater version, which is launched at a fixed time every year, has cultivated a fixed audience. As bad as it is, Japanese fans will still go to the cinema, and the sudden influx of authentic Japanese movies from China has met the long-standing wish of Chinese fans to "when will they be able to watch the theater version in the cinema".

although the other three films are not Japanese anime IP, they all have their own selling points: "the bottom Spice Girl" was earlier pirated into the country, and the inspirational plot was sought after by a large number of young netizens after it was broadcast on the Internet; "parasitic Beast" is adapted from well-known cartoons and belongs to 18 banned animated movies. "your name" is the hottest Japanese animated movie this year.

2. The time interval for introduction is getting shorter and shorter, which should be regarded as a good phenomenon.

the 10 Japanese films introduced this year, the first seven were released in Japan from 2014 to 2015, while the last three were released only this year. The price of a batch of films will be affected by several factors: the longer the release time, the cheaper the copyright of the film; the quality of the film, although "Crayon Xiaoxin" and "your name" are both released this year, but it is obvious that the copyright fee of the latter will be much higher. The Weibo account with "your name" has been forwarded 96000 times on the official WeChat account alone.

summed up the above two points, the Japanese films introduced this year are mainly Japanese theaters with a fixed fan base. The results of 500 million to 600 million yuan at the box office also prove the correctness of this practice, and this model will certainly continue next year. The next question is that this is the first year of the introduction of Nissan movies, and the audience is excited, but after the excitement, how can domestic film purchasing companies ensure that more fans will come into cinemas to watch these movies next year?

from piracy to genuine version, what audiences really need is happiness

although Japanese animated films have been introduced before, the negligible domestic box office makes these animated films unable to cause waves in the film market. On the other hand, the growing Chinese audience is also used to downloading pirated resources on the Internet for more than a decade.

Leeco has introduced all the animations of Xinhaicheng, in which Yan Ye Zhiting has been shown synchronously with Japan, Taiwan and Hong Kong on the same day. From now on, although the animated film is only 46 minutes long, the cost of introduction is not too high, but Letv is ahead of other video websites on the way to introduce authentic Riman movies.

however, on the day of its release, the 1080p HD version of Mystery Link appeared on the Internet, while Letv introduced 720p at that time. In addition, according to netizens on the post bar, there is still a certain gap in the quality of the subtitles provided by Leeco's "Yan Ye Zhiting" compared with the subtitles of pirated resources, and piracy also provides three kinds of embedded subtitles in Chinese, Japanese and English.

so, although Leeco charged a fee of only 5 yuan for 48 hours (the official iTunes 720p version provided by Yan Ye Ting is 2500 yen), a large number of Japanese cartoon fans were still reluctant to go to Leeco. Animation fans do not pay attention to the genuine version, coupled with a better effect of piracy at the same time, the final result is not difficult to imagine.

if this incident happened in 2016, it is believed that the simultaneous release of "Ye Zhi Ting" on Leeco will attract much more attention from animation enthusiasts. After all, the treatment of genuine copies is much better from the perspective of copyright owners and users. So for today's animation users, the reason for the existence of genuine copies, in addition to having a certain awareness of copyright, what other reasons should there be?

from the public's general understanding of piracy, the reason why animation fans choose piracy is that genuine copies have to be paid, while piracy is free. In fact, the real reason is that you can't get more pleasure from watching genuine copies than from watching pirated copies.

the subtitle group can always bring all kinds of surprises

the advantage of pirated resources is: first of all, when the new news is broadcast on Japanese television in the middle of the night, Chinese pirated websites can upload seeds loaded with Chinese subtitles; secondly, the subtitle group is more professional, and some "loving" subtitle groups even directly replace the important Japanese newspapers and books in the film with Chinese. There are 720p, 1080p different definition and MKV, RMVB and other different file formats of multiple versions of your choice. Which authentic company can do such a considerate service?

give an obvious example. In the past two years, major video websites have bought a large number of Japanese Xinfan, and the non-exclusive broadcasts of Tokyo TV have been updated synchronously on all four video platforms in China at the same time. However, the authentic Xinfan provided by the four TV stations, some advertisements at the beginning of the film, some video fluency is not enough, some video clarity is not enough, some on-screen comments are poor, and the audience who chooses the authentic version can only choose the taller one among the shorter ones. Coupled with the occasional "Dark Shepherd" and "Holy Light" (coding), many viewers still prefer to find uncorrected resources on the Internet.

in the final analysis, genuine copies can provide the services that genuine copies should have, and it is easy to convince the vast majority of potential audiences to support genuine copies. If watching the movie can provide animation fans with a corresponding viewing atmosphere, even if there has been piracy on the Internet, there will still be more animation fans to buy tickets to support their feelings.

when Warcraft was released in China, due to the blessing of Wanda and Tencent, it did a very good job in film promotion and viewing services, not only holding a number of cinema activities and creating a characteristic cinema hall, the audience also spontaneously wore Warcraft-related costumes to the cinema. Although it is also a film that sells feelings, it is far more promotional and promotional than the 10 Japanese films introduced into China this year.

some people will attribute the introduction of many Japanese anime films this year to the popularity of Doraemon: accompany me in China last year. However, after careful consideration, the situation is not that simple.

in fact, except for the Biography of Naruto, which was shown in the early days of its release, released a Chinese version of the trailer, and promoted it with Tencent's authentic authorized mobile games, almost none of the other nine films have been properly publicized. Doraemon: the birth of Japan of the New Nobita, which was only scheduled for release in China in mid-June, was not scheduled for release until a week before its release on July 22.

it's not just Doraemon: the birth of the New Nobita in Japan, including parasitic Beast, Cherry Meatball: teenager from Italy, Dragon Ball Z: resurrected F and Crayon Xiaoxin: the Great assault of the Dream World. Although the news of the introduction was confirmed two or three months in advance, it was not scheduled until no more than two weeks before its release. In such a short period of time, it is difficult to do a good job in film marketing. Apart from seeing their PV in cinemas, we have hardly seen the marketing of these animated films anywhere else.

the film quality of Doraemon: accompany me and the large-scale marketing in China affect moviegoers not only Doraemon fans, but also the general public, which is not comparable to these Japanese films this year.

low-key introduction and hasty filing, these two factors will make it possible for only die-hard fans of animation to learn about the release of the film through the Internet and spread among a small circle of fans. it is difficult for non-loyal fans to follow the release of these films, so the audience level of the film is limited.

as for the fact that the introducer has not carried out a certain scale of publicity, we can think that it may be too late, or we can also think that this is the first time that IP has been introduced into the big screen in China, and the box office that can be harvested in the end is unknown. The original cost of buying a film is not high, so rashly invest in publicity expenses, it is better to see how much box office loyal fans can leave.

however, at least one thing is certain that the box office of this Japanese film to be produced this year is 500 million to 600 million yuan, that is, the ticket money paid for the movie. There are times when this feeling is overdrawn, but it certainly won't be this year. The box office ups and downs of these 10 films are not due to the gradual disappearance of feelings, but to the general environment of the Chinese film market during its release, the popularity of IP in China and the marketing efforts of the films.

in fact, the domestic version of the famous Detective Conan Theater has been introduced. In three years, the box office of the three theatrical versions has gone from 9.37 million yuan of the first part to 27.7 million yuan of the second part, and then to 81.61 million yuan of the third part. In addition to the fans promoting each other, the introduction side has also increased its promotion efforts year by year.

Japanese anime movies in China, as in their own country, have a group of diehard fans who are sure to contribute to the box office. Introducing more theatrical versions, increasing publicity investment and providing better cinema services are the best way for these diehard fans to lead their friends into the cinema to buy a ticket and watch the Japanese movies they may have seen on the Internet.

after all, Japanese anime films look good in the Chinese cinema market this year, and film rights are sure to rise. For Chinese daily fans, these feelings of youth, which accompanied them for a long time when they were growing up, are reasonable to pay once or twice, but if they do so repeatedly, they will give up one day.

Edit: yvette