Han Han PK Guo Jingming: How To Start A Business In The Age Of Fans

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"The box office is close to 300 million yuan for 4 days, and the" small time "series currently has a total box office of over 1 billion yuan.

This summer's domestic movie market, whether it is box office or topic, Han Han and Guo Jingming are undoubtedly the biggest manufacturers.

Many years ago, Han Han was rebellious, profound and daring to challenge. Guo Jingming, who was smart, avant garde and deliberately gorgeous, officially opened the fan era of literature.

Today, this business legend continues to ferment in the movie market.

They are pouring into the market flood with their own mode, and the two consumer symbols that are eventually created are still in this era.

Business drivers behind

Moving to the movies is actually a natural extension of their business paths for Han Han and Guo Jingming.

Behind this new trend, some visible and invisible hands are pushing them.

Lu Jinbo is the biggest hand behind Han Han.

In this Han Han's debut, the investor, besides the publisher who worked with Han Han for 12 years, joined the Beijing lauree film boss Fang Li.

The president of Bona film group later joined the cooperation team.

The three person's division of labor is Lu Jinbo's charge of the film's outreach and business. Fang Li is responsible for producing films and in winter is responsible for the film's publicity.

As a symbol of an era, investors have been stared at for years.

A few years ago, Fang Li, who liked movies, found Lu Jinbo and wanted to buy the copyright of Han Han's works.

At that time, Lu Jinbo had only "glory day" left in his hands, others sold out.

So Fang Li bought Han Han's work, which was the first time the two sides had dealt with each other.

Han Han said that in the past two years, even when the coal owners and restaurants all wanted to invest in movies, more people came to persuade him to make films.

But in the end, the reason for choosing Fang Li is that the two are indeed similar.

Fang Li said that he wanted to make movies not only because he liked the movie itself, but also the investment behavior. It was entirely because I liked people, liked the world, liked the society and history.

Han Han, who always wants to talk to the world, does need the support of commercial power.

This logic comes from his past experience.

In 2010, Han Han set up his own team for the "solo". When he became a boss, he recruited a group of young artists who were over 30 years old as formal employees.

But because Han Han's leadership style is rather loose, team members do not develop the quality of workplace people.

According to reports, in the months when the magazine was prepared, the operating costs of the magazine studios came from Han Han's other income.

Han Han even raced his car in 2009, earned his bonus and annual salary to support the team, and began to accept business activities in his own name. He also needed to leave enough funds for the magazine.

Han Han once revealed in his blog that the operation of the solo group needs more than one hundred thousand yuan per month.

The car revenue has gone all in, and there is still a deficit.

"All artistic acts must be commercial. There is no way out.

As long as the contribution is excellent, all commercial processes can only make it more excellent.

Today, when Han Han, a director, interprets commerce, "this is a very positive and positive vocabulary. There is no need to avoid it."

It is reported that the film will not be released later, Han Han does not pay, but does not receive any reward.

After the recovery cost of Lu Jinbo and Fang Li, the subsequent profits will be allocated proportionally by three people.

When he entered the literary arena at the beginning of Han Dynasty, he fell into a lawsuit because he did not know the way of the market.

Until now, Han Han still relies on brokers for business processes or is not so particular about his friends' trust.

Guo Jingming looks different. From the very beginning, the biggest push behind him has always been himself and his very strong business mind.

Many years ago, after realizing the turning point of "dream flower and falling knowledge", Guo Jingming founded the "island" studio, and later established the Ke AI culture entertainment company as chairman.

Not only did he make the most novel, he became one of the most popular literary periodicals in China, but also studied the composition by entertainment industry.

For example, in the form of sea election, using the production line to create literary idols and signing many literary writers, it is intended to open up a complete literary industry chain.

Guo Jingming always has a keen judgement of which author will be red and which topic will bring the market.

Based on this operation feature, it will create an industrial chain for the "little time" that once boarded "people's Literature" and full of magnificently feeling, and naturally will be incorporated into Guo Jingming's business plan.

At present,

The total box office of the series has exceeded 1 billion yuan, becoming the highest box office movie in Chinese movie history.

When people are still keen on the discussion of youth literature and material money view, Guo Jingming's commercial chessboard has begun a new layout.

Guo Jingming quietly signed a large number of science fiction writers to prepare for the future entry into science fiction movies.

Guo Jingming admits that this is not a "accidental action", but to see that the domestic market is still blank, and that the technology will bring huge prospects to various industries.

As the writer Chen Qiufan said, Guo Jingming is a great cultural promoter in this era. He has a keen sense of business sense and judgment, and can always grasp the interest and trend of the market.

In essence, the promotion and achievement of Han Han and Guo Jingming's movie crossover is not only their own and some people, but the consumption era, especially the rise of fans economy.

Lu Jinbo likes to think of Han Han and Guo Jingming as the first idols in China. He believes that "they are a cultural symbol and form a fan economy."

How frightening is the power of fans? Some people say that the Chinese movie market in July and August this year is a big ring for fans of Han Han and Guo Jingming. Any other topic seems to have been overwhelmed by this fan wars.

Some fans even put down their harsh words. If the party that they support loses, they must "drink the toilet water by the video live broadcast".

A website scoring survey of "small time 3" shows that 62% of people choose "10 points, like no reason", and 18% of them choose "more than 7 points, joy and eye enhancement".

That is to say, the number of respondents who supported the film accounted for 80%.

It has been reported that the word-of-mouth of "small time 3" is obviously two sides.

Fans are basically "Zan", and other audiences use "bomb" as much.

But because the number of fans watching movies is numerous, the number of "Zan" has overwhelmed the "bomb".

Zhang Qinghua, a literary critic, once commented on the phenomenon of literary fans of Han Han and Guo Jingming, and also applies to today's film market.

"There is no era like today. Fans of Guo Jingming and Han Han have fought water wars on the Internet, but their content has never been related to literature.

In essence, fans' reading has turned reading into an objective and irrational act of worship.

Real readers should have their own judgement and thinking, and now many readers have weakened themselves. "

Zhang Qinghua said that there were also literary fans in 80s, but now it is "fans reading". There are essential differences between the two.

Therefore, it seems to many people that Han Han and Guo Jingming's box office is "fans", who were willing and able to pay for their movies.

This is just a chain of consumer behavior.

Han Han and Guo Jingming are also thinking about this issue.

Guo Jingming said that once someone had made a statistic, the number of iron fans was estimated to be one to two million through the amount of micro-blog forwarded, so fans would be the first to rush into the movie theater, but it was by no means the biggest body of box office.

Guo Jingming agreed with the comment of a netizen. The main idea is: now we all say that the "little time" is the black spot. Fans like "little time" are fans. But don't forget, there are many people in the middle of the sunspots and fans. Their names are called spectators.

"In fact, as a director, you are going to conquer the crowd between the sunspot and the fans, so that the group will be interested to see what the movie is.

In this way, you can have a good box office.

Han Han said frankly that every good writer or good director will have many fans behind him, but "if you rely solely on the support of fans, you will be fading away."

Only by stepping out of their own small world and even abandoning the so-called fans can we go further. "

But in the long run, fans will also be the main body to support the success of the two. This is probably the reality that no one can change.

Zhang Ning, a literary critic, said: "fan reading can neither be changed nor banned. It is part of the current fashion culture.

Moreover, in China, the number of readers who have not received higher humanities education is relatively large.

This is especially true for more popular film products.

No matter what it is, whether you like it or not, Han Han and Guo Jingming are indeed in the movie circle.

What are the typical symbols of the two contemporary Chinese youth's spiritual evolution? What impact will they bring to the Chinese movie market, where consumers are mainly under 25 years old?

"The trouble of growing up from childhood is the impulse to be a director.

I was also the first group of people to catch up with American drama in China. Later I watched the Terminator 2, the real lies, the speed of life and the Jurassic Park in the evening. At that time, I thought, forget it, I am sure I can't take such a movie.

After more than ten years, I saw many domestic films, and I found the confidence to be a director.

When Han Han sketched his director's dream, the lines were simple, clear and real.

But because of Han Han, people still have expectations for the significance of this work.

In the past, Han Han read magazines and Lu Jinbo interpreted it as a "young public intellectual" attitude to fight again. After that, blogs and micro-blog were continuing this position.

The "no later period" is also located in highway movies, many people will compare it with Hao Ning's "no man's land". It is evident that the market still has a vision of "tall" for the symbol of "Han Han".

In this regard, Han Han himself is very clear, his evaluation of the film debut is that this is not a film to cater to the market, it has all the anti marketization elements.

But critics who have seen the film believe that although the film is on top of the hat, it also wants to take account of the box office.

As for the "little time", it constitutes another social phenomenon with an epochal feature.

For its popularity, people's [-1.55% fund research report said that it is "the needs of the times".

As commentator Bai Ye said, the luxury and emptiness shown in the "little time" is actually not a problem of Guo Jingming, but a problem of this society and this era.

Guo Jingming himself concluded that after a year of precipitation, most of the discussions on "little time" focused on this new type of exploration of young audiences and inspiration to the film industry.

That is to say, "little time" has opened the door of Chinese fans movies in a very pure and controversial way.

Before, this new type of film has not been excavated in China, probably because of the emergence of Guo Jingming, more people have seen the commercial operation ideas, and began to test more water.

In the view of many veteran critics, Han Han and Guo Jingming's director's performance is still harsh.

But put