Original title: Damai upgraded its content strategy again and cooperated with Youku Children to launch the Cool Wheat parent-child label layout segmentation track.
On December 15, Damai and Youku Kids announced the joint establishment of the Kuwheat parent-child content label, comprehensively laying out the children's drama performance track and creating a new type of children's drama for the future.
Kuwheat will form three major business focuses based on the three product forms of "small, medium and large": first, self-developed IP-derived children's dramas, and build a children's drama theater tour model with national theaters as the carrier;Second, invest in film and television animation IP with adaptation potential or high-quality parent-child drama IP with high reputation in the market, and create high-quality dramas in Chinese theatersThird, based on the IP matrix of Youku Kids and Aliyu Animation, we will develop a carnival of 10,000 people.
In the first three quarters of this year, the box office of China's performance market has reached 3154.1 billion yuan, an increase of 453 over the same period last year74%, children's drama as an important subcategory has huge development space and is entering the stage of high-quality development. As a performance ticketing platform, Damai holds the most extensive performance consumer users in China with one hand, and connects the core and most abundant animation and animation IP resources such as Youku Kids and Aliyu with the other, and we hope to give full play to the advantages of this platform and resources, reorganize online and offline gene sequences, and create innovative children's drama products that meet user needs and market development trends, so as to create more increments for the market, so that children can enjoy the rich life of the art carnival at their doorstep. He Mi, president of Damai, said.
Deng Xiao, the manager of the Kuwheat label, revealed that in terms of self-research, the label will focus on the development of IP-derived puppet interactive dramas, children's interactive performances of knowledge popularization, and immersive children's dramas.
Youku Kids is the leading content platform in China's children's market, which has maintained a high-speed and stable growth trend, serving 200 million family users and the overall number of programs exceeding 10,000. In the past two years, it has made a wide range of layouts in high-quality, IP-based and track diversification, and has continuously opened up the transformation channel from children's ** to parent-child consumption, providing parent-child families with a more dimensional and rich experience.
On the same day, the first self-developed IP of the Kuwheat label, the immersive interactive children's drama "Steel Dragon", was also officially announced. The play is adapted from the well-known animation IP "Steel Wyvern", with friendship, adventure, and combat as the theme clues, telling the story of the steel Wyvern warriors Blazing Flame and Deep Blue fighting side by side to save the earth's ecological crisis, and conveying to the children the courage to move forward in the face of challenges, as well as the friendly values of caring for animals and maintaining ecological diversity. The performance adopts multi-** sound effects, super first-class costumes and large-scale stage scenery, which is both dazzling and fascinating. In addition, during the performance, a link between the super-large dinosaur and the children was also designed, which will bring the children a full range of immersive viewing experience.
The immersive and interactive children's drama "Steel Dragon" will premiere in Kunming on January 5, and then will tour Zunyi, Guiyang, Guilin, Qinzhou and other cities, and is expected to tour 100 performances nationwide by the end of May next year.
It is reported that "Steel Dragon" is one of the best mecha brands in China, and it is also an original animation IP jointly produced by Youku Children, which takes children aged 6-10 as the core target audience, covering more than 50 children's health channels in China, and has been distributed to more than 70 countries and regions around the world, with a Douban score of 85. Have a strong understanding among children and young parents.
Content R&D and scene interconnection are one of the important directions of Alida Entertainment's internal collaboration in the past two years. In addition to the joint operation of the Kuwheat parent-child content label, Damai and Youku are also frequently linked in the development of ** performances and dramas. In August this year, Damai and Youku cooperated in the 10th anniversary concert of TFBOYS, offline performances and online live broadcasts, attracting more than 1.68 million Youku users** and a total of more than 100 million interactions, breaking the record of Youku's online paid performances. It is reported that next, Youku's costume suspense drama IP "Qingming Shanghe Tu Password" will also be adapted into a drama by Damai's "Of course there is a play" and brought into the theater. 