久久亚洲国产成人影院-久久亚洲国产的中文-久久亚洲国产高清-久久亚洲国产精品-亚洲图片偷拍自拍-亚洲图色视频

USEUROPEAFRICAASIA 中文雙語Fran?ais
Business
Home / Business / View

Film industry needs long tail to grow

By Zhu Jin | China Daily | Updated: 2013-08-15 08:07

The domestic film market registered record half-yearly box office returns of 10.9 billion yuan ($1.77 billion) in the first six months of this year, up 35 percent year-on-year, and there have been excited voices saying that the Chinese film industry is about to boom in the international market. However, box office success is just part of the industry's chain, and without the further development of licensed movie merchandising, the Chinese film industry is still in the early stage of development compared to developed countries.

Movie merchandising refers to the spin-off products from a film, such as toys, audiovisual products, books, video games, souvenirs, clothes and even theme parks. Such merchandise is an indispensable part of the industry's value chain and manifests the long-tail retailing strategy of selling a large number of unique items in relatively small quantities.

The importance of such long-tail spin-off retailing for movies has been proven in developed film markets, such as the United States, where the box office usually accounts for only 22 percent of the total revenue generated by a film. The rest comes from non-theatrical releases and film-related products.

The most successful movie merchandiser is Walt Disney Studios. For instance, in 1994, the company invested $45 million to produce The Lion King, which took $780 million at the box office, while the revenue from spin-off products was more than $2 billion. The effectiveness of movie merchandise as a money-spinner was demonstrated by the original Star Wars trilogy in the late 1970s and 1980s. The films realized $1.8 billion at the box office, while the revenue from spin-off products exceeded $4.5 billion.

Movie merchandising has already become a mature and profitable channel in the film markets of developed countries. Usually, a popular Hollywood movie will authorize around 50 to 100 different products as licensed merchandise. The total sales revenues from such products reached $147 billion in 2010 worldwide, according to data from Licensing Letter. Therefore, the major film studios consider spin-off products as a crucial element in the pre-production stage.

However, this is still a relatively new concept in China, where box office returns account for more than 80 percent of a film's total revenues.

"The current Chinese film industry is experiencing a transformation period just like Hollywood did in 1950s and 1960s, breaking the film system into different specialized parts, like film production, distribution, marketing, research organizations and so on. So it is an opportunity to develop movie merchandising now," said Peng Kan, research and development director of Beijing-based consultation company Legend Media.

Although there is huge space for developing licensed movie merchandise, a few issues remain to be solved first.

At the moment even the most successful Chinese films fail to cash-in with spin-off products. Lost in Thailand, which took nearly 1.2 trillion yuan at the box office in 2012, promoted Chiang Mai as advertisements in the movie, however, besides those product placements in the film, there were no spin-off products to generate more revenue for the film.

Moreover, most domestic film companies lack the necessary talent to develop licensed merchandising strategies. There was a mask produced for Let the Bullets Fly, but the product was not well planned and sales of the mask did not contribute much to the films revenue. In Hollywood, film companies have specialized departments to manage licensed merchandise.

The pirating of products in the domestic market is also a reason for the slow development in movie spin-offs. In 2008, licensed merchandise was produced to accompany Stephen Chow's animated version of CJ7, however, the rapid growth of pirated CJ7 products squeezed the profits of the legal goods and effectively stunted the growth of movie merchandising in China. Tan Xiaofang, a marketing expert, says before movie merchandising can take off in the mainland, government policies and strengthened copyright practice are needed to fight pirated products.

The film industry in China should transform to a complete industrial chain and develop a better long-tail strategy for films to ensure the industry's future development.

The author is a writer with China Daily.

Most Viewed in 24 Hours
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
 
主站蜘蛛池模板: 日本免费在线视频 | 久草网在线| 自拍理论片| 久久免费视频7 | 欧美一区二区三区激情视频 | 久久99国产乱子伦精品免费 | 亚洲人成一区二区三区 | 欧美日韩一区二区三区免费 | 中国一级片免费看 | 成人av手机在线观看 | 国产日韩欧美亚洲 | 精品久久久久久久久免费影院 | 亚洲欧美日韩中文字幕在线一区 | 仑乱高清在线一级播放 | 美国全免费特一级毛片 | 国产成人精品综合在线 | 精品国产免费久久久久久 | 国产高清自拍视频 | 一区二区三区国模大胆 | 在线观看精品视频一区二区三区 | 亚洲国产成人在线 | 欧美一级做一级爱a做片性 欧美一欧美一级毛片 | 欧美成人精品三级网站 | 美国欧美一级毛片 | 97国产精品视频观看一 | 亚洲一区二区三区免费在线观看 | 欧美一级特黄aa大片视频 | 在线观看免费毛片 | 免费国产成人高清在线观看不卡 | 欧美日韩一区二区综合在线视频 | 一级毛片免费不卡在线视频 | 天堂色视频 | 亚洲综合影视 | 全部免费的毛片视频观看 | 美美女高清毛片视频黄的一免费 | 亚洲成人在线视频播放 | 美国一级毛片不卡无毒 | 精品毛片免费看 | 成年女人看片免费视频频 | 欧美成人观看免费完全 | 中文字幕免费观看 |