On January 29th, Chen Zhixi, the former director of Confucianism's "10 billion box office" producer, was appointed as the new head of Wanda Films, and the outside world was still in the ** "Confucianism + Wanda" How to achieve business synergy and resource mutual benefit in the future, Chen Zhixi, who took over for a week, started the actual battle vigorously, and on the morning of February 4th, the animated film "Journey to the West" produced by Confucianism was officially announced and released the pilot poster.
After many years of absence, it is undoubtedly exciting to see goodbye to the animated type of Journey to the West movie on the big screen, not to mention that the configuration of "Journey to the West: The True and False Monkey King" is also quite luxurious: Ke Liming, who is at the helm of Confucianism, personally directs the film, and the "86 version" of "Journey to the West" stars Liu Xiaolingtong and Ma Dehua, participating in the motion capture of the movie; Directed by Zhao Ji and Zhang Ke, the former is the director of high-grossing animated films such as "White Snake: Origin" and "New God List: Yang Jian", and the latter has also been the animation director of many high-grossing animated films.
At the industry level, "Journey to the West: The True and False Monkey King" is the first work of cooperation between the two giants after China Ruyi's acquisition of Wanda Films. Previously, when the owner of Confucianism announced the release of the film "White Snake: Floating Life" was set for the 2024 Qixi Festival, Wanda Film began to help with film marketing, and the "Confucianism + Wanda" publicity and distribution system gradually took shape, this time Wanda Film also stood behind "Journey to the West", but the business collaboration of "Confucianism + Wanda" has expanded from publicity and distribution to derivative operations. It can be seen that the ecological linkage of "Confucianism + Wanda" has not only begun to take shape, but is also continuing to deepen at an astonishing integration speed.
In the finalization of "Journey to the West", the most felt inside and outside the industry is the strong pre-publicity ability of "Confucianism + Wanda". On February 4, the movie Journey to the West was officially announced on the hot search on Weibo and Douyin, and the number of Weibo topic readings exceeded 100 million. Under the background of the marketing of many films in the Spring Festival file, "Journey to the West: The True and False Monkey King" ranked 11th on the main list of Weibo, higher than all the films in the Spring Festival file, and the duration of the list reached 4 hours.
At the same time that the mainstream social platform has achieved strong **, "Ruyi + Wanda" has also opened up online and offline precise and long-term marketing penetration: when the poster of "Journey to the West" was released, Wanda Cinemas immediately completed the push of cinema members and the release of community information of 85 million fans, realizing the accurate coverage of movie consumer channels.
Focusing on the traditional publicity and distribution of social platforms such as Weibo and Douyin, and the precise community publicity and distribution for Wanda Cinemas with high loyalty and high-frequency moviegoers accumulated over the past years, it has both breadth and depth, which is not difficult to imagine the value brought by the penetration of the film's early influence and the cultivation of long-term market awareness.
If the re-evolution of the publicity and distribution system of "Confucianism + Wanda" is still expected in the industry, then the film started advanced derivatives operation in the concept stage, which is obviously not guessed by the market.
Generally speaking, most movies will only release conventional materials such as posters and trailers when they are officially announced, but this time, "Journey to the West" and 100 students from Jingdezhen Ceramic University drew 100 Monkey King ceramic cups, and related creative documentaries and co-branded ceramic cups were launched along with the movie posters. It is not difficult to see that "Ruyi + Wanda" has high hopes for the long-term operation of derivatives, and Wanda Film's Time Network itself has an 8-year-long derivatives market layout, mainly from the purchase and operation of mature IP, and the lack of its own IP of ** value, which also means that the ceiling of Time Network in derivative income is limited.
With the injection of Confucian content resources, Time.com immediately has the right to speak in IP, and the dividend value in the derivatives market has doubled. This dream linkage is not only a successful promotion of traditional culture and films, but also shows the imagination of Confucianism in content value-added, and the potential energy exerted with the help of Wanda Film's product side.
Looking at the ecological chain of Wanda Films, as well as the ecological chain of the entire film market, Time.com is unique enough: it can open up online and offline movie tickets and derivatives sales in the whole movie scene, and realize the transformation from content to transaction in the shortest link. In the future, the full main control IP of "Ruyi + Wanda" is bound to further explore the ecological value of Time.com and explore more possibilities of IP derivatives in the development of derivatives.
In this year's Spring Festival, "Ruyi + Wanda" teamed up to appear behind many films such as "Article 20", "Flying Life 2", "Hot and Hot", "Bear Infested: Reversing Time and Space", accurately betting on popular films on the schedule, in terms of industrial layout, "Ruyi + Wanda" has obviously been speeding up in an all-round way, and the advanced publicity and penetration and IP in-depth operation throughout the online and offline will naturally be reused for more films.
Looking back, when Wanda Film officially announced Chen Zhixi as chairman, it was clearly stated that Chen Zhixi would manage all its business segments such as films, cinemas, distribution, and derivatives, which actually foreshadowed the future direction of the giant ship of "Ruyi + Wanda": integrate the resources of the whole industry chain, open up the whole chain advantages of the content side, the publicity and distribution side, and the derivatives side, and on this basis, realize the ultra-long-term operation and in-depth value transformation of the film IP from upstream to downstream.
Mirror Image Entertainment (ID: jingxiangyuler) original
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