Jia Ling is undoubtedly the most popular person in the Spring Festival movies in 2024.
As one of the directors, leading actors and investors, Jia Ling's movie "Hot and Hot" has exceeded 3.2 billion at the total box office as of the afternoon of February 24, ranking 16th in the total box office list of Chinese films.
Her first directorial work "Hello, Li Huanying" is the third runner-up on this list. Jia Ling was once the highest-grossing female director in the world, and with another "Hot and Hot", she has successfully entered the top 10 of the Chinese directors' box office list, becoming the only female director among them.
Jia Ling once made a promise for "Hello, Li Huanying", "If the box office breaks 3 billion, I will be thin like a lightning", three years later, she not only lost weight, but also made this movie the champion of the Spring Festival in 2024.
Jia Ling and everyone behind her, this year should be good. "Hot and Hot", how many people have made a lot of money?
"Hot and Hot", whose wallet is bulging?
From a commercial point of view, the excitement of movies lies in high investment, high returns, and high risks. In a film project, there are often multiple companies involved in each link, sharing risks and benefits.
So before talking about box office revenues, a group of companies must first pay to make movies.
There are 8 producers and 16 co-producers of Hot and Hot Steam, of which 8 producers bear the main costs, namely Xinli Media, China Film Co., Ltd., Alibaba Pictures, China Literature Film and Television, Big Bowl Entertainment, Sanya Literature and Art Xiaohong, Beijing Pony Riding Culture and Penguin Pictures.
Figure: Xinli Media is the unit that submits the record to the National Film Administration, that is, the project is the leader. Xinli Media is controlled by Tencent, and China Literature Film and Penguin Pictures are also Tencent-affiliated companies, and everyone has made steady profits together.
In addition to China Film and Ali Pictures, the remaining three companies, Big Bowl Entertainment, Sanya Literature and Art Xiaohong, and Beijing Pony Riding Culture, are directly related to Jia Ling.
Those who have watched the movie may have an impression of the place where Le Ying works in the film, and the four big-character signboards of "Big Bowl Fish Music" can be regarded as an internal stalk played by the creator himself.
Tianyancha APP shows that the largest shareholder of Big Bowl Entertainment is Jia Ling (Jia Yuling), with a shareholding ratio of 65%, the chairman of the company is Jia Ling's father Jia Wentian, and the second shareholder is Sanya Literature and Art Xiaohong, one of the producers of the film.
Sanya Literature and Art Xiaohong, in 2021, took over the shares of Big Bowl Entertainment held by Beijing Culture, which was the first producer of "Hello, Li Huanying", and invested 10 million yuan in 2016 to jointly invest in the establishment of Big Bowl Entertainment with Jia Ling, Zhang Guanghui, and Sun Jibin.
Pony riding culture is a company just established at the end of last year, public information shows that the legal representative Ma Xiaoqi is a photographer, once opened a photo studio called "Little Bowl", Jia Ling was an investor at that time, and they were friends who had known each other for many years.
In other words, in this movie, Jia Ling is not only a director who spends money, an actor who takes money, but also a very important person who pays money, and her voice is imaginably high.
There are basic rules for how to divide the box office of the movie. There is also a clear basic account sharing ratio on the issuance notice of "Hot and Hot", that is, the general % of the industry. In other words, after deducting the special funds for the development of the national film industry and business tax, the producers and distributors get about 43% of the net box office, and the theaters and cinemas get the remaining 57%.
According to the data of Maoyan Professional Edition, as of 16 pm on February 24, the cumulative box office of "Hot and Hot" was 320.3 billion, after deducting the special funds for the development of the national film industry and the business tax, the box office was 290.9 billion, the filmmaker will get about 11 of them3.7 billion yuan.
The amount of investment in the film is up to 3500 million yuan, even if calculated by this figure, a total of 24 producers who have contributed money to different extents, as well as 3 distributors and 3 co-distributors, the divisible money is also a large number.
Li Shi (pseudonym), a veteran in the film industry, had in-depth exchanges with several peers, including insiders of the "Hot and Hot" crew, on the film, according to him, the crew of "Hot and Hot" had to stop and wait for Jia Ling from time to time without disbanding, and the longest downtime was close to half a year, and all the consumption caused by time costs had to be included in the production costs, which greatly pushed up the cost of the film to a certain extent.
Li Shi said that the box office performance of "Hot and Hot" is in line with the industry's expectations as a whole, and if the platform distribution and internal resource replacement are not considered, the relevant publicity and distribution costs are also at the industry average, there is no obvious over-marketing, and the overall income of the film is considerable.
At present, the final box office ** given by Lighthouse and Maoyan is about 3.5 billion, and everyone's purse can finally be a little bit bigger.
Jia Ling, is it more valuable?
Since the film entered the publicity period, Jia Ling, who lost 100 pounds, has become a walking billboard.
In the film, Jia Ling played Le Ying is a "fat house" who has been "gnawing at the old" for many years, looking decadent, kind, but did not get a kind response from others, after experiencing a series of events, she chose boxing, chose to "win once" for herself, and finally exchanged for the opponent's heavy punches, as well as respect and hugs.
In order to tell the story of "how kind people find themselves and learn to love themselves", Jia Ling not only completed a large weight loss of 100 pounds outside the play of "Hot and Hot", which provided enough explosive points and countless materials for the promotion of the film.
What's more interesting is that Jia Ling, a "comedian" who used to have a round figure, is now a "hanger" in the eyes of many clothing brands, Jia Ling has become a grass planter, and "Jia Ling's same style" has become synonymous with fashion.
Italian luxury brands Prada and Brunello Cucinelli, athleisure brand lululemon, domestic brand ICICLE Zhihe, designer brand Fabrique, etc. have all appeared in Jia Ling's recent public outfits.
Jia Ling appeared on the cover of a fashion magazine in a Prada coat and skirt. Figure Qian Qian, senior marketing director of Harper's Bazaar, pointed out that whether it is coffee or influence, Jia Ling was already a first-line worth before "Hot and Hot", and it is expected that the annual endorsement cooperation fee will be in the tens of millions, and the upside after the movie is not obvious. Judging from the recently exposed brands, there is a high probability that the brand provides clothing support, "This kind of sponsorship generally does not talk about money, big brands are mutually valuable, and high-quality brands are the main ones with high adaptability and down-to-earthness." ”
When a brand chooses a spokesperson, the core consideration is the degree of matching.
Qianqian explained that before "Hot and Hot", Jia Ling, who has a very high national popularity, was very suitable for endorsements and related categories such as life, home, eating and drinking, relatively speaking, she seems to be quite cautious in choosing endorsements, and the endorsements that have been on the street in recent years are probably only a bucket and a half of Jinmailang, Tex members, Meituan, etc.;
But after "Hot and Hot", her original brand value has not only been further verified, but also because of her personal inspirational and sports image, the endorsement categories she can choose have been greatly expanded.
Jia Ling has changed from a comedy star to a big heroine, just like Prada chose to cooperate with the Chinese women's football team before, Jia Ling is not a good choice. Qianqian said that Jia Ling's worth may not rise sharply, but she will be a more popular female star with the brand.
This means that Jia Ling is indeed more valuable.
It is reported that Jia Ling's next film "Flowers of Thought" has entered the preparatory stage, and this core figure may be able to bring more people to live a good year in the next year.
Not only do the movies sell well, but there are also a lot of sponsors?
In "Hot and Hot", Le Ying's family runs a supermarket, and her home is full of various goods, and her favorite drink is "Fat House Happy Water" - Coca-Cola.
There have been many brands in the film, is advertising placement another way for Jia Ling and related companies to make another profit?
Jin Mailang, who had previously worked with Jia Ling, also appeared in the film, in which Le Ying participated in a TV show produced by her cousin, and the sponsor of the show was Jin Mailang.
According to the relevant person in charge of Jinmailang, the brand has maintained in-depth communication with Jia Ling, and began to negotiate relevant cooperation during the preparation period of "Hot and Hot", which is the exclusive partner of the film's convenient fast food industry.
According to incomplete statistics, "Hot and Hot" also has the "exclusive partner of the liquor category" Dream Blue, the "exclusive 3C joint marketing partner" Lenovo, the "joint publicity partner" Great Wall Wine, the "exclusive partner of the hotel industry" Hampton by Hilton, and the "official partner of the dairy industry" Yili, of which the latter three brands were officially announced before the release of the film in early February.
And "Xiaodu", who has a significant role in the film and loves to "steal words", ushered in a wave of "splashing wealth". Xiaodu Intelligence made it clear that there was no commercial cooperation with the filmmaker this time, and it was an "accidental participation".
Figure Weibo @小度小度 commented on this Qianqian that Jinmailang and Dream Blue are all significantly exposed in the film, and they are sponsors who have negotiated cooperation in the early stage, and the brands that follow up in the later stage are generally obvious mutual benefit and "rubbing heat".
But a movie involves a lot of scenes and props, and it can't completely circumvent the brand, especially obvious design reveals a high probability of sponsors, and ordinary props that don't violate common sense, or settings like "Fat House" Le Ying loves to drink Coke, are often just normal movie scenes, "It's really not possible to find sponsors for everything." She laughed.
Li Shi also said that the brand placement of "Hot and Hot" is not too special, and it is a fast-moving consumer goods brand with regular cooperation. This kind of brand sponsor is more used for the replacement of promotional resources and the sharing of a part of the follow-up costs, and generally does not bring too much substantial revenue increase to the product side.
As for the follow-up brand cooperation, it can dilute part of the publicity and distribution costs for the filmmaker, and also broaden the publicity and exposure channels of the film, which is a win-win cooperation between the brand and the film, which is negligible compared with the overall cost of the film.
In addition to making money on its own, it has obviously driven the fitness trend.
Meituan data shows that all kinds of orders related to fitness have grown rapidly, and the sales of boxing classes in Beijing, Shanghai and other places have recently increased by more than 100%, and the search volume of keywords such as "** boxing", "boxing experience class" and "girls' boxing" on Dianping has increased by more than 10 times compared with the same period last year.
The increasing box office of "Hot and Hot" has almost proven its commercial success, further consolidating and strengthening Jia Ling's value as a core creator, laying a good foundation for her next film, and the hot and hot business outside the movie has yet to be explored by the market.