"The Wandering Earth 2" Derivatives Sales Are Booming
Break the limitation of domestic blockbusters only focusing on box office
The box office of the movie "The Wandering Earth 2" released during the Spring Festival has exceeded 3.7 billion, ranking among the top ten box office in the domestic film market.
At the same time as the movie was released in a big way, the derivative products around the film also exploded, with cumulative sales of more than 100 million yuan, breaking the sales record of domestic movie derivative products, and becoming the most successful movie in the development of derivative products.
"The Wandering Earth 2" leads the development and sales of film industry derivatives to a new level, and more future imaginations for film IP development and industrial chain development will follow.
reporter Shi Wenjing
Sci-fi peripheral development has advantages
After the release of "The Wandering Earth 2", derivatives manufacturers authorized by the film quickly launched pre-sales and sales of peripheral products. Among them, the manufacturer with the largest sales exceeded 100 million yuan in crowdfunding in just 8 days, creating a record in the sales of movie peripherals. new record.
The derivative peripherals of "The Wandering Earth 2" have been authorized to a number of manufacturers. The developed derivatives include remote control finished products, assembled products, finished MOSS, building blocks, divers and joint mechanical models, etc. There are many types to choose from , the cumulative amount of crowdfunding and sales exceeded 100 million yuan.
From the variety of derivatives to the lively sales scene, it can be seen that sci-fi movies have natural advantages in the development of film and television peripherals, and they have also brought a lot of guidance and thinking to the film and television derivatives industry.
"The Wandering Earth 2" is a super hardcore sci-fi work. There are too many futuristic and technological scenes in the film. There are a large number of future robots, drones, computers and technological products, such as space elevators, mechanical arms, A large number of stylish images, such as high-performance cars, are the basis for developing derivative models and toys.
There are many scenes in the film, the transportation robot dog Benben with the function of advancing the plot, and the artificial intelligence MOSS have become derivatives that are prioritized for development.
Compared with the previous movie peripherals, which mainly consist of dolls, key chains, badges, etc., the "hard peripherals" of "The Wandering Earth 2" are expensive and expensive, but they are more professional in the development of derivative products, which is more conducive to the cultivation of derivative products consumer.
Among them, the manufacturer with the largest crowdfunding amount exceeded 100 million yuan on the 8th day of crowdfunding. When the popularity of the movie was not fully up, it hastily offlined the project and stated that because of the factory's production capacity this year, it decided to sell The file will be cut off after the production capacity of this year is completed.
As for the peripherals sold by crowdfunding, the earliest shipment will be in the middle of the year, and the latest batch will be delivered by the end of the year.
Another manufacturer of the deformed toy Bumble also said it expects to ship in May.
There are replica versions of remote control building blocks that can be bought now.
In other words, although the pre-sales of derivatives of "The Wandering Earth 2" are hot, most consumers cannot get the derivatives during the film's hot release period and enjoy the fun brought by the derivatives.
What is exposed behind this is that the industry for the development of domestic film and television derivatives is not mature and stable enough.
A person in charge of the manufacturer said in an interview that he hopes that domestic films will be able to participate in the project in the early stage of film production in the same way as overseas mature film derivatives, so that more and better derivatives can be developed in a timely manner during the film release period. Push the product out.
At the same time, after the movie was released, derivatives were sold through crowdfunding. It can be seen that manufacturers are also avoiding various uncertainties, and even lack strong confidence in the derivatives market.
Compared with the sales of most domestic films’ peripheral products in the millions, the “explosive order” of peripheral products of “The Wandering Earth 2” has indeed given a shot in the arm to the development of the domestic IP derivative industry.
However, the immaturity and perfection of the domestic film and television derivatives industry is also a hot topic in the industry.
What everyone expects is that domestic film and television derivatives, like a mature market, can participate in the image production of characters in advance, and actively develop derivatives with rich categories in the later stage to seize market opportunities.
Compared with the derivatives of Hollywood blockbusters that have fully bloomed in the fields of toys, comics, and games to form a "derivative universe", the domestic film derivative industry still has a long way to go.
What is the future of the market for movie derivatives? Hollywood movies are an example.
According to statistics, the revenue from derivative products of films such as "Star Wars" exceeds 30 billion US dollars, which is five or six times that of the film's box office; the revenue from derivative products of films such as "Harry Potter" and "Transformers" is almost the same as the box office revenue.
If the industrial chain gradually matures and there are quality-guaranteed domestically produced large-scale movies, the future derivatives market will indeed be a "blue ocean".
Science fiction universe imagination is worth looking forward to
From the derivatives of the Beijing Winter Olympics mascot "Bingdundun" to the popularity of Disney's Renabelle derivatives, and then to the record-breaking explosion of derivatives of "The Wandering Earth 2", it can be seen that consumers are more interested in IP image peripherals. , Consumer enthusiasm for film and television peripherals is getting higher and higher.
The "small goal" of 100 million has been completed, and the film derivatives industry has gradually matured from infancy, but the derivatives industry is only a part of the industrialization of domestic films and the development of the entire industry chain. With "The Wandering Earth 2", the film industry has more future imaginations.
"The Wandering Earth 2" unfolds a Chinese-style sci-fi imagination, and its significance to domestic films is self-evident.
Guo Fan, the director of the "Wandering Earth" series, talks about the establishment of the domestic film industrialization system and the development of the entire industry chain every time he is interviewed.
The high-tech shooting of "The Wandering Earth 2" and the use of high-end props and scenery have reshaped the production process of the film industry, explored the transformation of the film industrialization process, and are committed to sorting out a set of production standards suitable for my country's characteristics for the Chinese film industry. .
As the most industrially developed category of films, science fiction films are more worth looking forward to for their pioneering and leading role in the film industry.
The complex production standards of sci-fi movies that "The Wandering Earth 2" is committed to sorting out are just laying the foundation for the production of many super sci-fi blockbusters in the coming year.
And with the support of more than a year of sci-fi movies, there is a foundation for the development of the entire industry chain of movies. In the future, audiences will not only be able to touch more derivatives with high-tech connotations like "The Wandering Earth 2". products, and perhaps huge peripheral products such as the "Wandering Earth" theme park.
The popularity of derivatives of "The Wandering Earth 2", although they only stay in the peripheral sales, it allows domestic blockbusters to break through the limitation of only focusing on the box office, opened up more film and television industry chains, and opened the door for super blockbusters to drive cultural tourism, education, and technology. The beautiful imagination of the development of other industrial sectors.
Qilu Evening News