Avenger Alliance 2, IP Image Authorized Giordano And UNIQLO

As early as the month before the release of the "double 2", Disney, who was the producer, first landed in Shanghai, and authorized the IP image of his "complex 2" to the casual wear giant Giordano and UNIQLO, which soon launched the avenger series of costumes and collaborated with Guevara and other online movie ticketing websites to launch the marketing linkage of "buy T-Shirts and send movie coupons".

At that time, "speed and passion 7" (hereinafter referred to as "speed 7") was the most popular screening stage in China. Most of the films were on a roundabout way, while Disney passed the clothing stores of thousands of lines under two clothing merchants.

It has carried out the comprehensive dissemination of the issue of "complex 2".

The image of authorized IP is only a preheating of manwei. With the release of the Hollywood blockbuster in May 12th, the surrounding derivatives began to emerge in an endless stream.

According to an insider from Ali pictures, "Alibaba's Taobao film and Disney have launched strategic cooperation to sell the related film derivatives of" complex 2 ".

At present, we have combined more than 40 brands authorized by Disney, Lego, Ecovacs, HASBRO, Lining, and Erie to do this. "The brand is authorized by Audi."

And its authorized list in China also includes many movie websites such as Guevara and time net.

"Complex 2" and "speed 7" compete for the most popular blockbuster in Chinese film market history, becoming the biggest suspense in the first half of this year.

According to the latest movie box office monitoring data, the mainland zero point premiere box of the complex 2 is as high as 29 million yuan, with 7560 movie theaters and 710 thousand viewing times, which is more than last year's "Transformers 4" 21 million 20 thousand yuan box office, the best performance of 4650 movie theaters and 480 thousand viewers.

However, it failed to break the 52 million 300 thousand yuan box office of "speed 7", the row of 10 thousand and 500 scenes and the new record of 1 million 320 thousand viewers, ranking second in the Chinese movie box office.

Behind this amazing box office data, there is a group of "allies" in the "complex 2", which has become the focus of attention among competitors.

According to the insiders of Alibaba pictures, a large number of promotional activities were launched on Taobao's APP on the launch of the complex 2.

This also means that every time a movie ticket is sold, Ali is not only profitable but has to pay about 30 yuan.

Taobao film vice general manager Yuan Yuan told reporters that only this event Taobao movie will invest about tens of millions of dollars in ticketing subsidies, Alipay wallet, Taobao mobile phones will give Taobao movie diversion, and low price is to turn traffic into a key part of the paction.

The box office diversion for the complex 2 is far more than Alibaba.

As the largest movie ticketing clerk in Shanghai, Guevara released the pre-sale announcement of "zero 2" zero spot for nearly a month, and invited the director of the complex 2 and the two starring actor to meet Chinese fans.

Just before and after the meeting, the average attendance rate of the 6 films of the movie show reached nearly 80%.

Guevara, director of brand promotion, Wang Le said: "after the early warm-up, Guevara launched the" IMAX 2 "zero point pre-sale.

It is also the pre sale box office of the week before the release, and the heat and box office of "complex 2" on Guevara is almost 2 times that of "speed 7".

Using the "fans economy", Guevara early locked the group of fan fans of man Wei, and launched more than 30 IMAX zero line interaction in 11 cities such as Beijing and Shanghai.

"Guevara issued a total of 200 thousand tickets for the zero crossing of" complex 2 "and 500 thousand tickets on the first day.

As of 9 a.m. on May 18th, 1 million 370 thousand tickets were issued in the first week. "

Wang Le revealed.

Shao Qi, an associate professor at the school of media and design, Shanghai Jiao Tong University, told the twenty-first Century economic report that the biggest problem in the Chinese movie market is that box office receipts have become the sole sustenance of investors. 90% of the revenue of a movie is expected to bet on the box office.

"In the movie industry chain of Hollywood, 30% of the investment income depends on the box office, and the 70% beneficial rights are derived from film derivatives (film audio-video products, compact discs, games, toys, image empowerment, etc.).

The release of "complex 2" and the promotion of brand authorization by Disney in China are also promoting the commercialization operation of the market by Alibaba pictures, Guevara and other market agencies, and rapidly accumulating market experience.

"Manway authorized us captain shields mobile power is sold out in 2 hours, and this is Guevara's first commercial test of water derivatives."

Wang Le said.

It is understood that

Launch of the 2 film in May 6th.

Selling, more than 30 products have been launched, and many brands of cooperation have been launched, and its derivatives have been well received by the market.

Coincidentally, Alibaba's Taobao film also launched a series of strategic cooperation with Disney.

In addition to helping movies to do marketing, Taobao film also opened up the purchase and sale of "complex 2", and sold the superhero products in the complex 2 of Taobao movie and Tmall's "complex 2" exclusive display page.

A theater manager in Shanghai said to reporters that the marketing methods of movie box office have become increasingly saturated, and film companies and publishers need to find new growth points, which is the development of derivatives.

"At present, some cinemas in Shanghai have rented out their venues to film service providers to display and sell film related derivatives. Although the current sales scale has not yet been established, it will become a new trend in the future of the film industry."