The film "He is a Dragon" has made a profit of over 10 million Yongle Pictures 'Wanjun decryption secret to winning

To say that the most cost-effective movie invested and output throughout the summer period, it is the Russian film "He Is a Dragon". Yongle Pictures originally invested less than 10% of the cost to obtain the distribution rights of the film in China, earning nearly 60 million yuan in box office and making a profit of nearly 10 million yuan in 10 days after release!

Original title Interview with Wan Jun of Yongle Pictures: Investing hundreds of thousands of dollars in "He Is a Dragon" won nearly 60 million yuan in box office, and the input-output ratio leads the summer season. You can never expect accurate positioning!

To say that the most cost-effective movie invested and output throughout the summer period, it is the Russian film "He Is a Dragon". Yongle Pictures originally invested less than 10% of the cost to obtain the distribution rights of the film in China, earning nearly 60 million yuan in box office and making a profit of nearly 10 million yuan in 10 days after release!

As a Russian film that was released in Russia last year and did not go well at the box office, but appeared on Station B at the beginning of this year but was unexpectedly popular, this time it was able to lead the summer romance films. This is indeed an unprecedented achievement for contemporary Russian films.

Some Russian media commented that this is a success in commercial operation. There are at least three reasons for the box office success of "He Is a Dragon" in China: first, the story narrative that conforms to international packaging; second, the level of commercial operation of the market has been greatly improved; and third, the reasonable allocation of multimedia marketing.

So what is the secret to the box office success of "He Is a Dragon"?

With this question in mind, the reporter conducted an exclusive interview with Wan Jun, executive director of Yongle Pictures. This was also the first time Wan Jun had officially accepted an interview with the media since the release of "He Is a Dragon".

High-quality production and beautiful love are the main reasons why Yongle Pictures participated in "He Is a Dragon"

."It is most unacceptable to accept some comments on the Internet that we bought" He Is a Dragon "after it became popular online." Wan Jun told reporters that in fact, as early as October 2014, Yongle Pictures participated in the film with less than 10% of the cost and obtained the distribution rights of the film in Greater China.

At that time,"He Is a Dragon" did not even confirm the actors, only the character and scene design of the film were seen. So why did Yongle Pictures choose such a romantic film with a seemingly "old-fashioned" plot?

First of all, Wan Jun is very confident in the quality of the film. The animation of the wedding ceremony at the beginning was particularly realistic and the special effects were satisfactory. In addition, the boss of the "He's a Dragon" production company is best at taking many genres to the extreme, such as "Wanted" starring Angelina Jolie.

In addition to Wan Jun

's overall quality to special effects technology, he has reached a certain level. In Wan Jun's philosophy, there is another reason for investing in this film, which is the unique view of love presented in the script: love can transcend race and everything, and he likes the reckless attitude in the face of love. In fact, there is nothing new about the plot, but the director takes the elements of "romance, beauty, and magic" to the extreme.

Accurate positioning and precise marketing of the audience are the real reasons for the film's success

. Speaking of the main reasons for the success of "He is the Dragon", Wan Jun said that first of all, the movie itself is of excellent quality, and the theater will support it in the film schedule. The most important thing is that the company's demands for participating in this film are very clear. Before the film was released, Yongle Pictures accurately positioned the target audience: one is female white-collar workers working in the office, and the other is a fan of fresh meat., aged between 25 and 35. It can be said that female audiences account for 65%. This is a completely female movie.

Beautiful women clearly analyze the target audience that love is the biggest selling point of the movie

. The next thing to do is precise marketing. Wan Jun said: My goal is to serve the audience well in the irritating market. It is enough to understand who likes to watch this movie and then understand the selling points of the movie.

Obviously, beautiful women's love is the biggest selling point of this movie.

What is female sexual love?

Audiences who have seen the movie all know that the setting of the male protagonist Arman makes male compatriots feel desperate. That exquisite face, the flammable and explosive mermaid string, and that cute little pet satisfy almost all women's fantasies about lovers, from physical to spiritual perspective.

This kind of fantasy is different from male compatriots fantasizing that their partner is the female lead of "The Beautiful Legend of Sicily". It has no lust and is pure. In the filthy domestic romance films, they are even more unstained. Just when "He's a Dragon" was released, a lot of things happened in the entertainment industry, including the mess between stars and managers, and the mess at the director's family...

"Let's put down all the crap in the entertainment industry and have a 100-minute experience in the theater." This movie is a daily adjustment made by Wan Jun for his target audience.

"He is a Dragon" has done his homework in precise positioning, but in terms of publicity and marketing, Wan Jun said that he would only give himself 60 points: the period between confirmation of the schedule and release was too hasty, and there was no time to do too much publicity, which was in line with expectations. There is a gap between the value. If there is still time, the precise marketing effect will be more obvious and the box office return will be even greater.

Why Yongle Pictures has such advantages in precise positioning is inseparable from the business of Yongle Pictures 'parent company (Yongle Culture)!

Yongle Pictures:

The parent company (Yongle Culture) of Yongle Pictures, a natural full-industry-chain film and television operator, was originally a ticketing company. After more than ten years of user accumulation, as of the end of 2014, the number of registered users on the official website of Yongle Ticketing had reached 7 million. For users who buy tickets on Yongle APP, there will be a relatively accurate audience consumption analysis, which can identify market demand by analyzing user data, and then accurately push messages to users.

"For example, Yongle Film and Television is about to release a comedy movie starring Yue Yunpeng. Where are the users of this movie? In fact, we have been collecting information about users since 2003, including their mobile phone numbers. To put it bluntly, as long as anyone who has seen Xiao Yueyue perform live, we can send news about this movie and even relatively cheap links to his mobile phone."

This is also the natural advantage that Yongle Culture brings to Yongle Pictures. Yongle Cultural ticketing categories cover dramas, concerts, sports events, films and television, cultural attractions and other aspects. Serving more than 30 million users, the marketing network is deployed in major first-tier and second-tier cities in China, and has more than 50,000 live entertainment and sports events ticketing operation experience. The ticketing marketing platform reaches more than 500 venues in China.

"Sports, music, and movies have always influenced each other, and ticketing data can be used to analyze consumers 'habits and preferences." Wan Jun said: "Zheng Yijian, Chen Xiaochun, Xie Tianhua, Qian Jiale, and Lin Xiaofeng held the" Years of Friendship "concert in more than a dozen cities, and almost all the concerts were packed. This shows that everyone has a deep desire for this theme. We will find a project that is most suitable for the market and then carry out a more market-oriented transformation of it. For example, for the new project "Kowloon Walled City" that Yongle Pictures will start shooting in 2017, we will make a more down-to-earth and life-oriented adaptation of the original novel. The search for models will come from the market, and we will first pursue market hot spots."

"Use all the strength of the entire group to interact with film elements and provide high-quality and accurate marketing and promotion services for films and artists, allowing users to make quick purchases." This is the reason why Wan Jun wants to build the entire pan-entertainment industry chain.

Faced with big giants, small and medium-sized companies can only focus on content

. In fact, many film and television companies are now talking about the layout of the entire industry chain. Without strong capital reserves, will small and medium-sized companies have a way out on the entire industry chain?

"Judging from the laws of the world's film industry, film distribution is increasingly moving towards monopoly. The six largest distribution companies in the world are all located in the United States. This pattern will not be broken in the short term. On the contrary, on the content side, there is still room for small and medium-sized enterprises." Wan Jun said: "Yongle Pictures is actually a small company in the film industry, but we can still buy cost-effective content, including" He is a Dragon."

The valuation of Yongle Film and Television in the capital market is not ideal for the time

being. On July 7, 2016, Yongle Film was listed as a subsidiary together with Yongle Culture. So as a young company that was only established in July 2014, what are the fundamental reasons why it was recognized by the capital market so quickly?

Wan Jun believes that among all the companies that have entered the New Third Board, Yongle Pictures is quite special in terms of type: "First, we are the first company to securitize in the fields of concerts, stage dramas, and sports competitions; second, based on the ticketing platform, we are the first company to combine movies. The performing arts industry is developing explosively, and the film is growing rapidly. Our company combines these two fast-growing industries. However, the current valuation of us in the capital market is based on the income of the project "He is a Dragon", and the valuation of Yongle Pictures is low. Our company will continue to grow with the development of these two industries."

The abundant capital brought by the listing will also provide Yongle Pictures with more high-quality content. Wan Jun revealed to reporters that it is expected that Yongle Pictures will have 17 domestic films released in 2017. These movies are mainly action and youthful passion. At the same time, Yongle Pictures will also cooperate with some young and motivated directors and producers, who are the hope for the future of China films.

Also based on the ticketing platform Internet Pictures, Alibaba Pictures has leapt to second place in its ticketing sales with a market share of 21% after "burning money" in recent years. So facing a big company like Alibaba Pictures, what is the development space for Yongle Pictures?

"In the long run, the competition for high-quality content ultimately lies in. Regarding the judgment of content, Ali's film project has not seen any actual results for the time being." Wan Jun said: "Facing giants such as Alibaba Pictures and Wanda, the first theater line in the universe, Yongle Pictures can only focus on content. I believe that in high-quality content, money is not the main determinant. Good talent is!"

Editor: Nancy