Monsters, birds to attack, not a fan of the film-linked economy

Word, if "Warcraft", "birds" also rely on fans to eat, sooner or later starve to death; truly become a multi-text domain Super IP, must be crazy to suck powder.

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Wen/Zhang Shule

Published in "China Press and media business" June 21, 2016 media China edition

The first day of 300 million, 2 days 600 million, 5 days box office break 1 billion, after the previous "speed and passion 7" 5 days 1 billion record. The "World of Warcraft" movie, released on June 8, is not surprisingly the hottest in the year because it is a movie adapted from the popular global game. Almost a few days before the Warcraft schedule, the May 20 movie "Angry Birds", also showed a strong box office gold absorption capacity, the release of the 2nd box office also achieved billion ... But in many industry interpretations, but often use a simple outline of the way to depict the two big hot game adaptation of the success of the film, usually judged no two points: one is the super-IP fan economic feast, the other is the video and game linkage.

The truth is so simple ...

The tribe, the union defends the basic dish, the rest relies on the passerby to turn the powder

There is no doubt that the success of "Warcraft", "Bird", the first to rely on or the fan economy, after all, is deeply embedded in the memory of the game, especially "World of Warcraft."

Frequently seen in the newspapers scene mostly as follows, in the monster's ticket gate, gathered a large number of young men, they shouted the tribe, Alliance, Azeroth, such as the key words, hand in hand with their wives and children, it is said that many people coplay their role in the game to come, and according to the jokes, After the finale of the movie, there was a strange appearance of the ladies ' room without waiting in line, and the men's toilets lined up in long queues.

This is the magic of a classic online game that used to be at its peak in China, with more than 5 million users (the world's highest peak being 11 million users). This strong fan accumulation, plus from 2004 on-line, and continue to still operate today, and still ranked the impact of the top ten series of domestic client games, but also let the box office easily over 1 billion, in fact, from the beginning there is no suspense.

But is it just a film that has a full sense of feeling in the green years? If only this, Warcraft, or birds, and finally just play home "owe game a movie ticket" way to remember, as the 2014 "Big talk of the West" re-image, the audience with "owe Stephen Chow a movie ticket" way to fill the box office.

Passers-by turn powder, is the game adaptation film, really from the simple feelings of the box office, to continue the key to the box office, even so, the first 5 days 1 billion of the Warcraft box office is the mood ticket, the next is full of stamina, is the real film quality ticket. And the number of past game adaptation film success or failure, the measure of the standard is often not the box office gains and losses, but eventually can jump out of the game, let passers-by turn powder.

For example, the film "Biochemical Crisis" series, its audience of hundreds of millions of people, a few have played the same name game before? Even before the movie appeared, the game was extremely hot. As a result, film audiences continue to love movies that have been getting away from the game's stories, while game fans are still brushing their hands in zombie world.

Series of movies and series of the protagonist is not a person, which is actually enough to determine whether you are the film powder, or game powder. In fact, the real game after the adaptation of the film, the biggest selling point, it is whether to attract marginalized fans and passers-by to "donate money."

Say, "Harry Potter" "Lord of the Rings" Such a super-IP, you have read the book? Or see a movie? Have you ever played a game? In fact, many people are attracted, that is, to hear the legendary name, Curiosity driven into the set.

Word, if "Warcraft", "birds" also rely on fans to eat, sooner or later starve to death; truly become a multi-text domain Super IP, must be crazy to suck powder.

Please forget the perimeter, there should be a universe here

In a lot of stories about Warcraft and birds, there are often such words----------video linkage. The reason is also very simple, such as with the Warcraft big movie business, the United States of America Apparel products Warcraft series mtee in a cost-effective debut, "Warcraft" big movie China regional General agent is the development of nearly Lego Warcraft toys, together with the Warcraft hot fishing gold.

And what about the birds? "Angry Birds," the move-Rovio company, has been in 2013, 2014, 2015 for 3 consecutive years of loss, the mind is the help of the big movie Interactive Hand tour "Angry Birds Dash Chong", will bring the brand back to the mobile game field. Of course, some businessmen also did not let the birds, Mengniu, McDonald's, Jdb, Evergrande Ice Springs and other brands are very occasional launched "Angry Birds" special, ready to fly with the birds in the air for a while.

This in general cognition, will easily be placed in the field of the game surrounding industry, or because the film is hot, can also be zoned for film and television industry. But it is the surrounding two words, directly in the literal, it will be the importance of this industrial chain to secondary products or teammate level.

But take a look at the Marvel Universe next door, with superhero comics as a starting point, but build a sub-single superhero independent of the film universe, together with the Avengers team, the movie Cosmos, as of "Captain America 3" released in May this year, has released 13 films of the Marvel movie global box office has exceeded tens of millions of dollars.

But don't think this is all about the universe, it is in TV dramas, games, toys and animation, comics are working together to form a wide range of fans to cover the needs of the vast IP universe framework. Every industry situation is the fulcrum of its universe, not who is more important.

Now the super-IP, it becomes a as long as you have heard its name, you can in your favorite field, regardless of the game, TV or film, can find the entrance of the huge matrix of "temptation light."

Zhang Shule: zsl13973399819, "pathfinder-Internet + times industry Transformation Revolution"

This article from "Wudang faction Zhang San Crazy" blog, please be sure to keep this source http://zhangshuyue.blog.51cto.com/2133969/1793127

Monsters, birds to attack, not a fan of the film-linked economy