The study of the "Ten cold" in the beginning and the beginning of a movie on the Internet

From the Internet to the Internet

It's a "slag painting" in adult eyes.

Chen Hongwei, the Wanda Film and Television media Project Development Center vice-president, has been "no" under the pseudonym has published a film industry review articles, quite popular with netizens. Chen Hongwei's first emotion in an interview with business value was:

"It is not surprising that the transformation of the first film producer, unexpectedly is" ten cold "so a ' wonderful ' movie. ”

But think carefully, and there is a certain inevitability, because when Chen Hongwei finished reading this work of the original, it has to imagine and look forward to it, and the kind of a new type of film particularly excited feeling, has not been for a long time.

2013, because of work reason, do movie marketing Chen Hongwei, and at that time is responsible for suning easy purchase advertisement implant Yushun often meet. Once, Yushun said recently Suning implanted a network "bubble face", he took out a mobile phone to Chen Hongwei look, is a Yaoqi site on the "Ten Cold" "Fu Lu Eva" that episode, Inside the Alchemy Furnace replaced Supor rice cooker. This view, the film industry for many years of Chen Hongwei, the heart of the ripples. Through Yushun, Chen Hongwei soon saw Yaoqi coo Dong Zhiling. From the name, Chen Hongwei feel that there are yaoqi already very "demon", because outsiders can not guess what the brand is doing.

There is a Yaoqi is Zhou Jingxian and other people to create a cartoon site, and other comic sites are different, there are yaoqi closer to the original publication of the publishing platform, graffiti, or meticulous masterpiece, can be posted here for netizens to watch, spit. In the process of publishing the work, Yaoqi has accumulated some excellent works of IP, and assist the author to adapt to the publication, or on the Yaoqi Web site adapted for animation.

Among the numerous works and authors, the "Ten Cold" rose, the most surprising, because from the traditional aesthetic standards of comics, "Ten Cold" scrawled picture can only be called "slag painting." From the "Ten cold" upset phenomenon, there are yaoqi analysis, the nature of the captured netizens is not a picture, but content. "Slag painting Wind" connotation, is the audience can feel the author's emotions, and "ten cold" ridicule "gourd Baby" and other classic works of humor jokes, but also get 80, the cause of the favorite users.

From a cartoon, to animation, to the film, the process of "ten Cold" director Lu Hengyu, constantly adjust themselves. The "Ten Cold" movie and the regular movie screenwriter Way is very different, the screenwriter first writes a very normal script outline, then adds the destructive joke to the. In the process of creation, Lu Hengyu more attention to the "comedy" elements, for the screen, he insisted on the nature and relaxed two-dimensional style. Chen Hongwei read "Ten Cold" came to a conclusion: this will be a subversive movie.

Previous animated films in China, such as "Pleasant goat", "Bear Haunt", "Quebec Pull", "Qin Dynasty Moon" and so on, are like pictures, mostly cool 3D effect, even 2D screen, but also very beautiful lifelike, for several years of Chinese animation film has been trying to do the "real" Disney.

The "Ten Cold" "Slag painting Wind" subversion of this classic animation expression, in the cast view, the screen is only a tool to convey content, for such a style, Chen Hongwei after watching a large number of days and animation finally have the sentiment, originally this is also can foil the story and content of a style.

The internet to raise the first bucket of gold, Wanda Plus bar

July 2013, "have Yaoqi" oneself made a "public raise big Movie" project, this period Chen Hongwei did not intervene, just wait and see, but he will in each month to have Yaoqi brush "existence feeling". "I know they are also in contact with other companies, but I am not in a hurry, I really like this work, so I am more sincere than others." ”

That December, Chen Hongwei concentrate on doing "Northern Ireland" of the proclamation, one day 100 million of the box office results let everyone see the power of Wanda film and television, but also see Chen Hongwei operation of the film marketing publicity capabilities. Have Yaoqi finally raised to more than 1 million, but far from the cost of film production, want to make a movie, you must find a professional film investors, the promotion of the cooperation of the party. At this time, the Chen Hongwei began and have Yaoqi explore cooperation mode and other details. There are Yaoqi and director Lu Hengyu in several partners not too much hesitation, eventually fell Hammer Wanda, afterwards they share the key factors, is because Wanda's strength and Chen Hongwei sincerity.

Film into the production phase, Chen Hongwei often run to Shanghai and the director to do exchanges. His first impression of Lu Hengyu was: "The director is a very rough man!" He is the most wonderful director I have ever seen, and is the youngest director of the current Chinese film mentality. Lu Hengyu is a person living in the pure two-dimensional world. "Lu Hengyu from the day diffuse cultural influence, but also respected the commercial type of the spread of the film." The Lu Hengyu Studio has to worship ancestors before it starts every day. Chen Hongwei smiled and said:

"I look, originally ancestors is ' Walt '!" ”

Lu Hengyu and Li Jinjie with colleagues to ancestors smoke, Xie ancestors enjoy rice ... From these details Chen Hongwei see this creative team mentality is very relaxed, not sentimental, but in the creation they are very rigorous, do unprecedented movies, and only such a team can be achieved.

Two yuan adult to animated movie How to do Xuan hair?

Xuan Hair is the advantage of Chen Hongwei, his actual combat experience, but because the parties face this unprecedented commercial experimental film with a cautious and conservative attitude, so the propaganda budget control is very strict, which means that Chen Hongwei and team must pay more energy, physical, intelligence. "To be honest, for the ten-cold" My heart is also no bottom, this is the Chinese film history of the first two-dimensional adult to the animated film, what is the first time, we have to stones, to try to figure out their own to build a thing. ”

In August, the "Ten Cold" did the first press conference, this time alone the launch of a 1/6 of the propaganda budget. But Chen Hongwei said, "The value of this money!" ”。 The conference was chosen in the Big Park Hyatt hotel, outside the door Platoon two detachment, one side is the reporter troop, side is the crowd raises the investor troop, Mammoth.

New media immediately sent news: "Never had a film conference invited more than 300 investors at the same time," Millet co-founder Li Vanchang also attended the conference, a large number of Internet leaders gathered in a hall, do not know the status of the Conference is also thought to be the Internet summit. The first conference blew up a lot of topics, and the volume was comparable to the big movie.

This time, Chen Hongwei deliberately and did not reveal the "ten cold" film content, everyone did not know "ten cold" what this is a type. The poster screen even avoids the animated cartoon attribute: The Nezha, which runs the planet under the sunset, looks more like a sci-fi movie or a disaster war film at first glance. "Yes, I fought psychologically." Everyone thinks you are a dark horse and you have a chance to win. After the press conference, some reporters did not even know that "ten cold" is an animated film.

The most powerful joint production in the history of "Internet"

Usually, domestic commercial film in the operation will have a certain pattern, for example, a film and television companies choose to Toupai a piece of work, will take the works to find one or two investors, while establishing a production team, after the implementation of funds, and then talk about a number of implanted ads, at the same time the launch of film shooting, film theaters, the box office and investors can be split. The "Non-interference by Sincerity" film produced by Huayi Brothers is the successful model of business operation, because the film is implanted in: wine, automobiles, cruise, credit card, mobile phone, website, notebook computer, Hangzhou Scenic Area, real estate and other advertising, to make a pot full of investment.

Familiar with the operation of the film Chen Hongwei, but did not follow the traditional mode of film operation, to contact consumer brands, automobiles, banks and other enterprises, but locked the Internet. He with "ten cold" to millet, Sina, suning easy to buy, Blue Harbor interaction, CHE and other companies, the attitude of the people and he saw the work of the same excitement, because this is a real movie from the Internet, it makes internet people have a sense of intimacy, and these brands in the film's implantation is also natural. To see the passion of the Internet, Chen Hongwei thought,

"How about doing it a little higher?" Since I am playing the Internet gene banner, simply invite them to come in, joint production! ”

This is an unprecedented method of operation: Millet, suning easy to buy, Blue Harbor interaction, Che and other Internet brands, for the "Ten Cold" formed a Chinese film history of the largest joint production lineup. Chen Hongwei believes that these brands can help film hype, and "do potential" in the film marketing is very important, it gives the market a Cenbar and expectations, so that people feel that the work is promising, not because of the cost of less and ignore it.

Together with the momentum, each brand in their own platform to promote, because only pay more, can earn more, the final split more.

"It was a new pattern that was groping out in the course of the operation, you know, these resources together, the total amount of more than 200 million yuan worth, in fact, and no less than any mainstream blockbuster, but it for such a small cost of film services, which is the" ten cold "in business with small broad key factors. ”

Like the internet to do "beta", looking for a

In the traditional film mode, the director is filming what the audience will see, there will not be too much room for communication, film production side than the position of the consumer is much superior. "Ten cold" experimental properties, so that it was born after a lot of unknown, in order to secure, Chen Hongwei in the Prophase and later, the choice of research methods to explore the market. "For this film, I have been using a conservative attitude, actively to do things." There can be no blind optimism because there is no precedent. "Just like the first time people eat crabs, is it death?" or delicious? No one knows. It is prudent to do so, not because the investor does not want to spend money, but must explore a unique set of play, which is the value of this film.

As early as the film preparation period, Chen Hongwei has been constantly looking for students to talk about their lives, hobbies, analysis of their points of interest. Chen Hongwei also read a large number of two meta culture data, must have a perceptual knowledge of the taste of the third, understand their culture and demand, can use the language and thinking of this crowd, to make this film. Early research helped Chen Hongwei determine that Wanda must collaborate with his favorite social platform, Sina Weibo.

Film production to 80%, Chen Hongwei also invited to professional film research institutions "where shadow" did a field. The research is equivalent to a trial outfit for a product, or a beta game. Chinese film people do not have this concept at present, and the beta is a thing that makes the director uncomfortable. The audience in the beta is a sample of the normal audiences, which is very representative. As a result, the data and indicators are not ideal, the smile and the audience scene reaction, and the previous cast of the imagination. There is also the good news that the audience is accepted for the advertising implant.

"There is, as we expected, the audience that the time chicken is a man, since then, the propaganda focus has locked the time chicken." "Everyone met overnight, analysis of research results, the director stayed up late editing, but also sacrificed some of their favorite bridge." Take the modified version, Chen Hongwei again in his alma mater Normal did a "point map", is still holding the mentality of water test, the result, this time normal 95 minutes of the positive content, the audience smiled 87 times, clapping 7 times. "I knew then that the film had become. ”

For such careful and cautious market research, big producers and big directors must not be complacent. But see the lunar year file "on the rocks" of several blockbusters: "A Step Away" and "Taiping Round" even the cost of the box office results have not been retracted, the former focuses on self-expression, does not care about the audience's emotional and viewing experience, the latter does not have enough market knowledge to blindly manipulate old subjects with old ideas, and stretches the film into a lengthy upper and lower part, This means that the director must first analyze the audience needs.

Therefore, can the audience when "master" Lu Hengyu will put a very low posture, will eventually let the film to achieve market recognition.

It's not an animated movie, it's a comedy movie.

In the 2000, Stephen Chow's "Dahua West Tour", a show, many people questioned the professional level of the film, as someone today on the "ten cold" does not understand the same. Any new thing appears, there is bound to be a great controversy, subversion of the former means that the latter must have the possibility to occupy the future. From questioning to acceptance, Stephen Chow's "nonsense" culture breeds the "God of Food", "Moonlight Box", "Shaolin Football", "Kung Fu" and other films, but also because of its new model caused by media discussions and analysis.

Today, the unreasonable successors, such as Xu's "Thai", Chao "break Up Master" and so on, have borrowed Stephen Chow to create a comedy model. Not long ago, "know" on an article, the evaluation of "ten cold" is no sense of the culture of the film, Chen Hongwei read do not agree, "Ten cold" is the product of the Internet aesthetic, is completely different from the nonsense. "Dahua West Tour" period, Stephen Chow do not make sense of the cultural core is ugly, even Zhao Wei, Karen Mok such a big beauty, also want to draw very ugly just in line with Stephen Chow's comedy mode. and mobile internet era, the web began to ferment "Meng cheap" aesthetic, for example, "Never thought of" in the "Call Beast Easy Star" and "Silk man" protagonist, and so on, the protagonist is "Meng Meng ~ ~ cheap ~" style, and this is the Internet created a new aesthetic characteristics.

The emergence of the film "Ten Cold" thoroughly brings the audience into the present and even the future cultural environment. In fact, as early as the "Ten Cold" video version of the stage, it has been a great success, the animation also formed a fan group, and in Baidu built a paste. "Have Yaoqi" do is the fan economy, but "ten cold" movie is definitely not a fan movie, Chen Hongwei Summary "Ten cold" is a passer-by movie:

"are passing by, appreciate, the audience's mentality are passers-by mentality." All we have to do is make fun, and we'll have enough to read. ”

"Ten cold" is not an animated film, but a comedy movie.

Because when it comes to animated movies, people always think of animation first, think of children, and the "Ten Cold" team first thought is the most mainstream youth audience. "Because no matter what form it is, it's essentially a movie." The movie "Ten Cold" is just the result of the animation form. Fortunately, I and the director of the concept is coincident. "Both Chen Hongwei and Lu Hengyu tend to be Hollywood-style narrative logic, and they are all followers of Hollywood's business-film model." From the beginning of creation, they are doing it according to this specification.

Chen Hongwei, who graduated from normal College of Art and Media, insists that he is a film fundamentalist, saying that filmmakers must first have a "spirit of service". "So far, I have heard the best compliment, saying that we do the" ten Cold "' character is very pure '. "Sitting in the narrow office of the Chen Hongwei, hand is the time chicken doll, his then micro-letter head is also a time chicken." In the conversation can feel, he to "ten cold" paid a lot of effort, energy, that kind of pay and love is heartfelt.

Integration line under the resources, and then the dispatch, will be big, triggering social concern, director Lu Hengyu, production side Wanda, IP (intellectual property, IP) partners have Yaoqi, several partners in the film mode of innovation, for Chinese animation film to explore a new way out. See the "Ten Cold" success, hand two Yuan animation IP Tencent Video also began to work on the adaptation of large films, and "Ten cold" in the joint production, implantation, research, publicity, a series of means, will also be imitated. Chen Hongwei not be content to enjoy the "ten cold" bring the praise, he said he likes to do and others are not the same thing, do not want to copy others is because of fatigue, because imitate others will be compared, will always think how to surpass others, the pressure is too big, fun too little. Chen Hongwei is an obscure figure in the film industry. For the film, Chen Hongwei has its own understanding: "The ten Cold" premiere date was chosen December 28, just the birthday of the film. In my opinion, why does history not make the Lumiere Brothers film The Day of the anniversary? Instead of choosing the day to give the audience a movie? It is because of the movie, the film is on, the audience is watching, only two things exist at the same time, that is the film. ”

"Next" movie behind another Internet platform experiment: there are Yaoqi

"Ten cold" behind the copyright party, is a cartoon IP derived from the animation video, movies, games, theater, audio and other series of peripheral products two Yuan IP platform, its name is also very two yuan, named "Have Yaoqi."

Before the Spring Festival, "100,000 Cold Jokes" (hereinafter referred to as "ten cold") stage plays in Shanghai and Beijing tour, attendance 95%, "Ten Cold" hand tour on line on the first day to board the App Store pay list champion, there are Yaoqi website can buy "ten cold" peripheral products, such as: hand, pillow, t-shirt, such as key chain. Investors flocked to Yaoqi's next film.

"Ten cold" success again confirms a truth: no matter what industry, only win, can let the market see and remember. As there are Yaoqi COO Dong Zhiling said, "Ten cold" movie broken billion, is a turning point, because only "broken billion", there is yaoqi in the film to earn money in a split. Only "broken billion", we will believe that such a two-dimensional animation IP, can be converted into productive forces.

A deep alley in the back street of the art museum, a few iron-gray buildings stand cold in the 77-wen Chuang yuan.

"There is Yaoqi" at the end of the building. Open the door, the scene inside the people feel inexplicable happiness: the wall plastered with huge cartoon characters, the ceiling was decorated into the sky, also hung clouds, the window surrounded by green, whether it is a desk or corner, everywhere cartoon shadow ... Here, is two Yuan culture "secret base" has Yaoqi. "Ten cold" is not our best work, only one. "Dong Zhiling sits on the couch in the attic, he's from Shanghai, and he speaks with a pronounced accent. The window behind him was a busy little weave. For the external warming of the "ten Cold" topic, even the "ten cold" as "phenomenon-class" film's huge repercussions, the staff here to show the calm, let people some accidents.

"is not not not excited, but the" ten cold "in the animated version has been hot once, we know it is the inevitability of success. "From the number of people to compare," ten cold "in the animation phase of the population is the largest, original comics 1.5 billion network clicks, 73 million complete reading, animation super 1.7 billion watch, average single click 90 million. These data can be seen, "ten cold" and have Yaoqi has a certain influence, but in a specific group, and a specific range of trigger.

"Have Yaoqi" was founded in 2009, when the 4 founders are also "workplace small white", eldest brother Zhou Jingxian, content director Dong Zhiling, technical director Yu Sianghua, several people because of comics come together, think how can "like-minded" gather together?

Just do the comic site. The investment party has always been a "one-vote" way to fund their entrepreneurship.

There are Yaoqi websites, original cartoons, colleagues, the United States, teenagers, girls and so on two yuan theme abound. While browsing comics, netizens can also spit slots to enjoy the interactive fun of the barrage. In the process of operating the website, there are Yaoqi gradually formed two-dimensional culture form.

Commercial market generally believe that two yuan culture (ACGN culture) is Naruto, the classic animation copyright and surrounding products, as well as the classic game copyright and peripheral products, COSPLAY, such as the curtain, in fact, these are only narrow understanding. Two yuan in fact also includes the song "My Skateboard Shoe", "unexpectedly" in the call Beast Ishan, some specific language, sell Meng ... These are antagonistic to the cultural phenomena of the three dimensions (the real world we are in).

On the basis of the two-dimensional category, there are yaoqi actively nurtured two yuan "great God"-the author of the classic works, such as: "Ten cold" cold dance, "daughter of the country" Wang Man, "star Stars" thousand bright and so on, "great God" can interact with netizens, accept fans worship. As China's first two yuan culture to do through the Web site, click into a Yaoqi, the experience of the reality began.

The Netizen attribute is very consistent here, everybody immersed in the plane cartoon, have outside of the real world, another kind of self-identity. To this end, there are Yaoqi attracted 6 million of users, and these users because of the two-dimensional sense of belonging to the culture produced stickiness. On the basis of the Snowballing fan group, Yaoqi saw the prospect of being a "fan economy". The production of derivative products for the fans collection, the amount of downloads contributed by the fans can be changed;

In short, in the future of the operating normal, there will be Yaoqi "fan economy" in the first place, so that 6 million users to become cash.

Positioning Internet companies, but traditional IP operators as "division"

"We prefer to say that we are an internet company. Dong Zhiling several times to highlight the company's attributes. This is the "Chinese animation core" of the site, has been doing something unintentional inserted Liu.

For example, initially for anime fans to build an interactive platform, the results of the original works unexpected wonderful, forming a certain IP accumulation. Yaoqi signed a batch of outstanding authors, and developed video, audio, games, and peripheral products. 2014 site to achieve maturity, there are yaoqi and catch up with China's IP year, through the film "Ten Cold" achievement of the first big success of the IP transformation case. Now there are Yaoqi, like the star of modern speech for IP, is welcomed by the market. "What do you do for a living?" Do you make money? "It's been a long time that the media have raised questions about Yaoqi. Several founders at the beginning of cooperation to reach a consensus-to do culture is slow, we do not make fast money.

This led to early years of Yaoqi and reluctance to be interviewed.

"Because of the old answer to these questions, it feels as if we have no hope, and sometimes the manuscript is written out and written as a feeling of no future." So then we made a determination, if it is the kind of entrepreneurial team interview, hard work this topic to write us, will not be interviewed. ”

At that time, the outside world can not understand the Yaoqi team in the spirit of the sense of enrichment, and fans to embrace the sense of existence. The spirit of "content is kingly" principle, has Yaoqi from 2009 to now, accumulated thousands of outstanding authors. These authors are not all trained, have veterinarians, have company staff, stewardess, accounting ... We use spare time to create, even if the picture is not beautiful and exquisite, as long as the content is interesting, will still be respected by netizens, "ten cold" is such a representative work.

The author of Cold dance to "spit Groove" as the theme, the picture is like practiced clumsy and rough, because the content of the funny to meet the psychology of many netizens, just a download immediately in the netizens popular. In addition to the "Ten Cold", "corpse Brother" and other works appear in an endless stream, in order to introduce the incentive mechanism, there are Yaoqi also signed classic works and authors, for them to find publishers or other means of cooperation, and then form an IP reserve.

The United States of China, Disney, Japan's collection of British society, IP business operation has long been familiar. To diffuse Granville as an example, usually in the beginning of the creation of the very focus on the establishment of IP image, the use of animation, game language, establish character image for derivative products to prepare.

After the work through the comics, animation stage and success, the work into the adaptation of the film and game stage, and finally the surrounding product launch.

Disney's 2014-year cartoon "Ice and Snow", once the fire will be in every corner of the world to see the characters and images, Disney also follows a set of existing models, the development of IP market: Stories-Cartoons-movies-games-publications-Clothing, stationery-copyright cooperation and so on.

This careful product chain in fact, at the beginning of the creation, has been set up to complete. Japan is a collection of British society as the representative, in the signing of the work will quickly develop synchronized games, theater version, souvenirs, etc., so that an excellent IP, to maximize production value.

As comic fans, the founders of Yaoqi of course know the experience of these predecessors. They have been trying to complete the model of IP transformation, but the premise is that "only good works, there is the opportunity to become".

So in the last few years, there are yaoqi to attract works in various ways, some of the elite hidden in the network gradually surfaced. These elite works are Yaoqi capital. In the "Ten cold" before, there are Yaoqi have tried to adapt the game, audio and other means of IP has been introduced.

Until 2014, there is yaoqi through the IP to realize the break-even, and "grand" the whole body and concessions have Yaoqi become an entrepreneurial company.

"Ten cold" success, for the Yaoqi to obtain higher market valuations and confidence, in the period of IP false, there are YAOQI practices are bound to be imitated. There are yaoqi not worried after the catch-up and competition, after all, the industrial upgrading of Chinese animation has not been achieved, "ten cold" is only a pioneering case, there is a lot of space in the future.

Here, Dong Zhiling took out the mobile phone, to "business value" reporter Show "ten Cold" game, in the beautiful background and cool fight screen, incredibly joined the barrage style of the spit content, there are some of the original Funny bridge section. "The game landed in the first place in the pay list in less than 24 hours," he said, playing. "All the first Chinese movies in fact, before the" Ten cold ", there are yaoqi have thought of the hands of the IP film.

In Dong Zhiling's words, "ten cold" is not our best work, only one. "Before the ten-cold", Yaoqi and some investors talk about the remake of the film, each other will ask: "For adults to see the animated film?" "Yes, not young." "Oh, that's Qui-gon?" Didn't Qui-gon lose it? "We are not the kind of Qui-gon. "What kind is that?" Any success stories? ”

...... Each conversation is the same as the content of the "Kui-pull" predecessors, and can not cite the success of the case. "Simply do it all. ”

In this way, 2013 has yaoqi and roll-call time cooperation, from a few dollars to tens of thousands of yuan, the number accumulated quickly, most investors are "ten cold" cartoon fans. Mr. Zhang, who voted 1000 yuan, said: "Not too much, just like, hope it succeeds." If you think more, you should not dare to pay. "In the end, the ten-cold" film has assembled more than 5,000 "micro-investors", for the "Ten-cold" film public raised to 1 million yuan production costs.

For Yaoqi, the confidence that comes from fan support during the fundraising period began to diminish after the movie was started. "Insiders", the original film is a very complicated thing.

At this time, Wanda Film and Television's deputy Chen Hongwei appeared, "he is a like" Ten Cold "know" ten cold "people, this is very important in cooperation, do not understand people will be difficult to put it's grip. Among several big-name candidates, there is another important factor in Yaoqi's decision to hold hands Wanda, in fact, the resources of Wanda in the hospital line are very strong and competitive. Before the "Quebec pull" failure, largely because the hospital line is not optimistic, premature will be the reason for the film offline. Therefore, even if the "ten cold" by some hospital line abandoned, and finally Wanda support, this is enough.

In China, animated movies have its bottlenecks and ceilings, and there are a lot of rules and regulations that are not accepted by the mainstream market. Before, once broke billion of domestic animated movies only "Pleasant goat" and "bear haunt", but they are targeted at low young viewers, once the audience with the age of growth, or parents to transfer consumption, the box office will be affected.

2014, the "Pleasant goat" single film box office has less than 90 million. Originally to the youth group for the audience of "Quebec pull", because the beginning of the creation of the content of the transformation of the young, resulting in low and young groups, are not buying, the film ended in 20 million dismal. Looking at the box-office of Chinese animated movies, there is no least, only less.

There is a Yaoqi view, this is because there is a problem of ontology awareness. Unlike all previous animated movies, there is a Yaoqi only "ten cold" as a film to do, first freed the "animation" the shackles of the word. In the film production process, there are yaoqi that "we are just a star enough, not enough money movies." and positioning in the "movie Comedy Animation", "animation" is the weakest factor.

This kind of judgment, and those tangled in how to do the movie, in essence produced a huge difference, today it seems, this is the "ten Cold" movie surprise success reason. High above, will be mercilessly fall down. "Ten cold" of the creation team put their posture is very low, low to call the audience "master" degree, they designed each "stem" is to Bo "master" a Smile, "master" smiled, the box office is also high.

On the other hand, "ten cold" did a few pieces of ice breaking in the history of Chinese movies:

1: The first release of the public to raise the film.

2: When it comes to inputs and partitioning, there are yaoqi doing an unprecedented attempt to IP a stake. The way of IP equity participation is still rare in Chinese movies, which means that there are yaoqi not to pay extra money and energy, can be divided into profits.

3: Director Lu Hengyu, is currently the youngest one, is smaller than Guo.

4: China's first box-office hundred million of non-young animated films.

5: The elements of the film mixed with the spread of Wei, Japan and other exotic style, with the director's own words, this is China's first "wonderful movie".

As of the press, "Ten cold" box office has reached 117 million yuan, Dong Zhiling's face exudes the joy of hiding. IP to realize the goal finally reached, the market also because of "ten cold" recognized the value of adult anime, the future as long as the operation of the work of the good, there will be Yaoqi business ambition, and finally with "Yaoqi June" together with the listing.

In the office, "Yaoqi June" are working methodically, at this time, the door came in a few young people, said to come for an interview. Dong Zhiling regrets: "Just like when I was at school like anime, I hope that the development of Chinese animation good." Later embarked on society, watching Chinese animation and football as deteriorating, simply do it yourself! ”

After "Ten cold", some animation team, began to have Yaoqi as a banner, in the replication has advanced business model, they will be more confident, but also to others said "We are doing yaoqi that thing." For Yaoqi, this is their greatest sense of achievement and their greatest stress.

(The full text will be published in the "Business Value" magazine February 2015 new issue, the network first Titanium Media)

(Responsible editor: Mengyishan)