The history of New Globe's fortune is the history of Donn's struggle and the history of Hollywood's industrial development in recent years.

In the past few years, when Donn encountered a crisis, he inevitably explained his ideas about the film industry through public lectures or university lectures.

From the initial platter investment, to the later explosive theory, and then to the later industrialization of special effects film and television...... It can be said that the development of the Hollywood industry in recent years has almost copied Donn's film theory.

This time, the crisis has returned.

Don repeats his old tricks.

He came to USC and gave a public lecture on film.

"It's 2005, and the real value of the film industry is no longer how much profit the film itself can generate, but how many opportunities it provides for companies to cooperate with other fields, and the film has opened up a magical kingdom. I once talked about the concept of blockbuster movies, and I am glad that over the years, film peers have also been doing this, but it is far from enough, and the sources of blockbusters can be varied. ”

"It can be a story, an image, a piece of art, a piece of pop culture, or even a hit TV show. Popular hits that are well-known to the public, such as Batman, Star Wars, Harry Potter, Mission Impossible, etc., are all of this genre. Including "Transformers," a big-budget movie about children's toys being produced by Down Pictures. ”

"In today's Hollywood, popular style is the core of diversification!"

"Movies are the source of blockbuster creation, and Hollywood amplifies its influence and profits through multiplier forms such as television products, theme parks, consumer goods, soundtrack CDs, computer games, and interactive entertainment. Film content production has always been the center of Hollywood's attention, but diversification, from operating images to operating copyrights, is the core barrier of Hollywood giants. ”

In fact, this concept is a bit similar to the concept of IP.

However, the concept of "IP" cannot be used in Hollywood, which means "intellectual property" in English. This is unbelievable in the United States. Because all walks of life, everything, have intellectual property protection, this is the general consensus of the whole society.

Intellectual property rights and explosive products are not equal at all.

Only in countries with unfavorable intellectual property protection will the term IP be used instead of explosive models. Because here, only the national explosion may be able to be protected by a small number of property rights.

It was not the first time that Donn had lectured in public, he wore a pair of black-rimmed glasses, a crisp blue shirt and trousers, and was very polite and polite as a university lecturer.

The audience was not only USC students, but also faculty members of the USC Film Theory Lab, professors of theoretical film, and of course many filmmakers from Hollywood.

Although the infighting between New Universal and the Big Five is currently raging, many veteran filmmakers want to keep their distance and are reluctant to participate.

But Donn's film lecture was really fascinating!

In the past few years, Donn's lectures have created at least two gold-attracting industries for Hollywood!

First, the platter investment industry!

At present, there are nearly 20 platter investment companies in Hollywood, and Legendary Pictures, the first company to initiate platter investment, has been successfully listed, with a market value of $6.2 billion.

Second, the special effects industry!

In the 90s, the special effects industry sprung up in Hollywood. But in the 21st century, a large number of special effects companies have closed down one after another, and there are no more than five special effects companies in the United States that can survive with ease! It is Tang En's work to promote the cooperation between the Korean special effects industrial park and Hollywood, which has found funds, policies, and cheap labor for Hollywood's special effects companies.

At present, there are two special effects companies listed on "Hansdaq", one with a market value of $500 million and the other with a market value of $300 million, which has achieved considerable success.

In addition, there have been several consulting companies that have given birth to blockbuster movies, although they are not large-scale, they can also earn millions of dollars a year, and they are also very good.

All in all, Donn's film lectures are not just about movies, he is about film business!

Anyone who can react quickly from his film lectures and follow his train of thought to give feedback on business thinking is likely to start a very good film-related company!

Even if it doesn't reach the multibillion-dollar scale of Legendary Pictures, it's good to make millions of dollars a year.

Therefore, even though the competition between New Universal and the Big Five Alliance is fierce at the moment, and many filmmakers don't want to wade into troubled waters, no one wants to miss the opportunity to start a business and become a boss.

As we all know, Don has invested in many excellent companies, such as Google, SpaceX, Apple, Amazon, Yahoo and so on. However, the investment of these companies is more wishful thinking, and the lack of real theories is still the same.

It can only be looked up, not imitated.

The film industry is different, and Don almost has the charm of turning a stone into gold!

Can be learned!

As long as you follow his train of thought, you will definitely make money!

Earn big!

In the audience, including Roger Birnbaum, Scott Rudin, Arnhorne Milcan and other Hollywood gold medal producers also attended, trying to find new opportunities from Donn's theory.

"In the 60s, Hollywood was constrained by the Paramount Act and could only enter the television industry through content production to expand its revenue stream, and in the 80s, video tapes appeared, and movies could be redistributed as home entertainment products, and Hollywood quickly expanded its own videotape/DVD channels. In the 21st century, Hollywood has ushered in both opportunities and challenges. ”

"Globalization has arrived, and the Hollywood market is no longer North America, but the whole world! Large media groups have increased their content concentration and used a large and comprehensive industrial chain to earn a lot of diversified income for Hollywood films. I'm here to provide you with a statistic that last year, Hollywood's major studios collected more than $38 billion in revenue worldwide. Among them, home entertainment products, TV distribution and movie box office each account for about 1/3. ”

Note that this is only direct revenue related to the film and excludes revenue from commercials, brand licensing and derivatives. Last year, the theme park business in the United States alone reached $9.5 billion, including $3.6 billion for Universal Studios. All this is inseparable from the brand image promoted by the hit movie. ”

"With the development of a globalized market, media companies can maintain a growth rate of 15% per year, which is a remarkable number. Everything looks perfect and thriving, right? If you think so, you're wrong. Hollywood is facing the threat of an incomparably large monster, and that is—"

Tang En pulled a long tone and sold a pass.

The word "Internet" appeared on the big screen behind him!

Hollywood threatened by the internet?

To be honest, such a theory is difficult to understand by some old men.

There are some trendy young people, nodding their heads frequently, their eyes shining.

In this era, only senior netizens, only "bad teenagers" who do not do their jobs and surf the Internet every day, will realize the power of the Internet.

These veteran filmmakers naturally can't understand Donn's argument.

"In the past three years, the total box office in North America has been $9.15 billion, $9.23 billion and $9.38 billion, respectively, with a growth rate of only 1.3%. What does this mean? It shows that media companies' profits are growing much faster than box office growth. In other words, box office growth has not kept up with the speed of development of today's studios. ”

Comparing another data, it can be understood that in the past three years, the total number of moviegoers in North America was 1.57 billion, 1.53 billion, and 1.51 billion respectively. In the past 10 months this year, the data is even more bleak, and it is initially estimated that the total number of moviegoers this year will be less than 1.5 billion! The box office growth is not because the number of moviegoers has increased, but because the ticket prices are getting more and more expensive!

"If you just increase the annual box office revenue by raising ticket prices, then this kind of behavior will become more and more vicious in the long run. We can even boldly imagine that in 20 years, the annual moviegoers in North America will fall to less than 1 billion. ”

This question is indeed a difficult problem that plagues Hollywood.

After the 90s, the Hollywood film industry process was initially determined and achieved great success, and fans frantically flocked to the cinema, during that time, the number of moviegoers every year was increasing year by year.

However, in the new century, growth ended and a period of recession began.

Every year, the MPAA holds various industry conferences to brainstorm ways to de-escalate the situation, but it doesn't work out too well.

The reason is that there are too many channels to watch movies now!

If you want to watch a movie, you can rent a disc, but with a TV subscription, you can wait in front of the TV...... You can even download pirated film sources.

In addition to the visual blockbusters with special effects, which still have a continuous attraction to attract fans to the cinema, the appeal of ordinary feature films to fans has greatly decreased.

It's even far less comfortable than coming at home.

Watching a romance movie at home, couples can spark love while watching the film; watching a horror movie at home, you can scream together, which will be a very good memory; watching a comedy at home, the whole family laughs and has a good time, which is not something that the cinema can bring.

This is also the investment direction guided by Donn's explosive theory.

Producers would rather spend a lot of money on one big production than spend a relatively small amount of money on three small and medium-sized productions.

Seeing the solemn looks on the faces of many filmmakers in the audience, Don continued his topic and said: "The box office is only a part of the movie's revenue, but it is a crucial link! The reason why movies are called movies is because there are movie theaters. Of course, some people may think that the current giant entertainment groups are all diversified, and the box office income is less, and they can earn it back in other directions, such as discs, such as TV broadcast fees. However, the internet could destroy all that!"

"In the future, there will be fewer and fewer brick-and-mortar stores, replaced by eBay and Amazon. In the future, there will be fewer and fewer music records, replaced by online music. In the future, there will be fewer and fewer newspapers, replaced by Google, Yahoo and Facebook. By the same token, what about the film industry of the future? Will Hollywood be able to withstand the onslaught from Silicon Valley?"

"As you may know, the federal government has reached a new telecommunications service agreement with telecom operators, and from February next year, Internet speeds will be greatly improved! At that time, narrowband will become broadband! At that time, Internet users will even be able to watch high-definition videos online! Remember, it will be the DVD version or even the HD-DVD format!"

"This year, there's a video site that's suddenly going viral, you all know? That's right, it's YouTube. Marvel Studios, Don Pictures, and Pixar all have official accounts here, and they will all release online movie promos and some production tidbits. At the end of April, the first video was uploaded. It's now October, and YouTube has already included more than 20 million short videos, attracting 4 million people to view them every day, and in just five months, it has surpassed MSN Video to become the most visited video site of the century. ”

……

In this era, smartphones have not yet appeared, but semi-smartphones have become popular, and 3G networks have even been launched for nearly a decade.

At the scene of the lecture, there were no bigwigs from the Big Five.

However, they also sent people to infiltrate in order to get the first hand of the news.

Many people used mobile phones and other communication devices to transmit the content of Donn's speech to the other end of the phone.

Even Murdoch is watching in real time.

"The future will replace the newspaper industry with Facebook? Heh! It's a big ambition!" Murdoch values Myspace, the online platform he is trying to build, and he doesn't care about the new universal's Facebook at all.

The two sides are not in a weight class at all.

However, when it comes to video content, Murdoch has to get serious.

Myspace is more than just a blogging platform, it also includes a lot of content services, including video clips.

However, because this kind of user-uploaded video clips will involve a lot of copyright issues, Murdoch is afraid of trouble and does not allow users to upload content on their own in Myspace's video section.

Unexpectedly, a rising star YouTube had an opportunity to suddenly attack and quickly occupy this market.

Even so, Murdoch doesn't want to enter the field and compete with YouTube.

When it comes to copyright, royalties are spent.

This would be an unimaginably huge amount of expense! Only Internet companies that do not treat money as money would engage in such nonsensical things. If you want YouTube to monetize your traffic, you don't know the Year of the Monkey.

However, through Donn's speech, Murdoch also deeply understood his meaning.

The network is going to speed up!

The prospects for web video are very good!

And online video is not only news, commercials and selfie short films, but also movies and TV series!

There is no doubt that Donn is referring to this piece of business!

Murdoch's face changed slightly, realizing that a very threatening change was taking place in Hollywood.

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