The ambiguous relationship between movie and online games: who is holding whose thigh?

Feng Xiaogang recently to enter online games, push the game of the same name movie "Out riding win", triggered a huge controversy, by the Netizen comments as "occasion superior, hold the leg of online games", but this kind of verbal attack seems to be a little nonsense.　　In fact, the film and online games have gradually become inseparable, this ambiguous relationship, not "hug thigh" can be explained clearly. In the Chinese film industry more than 80% of the income depends on the box office, and international markets such as Hollywood, film-driven peripheral industries, including embedded advertising sponsorship, DVD copyright, online games and so on sometimes revenue can account for more than 50% of total income. Hollywood has long been adapted to the classic book of online games such as "The Lord of the Rings", "Star Wars", and even now the world's "Avatar", are relying on computer High-tech means-gaming, creating a film peripheral output value. According to the report of the Eric Consulting, 2009, the Chinese network game for the player's operating income of 27.06 billion yuan, bred nearly 10 listed companies. If the Japanese peer data as a reference, its game sales and game-driven peripheral industry sales rate reached about 3:7, while in Europe and the United States, the ratio reached 1:8, or even nearly 1:9.　　Film, hand-run, dolls and so on are the game industry's main surrounding industries. As China's game industry is still in the early stage of horse racing, the industry profit rate remained high level, therefore, the Chinese game manufacturers are basically in the extensive development stage, intensive intensive development of the pressure is not. The current Chinese game industry is still in the industrial chain structure, groping stage, has not yet completely unobstructed. But the Chinese online games and movies in such an environment is increasingly ambiguous, and this ambiguous relationship has been formed into a mature stage. This is the need of the big entertainment era, but also one of the main sources of profit for game manufacturers.　　At the same time they use each other's influence to bring intangible publicity to the other side. "Soldier youngster", "Martial arts", "cast", "Chibi" and other films of the same name change online games has become China's gaming industry pioneer. Including the perfect investment of "very perfect" is a kind of trial and exploration, the legend of Feng Xiaogang this year's film "Out Riding Win" is a game company with the same movie. Feng Xiaogang can use the same game as the blueprint for filming films, which shows that Feng Xiaogang even the film market has felt the game can drive the great potential of the surrounding market. (Editor/Yoon-an)