Movie peripheral products refer to products developed based on the characters, scenes, props, logos, etc. in the movie, including toys, clothing, accessories, audio and video, books, daily necessities, etc., mainly relying on the popularity and influence brought by the release of the movie.
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In Hollywood, the United States, movie peripheral products have already formed a huge and mature industry. Many movies may only make back their costs at the box office, but they still make a lot of money from the sales of peripheral products.
According to statistics from the Motion Picture Association of America in 2016, in the Hollywood film industry, the contribution value of peripheral products exceeds 30%, and two-thirds of the revenue of many movies comes from the sales of peripheral products!
This is undoubtedly a very tempting cake.
However, the cake is delicious, but it is not easy to eat it. China and Hong Kong also started the development of movie peripheral products very early, but the results were completely unsatisfactory.
Two years ago, Hong Kong film industry giant Bodron Pictures invested 170 million to film the adaptation of the Hong Kong comic "Power Man", intending to copy the Hollywood model, flex its muscles in the field of peripheral products, and create a Hong Kong comic hero franchise.
ip can be said to be very ambitious.
However, this Hong Kong-produced blockbuster, with a total investment of more than 200 million including promotion expenses, only received 68 million at the box office in Hong Kong, and the mainland box office barely reached 300 million, making it a huge loss.
At that time, Boardwalk Pictures also spent 12 million on the peripherals of "Power Man" and customized a large number of action figures, prop models, accessories and daily necessities. As a result, the total sales in Hong Kong and mainland China were only 5.1 million.
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You must know that the profits of movie peripheral products are very high. The cost of a set of puppet figures is 100, and the sales price is at least 3 to 4 million. Compared with the investment cost of 12 million, the sales of 5.1 million are simply a loss to grandma's family.
"Superman" still borrowed the fame of the original comics to sell some peripherals, otherwise the losses would be even worse!
In the end, Boardrone Pictures was forced to destroy a large backlog of finished products and became a joke in the industry.
In fact, if it weren't for the overconfidence of Boardron Pictures that led to a forecast error, the peripheral sales of 5.1 million would still be acceptable, because most mainland and Hong Kong movies do not have any peripherals, and some are just low-cost posters and photos.
The example of "Power Man" has also made people in the industry shy away from peripheral products. They watch Hollywood blockbusters gorge themselves on meat, and it has become the most common phenomenon to just envy them without taking action.
So when everyone learned that the peripheral product sales of "A Chinese Ghost Story" were 2.65 million on the first day of its release, the first feeling was that they didn't believe it, they didn't believe it at all!
"A Chinese Ghost Story" is not a play adapted from a popular comic book, and it lacks a fan base for the work. Although "Strange Stories from a Chinese Studio" is familiar to everyone, it is a ghost movie, and it is not suitable for the surrounding genre in the first place.
However, it is even more impossible to say that the sales volume is fraudulent. First, neither Luchen Studio nor Jiayang Pictures has the ability to ask the theaters in Hong Kong to cooperate with them in fabricating data. Secondly, there is no need at all.
Because the sales of peripheral products are not about buying box office, wouldn’t it be foolish to spend money to buy your own peripherals?
So when it was confirmed that the news was true, everyone's second feeling was that it was incredible.
It’s really incredible!
But believe it or not, the evaluation of "A Chinese Ghost Story" by industry professionals has suddenly risen a lot.
This movie has a tendency to become a hit!
It's a very simple reason. If moviegoers don't like the movie to a certain extent, why would they be willing to spend money to buy peripheral products that are more expensive than movie tickets?
It sold 2.65 million on the first day. How many can it sell during the four-week release period?
If Xiangjiang can sell so much, how many can it sell in Mainland China, where Lu Chen is home?
No one can make an accurate estimate and it would be a shame to say more or less.
Everyone has to admire Lu Chen. To sell so many peripherals, he first needs to sell so many goods and stock up with inventory. Lu Chen dares to spend money on peripherals that are regarded as restricted areas by countless peers. No matter in terms of courage or confidence, Lu Chen has no doubts.
It's super strong.
And he has a great chance of winning the bet!
This caused more people to turn their attention to "A Chinese Ghost Story". People in the industry who had been watching the film indifferently or dismissing it changed their minds. Many people even booked movie tickets for "A Chinese Ghost Story".
No matter how much propaganda and advertising in newspapers, periodicals and websites, it’s not as good as seeing is believing!
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"There are not many people I, Zhou Yi, truly admire in my life."
Seeing Lu Chen, Zhou Yi said with great emotion: "Young Master Lu, you are definitely one of them!"
As soon as he got the first-day box office and peripheral sales data of "A Chinese Ghost Story", the boss behind Jiayang Pictures couldn't sit still and went to the studio to find Lu Chen in person.
Zhou Yi is not a boring person, and in fact Jiayang Pictures is not the most important business under his name, but this heavy sales data makes it impossible for him to stay calm.
More than two million yuan in sales of peripheral products!
Thanks to policy factors, after the films produced by Heung Kong Film Company are screened in Hong Kong, the share ratio they receive is much higher than that of their mainland counterparts, which is almost 50-50.
In other words, for a box office of 1 million, the film studio can get 500,000 or more. This is one of the important reasons why so many film companies can survive in Hong Kong despite its small local market.
But compared to the profits from peripheral products, 50% or 60% of the box office share is scum!
As a quite successful businessman, Zhou Yi knows the ropes well.
What makes Zhou Yi feel ashamed is that when Lu Chen decided to invest a lot of money in customizing peripheral products for "A Chinese Ghost Story", he was opposed to "Power Man" and learned from its mistakes!
However, Lu Chen was stubborn and would rather invest all the money than give up. In the end, Zhou Yi reluctantly agreed to Lu Chen's peripheral development plan out of consideration for maintaining the relationship between the two parties, but there was still a knot in his heart.
Thinking about it now, if he had missed it at that time, he would probably feel regretful in his intestines right now!
“Boss Zhou is so complimentary”
Lu Chen smiled and asked Zhou Yi to sit down and talk, and asked his assistant Li Zhen to pour tea for the guests.
Originally, even if Zhou Yi didn't come, he was going to talk to him.
Zhou Yisurong said: "When I come here this time, I first want to apologize to Mr. Lu. As a partner, Jiayang Pictures has not done its best in the past. I also ask Mr. Lu to forgive me!"
After saying that, he actually stood up and apologized to Lu Chen!
Lu Chen stood up quickly and said: "Boss Zhou is serious, there is no need for this, it really is not necessary!"
Speaking of which, in the early stages of the cooperation, especially when faced with the threat from the Jiang family, Lu Chen was very dissatisfied with the performance of Jiayang Pictures at both ends, but it was still very good later on.
Without the strong support and cooperation of Jiayang Pictures, "A Chinese Ghost Story" would not have been released so smoothly. ——