Happy Twist Mix And Start Business

The three friends joined hands to start their own business, but they changed halfway. A SARS made them do not intend to start a stage play, but now they become a city comedy.

Insist on Art + business

In 2003, director Tian Youliang, who was once famous for his Chinese opera graduation drama "Cui Hua and pickled cabbage", found Zhang Chen and Kai Kai. He set up the Beijing free element television culture limited company (hereinafter referred to as the "Beijing free element").

When Kay was in charge of the whole operation of the company, Tian had done his old job, and Zhang Chen did the rest of the money.

However, the sudden "SARS" made their start plan soaked in soup, and then the three talked about making stage play.

At the end of the year, they introduced "want to eat twisted flowers to give you twist" as a comedy comedy New Year's stage comedy.

At first, the audience did not buy much of the new year comedy starred by Sheenah, He Jiong, Yu Na and other movie actors and actress. There was no box office. The company was almost losing money. The three partners had a serious disagreement over the future development of the company.

Tian Youliang has always been obsessed with the ideal of making films and TV plays. Zhang Chen and Kai Kai believe that since they have done stage play, they should continue to do it. As for the result, let's do it for a while.

But Tian Youliang was resolute and finally went out to make films and TV dramas.

Talking about the friction between the three people years ago, Zhang Chen regretted unceasingly. "At that time, I was unable to give mediation in foreign countries.

But the three of us are good friends so far. "

After that, left Zhang Chen and Kai Kai two outsiders to continue to "twist". Fortunately, with the increase in the number of performances, "want to eat twisted flowers to you now" began to profit gradually, the media is also very enthusiastic left a "twist" another "twist". In case of Kai, they simply took "Mahua" two words to the industry and Commerce Bureau intends to register as a brand name.

The trade and Industry Bureau did not do so, telling them that this is the name of the food, not registering it at random, adding words.

They put the happy two words in front of them, and in Zhang Chen's words, "happy twist" was called by the media and the industry and Commerce Bureau.

Happy twist, which claims to combine two elements of fashion and happiness, combines the profound themes of traditional drama with music, crosstalk, dance, magic and other forms of art.

The target group is the general public in central Pyramid. In addition to the highest fare of 880 yuan, the other stalls are pursuing a preferential strategy of giving 50 yuan to a package.

The "Somali pirate", which has more than 100 performances, is said to have been kidnapped by Zeng Ge and Chun Ge with cargo ships passing through Somali waters.

The two people's ups and downs are naturally the theme of the drama, and the hot spots of Korean nuclear test, fast women, happy net steal vegetables and so on have been called together to make the fun lively.

This work has created the highest record of the continuous performance of the happy single piece works, which has been over more than 100 by the end of August 2010, and is still being staged.

Since 2003, 13 works of happy twist have been launched, more than 1000 theaters in more than 1000 theaters, and more than 20 cities throughout the country.

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The management mode of happy twist is the same as foreign countries, focusing on producers rather than directors.

The way of operation is similar to that of a movie. If you meet a good script, find the right director and actor to do the project together.

They believe that this can better grasp the needs of the market and achieve a balance between commercialization and art.

Zhang Chen said, "do not belittle those who go to the theater. I estimate that 90% of them are highly educated and can not afford to perfunctory them."

"Daydream" is a comedy drama stage launched by happy twist last year, requiring actors to perform and sing at one go.

"The film and television works can be repeated many times and pick the most satisfactory one, but the music stage is different, and the actors are very demanding, so there can be no mistakes."

But at the same time, "daydream" takes Motorola's standard sound effect "HELLO MOTO" into the plot as the opening, in order to obtain commercial value.

They want to try not to arouse the audience's disgust. When they see this place, they only want them to laugh away.

Looking for bursts of growth

At the beginning of the founding of Beijing's free element, the role of the producer has always been played by Kai Kai. He gave others the impression that he was a "strict literati" in.2009, because he worked too hard to hand over the specific operation of the company to Zhang Chen.

In the interview, Zhang Chen said, "I used to be responsible for the drama product, so I would like to play the role of a product manager."

According to people who are happy with the work, Zhang Chen is often absent from the company just like his QQ name.

Zhang Chen himself also said that doing this company is very fond of stage play, and repeatedly stressed, "if you can get a lot of fun from starting a business, it is to earn money without loss."

He should be the boss who is most unlike the boss, and his speech acts directly to his heart without any disguise.

Wearing a pullover, shorts and cool slippers to attend the company's press conference and giving a speech directly to the stage, at the scene, pointing to a reporter in front of the public, the earliest acquaintance was actually a thin and small child. In the company, he saw a subordinate with a bare head, and called out, "bald, why are you going?"

But he also has a businessman's keen sense of smell and accuracy.

If the stage market finally becomes a state monopoly, he hopes that happy twist will occupy a "CPPCC member" in this area. If it is more straightforward, it is the "Huayi Brothers" who made the stage drama market. But Zhang Chen said he had not yet thought of the explosive growth point of the stage work.

"If we say that stage plays can be duplicated in other forms such as comics, network video, and so on, it may be possible to achieve repeated playback."

All this comes from the special product nature of stage play.

It is different from movies. Once the film and TV plays are shaped, they can no longer be modified, but the stage plays can be rebuilt.

"At the end of each performance, we will make repeated modifications to our work, including our own opinions and audience's opinions, which will also increase costs and inputs."

Zhang Chen analyzed, "in turn, movies and TV plays can be repeated over and over hundreds of times, but the stage plays will not work."

In contrast, the overall income of the theatre industry is relatively low.

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In 2009, happy twist produced 6 works in Beijing, of which 4 new operas were the most productive year of happy twist works.

In a year, more than 150 performances were performed in only one place in Beijing, and more than 150 thousand visitors were directly present. The company's revenues were nearly 20 million yuan. Among them, "Jianghu College" and "daydream" were also touring in Hunan, Shanxi and Hebei.

Market integration

Happy twist has added a new comic musical from the earlier comedy comedy, a single product type.

There are both external threats and internal factors.

As early as 3 years ago, Zhang Chen was interested in performing stage musicals. He told people around him that everyone's reaction was mediocre, and the degree of acceptance was relatively low. He could only draw the conclusion that the market was not yet mature.

But the temperament that Zhang Chen likes to try and explore new things is doomed to be impatient. "Can't wait and never know when the market will mature."

And wait, always be a follower. "

There are also obvious competition situations between the private comedy groups of comedy comedy, and the phenomenon of homogenization is more serious. "The audience saw it, it felt almost the same, they all went in and roared with laughter."

"Daydream" is the representative work of the comedy comedy produced by happy twist.

In May this year, they also introduced a musical called "hip hop dancing in love with ballet" from South Korea. After the adaptation, they were put to various theaters, and the audience responded well.

But such a small amount of imported drama is not the main content of happy twist.

They just want to win a good reputation in the stage market by relying on product quality.

In the eyes of Zhang Chen, the stage drama market is open now. Any company that comes in can occupy a place. The market is far from saturated, and the audience is far from rational choice.

But he concluded that in the future, the state-run troupes must be monopolized by their performing arts resources and capital advantages, and the private performing organizations are bound to be marginalized.

"Two of the 10 stage troupes are good at the private sector, and we can only mix food in the middle."

And similar to the film industry, the stage drama market began to show the integration of theater and content upstream and downstream resources.

Recently, another large theatrical flagship shop in Beijing, which is mainly performed in drama, has launched the fashion flagship store at the world trade grade Fashion Building in the world. It announced that it will integrate the resources of the national theater, take the flagship store of Beijing as the center, and radiate nearly 100 chain theaters in the whole country and take the four in one intensive operation mode of "product creation + cinema operation + brand marketing + capital operation".

Happy twist is also exploring diversified products, such as cartoons, children's dramas, New Year Movies and so on. However, the strategies adopted are different from those of the big hidden theaters, and the results need to be tested by the market.

Last year, happy quartet with Tianjin Hedong District, Tianjin Federation of trade unions and Tianjin daily press group, successfully revitalize the idle Tianjin Hedong two palace Grand Theater.

They hope to promote this model in Tianjin and form a joint venture with small and medium-sized cities throughout the country to promote brand promotion through revitalize local idle theaters, but Zhang Chen said, "this opportunity can be met without seeking."