Internet + promotes a new wave of market strategy. Secondary IP becomes the new favorite of film and television

Ten young Chinese directors and creators will take advantage of the project platform of "Biyi New Film Project". In the process of exploring the linkage of film and television adaptation and pan-entertainment resources, Tencent Pictures is excavating the inestimable value of two-dimensional IP through integration and innovation.

"China's film industry is at an important inflection point." Cheng Wu, vice president of Tencent Group and CEO of Tencent Pictures, said at a press conference on "Biyi New Film Plan" held a few days ago.

with the arrival of the era of mobile Internet, the rapid popularization of new technologies and the rapid development of pan-entertainment content all mean that supporting young talents and helping them to explore more possibilities of "Internet + movies" is increasingly becoming a clear path for the innovation and development of the film industry in the future.

for this reason, Tencent Pictures launched an important "sub-card"-Ivy Film Workshop as early as April, which is intended to provide special and long-term support to young filmmakers and support film and television projects with a unique spirit of exploration. And "Biyi New Film Project" is the first system plan released by this sub-line brand.

this project is led by Tencent Pictures, jointly launched by iqiyi Pictures, New Studio Pictures, 20th Century Foss International production, Sina Entertainment, Bole Pictures, poisonous tongue movies, etc. The plan is to explore 10 young and cutting-edge directors for film and television adaptation and pan-entertainment based on 10 Tencent Animation and Comic's original comic book IP.

"based on a large number of high-quality original animation IP on the Tencent Animation and Comic platform, we have been considering the innovative incubation of these IP." Cheng Wu pointed out that by working with big names in the industry, Tencent Pictures has come into contact with a large number of new forces of young directors, and the emergence of alliances can help them grow more systematically and let the novel "dimensional" cultural form show its "aggressive" power.

< strong > the transformation from a broken wall to a strong IP < / strong >

as early as the Spring Festival this year, the US technology media Back Channel published an article entitled "the next Disney will come from China, and its name is Tencent", which regards Tencent as "the second Disney in history" and shows Tencent's layout in the gaming field with the example of "League of Legends's fist game" transformed into a 100% Chinese pedigree.

indeed, Tencent has invested or acquired more than 30 game companies around the world in the past decade, making it the largest game company in the world. Some media have predicted that Tencent will follow Disney's example in expanding its branch in the future-- taking advantage of the long board of games to boost the development of animation, music and movies, thereby opening up the entire entertainment industry and building a business empire belonging to Tencent.

Cheng Wu said frankly that he "has been thinking about this question" after seeing the news. Disney's core asset is to create characters in the world of light and shadow, which can be realized through derivatives in other areas. The biggest difference between Tencent and Tencent, which sprouted from the emerging Internet soil, is that "Internet + Wenchuang" has become its biggest advantage. "this is only available in China, and it will make the creative space broader, the source of IP more abundant and active, and the derivative forms more changeable."

because of this, for Tencent Pictures, how to take advantage of the opportunity to create an influential star IP and explore more themes to meet the needs of more users has become the key.

when talking about the innovative exploration of themes and forms, we have to mention that Tencent Animation and Comic, who has strong IP resources, is becoming an important new force in Tencent's film and television business in the future.

it is an obvious fact that in recent years, binary culture has been spreading in Asian and even global cultural circles, and it is also very popular among Chinese young people. The new atmosphere brought by animation and cartoon works makes it difficult to estimate the value of two-dimensional IP.

"the better character setting and the ready-made complete world outlook determine the natural source transformation advantages of animation IP in the pan-entertainment system. In addition, animation IP itself has a large and expanding fan audience, which also brings a lot of convenience to IP adaptation." Zou Zhengyu, general manager of Tencent Interactive Entertainment Animation Business Department, pointed out that with the expansion of the entertainment industry, the potential of the animation industry in cultivating two-dimensional IP has become increasingly prominent, and two-dimensional IP has gradually become an important IP source of the content industry.

some industry insiders have also pointed out that the early heat of animation IP itself can lay a solid foundation for later transformation. in addition, there is a lot of overlap between animation and film and television industry. the most important thing is to find a suitable user base and expand the user plate of their own works, which is common to film, television and animation.

it is worth mentioning that the conversion of animation IP into film and television works has been a high-value, low-risk high-quality IP that has been constantly verified by the market and cultivated a large number of loyal fans. As early as August 2015, Communist Party of China Central Committee propaganda Department and SARFT made "change the positioning of domestic animation primary-age, production of multi-age full-age animation" special instructions, since then the development direction of the domestic animation industry is also more clear, and the importance of animation IP is self-evident, the market prospect is widely promising.

reporters have learned that Tencent Animation and Comic's 10 comics IP, which are shortlisted for the "Biyi New Movie Project" and will be adapted into online blockbusters, basically cover suspense, thriller, action, fantasy, love, comedy and other themes liked by young audiences at present, among which the most popular urban fantasy action comedy comic book "Lingqi" has been clicked more than 2.1 billion times. Will gradually meet with the audience in the second half of this year.

< strong > Creative closed-loop star IP < / strong >

the "Internet +" strategy has brought more possibilities for the development of the cultural industry, while led by Tencent Pictures, the alliances under the Biyi New Film Plan share resources, integrate and innovate, and undoubtedly create a new film era for all parties, including the partners.

in the course of the interview, the reporter learned that Tencent Pictures, as the sponsor, will provide IP support and production management for the Biyi New Film Project, while iqiyi, the video platform with the largest number of paid members, will undertake the distribution of these 10 online films in the future. There have been many successful cases of new media film and television works, and the "New Studio", which has gathered a large number of outstanding young film and television creative talents, will provide the creation and production team for the "Biwi Project". Sina Entertainment, Bole Pictures and Goodboy Pictures, on the other hand, rely on their respective resource advantages to provide marketing support for the Biyi Project.

as one of the co-producers, the addition of Fox International production in the 20th century, one of the six major Hollywood studios, has attracted particular attention. Foss International production, based on 20th century Foss films, is one of the leading filmmakers in the international film industry. Thomas Jagles, its president, pointed out that in the 20th century, Foss International will provide support for the "Biyi New Film Project" in terms of artist resources and international experience, and help the training and creation of young directors in China.

"this cooperation is an innovative attempt of Fox International production in the 20th century to embrace the trend of 'Internet +'. Thomas Jagles also said that it is innovative for young directors to make online movies that suit the tastes of young audiences, and take this cooperation as an opportunity, "in the future, we will continue to explore new production and operation models of online boutique content with our partners, so as to better connect and serve young audiences in China and overseas.

the above-mentioned industry insiders pointed out that Foss International production in the 20th century will bring a broad international vision to the "Biyi New Film Project," which is unique in the domestic online film market.

Cheng Wu also stressed that as a platform with obvious and unique advantages in the industry, Foss International production in the 20th century, an important inflection point in the Chinese film industry, joined the online film ecology, attaching importance to participating in exploring how to amplify the value of the "Chinese-style" IP, and further helping to improve the support system for young directors, which also brought new potential energy to the Chinese film industry.

"iqiyi has always welcomed partners to join the online movie ecology with an open attitude." In the view of Yang Xianghua, senior vice president of iqiyi, this time the injection of professional strength from all sides and the cross-border integration of resources will not only bring new vitality to China's film industry, but also promote the further development of online blockbusters, but also bring a lot of opportunities to young filmmakers.

it is obvious that the strong concentration within this industry alliance has created an ecological closed loop of high-quality online content, looking for more new directions for the non-cinema development of Chinese films in the future. The most important thing is that in this process, it can not only bring linkage "pan-entertainment" resources to the industry, further enlarge the value of animation IP, but also play a vital role in integrating high-quality young director resources and improving the new director support system.

"the Chinese film industry in the future may be a mass creative ecology that connects the masses. How to creatively provide decision-making assistance for film creation through big data and online literature, animation and other online business user behavior insight, are worthy of in-depth exploration." Cheng Wu said.

Edit: mary