"Shileng 2" produced luxurious but not popular style, Aofei radical layout pan-entertainment

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For Alfie, to become a company like Disney is not only to buy IP and play games, but also to really do a good job of IP. Taking movies as an example, "ten cold" and "jubilant" are not enough to support its Disney ambitions, so catching up with the bear series and "the return of the Great Saints" and "Big Fish and Begonia" should be the most practical small goals-- don't forget, in this round of animated movies. There are also senior players, including Light Media, who are missing the return of the Great Saints.

"Ten Cold 2", which is highly expected by the two-dimensional industry, also bears the important task of Alpha Animation & Culture's pan-entertainment vanguard: but judging from the box office after the film hit the cinema, Alfie's big film may be able to barely surpass the first one, but it is also a lost rhythm.

original title: "Shileng 2" produced luxury but did not become a popular style, 900 million to buy the evil spirit of the avatar "Xianglin sister-in-law"?

Douban netizens, who have always been known for their harshness, rated "Shileng 2" with a score of more than 7.718,000 people, which is quite high in domestic films, including animated films. So maybe this is the second way out of nonsense comedy, or is it a true reappearance of post-modernist artist Andy Warhol's replicationism in the Chinese film market?

the second film "100, 000 Cold jokes" opened, and there were some small disappointments in great expectations. The box office performance of the first week after its release was not as good as that of the first film. From 116 million to 2015 before the deadline, the first film of "Ten Cold" grossed $60 million in just three days and finally grossed $120 million, making it the most successful commercial film in the two-dimensional world of that year. But in the past two years, the film market has been like a roller coaster, and so are animated films. There are not only billions of outstanding works, but also the dilemma that most animated films are difficult to break 100 million.

the reporter is concerned that "Ten Cold 2", which is highly expected by the two-dimensional industry, also bears the important task of Alpha Animation & Culture's pan-entertainment vanguard: but judging from the box office after the film's release to the cinema, Alfie's big film may be able to barely surpass the first one, but it is also a lost rhythm. And the "third hundred million animated film", which often appears in propaganda and movies, also seems to complain that Alpha Animation & Culture failed to grasp the vogue of pan-entertainment after the acquisition of more than 900 million yuan-- there is a lot of decadent temperament of "Xianglin sister-in-law".

is patchwork a Chinese version of Andy Warhol replicationism?

the reporter, as an ordinary moviegoer, not a fan of "ten cold", after watching 2, made up 1, and the overall impression was: the director and screenwriter have seen so many film and TV drama works, and every scene and plot can find a "prototype."

of course, these are the prevailing years of sloppiness and jokes. Piecing together and cutting is not a derogatory term, but for big movies, there should still be some pursuit in it, right? For example, the stories and special effects of Wolf Warriors 2 are very similar to those of Hollywood action movies, while the speculative "Father and son" has become the Waterloo of a billion director Dapeng-so the film should be intentional and original.

and "Shileng 2" as a comedy and animation movie, there are similar traces everywhere, which is a bit like the overall homage of "Master" to Sing Yeh-but the industry is critical of "Master". The market also responds to such a lack of original film with a low box office. And "Shileng 2" put on the cloak of two dimensions, coupled with the gimmicks of changing the film, the tolerance of the industry seems to be higher, and the public reputation also seems to be good.

4 copies of 100, 000 cold jokes. PNG

maybe "Shileng" can become one of the symbols of the commercialization of the two-dimensional world, but this sign is an off-line behavior based on feelings and paying homage to others. It is difficult to become a wider audience outside the two-dimensional world-the market and the box office are the only criteria for testing whether the user base is wide. Therefore, as a non-fan, you can understand the disconnection and patchwork in strip creation, but it is not enough to understand the disconnection and patchwork after visualization, but the 28-yuan ticket price to appreciate the Chinese version of Andy Warhol's replicationism is also worth the ticket price.

Tencent Wanda Xiaomi and other luxury manufacturers can not pile up popular styles

the production side of "Shileng 2" can be called luxurious. In addition to having evil spirit and Aofei, there is also strong support from industry heroes such as Wanda Tencent and three squirrels from Xiaomi Pictures. So in the official publicity, the words "making more than 100 million yuan at the box office is profitable" can be seen everywhere-but the profit may really be profitable, but it is only profitable.

although it is a two-dimensional animated movie, the list of producers at the beginning of "Shileng 2" is no less than that of all kinds of blockbusters, and "Shileng 2" has a "tribute" to the luxury producers after the opening of the film. As for the implantation of IP such as jubilant gray wolves and three squirrels, it is also very smooth.

although the whole "Ten Cold" IP is full of imitations and salutes, the implantation of spooky producers and financiers still makes the movie-watching process often appear-- when seeing jubilant Saint and other scenes, it is inevitable to see advertisements, so although because of these financiers, evil CEO Dong Zhiling revealed to the media that as long as the box office exceeds 100 million. "Shileng 2" can not lose money-but from the current box office trend, really nothing to lose, but for the listed company Alpha Animation & Culture, the profit margin will not be too high.

moreover, although some media have used "Super S-level IP, original production team, Tencent Wanda and other luxury production lineup, Ofei's rich industrial ecology and IP operation experience" as the reason why "Ten Cold 2" will explode before the broadcast, but at a time when the box office of domestic excellent movies easily break 1 billion, the standard to become a popular style should be at least 500 million, but the box office of "Shileng 2" barely reached 116 million in two weeks. There is no hope of breaking 200 million.

the reporter thinks that the cost control of the evil team and Ofei Pictures is indeed commendable, but putting aside the story to take a closer look at the production, "Shileng 2" as an animated film, the special effects are from the last century. Not to mention that compared with Disney, it is much less than the previous "Guardian Law" and "Legend of Tang". It maintains the production level of the "jubilant" big film period, and the film market that has been opened up in the field of vision can earn more than 100 million yuan at the box office. It can be said that the IP influence of "Ten Cold" is still quite good.

before, there were voices in the industry who thought that movies, like entities, had entered the era of capital accumulation. In other words, there are fewer people doing things and more people investing, so there are often 10 producers of cinema films, but on the one hand, the producers seem to have more resources and channels to make use of, but each of them has less sense of responsibility, so for luxury manufacturers such as Wanda and Tencent, it is difficult to win the main projects, not to mention the small and medium-sized projects that participate in the production.

Why did you become a "Xianglin sister-in-law" when you bought the evil Alfie with 900 million yuan?

"Shileng" comes from "evil spirit", which was bought by Alfie in 2015 at a premium of more than 900 million yuan.

before the acquisition, the evil website received an average of more than 8 million hits per month, with more than 40, 000 cartoons and more than 17000 cartoonists resident here, updating 60, 000 pages of comics every month. At the press conference at the time of the acquisition, Alfie announced that it would launch a series of IP film and television projects, such as "100, 000 Cold jokes", "steamed Bread Diary", "end brain", "Young Bee", "Zhenxingjie" and so on. Before the deadline, two big movies of "Ten Cold" and two online dramas of "Zhenxinjie" had been launched respectively.

there are still a lot of voices about why Orpheus chose Ofei. After all, QQ is also the key layout area of BAT-the reporter thinks that in addition to the higher bid, some evil team may think that under Ofei, we can learn from the advantages of Ofei in derivatives, animation and other industrial chain. after all, for BAT, QQ is more important, but more investment layout, and will not really participate in the operation. This can be seen in follow-up cases, including "full-time experts".

but why Alfie, who won the evil spirit with 900 million yuan, has become the "Xianglin sister-in-law" in the industry-- it is also reflected in this "ten cold" movie. The head of Yangcun Village or the jubilant mouth said, "at least we are over 100 million." It also appears frequently in the media reports, which not only represents the glory of Ofei, but also means the loss of Ofei in the animated film market.

the list of hundreds of millions of domestic animated films previously counted by reporters shows that although Alfie accounts for half of the country, one is clustered in the second half, and the other is no more than 200 million, and all the third works are previous works.

basically in terms of animated films, the current situation of Ofei in the animated film market is as follows:

-the jubilant series has been absent for many years and suppressed by the bear-infested series;

-the box office of the "ten cold" series is dangerous to support the rankings. after all, with the current situation of the domestic film market, animated films seem to be worth 100 million at any time.

while Ofei, which has early layout and large investment, has not achieved rapid commercial development. According to the latest financial report, although revenue has increased, neither profit nor the proportion of film and television content has become the core part of Ofei's overall business: Alpha Animation & Culture, the IP operator, recently released its 2017 half-yearly report. According to the report, the company's operating income in the first half of 2017 was 1.778 billion yuan, an increase of 17.20 percent over the same period last year, while the net profit belonging to shareholders of listed companies was 135 million yuan, down 53.80 percent from the same period last year.

so "at least we are over 100 million" out of jubilation, maybe it's self-deprecating, maybe it's a sign that jubilation may return to cinema, or it's just a joke between the production team and the boss. But judging from the overall performance over the years, Aofi Animation did not show enough growth after renaming Alpha Animation & Culture, but fell into the troubles of transformation and film and television companies.

but fortunately, there is a combination of evil spirit and Ofei. After all, compared with bilibili Pictures with thighs in his arms, Ofei and Ofei produce works. Therefore, there can be less grievances and more works; better production and less patchwork, so that groups other than fans can also feel the charm of the second dimension.

maybe Disney's dream under aggressive mergers and acquisitions should be slower?

Aofei started as a toy and made a radical transformation. Disney in China is well known by many pan-cultural and entertainment operators.

-after buying Pleasant Goat and Grey Big Wolf for 540 million yuan in September 2013, it became more and more aggressive on the road of M & A;

-- in 2016, Alpha Animation & Culture's investment in M & A reached a peak, with as many as 67 subsidiaries included in the merger, an increase of 25 over 2015, with an investment of 3.6 billion yuan....

in addition to the content areas such as animation, Ofei has also invested a lot in the game field, but the goal of "more than 100 million games per month" put forward in the "ten cold" movies has not been followed up and should not be realized.

therefore, some media believe that under the radical transformation of Ofei, it tests not only the ability to cash in and operate IP, but also the" financial skills "of listed companies. Cai Xiaodong, chairman of Ofei, is even more outspoken, saying that the strategic layout of the company needs a lot of capital. Through the reduction of holdings to lend to the company to support the strategic landing.

but the capital market lacks confidence in Alpha Animation & Culture's strategy and transformation. Data show that since February 2016, Ofei's share price has fallen from more than 30 yuan to about 15 yuan (closing on August 21). But the market capitalization is still higher than that of many film and television companies, higher than the more than 13 billion market capitalization of Beijing Culture, which is highlighted by the remarks on Wolf Warriors 2, and Alpha Animation & Culture's market capitalization of more than 20 billion.

for Alfie, to become a company like Disney is not only to buy IP and play games, but also to really do a good job in the film and television of IP. Taking movies as an example, "ten cold" and "jubilant" are not enough to support their Disney ambitions, so catching up with and surpassing the bear series and "the return of the Great Saints" and "Big Fish and Begonia" should be the most practical small goals-- don't forget, in this round of animated movies. There are also experienced players such as Light Media, who have invested in several 10 animation companies after missing the return of the Great Saints, and Dharma has a good reputation and box office performance.

therefore, with regard to Ofei's pan-entertainment strategy, especially the film part, reporters expect to be able to produce higher-quality and better works outside "Wulitou". Perhaps this is what Orfey must do to get close to Disney.

Edit: mary