Game adapted movies into a hot trend? The Chinese market has not yet matured

Recently, the online game adaptation of the movie "World of Warcraft" exposure cast, the global players have been agitated. This way, China's two-yuan group also had a good time at the cinema, network Game "The Valley of the Dragon: Breaking Dawn", "The Dragon Moon in the Qin Dynasty" has been moved to the big screen, followed by the play screen viewing mode, after the cosplay big reward also became the topic. At present, "Plants vs Zombies", "Three Kingdoms Kill" The big movie has the propaganda material to produce, Huayi's "The Demon" will lock the card department as Angelababy and Koo, but the Tencent movie establishment Day namely announced has seven brand IP (intellectual property, namely the IP) will be adapted into a movie, of which five are network game IP.

Game adapted movies into a hot trend?

Why are online game adaptation films concentrated in the mainland? What's the status quo and future development? These are all discussed in this paper. To this end, 1905 film Network interviewed a number of game film producers, experts and gamers, together to answer questions.

Hollywood has mature game movie series The mainland is still in its infancy

2002, a film adapted from the popular game, "the Biochemical Crisis" was released in the United States, when no one can think that this will be the oldest game adapted to date the reality movie. The fifth film of the series was opened in North America in September 2012 and landed on the mainland in March 2. 2015, "biochemical crisis 6" will meet with the audience, by then, the play has been spanning 14 years.

Game adaptation movie, from the initial "simple rough" to today's mature series, in Hollywood has been a foothold, Hong Kong and Taiwan directors have created some such works, but in the mainland, there is no real reality in the game adapted movies, only the production of relatively simple cartoons frequently show. And in the reality of adaptation, the drama is very early action. For most of the year, the "Chinese Paladin" is definitely a special meaning of the game, the beginning of 2005, the TV version of the premiere, Hu, Liu played Lee Xiaoyao and Zhaoling son has been a lot of players recognition. Subsequently, there are many adapted from the game of TV series broadcast, but in the real person starring in the film, has always been zero.

The Chinese market has not yet matured

In the past few years, many games through the form of cartoons boarded the big screen, although claiming to be a carnival film, but the seat is a low age audience, in the production, publicity are still in the middle level, but not a game adapted movie box office over billion. However, as the film industry is growing, such phenomena are gradually changing.

Shadow City continues to overheat Internet capital enters movie and television looting network IP

2013, the annual box-office income of the mainland film is 21.769 billion yuan. As of September 17, 2014, the mainland box-office has reached 21 billion, the national day stalls, last year's record has been refreshed.

2012, the Chinese film market has jumped into the world's second largest warehouse. In the "Sit two hope one" under the momentum of a large number of return, the cross-border when the director also earned a pot full. Thus, a variety of capital to the shadow market hit hot money, the performance of the Internet capital is particularly prominent, which mainly shows two trend.

The first is the active infiltration of Internet capital to the film industry. Baidu through group buying and public financing quietly set off the bottom of the mass revolution, its love of Qi Yi also with the Chinese film and television company jointly established Huayi Archie Art film and television company. Alibaba set up the "Ali film Company", the main focus on the upstream investment activities. Tencent film has also been announced on September 17, and will be the Tencent game, animation, literature, a number of star IP film. At this point, the Internet's three big giants Bat (Baidu, Alibaba, Tencent) has been in the film Circle of success.

The arrival of these giants, not only to the popularity of the filmmakers bat, but also taught people the keyword "IP", that is, intellectual property (IP), network IP refers to the network on the creation of the right to adapt. For internet companies, the game IP is undoubtedly their most thick. As "Happy Baby" director Wong said: "Chinese movies really do not lack money, just to have a good IP, so we all strive to make the hands of the value of the game IP maximization." ”

As Internet capital moves into the film industry, the traditional studios are not sitting idly by. Huayi has already opened its diversified industry management route, the game industry has become its new profit growth point. In 2010, Huayi bought a 22% per cent stake in the technology by 148.5 million yuan, now worth more than 4 billion yuan. The Silverside technology, which is the main business of hand tour, has brought nearly 75 million yuan of income to Huayi after being acquired in just one months. The game market profits, far from the current film industry can match. At the same time, Huayi also offered an olive branch to the internet giant, Ma Yun is one of Huayi's shareholders, and the new cooperation with Tencent Entertainment Interactive platform has been online.

Network game booming huge user base butt fan economy

According to the China Game Industry Report of the first half of 2014, China's game market has grown by nearly five-year highs, with about 400 million users in Chinese games (including the online gaming market, the mobile gaming market, the single game market, etc.), which means that online games will have a more impressive audience base. The report also shows that the actual sales of Chinese games to 49.62 billion yuan, an average of 124.05 yuan per person, higher than the average price of each movie ticket, which also shows the underlying purchasing power. No wonder Huayi Chairman Zhongjun in an interview with emotion, the mainland film industry for so many years, the annual box office is less than 30 billion, the hand tour market only developed a few years, has to touch 30 billion lines.

"Three Kingdoms Kill" big movie production person Yu Yuan thinks: "Whether is the game movie, or the network novel adaptation movie, actually all has the character which the fan movie." Zhang, the producer of Little Times, has revealed the film in the selection of the horn, did a very meticulous calculation of the number of fans, Yang and other four heroine have how many fans, Ko Jindong and other actors can attract many viewers, even the singing theme song of the Wu Yifan and singing episode of the weekly pen Cheong fans are counted, Cumulative number of fans reached a certain amount, the film just have the confidence to let the project horse.

and "preoccupied" fans of the film production side, now the film is more happy movie side, because the network game has a very specific number of users, many of the large online games are counted by millions of players, "Dragon Valley: Break Dawn" activation account has 110 million. The movie version was released on July 31 this year, making more than 55 million of the box office. As the film's producer Tiyao said: "IP created out, do not make movies really wasteful." ”

Internet people like to use their own concepts to analyze, into the film Circle, do not love to speak "audience", love to Speak of "users", they relish is how to pass the line and line down the channel of Cupid to the target audience, let them obediently into the cinema, in the final analysis of the essence or precision marketing and user stickiness. The so-called precision marketing, is to direct the film directly to the person willing to buy tickets for it. When the opening of the moon in the Qin Dynasty, many players in the country were invited to watch the movie, and behind them was a huge number of game users, and these people are very likely to buy tickets to see. In the big data age, Internet companies have more user data than traditional companies, and they can filter audiences more precisely, to the fan economy.

The user stickiness is actually brand loyalty, in the traditional concept, it means that the audience to the film factory brand one-way loyalty, abroad, the world of Wei, 21st Century Fox, Pixar and the domestic image of the galaxy because of different personalities, have a large number of fans. And the game adaptation of the film, because the operation of Internet companies, there will be more two-way interaction, less than some of the artist's high cold temperament, more than the Shing of the service industry. The film side in the audience for the publicity, but also in the audience feedback to get the next revelation. "Three Kingdoms Kill" is about to shoot the news of the commentary below, in fact, is the best "information Feedback box", the film side will know that the audience on the plot concerns, nature will strengthen the plot development.

Business model still in the exploration of traditional film and television companies working for the Internet?

In 2011, Tencent adapted its own children's community game, "The Kingdom of Locke", into a film and landed in the hospital line. At that time, they mainly wanted to expand the popularity of the game itself through the film. And with the establishment of Tencent movie, the game and the film became Tencent parallel development of the dual industry, which also let the film director Yu Shengjun unexpected.

Not only is the Internet capital itself in the groping, the traditional film and television industry in the wave of some passive adjustment. "Traditional animation companies are slowly pulling out of the historical arena, and some of the big new animation companies have an Internet background," Yu Shengjun said in a slightly-felt tone. Whether capital or channel, the Internet has entered the traditional industry, the animation industry is indeed facing new challenges. "And the CEO of Yu Dong is even more sharply:" In the Future, the film company is working for BAT! "

There is no doubt that in the next few years, the Chinese film market will usher in the shuffle period, the business model has become the key to survive the traditional film and television enterprises, or to graft large enterprises, or sink down to make their own team brand, or to build their own operating philosophy. In short, in the Internet wave, large and small ships should find their own position.