Yang Lu: "City of Chaos" will develop 9 movies and 9 TV series to create super symbols

The plan for the "City of Chaos" series is to include 9 movies, 9 TV series and 9 novels. We hope to use a complete IP architecture system to finally shape it into our own super symbols.

On November 17, the 2016 China International Film and Television Industry Conference was grandly held in Huairou, Beijing. Mr. Yang Lu, President of Yuanli Pictures, was invited to attend and exchanged experiences with heavyweights from the film and television industry during the three-day conference. It is reported that the meeting invited guests from more than 30 relevant institutions including Lu Xiaoguo, director of the Cultural Industry Development Promotion Center of Huairou District, Feng Zichang, permanent honorary president of the Hong Kong Film Post-Stage Professionals Association, China Film Base, Enlight Media, Bona Films, Stellar Media, and iQiyi Films to attend the meeting to exchange and discuss issues such as innovation and development of film and television, film and television policies, cutting-edge production technologies and layout of film and television derivatives in China.

Yuanli Pictures became known in the film and television industry for the first time at the Shanghai International Film Festival in June this year. The company concepts of "Youth +" and "Big IP Management" made people in the industry shine. At the press conference, Yuanli Pictures also successively announced multiple IP projects such as "City of Chaos","New Song", and "Blue 50 Meters". At the roundtable meeting of the China International Film and Television Industry Conference, Mr. Yang Lu said that any potential high-quality content IP requires excellent IP management. Mr. Yang Lu, President of Yuanli Pictures, gave a wonderful speech on "Big IP Management" at the conference, which was recognized by many parties.

The real S-class IP is Yuanli Pictures, which can be developed permanently and throughout the entire industry chain

. As a new generation of film companies, it attaches great importance to the development and incubation of super IP. Yang Lu said,"Our company's positioning is to do IP management, and the real S-level IP can be developed permanently and in the entire industry chain. What we need to do is not just one or two movies themselves, but spend 10 years, 20 years or even longer to create a super IP that can last for a hundred years."

"In my opinion, film companies are divided into three stages: 1.0 makes movies;2.0 makes genres; and 3.0 does IP management. In addition to having a clear positioning, a truly top film company must also have its own super IP. For example, Disney does not produce many movies, but the brand value created by the image of Mickey Mouse far exceeds the box office profits of the movies it produces."

But what is valuable IP? Mr. Yang Lu gave IP a demarcation standard based on the final volume of IP."B-level IP: works that have a certain popularity and can have a basic audience; A-level IP: can be used as sequels and a small number of derivative products and games. Real S-class IP can be developed permanently and throughout the industry chain. The film and television image can be used on any platform. It can be used as toys, stationery, daily necessities, games, etc. This is the true development of the entire industry chain. "X-Men" is a model. They set a simple worldview: there are millions of mutants on this earth, and you can make a movie by taking any one of them. "

The IP" City of Chaos "that Yuanli Pictures is working on has such potential. In addition to the original author Mo Xiong personally as the screenwriter, the sci-fi giant" City of Chaos ", Liu Cixin was also invited to serve as the project supervisor. Participate in the project and add work in terms of characters, science fiction settings, etc. to ensure the high quality and continuity of the work.

How to form your own super IP?

"Our IP is jointly developed, not unilaterally consumed. Many companies go and buy IP and are eager to make it into a work without effectively communicating with the original author. This is wrong. So what we need to do is to do development with the author and other colleagues. Only in this way can we know how this IP should be applied in the future. Secondly, IP is continuous development, not short-term consumption. Marvel has been working on it for so many years since Iron Man to build a good IP system, so it must be continuous development to achieve the desired scale of this IP. For example, our "City of Chaos" project takes 20 years to make this IP bigger from a young age, rather than the usual practice of signing a work for five years."

Mr. Yang Lu also believes that IP is unified development rather than disorderly consumption."In my understanding, IP is actually a super symbol. Everyone may wish to recall that everyone likes Star Wars and Marvel movies very much. Can anyone tell me what the seven episodes of Star Wars are about? I believe not many people remember it, but everyone will remember Magneto, laser sword, spacecraft, these are super symbols. How to design super symbols, in addition to having this concept in the early stage of design, it is also particularly important to develop uniformly rather than entrust movies, TV series, online dramas, games, etc. to several companies for development, so as to create a unified super symbol system. The plan for the "City of Chaos" series is to include 9 movies, 9 TV series and 9 novels. We hope to use a complete IP architecture system to finally shape it into our own super symbols. After these super symbol systems are formed, Yuanli Film Industry will own control the film and television projects, and Yuanli Film Industry will also conduct unified management for the development of games, toys, stationery, etc. According to foreign experience, the post-development market of the film industry is more than 10 times that of the box office. The box office of China movies is estimated to reach 120 to 150 billion yuan. The output value of such post-product development will reach more than 1 trillion yuan. If China's film and television companies want to maintain long-term performance growth, they will undoubtedly have to focus on this 1 trillion yuan market.

Editor: yvonne