"The Bear": "The History of the most box-office domestic cartoons" behind the story

"Bear" may be the first movie to be able to Shanli with the Hollywood animated film, the three-day box office over billion, but also the first three major huayi, light, music in the same time PK domestic animation, from the current situation to see. le-Vision will be far more than the other two major competitors. Compared to the brand effect of the "pleasant goat" and the "where Daddy Go" Marketing Express "The Little Devil", "Bear infestation" is in what resources are not in the case of the success of the attack, or even with the "God Stole Milk Dad," a higher, what is it? Zhang, CEO of le-Vision film, received an exclusive interview with China Entrepreneur Magazine , the first to reveal "the history of the most box-office domestic animation," The Secret, which has a lot of dry goods, how to use the Internet thinking to do the movie? And this is the key to the rise of bear infestation. The following are Zhang's dictation: Dictation/Zhang/Chinese entrepreneur journalist Lingling social function is the secret of domestic film against Hollywood "bear haunt" after the fire, a lot of people ask me, for an obscure domestic animated cartoon, why can in "pleasant goat", "God steals milk Dad" and other cartoons under the attack under the attack three days over billion. In fact, they do not know, I was five years ago, I was thinking about this problem, was still in the light when the "iron wall Astro Boy", when the 40 million box office, has been considered good. Five years later, I again do the distribution of cartoons, in fact, from the quality of the two films are similar, then why there is such a big change. is actually a channel problem. Why we can row in the "glacier", I think the success of domestic animation is the first channel of success. The number of cinemas in China has increased several times from 09, the first major reason for our success. The second reason is that we have upgraded the brand. "Bear haunt" why after the word of mouth so good, because many parents and children together watch the bear-infested TV cartoons, they come to the cinema a look, found that wow, this thing is very different, he gave you a surprise. There is a certain quality, as well as beyond the expectations, plus the feelings of the community, in the age of social transmission, can create a good reputation. This is very important. Where is the escalation of "bear infestation"? First he upgraded from the story structure. "Bear" TV cartoon plot is very simple, two bears do not let the bald-headed strong cut trees, the story is very simple. But back to the movie, you need to sublimate, so designed the girl doodle This role, this is the core of the film, is "Take Baochon soldier" of this treasure. After the character was designed, all the opposing parties were given a reason for animosity. The structure of the story is all changed. The other one is the visual effect, which becomes the three-dimensional. This 3D has a very prominent effect, is because this 3D is outward projection, butterflies are flying to the center of the auditorium, everyone jumped up to catch butterflies. I remember when I first looked at the time I can not help but to grasp, this is a human nature, the scene of the whole atmosphere mobilized. There used to be a lot of 3D movies, they were made of depth, this time in the audience.Of。 Want to highlight is how to interact with the audience, increase the joy. So design a lot of visual effects to the audience, such as catching butterflies, such as bazooka, especially for children, how to design their 3D effect, in fact, or the traditional film is very different. For the front two points, is the children's market box office a billion guarantee. If the film is to break through 100 million and sell more than 200 million, there is a key breakthrough: to cross the age layer, to become a full age of animation. This time our combination is particularly good, Huaqiang has China's strongest animation film special effects of the production team, then this side plus the gifted young cartoon, they have been deep in the children's market, for many years, these are the box office over billion foundation, but I think they have a good vision to find us, the cartoon to really become a long-term brand, You have to be cross age, this is a point of integration. So how does it cross the ages? They thought of using internet channels to do it. After we finished the "small time", for how to use the Internet thinking marketing distribution film has been very thinking, and I have been watching cartoons. "Little Times" after the fire, to find our animated film at least thirty or forty, but I did not dare to touch, not afraid to lose money, but I did not think clearly how to do, until I met the Shenzhen Huaqiang and Mr. Cartoon this team, and "Bear" this project, we decided to try. First we did a lot of offline activities. You have to attract children to the cinema, you have to turn the cinema into a playground for children. Our terrestrial system has a strong service capability, we have covered so many cinemas, outside of Beijing, we have nearly 300 employees covering 108 cities, 1200 cinemas, we have year-round in these cinemas to do social marketing services, and the same as the small time to do carnival. We made 1200 theater carnivals. Cover the main crowd is 15-25 years old, these female middle school students and college students, they are in droves, because to go there, many people also met primary school students, but also met high school students, very interesting. So that's what I've been emphasizing, the social function of movies. I've always felt that this is the core of homemade movies, so in making animated movies, we've been thinking about how to expand the consumer group, and provide social services, family social services, and social services for children in cinemas. We make a children's playground in thousands of cinemas, every movie theater has volunteers, two super big bears, real people play, interact with children Ah, play games ah, send prizes ah, take a photo ah, many children go very early, the movie theater children are playing a pile, all go to chase bear, because we usually adults to see the film, Go and buy a popcorn and see. But you have a very rare opportunity to socialize with other children, from six to 12 years old. Many children go to the cinema as soon as they open the door, waiting in the early morning, other children why not come ah? Why did the child go? Because there are many other children. Then we do a lot of communication in the Internet, using the way of social marketing. WeThrough a variety of channel marketing, the final total touch of more than five billion, le video network, music shopping malls, 360, micro-letter, Baidu, all kinds of Internet brands to promote, visit the volume of more than five billion, more than the small era, of course, the conversion rate is not high. Cartoons let adults go to the cinema to see or there is a process. Big movie bear infestation Micro Bo's reading volume 26.8 million, the small time is taller than it, probably is more than 30 million, then the Baidu News bar number, this possibly everybody is relatively ripe, 1.2 million, the general movie a hundred thousand of is almost. Through the data, we find that "bear-infested" does make many adult viewers receive this signal, and has generated interest. Then, we made a total of 4 to 5 rounds of Internet pre-sale and a variety of trial sessions. We did the parents ' trial, because cartoons, if parents feel very violent, or have problems, then they may not come. In addition, we also asked for the views of the parents, most parents feel no problem, a small part of the best not to think. So we made the 2d/3d version, we did a white-collar special, big hand pull big hand, the response is particularly good, we did a little dad concert, is the milk Dad with bear children's special, this is what we do with Wanda, the effect is very good, we almost use all the resources to do social marketing. Next is two rounds of live pre-sale, January 5, January 16 a point, you through the spread of the internet, Baidu, micro-letter, Weibo, we can finally have a few billion spread. We are in fact not very sure at first, because the child market is not our strong points, the young age impact of the youth is the internet generation, but 6-12-year-old children, is not going to the Internet, we have not investigated, but we have to how to affect the 500 million netizens are still confident. Internet thinking should be implemented to specific segments of the industry, with people who understand the industry to work together. In our case, it is the internet thinking how to do children's market, which achieved the landing, the last possible outbreak. After we look at the data, Baidu Index, the most influential is 30-39 years old, who are they? parents. Ranked number one in all the movie indices, then the taller ones are 10-20 years old, these are children, and the third is the age of 20-30, so it is clear that children, adults, and micro-bloggers make up our main audience. We pushed the age of 20-30, the main audience of the Internet, to the third place in all films. This is consistent with our previous position. The audience is not difficult to locate, the key is how to find them? We still use the idea of navigation and diversion. Navigation, according to the results of various media feedback, such as putting a trailer out, put a piece of flowers out, put an image out, and the public film socialization interactive communication. Then there is the navigation, probably in each platform you know your target audience, and then diversion, diversion is to carry out pre-sale, ask them to see, can interact with you, are opinion leaders, many people see Micro Bo is not talking, canTalk to people, how to let them go to see your film, and then spread for you. So our thinking is very consistent, the first positioning, and then use social media navigation, and then use our mobile Guide platform with many Internet platforms to do the purchase of a diversion, and then O2O, do offline interactive services, or more clearly, pay attention to their participation. In addition, positioning precision means that the concept of a product is clearer. The bear infestation is actually very Chinese. Content is not Western, very grounding gas, his imagination is Chinese, environmental protection, ah, little thief Ah, the villain is rich second generation and father between the contradictions Ah, this is the contradiction into social contradictions. The characters of all the plays are very grounded and strive to accurately correspond to our target audience. The consumer is the owner of the brand. "Bear infestation" is a fire, but what to do in the future? Actually, we're already talking about it. "Bear Haunt 2", how to upgrade? Should we involve 3 million adults who have seen the bears, or can we have 3 million kids come in, have them come up with ideas, add two more roles, or change the structure of the story? There are no actors in cartoons, so you can easily control them. The consumption pattern of Chinese movies should be upgraded with the Internet form you want to upgrade from entertainment consumption to brand consumption, from brand consumption into experiential consumption, from experiential consumption into participatory consumption, these four stages is very important, otherwise we will treat it as an entertainment, go to the cinema Le Le Ah is over. As we organize so many activities, we have to create an experience, such as I was involved in the activities of the bear, I have identity. Cultural consumption of identity is very important, including our early observation, gift delivery, the little Dad special special audience, and so on. Participated in this, especially adults, their sense of participation together, this brand is theirs, not ours, the entire brand's creation, dissemination, the audience is the owner of the brand. The Super TV is like this, 10 million people participate in, 10 million people use. Movies can do the same, cartoons are easiest. From entertainment consumption to brand consumption, from experiential consumption to participatory consumption, for the audience, there is no difficulty, the difficulty is in us. Are we willing to do this? Are we the director, the screenwriter, the Boss, the star, the big one? This whole conversion process, who is the owner of the film brand? They are the boss, we are just a cushion. I think in particular, movies such as cultural products, you have to contend with Hollywood, it is important to participate in the sense that they feel that we are participants, Hollywood is foreign, we look good. The consumer is the owner of the brand, you just use the platform to support the operation of the brand. What is the real advantage of us compared to Hollywood? Content production level, that need long-term training, there is an industrial base, there is the accumulation of technology, if it is animated, if there is our value, we should talk with overseas, cartoons are the easiest to go out, because it has no language problems, the future if you want to go out, In the examinationTo be in tune with Hollywood. Now that China has enough big market, why can't we get Americans to work for us? Technology is the globalization of the Division of labor, you want to do ink animation also have to consult shadow of the United States film Factory, the process of the problem can be gradually resolved, the imagination can be gradually enriched, if you can launch 10 million people with you think, your imagination will be how much? So what we're doing right now is making movies on the internet, and it's really shocking to Hollywood. Why can't we launch 10 million people to help you with your ideas? At least this is a great help to your creative process. They will be your automatic communicators. le-Vision film next year to do a brand, called music as the future, the brand is to try to do the movie industry the entire Internet transformation. System, hair, Battalion, sell all want Internet. The so-called C2B2C, many films can be, such as Zhang Yimou's films, why can not open the discussion? With which actor why can't you ask a netizen? Social media is something that can be done. The core problem of Internet thinking, what is brand? Brand is a concept in the mind of consumers, leaving the mind of the consumer group, the brand does not exist. Who is the brand? What's the use of your brand when you leave the consumer? Many Chinese film content creation, is behind closed doors. Cartoons in particular can do so, Internet thinking can penetrate any part of the production of film, you can record some doodle laughter, the audience said Dudu can not laugh, she should be like a ghost elf, or like a wild child, this is very interesting. Le Vision is the mission of the Chinese film industry to carry out a system-wide Internet transformation, we are the internet age of the film company. So we're not willing to let go of any opportunity to serve a targeted audience. le-Vision film was established in 2011, now two or three years, many people think we develop fast, said we squeezed into the first three Chinese movies, in fact, I do not care about ranking, each company to do a good job, or do not do well, depends on how much time they spend on consumers. You will be eliminated if you do not take into account the constant escalation of the audience's consumption. Why do we have this confidence? Your evaluation system is not how many you are in this industry, nor how much cattle you have in the industry, nor how big a film you have taken. We are confident that we are considering how to serve the audience every moment. Last time I said in a film and finance forum, China's biggest problem is the lack of professional investment in the film industry, because most of them are speculators, not investors. Really able to produce quality products, do not need money, what are you going to do? When you know what movies make money and what movies lose money, the system is what you should invest in, and this is what can help the industry to add value. How can Hollywood's six biggest companies stand up? Because they have a global market system. As an investor, how do you know if this movie is going to make money or not? This is the time to invest in the system, you have to learn to identify this, why do you want to identify the product? Why should investors have the entertainment mentality, the audience mentality? After watching a movie, I think it's wrong to throw it as soon as possible? It's totally unprofessional and ridiculous. China's film market perennial problem is the dumbbell problem, we melt to the money to go to the movie, or to build a movie theater, the cinema is fixed assets, low return, but can loan, cast film is cast content, the risk is very large, these two cast the most. But the middle link, no channel, how to serve the consumers did not, so I said Chinese film is a bow stoop giant-feet very big, head is very heavy, but the waist is not, because the middle is curved, so the Chinese film can't lift up, how to do the middle do stout, this is the channel, with the consumer dealings, How to use the way to reach the largest area of the film, the product spread out, and pleasure to do is to do, the next ten years to build this system. Expand my service audience from the cinema to 600 million internet users. To design a sustainable way, we use our own way to the Internet of each link, we have to use a more open way, using the Internet, every aspect of the film system, the Internet transformation. To make it clear, in fact, listing is not a problem, but where financing, we want to provide investors with long-term, stable return on assets, this is the key.