Universal Studios Beijing is on fire. Where is the way out for domestic studios?

Last month, Beijing Universal Resort opened for trial operation, and Beijing Universal Studios officially opened on September 20th. Many people from all walks of life, such as invited stars and online celebrities, are in an endless stream.

Suddenly, Harry Potter, Minions and Transformers have become hot topics in various short videos, Weibo and official WeChat accounts! The influence of foreign strong IP studios is really fierce. . .

In foreign countries, the film and television base mainly presents two modes:

First of all, the film and television theme entertainment park develops multi-functional experiential large-scale amusement projects and derivative products around brands, movies and cartoon characters, such as Disneyland and Universal Studios.

The second is the function aggregation center of the film and television industry, which is an industrial center that aggregates the professional functions of film and television such as pre-preparation, post-production and production, such as Hollywood in the United States and Bollywood in India.

Left: Hollywood Studio, right: Bollywood Studio.

Compared with the development of China Film and Television City, film and television culture and tourism have been integrated from film and television base to shaping film and television theme park. Its essence is to develop the unique and exclusive IP (intellectual property) of film and television culture, and realize the cross-border integration of tourism industry and other cultural and entertainment formats through this IP to enhance the industrial value.

At present, there are hundreds of film and television bases in China, of which more than 30 have invested over 100 million yuan. The most famous ones are Hengdian Film and Television City, Shanghai Film and Television Paradise, Xiangshan Film and Television City, Huairou Film and Television City and Zhenbeibao Western Cinema. Among them, Hengdian Film and Television City is a comprehensive cinema with the most shooting scenes, the most complete supporting facilities and the most complete industrial chain in China.

Let's first look at a set of data:

The data shows that the development of most studios is not optimistic and they are all operating at a loss. Only Hengdian is profitable. Here comes the problem. Why? Is there a future for the development of China Film and Television City?

First of all, let's take a look at the relationship between the common problems of general studios and the profit model:

Most of the film and television bases that appeared at the end of last century or even at the beginning of this century were initiated by the local government to promote the tourism economy, but most of them were similar in form, redundant in construction, lacking the corresponding industrial core demand analysis and long-term planning, poor in management and lacking in profit efficiency for a long time.

As for the revenue model, as a gathering form of elements of the film and television industry, it mainly provides professional film and television shooting venues, equipment and consulting services, mainly including technical equipment use leasing, venue leasing, film and television clothing and props production leasing, and film and television brokerage services. And ticket revenue.

It can be seen that at present, most studios need to rely on the crew to attract tourists, with a single profit model and low efficiency. However, the annual output of TV dramas in China is about10.5 million episodes, which has been seriously "puffy". With the promulgation of the costume restriction, nearly half of the costume TV series can't find the market, and the local studios are flooding beyond the actual shooting demand of TV series, and have basically lost the living space of the market.

Upgrade and build a complex industry integrating film and television, literature and tourism to form an industrial cluster.

-expanding upstream and downstream industrial chains

Take Hengdian Studios as an example. 1996 began to support director Xie Jin in filming the Opium War. After more than 20 years of development, Hengdian Group has invested 3 billion yuan since 1996, covering an area of more than 30 square kilometers.

Guangzhou Street, Gangjie, Ming and Qing Palace, Qin king Palace, Riverside Scene in Qingming Festival, Huaxia Cultural Park, Ming and Qing Dwellings Expo City, Dream Valley, Pingyandong Mansion, Dazhi Temple, Red Army Long March Expo City, Chunqiu Tangyuan, Yuanming New Garden, etc., 13 film and television shooting base and two super-large modern studios spanning thousands of years of historical time and space.

He made more than 2,500 films of various types, and was called "Hollywood of China" by American Hollywood magazine.

Development course:

Starting from 1999, Hengdian introduced the policy of free venue rent, abandoned the previous mode of scene tourism, and gradually built a "pan-entertainment" cultural IP around film and television content for more than 20 years. Through the deep excavation of pan-entertainment culture, film and television culture and historical culture have had a wonderful combination reaction, and they have been integrated into the development of tourism industry in a creative form that conforms to the times, forming a unique Hengdian Film and Television City.

From the perspectives of film and television culture and historical and cultural themes, we have successively developed real-life shows represented by Dream Tai Chi, Storm and Burning Yuanmingyuan, stage shows represented by Hundred Years Dance, Forbidden Rites and A Dream in the Capital of Song Dynasty, and multimedia equipment shows represented by Adventure of the Dragon Emperor and Empire, and

Up to now, Hengdian Studios * * * has developed more than 20 performances 120, covering almost all types of tourism performances in China at present, with performances every day, and is known as "the capital of tourism performances in China".

Facing the transformation and upgrading of the cultural tourism industry, Hengdian Film and Television City has formulated the strategic policy of "film and television culture+".By promoting the deep integration of film and television culture and various entertainment and leisure formats, it has built a large consumption system of cultural tourism, and also brought tourists an all-round immersive cultural experience of "living in the movie, eating in the movie and playing in the movie".

Various performing arts and street interactive performances

In recent years, Hengdian Studios regards the development of museums as another important path for the integration of culture and tourism. At the beginning of 20 16, the first film projector-themed museum in China, China Film Projector Museum, was completed in Guangzhou Street and Hong Kong Street scenic spots of Hengdian Studios.

Subsequently, Hengdian Film and Television City successively built the Chocolate Museum, the Bread Museum, the Dasong Town Life Museum, the Maritime Foreign Goods Museum and the Qing Palace Imperial Diet Museum. In 2020, Hengdian Town's tourism revenue will exceed 20 billion yuan and receive nearly 20 million tourists, which can be said to be a myth in the epidemic era.

Hengdian China Film Projector Museum

In addition to the above-mentioned combination of film and television tours, Hengdian Film and Television City also extends the basic supporting services of film and television, including digital studios, performing arts training centers, post-production, distribution, actors' unions, program purchase and sale, cinema lines and so on. More than 1400 film and television enterprises have settled in Hengdian Film and Television City Park, and even the State Administration of Radio, Film and Television has set up a film censorship department in Hengdian, which has undoubtedly created a complete film and television industry chain.

According to CCTV Finance Network, in the first six months of 202 1, Hengdian Film and Television Base received a total of 2 10 crew members, an increase of 93.48% compared with last year.

Hengdian profit model

Similarly, Shanghai Songjiang's studio is also undergoing technical transformation. In June this year, Shanghai Science and Technology Film Capital was officially released, and the new scene of future films and the new landmark of Shanghai, which integrates film shooting and tourism consumption, came to the fore.

Focusing on the dual-core development concept of "the core of science and technology innovation" and "the window of the world", Shanghai Science and Technology Film Capital relies on the Yangtze River Delta and G60 Science and Technology Innovation Corridor to accelerate the digital transformation, enhance the resilience of industrial chain, innovation chain and value chain, and strengthen the technological empowerment of film and television industry.

Copyright trading platform, LED virtual shooting solution, improve the industrial chain from the early stage, creativity, production, post-stage and other aspects, and build an international digital platform for China film and television content.

Shanghai science and technology film capital renderings

Cinema is a part of the film and television industry chain. Build itself into a compound industrial chain, gather all kinds of film and television industry elements into the cinema, reform and innovate the original traditional operation mode of the cinema, turn passivity into initiative, realize the transformation and upgrading of the film and television industry and tourism with new expressions, create more new formats and seize the right to speak in the industry. I believe that the future of the cinema is bright.

Image source network intrusion and deletion

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