Alibaba Pictures launches authorization treasure to create new infrastructure for content commercialization

On August 4, Alibaba Pictures announced a comprehensive upgrade of its integrated development business segment and launched a new brand "Authorized Treasure" to empower the content commercialization industry and provide IP copyright owners and brand merchants with full industry chain services for IP operations.

On August 4, 2017, Beijing time, Alibaba Pictures Group (hereinafter referred to as "Alibaba Pictures") announced a comprehensive upgrade of its integrated development business segment and launched a new brand "Authorized Treasure" to empower the content commercialization industry and provide IP copyright parties and brand merchants provide full industry chain services for IP operations.

Fan Luyuan, CEO of Alibaba Pictures, said that the non-box office revenue market for China films is in its infancy. IP copyright owners and brand merchants are very optimistic about the development prospects of domestic derivatives, but this field lacks infrastructure for content commercialization. Authorize Bao will build a platform that connects IP copyright parties and brand merchants, and cooperate with Alibaba's entertainment ecological resources to provide both parties with full-link services including content influence, product sales, and marketing strategies.

Positioning new infrastructure for content commercialization and providing service providers

According to Alibaba Pictures 'plan, in the future, it will empower the film industry and promote industrial upgrading by building three "new infrastructures": user access, commercialization and content industrialization. In the future, the commercial part of the content will be carried by authorized Bora.

Backed by Alibaba Group's world-leading e-commerce platform, precise user consumption base, huge traffic and other advantageous resources, Alibaba Pictures has broken the "untouchable" distance between IP copyright parties and brand merchants in the development of its derivatives business. sense. Provide IP parties with a more Internet-based operation model, and at the same time create a "new route" for product marketing for brand merchants in the Tmall and Taobao ecosystems.

Up to now, Alibaba Pictures 'derivatives business has reached cooperation with many IP copyright parties at home and abroad such as Amblin Partners, Paramount, CN, Bandai Namco, TPC, Yuantu, etc. The types of IP authorizations obtained are concentrated in films, animations, games and other fields, such as the movies "Star Trek 3: Beyond the Stars","Mission Impossible 5: Mysterious Land","A Dog's Mission", the anime images Emoji Movie, PAC-MAN, Pokémon, Ultraman, We Naked Bear, Flying Girl Police, etc.

Alibaba Pictures has achieved great strides in the development and sales of derivatives in recent years. The number of cooperative merchants has expanded from the initial dozens to more than 600, covering all categories such as home furnishing, smart technology, digital 3C, trendy products, beauty, clothing, and home textiles.

In 2015, the sales of derivatives of "Mission Impossible 5: Mysterious Kingdom" exceeded 10 million yuan. In 2016, the sales of derivatives of "Star Trek 3: Beyond the Stars" exceeded 40 million yuan. This year, PAC-MAN, Pokémon,"Three Life III Ten Miles Peach Blossom" and other projects have been very popular after their launch, and the cumulative sales amount is expected to exceed 500 million yuan.

Business upgrade: IP objects cover the entire entertainment industry. Alibaba Pictures derivatives business, which has launched 4 Scenarios 1 Alliance and

entered a period of rapid development, already has a platform foundation and the ability to provide external services, so "Authorized Treasure" came into being.

According to Alibaba Pictures 'plan, Authorized Treasure will expand from the existing major IP copyright categories to the entire entertainment industry, including film and television, games, literature, online film and television, concerts, variety shows, stars and other categories. Use innovative models of e-commerce and content ecology to promote the content commercialization capabilities of the entertainment industry.

Authorized treasure will be divided into four methods: product authorization, space authorization, marketing authorization, and business sponsorship authorization; in addition, the entertainment alliance will appear with additional value-added service functions, committed to pan-entertainment publicity and meeting the brand's entertainment marketing needs. As a platform connecting IP copyright owners and merchants, Authorizebao will link up with high-quality resources such as Youku Tudou, Ali Literature, and Ali Games under Alibaba Entertainment to jointly carry out the authorization business to maximize IP operations.

"We will continuously optimize our business form through in-depth communication with IP copyright owners and merchants to meet the market's expectations of us," said Dong Fang, the person in charge of Authorized Bao. For different IP (classic and popular) types, Authorized Bao will Through big data analysis, select the corresponding accurate audience, infiltrate IP content, and then release it to the market through four types of authorization methods.

Editor: Mary