Ma Le, CEO of Asia Starlight Entertainment: Film and singing linkage opens a new model of film IP

"Lao Pao 'er Concert" is a product under the concept of "screen-singing linkage" proposed by Asia Starlight Entertainment. As a new form of cross-border marketing, Ma Le, CEO of Asia Starlight Entertainment, said that the Lao Pao 'er concert is not purely movie marketing, but a method that can integrate acting agents and film resources. In addition to increasing the box office for the film, it can also Promote the overall influence of IP and increase non-box office revenue.

The box office of the movie "Lao Pao 'er" released during the Lunar New Year holiday has reached nearly 900 million yuan. Before the film was released, Asia Starlight Entertainment and Huayi Brothers jointly held a Lao Pao 'er concert in Beijing. Cui Jian, the "old guns" of the performing arts industry, the "Tang Dynasty Band", the "Black Panther Band" and other film creators such as Feng Xiaogang, Li Yifeng, and Wu Yifan came to the scene together. Feng Xiaogang also missed the Golden Horse Award for this.

Asia Starlight Entertainment CEO Ma Le

's "Lao Pao 'er Concert" is a product proposed by Asia Starlight Entertainment under the concept of "screen-singing linkage". As a new form of cross-border marketing, Ma Le, CEO of Asia Starlight Entertainment, said that the Lao Pao 'er concert is not purely movie marketing, but a method that can integrate acting agents and film resources. In addition to increasing the box office for the film, it can also Promote the overall influence of IP, increase non-box office revenue, and even through the profits of the concert, the film company can recover some of its funds in advance.

Innovation makes Ma Le and Huayi

hit it off. In the past few years, China has also created branded concerts such as "The Same Song" and "Strawberry Music Festival." However, concerts mainly rely on the influence of artists and have a single model. Therefore, in recent years, few new concert brands have emerged.

In recent years, the film market has been booming, and Ma Le has turned his attention to the film industry. "Compared with domestic concerts, movie IP is more mature and popular. I thought of combining these two industries to form a new model of cinemat-singing linkage."

At this time, Huayi Brothers, who were preparing for the marketing of the movie "Lao Pao 'er", were also thinking about how to innovate. Ma Le and Huayi Brothers hit it off immediately.

Huayi Brothers licensed the brand of the movie "Lao Pao 'er" to Ma Le and provided star resources. Ma Le used his connections to invite Cui Jian,"Tang Dynasty Band" and other singers to hold a concert at the Beijing Workers 'Stadium.

Ma Le adopted crowdfunding methods to raise funds for this "Lao Pao 'er" concert. He said that doing so can increase the sense of participation of investors who have achieved achievements in different fields and can use them to increase concert influence in different fields; and secondly, it can make their company more proficient in using financial instruments.

In terms of ticketing, concert tickets are bundled with tickets for the movie "Old Gun". In other words, audiences who buy concert tickets can get movie tickets. This connects the concert and the movie. Thanks to the authorization of Huayi Brothers brand, Ma Le has also developed a series of derivatives to expand the IP influence of Lao Pao 'er and the non-box office revenue of the movie.

The linkage between cinemas and singing is not just a marketing method.

"The combination of concerts and movies is not about who carries the sedan chair for whom. The two sides are an integration of resources." Ma Le said that concerts and movies are two independent projects, each with independent income.

The combination with movies brings high-quality IP and more public attention to the concert. The concert provides a large-scale film launch event and a way to recover part of the cost in advance.

Ma Le said that since the "Lao Pao 'er" concert was before the movie was released, they did not limit themselves to the content of the movie when promoting the concert, but more to promote the spirit of the movie.

"We tried to find the label of the movie, amplify it and spread it." Ma Le believes that combining movie labels with musicians not only makes people pay attention to concerts, but also allows people to have a further understanding of movies.

"In China, the only commercial event that can gather thousands of people and spread the same IP at the same time is a concert." Ma Le said that this process has much greater influence than traditional premieres.

Concerts have their own communication formula. Ma Le calculated the accounts. Taking a concert of 10,000 people as an example, from media dissemination, one person maps to an average of 50 people. Another 10% of these people have secondary transmission.

Concerts have allowed the film to increase non-box office revenue, but Ma Le also admitted that these conversion rates are not real. It cannot be said that the concert will sold well the box office of the movie will also sold well, and vice versa, but the model of cinema-singing linkage has now been recognized by many people.

Ma Le said that since the linkage between cinemas and singing is a new model, cooperation requires a lot of communication costs. Moreover, the cooperation intention with Huayi Brothers was reached late this time, and many ideas have not been realized. In the future, their concerts and movies are more closely related.

Ma Le said that many film companies have approached them to discuss cooperation matters, but it is not convenient to disclose details too early. However, in terms of cooperation methods, they will adopt a touring method, touring in different cities before and during the release of the film, and the venue will be selected based on the city where the film is booked. The concert will also try to combine some scenes from the movie to make the two sides more connected.

In terms of funding, crowdfunding is the main model. "In the future, the film company will also invest some funds and divide the accounts after the project is profitable."

Ma Le is very optimistic about this model, and he said that many film companies also recognize this model. Because for the film company, promotion expenses are set expenses. If you invest in concerts, not only can you achieve the same promotion effect, but it is also possible to recover some costs in advance or even make profits.

"PLAYUP+" provides the audience with a comprehensive entertainment experience.

After all, there is only one concert for Lao Pao 'er. Ma Le is also exploring what kind of IP is more suitable for the form of video-singing linkage. "We have cooperation with data companies, and all future projects will collect data so that we can better formulate plans."

However, Ma Le can be sure that compared with magical themes such as "Monster Hunt", realistic themes and emotional movie IP are more suitable for their model. Just as romantic films like music marketing, the form of a concert can sublimate the emotions that the movie wants to convey. Unlike a single song, the video-singing linkage is where dozens of singers use more than a dozen songs to spread it in multiple cities.

"More importantly, the concert is a large-scale event. The audience's sense of presence and interaction is a hundred times stronger than online. Moreover, there will be a series of business collaborations around the concert. They are all spokespersons of IP." Ma Le said.

At the end of the interview, Ma Le said that with the development of Asia's Starlight Entertainment platform, business segments such as artists, film and television investment, venues, and Internet will be established in the future. He also revealed that Asia Starlight Pictures has been registered, but they are a startup and currently hope to develop vertically.

Talking about Future Pictures 'business model, Ma Le said that it is not to make blockbusters independently, but to invest in some film projects. Through their understanding of various aspects of the film industry in the past two years, they can integrate their understanding of users and provide users with a better comprehensive entertainment experience.

Ma Le told reporters that they hope to establish the concept of "PLAYUP+". "Lao Pao 'er's concert is just the beginning of the film and song linkage. It is just the first successful case of Asian entertainment' PLAYUP+'in creating a new model. In the future, we hope that audiences will associate 'PLAYUP+' with high-quality performances.

Editor: vian