Hairun Pictures 'performance has fallen into "four consecutive losses" and needs to improve eyesight and strengthen film publicity

Hairun Pictures has always lacked popular style works, and has been losing money for four consecutive years. With the release of films such as "the Legend of the Devil" in the second half of the year, can Hairun Pictures get rid of performance losses?

since the release of the film "I am Marbury" produced by Beijing Hairun Film Co., Ltd. (hereinafter referred to as "Hairun Film"), the box office results are not optimistic. As a production side, Hairun Pictures is also facing performance pressure. Data show that although there are many star capital and professionals in the film and television industry, Hairun Pictures has always lacked popular style works, and has been in a state of loss for four consecutive years in terms of performance. With the release of films such as "the Legend of the Devil" in the second half of the year, can Hairun Pictures get rid of performance losses?

< strong > lost at the box office < / strong >

the film "I am Marbury", which won the most media attention award at the opening ceremony of the 13th Beijing International Sports Film week, once attracted a lot of market attention. Out of confidence in the film, "I am Marbury" was also promoted to release on August 4th. However, from the box office results, the film box office did not meet the expectations of the capital side.

according to Yienpiao Fang think Tank, as of press time, the film has grossed only 8.76 million yuan at the box office after 15 days of release, and the layout has reached 0%. In terms of word-of-mouth, the score of the film in Douban Film is only 6.5. In contrast to the film box office is the high cost of film production, according to industry insiders, film production, publicity, distribution and other costs of tens of millions of yuan. Practitioners believe that due to the strong professionalism and difficulty of shooting sports films, it is not easy to make films on this theme in China, and there is also a lack of relevant shooting experience. In addition to the requirements for the plot and editing, the shooting venue and equipment should be more professional. The screenwriters, directors and other creative staff behind the scenes of the film also need to have relevant sports knowledge and experience.

in the view of Chen Shaofeng, deputy dean of the Institute of Cultural Industry of Peking University, at this stage, the domestic sports film market is still relatively small. in this situation, the film not only needs to be carefully polished on the story. in casting, we also need to select actors with strong box office appeal to improve the performance at the box office, and at the same time strengthen the promotion and promotion of the film. From this point of view, maybe this is what the film lacks.

Public information shows that as a sports film, I am Marbury was created by Chinese and American teams. professionally, Stephen Marbury is a popular star in CBA, and stars such as Wu Zun also have relevant experience. Allen Iverson, Byron Davis and other NBA stars are also involved in the film. But on the whole, the attention and topic brought by actors are still limited, and the moviegoers are still dominated by basketball enthusiasts, so it is difficult to attract more groups outside the basketball circle. Statistics show that there are only 180000 discussions on the topic "Movie I am Marbury" on Weibo.

in terms of schedule, "I am Marbury" was released during the hit period of "Wolf Warriors 2" and "Ten Mile Peach Blossom", and it did not dominate in terms of layout and attention. According to Yien data, "I am Marbury" accounted for only 2.2% of the film on its first day of release. In addition, from a market point of view, among the sports films released in China in recent years, it is similar to "Wrestling!" After all, the popular movies of "Dad" are only a minority.

< strong > lost money for four years in a row < / strong >

the box office failure of "I am Marbury" once again made the film's producer, Hairun Pictures, become the focus of attention in the industry. According to public information, Hairun Film, founded in 2010, is mainly engaged in film investment, production, distribution and advertising placement and other film derivative business. In April 2016, Hairun Pictures listed a new third board, and the company's star-studded shareholder list also attracted a lot of attention, including Sun Li, Liu Shishi, Guo Tao, Zhao Liying, Gao Yunxiang, Luo Haiyan, Shu Huan and other stars and screenwriters.

despite having many star shareholders, Hairun Pictures has not created many popular films in recent years. According to box office data from Yien, 17 of Hairun Pictures' films have actually been shown and achieved box office results since 2011. among them, only three films have grossed more than 100 million yuan, including "Drug War", "single Men and Women 2" and "wreaking havoc", which grossed 147 million yuan, 199 million yuan and 740 million yuan respectively. The box office results of the other 14 films are not satisfactory, with most films grossing at the box office of 1 million yuan or 10 million yuan, while "shouting Mountain", which was released in 2016, grossed only 870000 yuan, and "Book with his wife," which was released in 2012, grossed only 250000 yuan.

according to Wei Pengju, dean of the Institute of Culture and Economics of the Central University of Finance and Economics, the impact of star shareholders on the overall operation of film and television companies is not as great as people think. Stars do not necessarily directly participate in the film and television projects of their own investment companies. If you make a pure financial investment as an investor, the stars will also pursue corresponding or more investment returns according to their own value and influence.

in the absence of top-grossing films, the performance of Hairun Pictures has also declined year by year and has been in a state of loss in the past four years. From 2013 to 2015, the net profits of Hairun Pictures belonging to shareholders of listed companies were-1.3948 million yuan,-1.6104 million yuan and-2.914 million yuan, respectively, according to the public transfer prospectus and annual reports released by Hairun Pictures. Although the operating income of Hairun Pictures reached 45.565 million yuan in 2016, an increase of 3.84 percent over the same period last year, the loss further expanded, with a net profit of-62.444 million yuan belonging to shareholders of the listed company.

< strong > there is an urgent need for transformation < / strong >

although the performance loss has not improved, it has not affected Hairun Pictures to continue to expand its investment layout in film projects. Last year, Hairun Pictures launched the "3 billion + Film Project" and released 18 films at the same time, including films such as "Great reversal" and "I am Marbury" which have already been released. According to the 2016 annual report of Hairun Pictures, seven films produced and co-produced by Hairun Pictures are expected to be released in theaters this year, including "the Legend of Devil", "the Controller" and "Love each other". Whether Hairun Pictures can get rid of its performance losses this year depends on the box office performance of these films in the second half of the year.

in the hot environment of online film and online drama market, Hairun Film Industry is also laying out online film and online drama business in order to expand new growth points. According to the annual report of Hairun Pictures, one or two online dramas will be broadcast in new media in 2016, and the company's co-production of the online film "Skeleton Fairy" has entered the post-production stage. However, practitioners believe that, unlike in the past, people think that the production cost of online movies and online dramas is low, which costs only hundreds of thousands of yuan, but now the costs of online movies and online dramas are constantly rising. however, there are still a few who can really make a profit from being small and broad. In addition, with the entry of more and more capital, the industry ushered in a reshuffle period and increased market competition, Hairun Pictures still needs to strengthen the quality polishing of online dramas and online movies in order to enhance its competitiveness.

at present, relying on Hairun Film and Television, Hairun Pictures still has an advantage in content polishing. According to public data, Hairun Film and Television is the first group of private film and television production organizations approved and certified by the State Administration of Radio, Film and Television. It has successively produced popular TV dramas such as "Jade Guanyin", "what to Save you and my Love", "a pair of embroidered shoes", "one meter of sunshine" and "serious crimes six groups". The star shareholders and contracted directors and screenwriters of Hairun Pictures are also the advantages of Hairun Pictures. "but relying solely on star shareholders is still not enough to achieve the company's long-term operation and development, and Hairun Pictures also needs to pay more attention to professional operations." Wei Pengju stressed.

"from the works of Hairun Pictures in recent years, there are few films with high popularity and great influence in the market. This is related to Hairun Pictures' selection of film materials and market judgment and other factors. " Chen Shaofeng said, "in the future, Hairun Pictures can make up for its deficiencies in investment project selection and judgment by strengthening cooperation with large film and television companies." At the same time, the publicity and marketing of the film should be strengthened. "

Edit: mary