On January 10, the movie "Flying Life 2" was announced to be scheduled for the Spring Festival of the Year of the Dragon and will be released on the first day of the Lunar New Year (February 10). As soon as the news came out, it quickly appeared in the front row of Weibo's hot searches. According to Beacon Professional Edition, the number of people who "want to watch" "Flying Life 2" increased to 15,000 and maintained a growing momentum. As the fifth film directed by Han Han, his predecessor "Flying Life" was released in February 2019, earning a box office of 1.728 billion yuan, ranking third in the Spring Festival of that year, and attracting more than 41.45 million people to watch the movie. Film IP is becoming a new revenue code for the film industry, including "Detective Chinatown", "Manslaughter", "If You Are the One" and other films have launched sequels, and the "Detective" series has relied on IP to launch online dramas, comics and Peripheral derivatives. From the perspective of the industry, the formation of IP will help improve the recognizability of movies in the market, but it is also necessary to pay attention to the routine problems that may be caused by serial production.
As soon as the news was released that "Flying Life 2" will be released on the first day of the Lunar New Year in the Year of the Dragon, it quickly topped the Weibo hot search list and received more than 110 million views as of the time of publication.
"100% content" and "return of the original team" are the two highlights of "Flying Life 2". According to Beacon Professional Edition, the film stars Shen Teng, Fan Chengcheng, Yin Zheng, Zhang Benyu, and Sun Yizhou, with special appearances by Wei Xiang and Jia Bing, and a friendly appearance by Zheng Kai. It tells the story of the protagonist overcoming difficulties and returning to the game. As of press time, the number of people who "want to watch" the film has reached 15,000, with over 10,000 new viewers added in a single day. "Because of the open ending of the first part, I have been looking forward to this season for too long. I hope it will have more laughs and less tears." said fan Zhao Tian.
It is worth noting that the film's predecessor "Flying Life" was released during the 2019 Spring Festival. With a box office result of 1.728 billion yuan, it became the third place on the 2019 Spring Festival box office list, with a total number of moviegoers exceeding 41.45 million.
"Flying Life 2" is Han Han's fifth film as director. Since directing "The End of Time" in 2014, which earned 629 million yuan at the box office, in addition to "Flying Life", Han Han has also collaborated with Deng Chao, Peng Yuyan, Zhao Liying, Huang Jingyu, Liu Haoran, etc., and has successively released films such as "Riding the Wind and Waves" and "Four Seas", which received box office returns of 629 million yuan. 1.049 billion yuan and a box office of 542 million yuan. In addition, the movie "Made in the Sky", directed and written by Han Han, will be released in 2025.
The brand benefits behind ipization
However, "Flying Life 2", which was launched five years after the previous game, has increased the main creative lineup, and the publishers have also changed, from 18 to 8.
According to the Beacon Professional Edition, in addition to Han Han’s Tingdong Pictures, film companies such as Bona Pictures, China Film, and Hengdian Pictures are the producers, as well as industry leaders such as Happy Mahua. Among them, Bona Pictures and Hengdian Pictures were the producers and distributors of "Flying Life", but at that time they also included industry leaders such as Wanda Films, Jinyi Pictures, Guomai Culture, and Motie. Gao Jia, an investment analyst at
, pointed out that compared to a single movie, IP-based movies have more box office advantages. After the market accumulation of previous movies, such movies usually have a more stable and loyal audience, and the market performance is worth looking forward to. The industry has already given cases for the development of
movie IP and the exploration of derivative markets.
The films "Detective Chinatown" and "Manslaughter" directed by Chen Sicheng have sequels, and "If You Are the One" directed by Feng Xiaogang has reached its third film. Among them, the current three films in the "Tang Detective" series have a total box office of over 8.7 billion yuan. In addition to movies, the "Tang Detective" IP has also set its sights on the derivative development of more than 50 categories such as clothing, food and beverages. As the producer of the three "Tang Detective" films, Wanda Films pointed out in an agency survey that the "Tang Detective" series will definitely continue. "Tang Detective 1900" is currently in preparation, and the "Tang Detective 2" web series will be broadcast online. Out, musicals and plays have been authorized.
The animated movie "Bear Bears" has been released almost every year since its first release in 2014. The cumulative number of people who want to watch "Bear Bears: Reverse Time and Space", which will be released during the Spring Festival of the Year of the Dragon, exceeds 139,500, far exceeding Other videos in the schedule.
In Gao Jia's view, the IP-based development of movies can establish a deeper emotional connection with the audience through in-depth development of the plot and character stories of the film, and drive the audience to resonate, thus improving loyalty to the film's IP. However, We also need to pay attention to the routine problems that may be caused by serial production. In addition, film IP can also enhance the long-term profitability of content products through cross-border cooperation, gradually form a brand, and release brand benefits.
Beijing Business Daily reporter Lu Yang Han Xinyuan
