The forum was held in the theater of Warner Fox World, and because Duke was present in person, the routine Sino-American Film Forum immediately became extremely attractive, not only for media reporters, but also for many directors, actors, and producers here. Pen, fun, and www.biquge.info

Riding the battery car all the way through the attractions of Warner Fox World, Duke and Scarlett arrive at the Cabaret, but the two have different goals. Fei accompanied Scarlett to stop to be interviewed by the Chinese media, and Duke went directly to the theater under the leadership of the staff of China Film Group.

There are not many people in the theater, but any one of them is a well-known figure in the Chinese film industry.

At the front seat, Duke saw a lot of familiar faces, such as Yang Lan and his wife, the film national teacher here, Jiang Xiaojun and Ge Guangtou and Feng Daya, etc., and even a mountain carving appeared.

It's an oval-shaped cabaret theater where the big names at the forum sit in a circle in the very center of the theater, and in the discussion in which Duke participates, only those people really have a voice.

Sitting here are not only the people who make movies, but also the representatives of the cinema chain, which is also an important part of the film industry.

The topic started from Yang Lan, who hosted the forum, and slowly turned to free discussion, Duke has been listening, basically not speaking, I don't know who started the beginning, and the topic naturally turned to "The Avengers", which is currently being screened in China and around the world.

"Yesterday I went to a couple of theaters and found something very interesting."

The person who spoke was Jiang Xiaojun, who looked at Duke and said, "The best products sold in the shops and markets near the theater are two T-shirts, the commemorative T-shirt of "The Avengers", 75 yuan a ......."

He knew that Duke could understand Chinese, and said directly, "And the supply exceeds demand, and there are related mobile phone cases." It's also selling well. ”

Duke just smiled, but didn't say anything, because the relevant authorization of Marvel Comics here is still under negotiation!

Jiang Xiaojun asked with a little curiosity. "Director Rosenberg, I would like to ask, what percentage of the total box office revenue of your film is accounted for? Ah, a few percent. ”

"Before 2000. It can probably be between 30 and 40 percent, depending on the type of movie. ”

The two sides were placed on the table, Duke looked at Jiang Xiaojun, and said honestly, "The current film is basically between 20 and 25 percent, and it rarely exceeds 25 percent." ”

As soon as he said this, Jiang Xiaojun, Ge Guangtou, Feng Daya, Zhang Guoshi, and the Wang brothers all had some strange expressions, and Duke's films rarely had a box office of less than $500 million. According to the ratio he said, how much was the total income of that film?

Looking around, Duke also sighed in his heart, in fact, what Chinese films need most is not innovation and creativity and other ethereal things, after all, innovation represents a huge risk, and Hollywood can circulate the world by virtue of creative innovation, what Chinese films need most is industrialization and standardization.

It's just the latter...... He looked at the mountain carving and shook his head slightly, the problem that the mountain carving couldn't solve was not something that he, an outsider, could explain clearly after a few words.

"How much of our film box office revenue is the total revenue?"

After Feng Daya asked this sentence. The scene was deserted, and after a while, the eldest of the Wang brothers said, "The average is more than 95 percent." ”

Then. He added, "I'm talking about the domestic box office." ”

"In other words, the domestic box office revenue of a Chinese film will account for more than 95% of the total revenue!" Feng Daya asked the voices of everyone at the scene, "Let's not talk about the unrealistic international market, where is our domestic derivatives market?" ”

He turned to Duke, "Director Rosenberg, can you tell us about your film's derivatives revenue in China?" ”

There are some things that Duke will say. But matters involving trade secrets are not in the ranks.

However, what he said is also the real situation, "If any film market wants to mature, it needs a stage of development, especially the derivatives market." ”

After thinking for a few seconds, Duke looked at Feng Daya and said, "The development of Chinese film derivatives is basically in the primitive stage, and most of the film derivatives are decorations that cooperate with film promotional activities. Film derivatives are an indispensable part of the film industry chain, and it is also a key to meet the cultural consumption needs of the audience, while the development of Chinese film derivatives is still at a low ebb, which also means that the marketing and development of derivatives have a huge market space. ”

As soon as Duke's words fell, Yu Fatzi nodded and took over, "The derivatives market for domestic films is not standardized enough, and it is not perfect and smooth in terms of market development and sales channels, and the consumer market for derivatives also needs to be cultivated urgently, and the domestic derivatives market still has a long way to go." ”

"In addition, piracy is rampant, and the cannibalization of genuine interests has led to a sharp decline in profit points."

"In recent years, many domestic manufacturers have taken genuine products as prototypes, quickly produced pirated derivatives in film schedules, and relied on wholesale markets and online channels to ship them, and have formed a complete piracy industry chain. Pirated products have compressed the profit margins of genuine products, encroached on a large amount of market share, led to increased competitive pressure on genuine operators, and also produced a reverse crowding out effect, restricting the development and growth of China's fledgling film derivatives market. For the governance of pirated products, corresponding policy support is urgently needed. ”

In the end, many people's eyes swept over the mountain carving.

Although he is not an official in charge of copyright, he is the only official person present.

Unlike those big names who are always mysterious, Zashan Eagle has been immersed in the industry for decades, and also hopes that Chinese films can develop.

He coughed lightly and said, "The lack of awareness and ability to develop derivatives is the most important problem that all filmmakers in China are currently facing." ”

As soon as these words came out, many people looked at Jiang Xiaojun again, and Jiang Xiaojun could only show a wry smile.

Last year, a "Let the Bullets Fly" made him "make money while standing", and was envied by everyone, in fact, Jiang Xiaojun himself understands that there is a lot of money that has not been earned, and the most important thing is the development of movie derivatives.

The development of derivatives requires deep-rooted prototypes and visionary derivatives market developers, and many domestic films only have distribution rights and no original authorization, so they do not have the conditions for developing derivatives; or there is a license, but there is no awareness of developing derivatives; Or they have the consciousness of development, but they do not have the ability to develop independently......

Since it is a film forum, as long as it does not involve trade secrets and his own interests, Duke will still say a few words, even if he figured out the so-called 'position' and 'identity' and other issues decades ago, but it is inevitable that there is a tendency in his heart.

"At present, most of China's traditional film derivatives are low-end and primary, and they can't be put on the stage."

Although this is not good, with Duke's character and the work and lifestyle over the years, there is no beating around the bush.

Of course, he will not mention the so-called innovation and creativity at all, as long as anyone who knows a little about the film industry knows that innovation and creativity have never been the foundation of the development of this industry.

And there are so many examples of good ideas being made into bad movies, so many that there are too many to count.

If a country's film industry wants to truly develop, industrialization is an inevitable path.

"Chinese films must first pass the quality barrier, establish a brand, and establish their own cultural influence after serialization."

After a few seconds of silence, Duke spoke into the microphone again, "Abandon the idea of temporary development, OEM production, and making quick money, fully study the market, and develop something that audiences of the appropriate age group like the film." Furthermore, it is necessary to clarify the ownership of copyright and establish a fixed network and sales channels for derivatives; Establish a specialized consumer product company, cover all levels of consumption with different price positioning, and the most important thing is to patiently cultivate the audience's habit of consuming derivatives for a period of time. ”

"Movies should be an industrial chain, and the works we usually see in theaters are just the locomotive of this industrial chain",

Jiang Xiaojun, Ge Guangtou, Zhang Guoshi and others were all nodding, and to them, Duke's unpleasant words were far more sincere than those Hollywood directors who came to China to praise Chinese films.

Yes, they can sense Duke's words that he understands Chinese films and how sincere he is in helping them.

This sincerity is very limited, but for such a foreigner, it is already rare.

"At present, most of people's attention to movies is still focused on the box office, and they ignore the important stage of the development and utilization of film derivative products, which is precisely the important difference between the modern and traditional film industries. As far as I know, there is currently a lack of professional licensing companies and no industry norms in China, so the film derivatives market in China has always been an untapped deposit. ”

Duke's words have not stopped, "In Hollywood, the income from derivatives is as high as 70% of the total revenue of the movie, which is much higher than the box office of the movie, and according to my understanding, more than 95% of the film revenue in your country comes from the domestic box office and product placement, and the derivative income of many movies is zero." ”

Speaking of which, Duke listed some real data in order to let these people more intuitively understand the huge impact of derivatives on the film industry.

"For example, the Star Wars trilogy grossed $1.8 billion at the box office, but its derivatives earned more than $20 billion."

Duke's speed of speech is not fast, and the Chinese spoken is also a little blunt, but it does not prevent him from becoming the most eye-catching one in the venue, "Disney's animated film "The Lion King" invested only 80 million US dollars in the early stage, harvested 800 million US dollars at the box office, but the derivative income was as high as 3 billion US dollars, and some people even joked that "The Lion King" Disney made a money printing machine. (To be continued.) )

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