Kimi joins the movie advertising war in 2012, the patch market exceeds 1 billion

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with Jimei Advertising Company squeezing into split Food, Jingmao Media's position of monopolizing the advertising right of China Film / Huaxia imported films has been shaken. i...

with Jimei Advertising Company squeezing into split Food, Jingmao Media's position of monopolizing the advertising right of China Film / Huaxia imported films has been shaken.

it is reported that Beijing Jimei Film and painting Advertising Co., Ltd. (hereinafter referred to as Jimei Advertising), which was founded at the beginning of this year, has won the advertising right for imported films of Huaxia Film Distribution Co., Ltd in 2010, and has operated the first 3D film patch in China & mdash;&mdash. In the summer blockbuster Shrek 4, which was released in August 2010, the 30-second 3D film patch "Penguin", jointly planned and operated by Jimmy Advertising and Intel's global advertising agency OMD, was presented to the audience.

& the ldquo; market now has three models in parallel. CCTV 3D, which insists on cooperating with cinemas, and Ji Mei, which insists on cooperating with the film side, are at both ends, while Jingmao Media is in the middle, acting as both a film and a cinema. Gao Jingdong, chairman of mdash;—, the actual controller of rdquo; Jimei Advertising, believes that the exploration of business model will bring new changes to the industry.

the 2010 China Film Marketing Research report of mdash;—, a well-known research and consulting agency in the entertainment industry, shows that China's film marketing market will reach 930 million yuan in 2010, an increase of 78.8% over 2009. It is estimated that the market size is expected to reach 2.18 billion yuan by 2012, of which nearly half are patch ads.

& ldquo; as far as developed countries are concerned, film-related advertisements account for 0.6% of the overall advertising market, accounting for 0.8% of the average share, while the domestic market now accounts for only about 0.1%, so there is huge room for the development of the domestic market in the future. & Lu Shouzhi, vice president of consulting at rdquo;, said.

Business Model

the film marketing market referred to in the 2010 China Film Marketing Market Research report includes three major parts: pre-release advertising, patch advertising and placement advertising, of which the pre-release advertising market accounts for about 420 million yuan in 2010. the revenue of film sticker advertising accounts for about 310 million yuan, and the share of implanted advertising is the smallest, only 200 million yuan.

according to Li Shouzhi, in fact, there are no advertising agencies such as CCTV 3D and Jingmao Media abroad, and the mature box office sharing system abroad has formed a sharing model between cinemas and films. However, the weak marketing ability of cinema lines in Chinese film market has given birth to the separatist situation of film marketing agency companies.

the difference between pre-screening advertisements and sticker advertisements is that pre-screening advertisements are advertisements before the showing time indicated on the movie tickets, while posters are advertisements that are copied together with the film after the screening time and before the film officially begins, also known as with-film advertisements.

this directly leads to two business models in the current film advertising market: pre-release advertising in cooperation with cinemas and patch advertising in cooperation with the film side.

the domestic film advertising market has thus formed a situation of melee and separation, among which CCTV 3D and Jingmao Media are the two largest.

CCTV 3D, which was founded in 1998, is the forerunner of this industry. since it was acquired by focus Media (Nasdaq:FMCN) in 2005, it has established & ldquo; screen giant & rdquo; model, that is, to buy out high-quality cinema resources in key cities across the country. This form of advertising takes the way of covering many films at the same time in the same period, in the form of full film coverage, seeking seamless coverage at the box office.

and its strongest competitor is a young company called Jingmao Media, which was founded in 2008. Jingmao Media has risen rapidly by virtue of its traditional sticker model different from CCTV 3D, and received a capital injection of 30 million yuan from Sohu Changyou in early 2010. It once monopolized the investment promotion rights of China Film / Huaxia imported films in 2009, and followed the example of CCTV 3D to buy out the advertising rights of 300 high-end cinemas across the country, including Wanda, which ranked first in the national independent cinema chain. Jin Yi, ranking second, and Xingmei Cinema, ranked third, have full-time advertising rights for all cinemas.

make medicine from & ldquo; & rdquo; turn & ldquo; patch & rdquo;

The replicability of the

business model has led to numerous changes in the industry.

Jimei Capital, which has a dual background of film production and communication media, is trying to intervene in this market. Jimei Capital is a company based in Shanghai that focuses on early-stage investment.

after operating quietly for more than half a year, Gao Jingdong, an investor in Jimei Capital, said in an exclusive interview with a reporter from the Morning Post that Jimei Advertising now accounts for nearly 1/3 of the market.

as the owner of Jimei Capital, Gao Jingdong calls himself an investor in ldquo; film industry and a filmmaker in the investment circle & rdquo;.

Chimei Capital is currently focused on angel investments in high-tech and service industries, including media and entertainment, fashion, retail and & ldquo; Green & rdquo; Industries. The capital of Chimei Capital comes partly from the accumulation of its early investment industry and partly from the support of Wall Street film investors.

Gao Jingdong, who was engaged in chemical trade in his early years, once worked for the China National Chemical Import and Export Corp. at the end of 1994, he went to the United States to study and work for three years, which exposed him to the professional production model of Hollywood and formed a bond with film investors on Wall Street.

after returning to China in 1997, Gao Jingdong founded Mike Pharmaceutical Group. In 2002, it bought a stake in Xiamen Chuangxing Real Estate Co., Ltd. (600193, Chuangxing Real Estate) through Xiamen Mike Chemical Industry Co., Ltd., and has achieved financial returns through continuous reduction.

Gao Jingdong finally sold Mike Pharmaceutical and cashed out.

in 2008, Jimei Capital founded Jimei Film production Co., Ltd. (hereinafter referred to as Jimei Film). Chi Mei Film is an independent film production company that develops and creates films for the Chinese and American markets. The slogan is & ldquo; shoots the story of contemporary China & rdquo; with Hollywood's professional production mode.

talking about the original intention of setting up Chi Mei Film, Gao Jingdong said, & ldquo; Chinese directors are under too much pressure & rdquo;. He said: & ldquo; Chinese films are still in an era when most of them are not making money and rely heavily on big directors. Like Feng Xiaogang and Huayi Brothers, Zhang Yimou and New Pictures are only a minority, and many directors do not have a professional company to help them operate. Chi Mei Film hopes to do such a professional company & rdquo;.

with this experience from ldquo; Shadow & rdquo;, Gao Jingdong finally established a mode of cooperation with the film side for Jimei Advertising and bought out Huaxia's exclusive advertising rights for imported films in 2010. Previously, this resource was monopolized by Jingmao Media. # p# subtitle # e# 3D movie patch

Jimei Advertising has only been established for about half a year, but Gaoyue Advertising Media Co., Ltd. (hereinafter referred to as Gaoyue Media), which also belongs to Chimei, has been operating in the advertising market for many years.

in 2006, Jimei Capital founded Gao Yue Media, and Gao Jingdong became chairman of the board. Gaoyue Media introduced large-screen LED into rail transit advertising and applied LED optoelectronic technology to the whole rail transit system in Shanghai. Its digital media network is mainly concentrated in the most important sites in Shanghai rail transit network.

the introduction of 3D stickers into the film advertising industry is even more talked about by Gao Jingdong himself.

Gao Jingdong believes that this market is mature and there is still a great demand for stickers in the future 3D TV era of ldquo;. & rdquo;

Avatar was released in 2009, and it was also known by the film industry as the first year of ldquo;3D three-dimensional film & rdquo;. In 2010, the momentum of 3D blockbusters continued unabated, and Alice in Wonderland grossed 168 million yuan in 12 days.

with the popularity of 3D movies, the investment of 3D screens in cinemas is booming.

relevant data show that when "geocentric Adventures" was released in 2008, the total number of 3D screens in the mainland was about 100, and most of them were distributed in municipalities directly under the Central Government or provincial capitals. 3D movies were just a concept for many audiences at that time. The round of bombardment of 3D movies such as "War Aliens", "Ice Age 3" and "Flying House" has increased the number of 3D screens in a straight line. By the end of 2009, the total number of 3D screens in mainland China had exceeded 600. "Avatar" was released in the mainland on January 4, 2010. the frenzied box office of the film directly made 3D movies a popular commodity. By February this year, the mainland 3D screen had reached nearly 1000, accounting for 7% of the total number of 3D screens in the world.

the attempt to test the waters of 3D film stickers surfaced. In the summer blockbuster Shrek 4, which was released in August 2010, Chimei Advertising and Intel's global advertising agency OMD jointly planned and operated the 30-second 3D film patch Penguin.

it is reported that the patch will be landed in more than 30 cinemas across the country and is expected to be broadcast as many as 50,000 times.

the year after that, the poster advertisement exceeds 1 billion

Jiang Defu, general manager of China Film Marketing Planning Branch, told reporters that 3D patch advertisements are ancillary products of films. What China Film wants to show the audience is real 3D images, and some film patches that existed in the past are not pure 3D. Is to use fake 3D to confuse concepts.

& ldquo; 3D is very hot now, but the content that can be played is still very scarce. & rdquo; Gao Jingdong said that Intel, the advertiser, is working with DreamWorks Animation to promote ldquo;InTru3D” technology, and its intention to promote 3D technology with the help of "Shrek 4" has directly promoted the problem of 3D sticker advertising in the mainland.

Hou Zhihui, a well-known advertiser, said that the impact of 3D film patches on advertising agencies is that advertisers can only follow the film, because 3D patches must be added to the copy, and the cinema model will no longer be feasible.

CCTV 3D Vice President Zha Wei told reporters that many of its customers are interested in 3D film patches, and if customers have this demand, they will also consider making movie patches. & ldquo; in the existing cinema mode, take part of the patch will not affect the CCTV three-dimensional model, the important thing is customer recognition. But at present, China Film has not loosened the authorization of 3D film advertising, only for a single 3D film to attract investment. & rdquo;

& ldquo; in addition to 3D, we do more is 2D movie quotes; Gao Jingdong's bigger ambition is the 2D film sticker market. Jimei Film itself has a background as a film producer and distributor, and it has a lot of film resources that can be pasted.

according to the art consulting report, China's film marketing market will reach 930 million yuan in 2010, an increase of 78.8% over 2009; the market size is expected to reach 2.18 billion yuan by 2012, nearly half of which are patch advertisements.

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