Your circle is really messy: gaming companies touch video doorways

Content Guide: Cast 10 million yuan advertise and cast 600,000 make movie, also get 1 million game user, you choose which kind? One day at the end of July, the Huangpu River was filled with moonlight. Shang and producer Panghong, director Urshan, actress Zhao Wei and other people boarded the cruise, for "painted 2" is about to break 700 million box office celebration. It was completely unexpected.　　Shang has been in Jinshan, swimming and other companies as a gold game producer, is now the CEO of Kirin Network, his past dream is to build a home with the best game producer team. Does the game person play the movie and television is not the job? This question has been in the heart of the drum.　　But the reality gave him the satisfaction of the answer, the investment set up Kirin film's first shot, still into the earned. Nowadays, the film and television craze of the game circle is spreading. Shanda Investment Games Big movie "The Valley of the Dragon", swims and "the Yuan Jian" the Double sword combination, the perfect world film and television investment performance is heroic, even the rice net (Micro Bo) the animated movie "The Mole" also becomes the child summer "the lore".　　Before the radio and television "new six" falsehoods, far from "virtual Sway" the game masters, instead, they play smarter, and even began to find their own customs clearance cheats.　　The game company makes the film and television already is the irreversible trend, the remaining only then does the good and the bad difference. The accounts of "into" film circle still into the decision to step into the film Circle's original intention is actually a bit helpless, because he found that the game company is very difficult to vertical in the internet industry chain Big: up there Baidu Tencent such giants with the game market the largest discourse right and resource ratio, down to swim also meaningless　　But horizontally, the transfer to mass media is not limited. Shang think, now in many games, 17173 and so on professional website advertising costs are enough to film the film, the mass media caused by social effects and brand effect, is not more cost-effective than the Internet? After trying several film and television patch cooperation, he met the producer of Ningxia film studio Panghong, soon decided to Kirin Network to invest in this film and television team, and Kirin film as the identity of filming the production of the first movie "Painted Skin 2." Your circle is really messy: The game company touches the movie and television doorway film by Kirin Pictures, Huayi Brothers, Ding Ronda and Ningxia Film studios each contribution 25%, take the form of risk-splitting. Kirin film is responsible for the production and promotion of the Internet to make full use of the advantages of preheating and community building, the Huayi Brothers channel distribution, and at the end of 2011 as the next year 12 major films. Now 150 million yuan total input changed back to more than 700 million of the box office, according to and the hospital line of the box office, four partners net earned more than 200 million yuan.　　The most critical is, borrow "Skin 2" of the Heat, Kirin network launched a related online games and hand tour, in order to complete its "multiple screen One" dream. This "accidental" success also gave Shang confidence, now to "Genghis Khan" game theme of the film "Lou," and the Chinese Kungfu as the theme of the film "King Kong" are in the Choupai. Shang says the game is a typical light asset company that eventually leaves behind a pile of steel mills., it will not form a more tangible service, but once it has formed the brand effect, it can go on forever. Another company has been eyeing a series that has a longer broadcast cycle and a larger exposure. 2011, a tour of the network game "Deer Ding Kee" released on the eve of the end of the market is close to saturation, how to let the game on the line on the siege? The tour's propaganda team thought of the hit drama "Palace". In contact with the production side of the film, they learned that the same type of theme Qing Palace drama "Step by Step" will be broadcast in summer, just and "Deer Ding kee" on-line time similar. Wang decided to gamble.　　His three analysis is: A look at the subject matter, to determine whether in the future, the second is the script itself and the degree of integration of the game, the third is the distribution platform, which television broadcast is very important. After confirming the script and the big Hot Cross theme and premiere in Hunan TV (Weibo), swim to buy the step of the alarming Baidu Zone, and signed, including Wu, Liu Poetry, Hu and other people starring play Xiaobao, Kangxi and so on, to "dream back to the Deer Ding Kee" micro-film as a TV series after the biography, let the protagonist across to the "Deer Ding kee" Game situations.　　Soon, this micro-film has over billion clicks, pushing "deer ding kee" to become the 2011 's most High-profile game. In the mild cooperation with the "step of the alarming" taste the sweetness, with "Yuan Jian" as the core brand strategy has been swimming gradually opened. "Yuan Jian" is a big Yu from Taiwan's classic game, swim to find Daewoo bought a single issue right and online adaptation rights, produced the same name online games.　　At the same time, the Tang Dynasty produced the same name TV series also completed filming. Wang once calculated a lump sum account. Online games want to bring 1 million landing users, put the cost of advertising at least 10 million yuan. In the first half of this year, the tour launched the "Taoyuan" through the network film "Adolescence 3", in the case of spending only 600,000 yuan directly brought 1 million of users. Wang that the diversity of film and television culture is the general trend.　　From the audience group, the 16-35-Year-old will become the intersection of the two cultural patterns, which has become a solid foundation. Wang said, with "Yuan Jian" as the theme, will complete the 2012 TV series, 2013 stand-alone games, 2014 movies and online games, as well as stage plays, novels, animated movies, multiple deductive way. As a game company, the role of the tour is to take the copyright from the middle, to contact including the Tang movie, Huayi Brothers, sea butterflies music and other companies, to their respective advantages to deduce the brand, has been the brand bigger. Wang This idea and still enter the same way, are all for the big brand. "There are investments in these business models, and some of them are just matchmaking," he said.　　"Wang said. In the field of children's play, the rice net also chooses to make movies and cartoons in the form of partner authorization. Rice to the brand image, story and creativity to the partners, rice in this process is responsible for the brand image, story, creative audit and check, while participating in the whole film production process, and professional partners to carry out the work of film creation: script writingWriting, film production, distribution work and part of marketing. Early last year, the Rice net tried to bring the two children games of "Purcell" and "Moore Manor" to the big screen and broke through tens of thousands of box-office this year continued to launch the "Purcell No. 2" and "Moore Manor 2" film, the box office has made a summer of 2012 domestic animation movie box office champion, the box office has 33 million and 26 million yuan respectively The animated cartoon also aired on more than 200 channels nationwide. Rice NET CEO Wanghai told "Global Entrepreneur": "Advantages of complementarity, professional complementarity, the complementarity of resources is the main consideration for the selection of Rice network partners." "Wanghai said, is the current game industry and the film and television industry, the general conversion characteristics." In foreign countries, the game adapted to the success of the film is not uncommon, "Tomb Raider", "Prince of Persia" are drawn from the popular game products, and in China, by the game adapted from the "Chinese Paladin" is also a number of film sequels.　　Because of the theme of the game more historical and story, and film and television works formed a natural similarity and relevance, so the theme of the game derived from the film and television works, the game company is a good place to occupy the matter. It seems to be easy to make doorways and trends, but how can the emerged gaming industry find the running-in points in the movie circle? Is it true that Shang and others have been given an unexpected delight?　　The transition between two industries is not necessarily doomed to success. At first, when communicating with the production team, Shang made a lot of suggestions to the script with his own experience as a game producer: for example, the most exquisite game to build the world, to create a fantasy scene, and then the identity of each role to find out, the previous life in this world made clear. But this set of rules doesn't work in movies. Film people think that this is very good, but the characters are not emotional enough, conflict is not strong, climax, transition, tears, whether the full character is the focus of the film, and in the game, the characters are clear "rational person", lack of inner exploration. Your circle is really messy: the game company touch the movie and television doorway Shang had to unload the gold game producer's shelf, humbly listened to the producer Panghong's opinion, to actually do the virtual way to depict the "painted 2" story structure, and deep excavation of the characters in the psychological state.　　To better understand the film, he even enrolled in the Director Department of the Beijing Film Academy. Examples of "conflicts" like games and movies have been Wang. In the TV series "Yuan Jian", one of the main characters in the game of snow in the hair is white, if copied to the TV series, white hair appearance is very bad. The photographer decided to change it to a linen color, but it was resented by some of the fans. However, Wang that this compromise is correct, if the simple game to make some people satisfied with the idea, may lose more viewers, this lost the use of film and television play to attract more players. In this kind of problem on the Golden Hill on the loss, according to the game adapted Toupai "Swordsman Love", although gathered in Nicholas Tse, a SA and other luxury cast, but becauseFilm and television to add too much of the game elements of the martial arts effect, the TV show does not look good.　　In addition to the schedule and the launch of television and other factors, the film finally did not cause too much attention. In order to make the game "Dragon Valley" to create a Hollywood-level film, the old online games company Grand Way is to choose and focus on the animation film industry nearly 10 years of film and television production company, Rice pictures cooperation. In order to achieve the professional effect of film and television, the film was invited to participate in the production of "Shrek" Hollywood writer Terry Izumi personally fencing the writer and producer, the music part by the American rap king Akon recommend the best newcomer in Europe and America, from the script creation to the production supervision to the film soundtrack,　　Implemented in accordance with international standards. In addition, the grand also in consideration, will fire more than 10 years of classic online games "Blood Legend", adapted into a reality movie, investment scale will be correspondingly increased.　　To expand the context of the game, literature, music, film four major areas, the grand want to borrow this game adaptation of the film for the game film industry opened a new road. In the game circle, the perfect World is also the forerunner of film and television, July 2010, perfect to about 110 million yuan and 82.3 million yuan of cash investment and bought Beijing Xin Bao Source and Shanghai Bao Hong Film majority stake. The latter two main shareholders and managers are filming "struggle", "My Youth who Master", "like the Mist like Rain and wind", "Do not Vancouver" and "Marvin's War" and other hit play of the Ding-core and director Zhaobaogang. Xin Bao Source also has artists brokerage business such as Honglei, song, Zhang Yi, Liade and so on.　　Although now the perfect World film and video and gaming business to maintain their independence, but "very perfect", "lovelorn 33 days", "Steel Harp" and the TV series "Man Gang", each work is produced by the pool, and maintained a considerable standard. How should the game company play the movie? Shang summed up the three-point methodology: The first is to insist on producer center system; The second is "use it mode to make a film", the Budget, cost, market, positioning think clearly, product rather than art way to promote; the third is to ask for advice, the 10 game hundred years of movies, players can learn a lot from the film. "Some people say that the film is the art of regret, the game can do is to make up a little regret."　　"Shang said. Rice network Wanghai in the film has three insist: the first is to adhere to the uniqueness of performance techniques, different media platform features and user habits are different, in respect of the core brand spirit of the situation, rice rice is not in favor of copying; the second insistence is the consistency of brand culture connotation, which is the writing line that the rice requires the partners to follow. The third insistence is the complementarity of marketing means, for example, in order to match the "Moore Manor big Movie 2" in the national courtyard, mobile games launched a special version of the film, users can be in advance to feel the film part of the storyline, and through the way of the game to participate in interaction, but also in the game set suspense,　　Arouse the user's interest in the film. The game companies that touch the movie and television doorway begin to have their own judgments and predictions. FromGame selection, Wang that the rich fantasy and fantasy of the historical costume content will long become the film and video games and the main theme of transformation. However, it expresses a different view, he thinks that the early Hong Kong film and television is also in the state of non-costume, but through the recent 20 years of development, modern drama has become the mainstream.　　And the game company's film and television theme will undergo a gradual development process. What kind of video game companies should do? This question is inconclusive, but one thing is certain, the big screen will become the dominant game market power, as Shang said: "From a cultural point of view, I would like to let the big screen become our vanguard." I hope to have film and television art, to build cultural brand, and then use the long-term role of the game to supplement the regret of the film. ”