Theme parks and characteristic towns compete to play "movie cards" and accurately position it is important

Movies are becoming a new label for more and more theme parks and characteristic towns. When a movie meets a tourist, what sparks will it create?

movies are becoming a new label for more and more theme parks and characteristic towns. When a movie meets a tourist, what sparks will it create? At the recently held 7th Beijing International Film Festival, major players in the industry such as Wanda Film and Television, Hong Kong National Arts Entertainment, China Olympic Culture, and Nanjing 21st Century Investment Group shared their mental journey.

As a giant in China's film industry, Wanda is also at the forefront of the country in the construction of film theme parks. Jia Yanjiang, deputy general manager of Wanda Film and Television Media Co., Ltd., said that the Oriental Film Capital under construction on Qingdao Huangdao is another major layout for Wanda in the film industry. The project will cost 50 billion yuan and cover an area of 5 million square meters. It integrates film and tourism. It will open in August next year. Currently, 15 studios and 11 scene making workshops have been built. Another 15 studios and 23 scene making workshops will be opened this year. Since the beginning of this year, filming of "Pacific Rim 2" has been completed here, and "The Wandering Earth", which Wanda participated in, is being set up.

Jia Yanjiang introduced that Oriental Film Capital is not only a "giant" for film and television, but also a commercial community, with Wanda Mall, show grounds, Grand Theater, as well as yacht areas, hotels, bar streets, international hospitals and international schools. "Wanda's establishment as an Oriental Film Capital is actually used to promote the development of the surrounding cultural tourism industry."

Jia Yanjiang said that the Qingdao City government and Wanda plan to spend 5 billion yuan within five years to refund 40% of the production cost of films shot and produced in the Oriental Film Capital, which is very attractive to film companies in China and even around the world.

Wanda is not the only one who perfectly combines film and television and tourism. Before becoming a film and television city, Hong Kong National Arts Entertainment and Culture Group's main business was film investment and artist brokerage. Xi Yaoguang, vice chairman of the company, said that before this, they discovered that there was no complete film and television industry project in the south, so they developed the National Art Film and Television City project in Xiqiao Mountain, Foshan, featuring "film + tourism" and covering an area of 1100 acres. "Our goal is to base ourselves in Guangdong and become the largest film and television industry chain in the south. At present, the film and television base has been completed, and now supporting facilities are being made, including hotels, props, group performances, costumes, etc. As soon as the crew comes, we can provide one-stop service. The Guangdong Province Government and the Foshan City Government jointly invested 5 billion yuan to build Foshan into 'Guanglaiwu'. This is also a good opportunity."

Xi Yaoguang introduced that on the basis of the film and television city, they are also doing tourism development. Guangdong is one of the largest tourist sources in the country, but there are not many interesting places in the area. It is crowded on weekends and holidays. Nowadays, the number of car ownership in many cities in Guangdong has reached 1 million, and there are more and more self-driving tourists. This is a great potential group.

Also seeing this big cake is Nanjing 21st Century Investment Group. Four years ago, Nanjing 21st Century Investment Group also began to intervene in the theme park field, investing 10 billion yuan in Qinhuangdao to build a magic theme park project, which is expected to open in 2019.

Talking about this project, Xu Shanglong, chairman of Nanjing 21st Century Investment Group, believes that at present, my country's theme parks are developing in full swing, with at least 300 parks across the country, both domestic and foreign. The biggest difference between the two is that most foreign theme parks have stories and themes. "Therefore, when we built Qinhuangdao Magic City, we first introduced the copyright of a complete set of foreign series of novels and published them simultaneously in China, Japan, South Korea, Vietnam and other places. We also released comics, and we are also doing games and movie development." Xu Shanglong introduced that, as the name suggests, the project is characterized by magic and magic, and all plots and scenes are derived from the stories in the book. "We plan to build 10 outdoor theme parks in five years. Based on games, animation, etc., we have established the first indoor theme park in Nanjing's shopping center, and the response has been very good. In the next five years, we will build 300 such indoor theme parks."

In addition to theme parks, in recent years, the town's economy has been booming, and there are dozens of towns around movie themes. However, what cannot be ignored is that movie towns now have a swarm of bees, lack planning, and lack precise positioning.

In this regard, the relevant person in charge of Guoao (Beijing) Cultural Industry Investment Co., Ltd. said that since the country proposed the development concept of characteristic towns, many places have been exploring development strategies. "The characteristic town is not an administrative area, but a platform for the entire industrial chain." To build a characteristic town with the theme of film and television, three issues must be considered: First, we must start from the top-level design and highlight the characteristics while also being down-to-earth; second, we must build an ecological industrial chain and make an attractive center for investment, which is very important for the development of the entire industrial chain. The National Olympic Games requires at least five industrial funds in Huairou; third, we must create the core of brand operations and move operations to the front end, which requires the support of relevant government departments.

When talking about how to build a movie town, the above-mentioned person in charge suggested: "First, we must build a brand with a story, and the core of the story is to have culture. Our biggest feeling about doing the Olympics, especially the Paralympics, is that we must carry out values. Transfer. The same is true for film and television industry districts. The second is to have a leading project with appeal. Third, influential IP projects must be carried out. Beijing is a cultural highland, and we are cooperating with some film and television colleges to explore influential film and television IP. There are many comprehensive theaters in China now, but there is a lack of themed theaters that can carry cultural tourism, film and television. There are great market opportunities for the comprehensive theater and stage of film and television dramas."

Editor: Nancy