Who can tell me what is the business model or industrial chain of art auction industry? High score!

First, the definition of film products

(A) the definition of film products

Economists describe the film industry as a huge industrial system, just like a "cosmic planet": within this system, the film industry is an industrial chain including the integrated processes of film scriptwriting, production, distribution and projection; Apart from the system, besides film and television investment, the most important thing for the film industry is to cooperate with a variety of related industries to develop diversified post-film products, including film audio-visual products, film advertisements, games, TV broadcasts, toys, theme parks and so on. In this industrial chain, we can see that when a film completes its commercial mission in the form of film copy, non-cinema commercial marketing begins to exert its strength, extending the life of the film.

(2) box office income of movies

According to the cost-benefit theory of economics, China's domestic movies can be roughly divided into four levels, among which, the big-budget movies that have appeared in recent years occupy the main position at the box office, and a large number of small and medium-sized movies are also an indispensable part of China's box office income.

(1) Mass production of movies

This refers to the so-called "domestic blockbusters" with only 3-5 films each year and an investment of more than 1 billion yuan, and its domestic expected box office is more than 80 million yuan. For example, the investment in 2004 was160,000 USD, and the domestic box office was160,000 RMB. The house of flying daggers with an investment of 250 million RMB and a domestic box office of 654.38+50 million RMB. In 2005, "domestic blockbusters" included The Promise, with an investment of 340 million yuan, ranking first in the domestic box office with a domestic box office of 65.438+0.7 billion yuan; Myth, with an investment of HK$ 65.438+600 million, ranked second at the domestic box office with a domestic box office of RMB 96 million; Seven Swords, with an investment of RMB 65.438+200 million, ranked third at the domestic box office with a domestic box office of RMB 83 million; Epilepsy, with an investment of HK$ 65.438+00 million, ranked fourth.

Big budget movies are basically the same as Hollywood's "high concept" movies, with big stars, big directors, high input and high output. A major feature of this kind of movies is that domestic box office alone is basically not enough to recover the investment cost. However, due to the complicated fund structure of such films, the sources of funds include Chinese mainland, Hong Kong, Japan, South Korea and even Hollywood. This makes it necessary to consider overseas marketing factors when making movies. Therefore, in addition to the mainland box office, the distribution rights in North America, Asia and other places can often be sold at higher prices. Coupled with the high-priced audio-visual copyright and later product development in the mainland, such films can basically have rich returns. Among the domestic films produced in 2005, although there are only four films in this camp, they can account for 28.4% of the domestic box office and are often the main force in overseas sales of China films. It can be seen that the investment model of China's film production industry is gradually approaching Hollywood, and large-scale production is used to promote the prosperity of the market.

(2) medium-sized movies

This refers to movies with an investment of around100000 to 50 million yuan and a domestic box office target of around100000 to 80 million yuan, such as world without thieves, Baby in Love, Please Close Your Eyes When It's Dark, Peacock, Zhang Side and Zheng Peimin in 2004. This interval is generally less than 10 every year. And there are three kinds of this camp: one is a personal film with major themes, such as Zhang Side in 2004 and Ren Changxia on Taihang Mountain in 2005, with an investment of100000 RMB, ranking eighth at the domestic box office of 26 million RMB and tenth at the domestic box office of 6 million RMB. Second, a few commercial literary films that take into account overseas markets, such as proud as a peacock in 2004, Jasmine Blossom, Song of Eternal Sorrow in 2005, and Riding the Dust with an investment of 60 million yuan, ranked ninth at the domestic box office with a domestic box office of 22.05 million yuan; Thirdly, some commercial films are aimed at special markets such as Valentine's Day, summer vacation and New Year's Eve, such as Baby in Love in 2004, Please Close Your Eyes When It's Dark, and Sanchakou in 2005, with an investment of 80 million Hong Kong dollars and a domestic box office of 64 million, ranking fourth among domestic films, mainly in summer vacation. Seoul Raiders, with an investment of HK$ 40 million, has a domestic box office of RMB 4 1 10,000, ranking fifth in the domestic box office, with emphasis on Valentine's Day. What if the investment is HK$ 80 million and the domestic box office is RMB 28 million? Love "and so on. Among the top ten domestic films in 2005, there were six medium-sized films, which created a domestic box office of 20 1.05 million yuan, accounting for 34. 1% of the total box office of the top ten domestic films. And of these six films, two were co-produced by Hong Kong and China, and two were co-produced by Hong Kong.

(3) Making small and medium-sized movies

Here refers to the films whose production cost is between 4 million yuan and/kloc-0.00 million yuan, and the domestic box office target is between/kloc-0.00 million yuan and/kloc-0.00 million yuan, such as Letter from an Unknown Woman, Green Red, Please Praise Me, Himalayan Star and One Arrow in 2004. This kind of film usually produces about 20 films a year. Among these 20 or so small and medium-sized films, pure domestic films and mainland and Hong Kong co-productions (including China-Hong Kong co-productions and Hong Kong co-productions) each account for about half. Among them, the box office of domestic films with more than 5 million yuan is less than 10, ranging from 5 million yuan to 10 million yuan, and the domestic box office of pure domestic films is mainly concentrated below 5 million yuan.

(4) Making small movies

This level of film production cost is about100 ~ 3 million, the largest number. According to the existing statistical data, it can be inferred that there were about 200 such films in 2005, accounting for about 77% of the total annual output. Some of these films have entered the cinema, but the box office output is quite meager; Other films are released on a small scale and in different regions. In this level of movies, the main markets of quite a few movies are TV broadcasting rights and copyright of audio-visual products. A few literary films with high artistic standards can get some compensation or even a slight surplus by selling some overseas copyrights after winning overseas film festival awards. However, some films were directly put into the film library after obtaining the release permission, and did not enter the circulation channel at all.

Second, film-related products.

definition

We can clearly define the related products of film production according to the habits in the industry. Film-related products can be divided into two categories: film direct products and film derivative products:

1. Film direct products

Direct cinema products refer to a form that relies on the film copy itself to make the film content products exist in different carrier forms, including video tapes, VCDs, DVDs, TV broadcasts, books and so on.

2. Film derivative products

Film derivative products refer to a series of products developed with the characters, scenes and props related to the film as the core product concept after being authorized by the copyright owner. The development and operation process of movies and related products in the market is basically as follows:

Operation flow chart of film and its related products

(2) Specific forms of film-related products

1. TV broadcast.

Television broadcasting movies is an important part of the income of related industries. 30% of American movie revenue comes from TV broadcasting and on-demand movies. Although the proportion of movie and TV broadcasting revenue in China's total movie revenue is far from this figure, the TV broadcasting market of China movie products has developed in 2004. The total revenue of CCTV-6, Shanghai east movie channel, Jilin Chang Ying Film Channel and Western Film Channel reached 654.38 billion yuan, an increase of 43% over 2003. In 2005, it developed on this basis and reached11.500 million yuan.

2. Audio-visual products.

Audio-visual products are an important part of film-related industries, which determine and influence the development of the whole industry to a certain extent. For example, in North America, DVD revenue is even more than twice the box office of movies. According to statistics, in 2005, there were more than 300 audio-visual publishing units, 300 audio-visual product reproduction enterprises, more than 2,000 audio-visual production and distribution enterprises, and 654.38+million retail and distribution outlets. Guangdong Province has become an important base for the production, publication, reproduction, packaging and distribution of audio-visual products in China, with the circulation of audio-visual products accounting for 80% of the country's total and the output of CD-ROMs accounting for more than half. In 2005, the sales of audio-visual products in China exceeded 654.38 billion yuan. At present. Most of China's audio-visual enterprises are concentrated in Guangdong, and 80% of the genuine audio-visual products in the national audio-visual market come from Guangdong, with annual sales exceeding 6 billion yuan. According to incomplete statistics, there are more than 20 audio-visual publishing units, about 70 audio-visual production units, 4/kloc-0 CD reproduction enterprises and more than 300 CD production lines in Guangdong, accounting for more than 50% of the national CD production. There are more than 80 audio-visual products wholesale units/kloc-0, and more than 6,700 retail rental units, 80% of which are private enterprises.

3. Webcasts and online services

According to the survey of China Internet Information Center, as of June 2007, the total number of netizens in China reached 654.38+62 million, second only to the United States, and the number of netizens was 265.43+65.4 million, ranking second in the world. Compared with the end of 2006, there are 25 million new netizens. Despite the rapid growth, the penetration rate is still low, only 12.3%, which is lower than the global average of 17.6%, and the gap is larger than that of developed countries such as the United States, Japan and South Korea. Among them, the scale of broadband netizens reached 65.438+0.22 billion; The number of Internet users using mobile phones for wireless Internet access reached 44.3 million. The gender difference among netizens in China has gradually narrowed, and the proportion of women has reached a record high of 45. 1%. The age structure of netizens is uneven, showing a strong youthful feature. The proportion of netizens under the age of 25 has exceeded half (5 1.2%), and the proportion of netizens under the age of 30 has even exceeded 70% (70.6%). Among the netizens in China, over 40% (43.9%) have a college degree or above, which still shows strong characteristics of high education, but compared with previous years, it has shown an obvious trend of popularization. Middle school students account for a large proportion of netizens, reaching 1/3(36.7%), and the absolute number is close to 60 million. This confirms with the younger characteristics of Internet users in China.

The online broadcasting and online service of movies can bring huge profit space for movies and websites. At present, online downloading has become a fashion, and its popularity should play a positive role in promoting the development of movies. However, at present, most of the online downloads have not been authorized by the copyright party, and many films have appeared online just after they were released, which has impacted the movie box office and the audio-visual products market to some extent. On April 30, 2005, China promulgated the Measures for the Administration of Internet Copyright and the relevant provisions of collective management institutions. During the year, China will issue the Regulations on the Protection of Information Network Communication Right, which will provide a more operational legal basis for copyright protection under the network environment. This is the first time that China has legislated to regulate the healthy development of the Internet industry, which is of great significance for improving the copyright protection system, protecting network intellectual property rights and curbing network infringement. In 2006, China will also join the international Internet treaties to connect with the international community.

4. Printed matter

Films and books. The interaction between movies and books refers to the interaction between movies and books of the same name in order to win higher box office and sales. This kind of good interaction depends on the visibility and readability of the story itself, otherwise it is enough to choose only one. Publishing and selling books that interact with movies, especially books with extended contents, is the performance of diversified development and industrialization of cultural products and the perfection of the film industry chain.

Movie poster. Film poster was originally just a marketing tool, and it was the propaganda material for film distribution and screening. With the continuous upgrading of movie poster design, it has gradually become an art, decoration and even investment object with its unique charm and visual shock. On the one hand, movie posters expand the influence of movies, on the other hand, they also increase the income of movies.

Foreign films attach great importance to the development of this part of related products, and the development of printed matter has brought huge profits and influence to the film and even the whole film industry. In this regard, there are many successful examples abroad. 1996 When Harry Potter and the Philosopher's Stone was first published, not many people in the world knew about Harry Potter. 1997, its American copyright has been sold to $65,438+million, creating a sky-high price for children's literature. With the release of Harry Potter films, its book sales doubled. Harry Potter books have been translated into more than 60 languages and sold to more than 200 countries and regions, with a cumulative sales volume of more than 270 million copies. According to Joanne Catherine Rowling's plan, there are seven books in the Harry Potter series. Some analysts predict that by the time all seven films are completed, the total box office revenue of Harry Potter is expected to exceed $654.38+00 billion. The interaction between Harry Potter movies and books has cultivated a large number of "Harry Potter fans" around the world, and books and movies have formed a good interaction. The value of movie posters is closely related to poster designers and movie popularity. It is said that on American auction websites, posters of films such as FireWire and Gladiator cost more than 100, while the French version of King Kong costs 150, while Harry? Harry Potter 3 poster is $260. Some old movie posters are more expensive: 1927 Metropolitan International movie posters sold for $690,000 in America, and 1932 Mummy posters sold for $453,500; 1942, the poster auction price reached 78,000 US dollars.

5. Movie advertisements

Film advertising is an advertising form based on film and its derivative media. Movie advertisements are mainly divided into product placement advertisements in movies and patch advertisements in movie screenings. The former includes physical props in the film, scenes in the picture, special hints of line language and so on. This kind of advertising has a strong effectiveness, giving the audience direct advertising hints, generally combined with the plot of the film to arouse the audience's inner sense of identity. The latter is usually broadcast before the official content of the film is broadcast, or after the film is broadcast, with independent advertising content, which can be divided into: film patch advertisement, publisher patch advertisement, advertising cinema patch advertisement and cinema patch advertisement according to different operators. Film placement advertisements, patch advertisements and publishers' patch advertisements can also be embedded in the multimedia communication mode derived from movies. For example, VCD and DVD products of movies, as well as advertising follow-up in the process of later film and television works landing on TV media. In addition, movies, books, toys and other related products can also be used as advertising carriers.

Film is a kind of cultural product and a kind of media. Advertisements based on movies have become mass media advertisements that pay equal attention to television and newspapers in the United States, Europe, Japan, South America and other countries. Film advertisements are widely received, frequently contacted with advertising information, with high arrival rate and high definition. Advertising information has a long-term and profound impact on the audience, which can obtain good advertising effect for businesses and greatly increase the income of the film industry.

During the period of 1997, Xinfei Electric Co., Ltd. pioneered the film pasting of domestic enterprises by importing the blockbuster "Landslides and Cracks". In recent years, film advertising has developed rapidly, but it mainly stays in the original state of film companies and cinemas pulling advertisements themselves, and advertising companies are less involved. Typical examples of movie advertisements are Mobile Phone and world without thieves. The main sponsors of the film "Mobile Phone" are: Motorola 4 million, China Mobile 800,000 and BMWL 20.2 million. On the one hand, the products of these sponsors frequently appear in movies; On the other hand, a few months after the release of Mobile Phone, its video products are still on sale, and the image of the products is still spreading. Judging from the frequency and duration of appearance, the value ratio is considerable. BMW cars, HP laptops, Canon digital cameras and portable printers, Nokia mobile phones, Great Wall lubricants, Beijing Morning Post and Fisherman's Treasure mints in the movie world without thieves, etc. Take the movie Hero as an example, its five-minute patch advertisement has aroused competition from 40 or 50 companies, such as Taikang Life Insurance, Shanghai Shimao Riverside Garden and China Mobile. In the end, it was won by China Mobile, Wuliangye, Toyota and other big enterprises at a price as high as 2 million yuan /30 seconds.

6. Film and television base

Film and television base is an indispensable part of developing the whole film industry. Except for a few locations, most of the films were shot in the film and television base. There are a large number of domestic film and television bases, and the operation of several of them is introduced below. Each has its own characteristics: Hengdian film and television base is the largest in Asia, Shanghai film and television park has first-class software and hardware, Zhuozhou film and television base has a strong ancient charm, and Wuxi film and television base has complete services. It is a feasible way to promote China's tourism with movies. Film shooting has promoted the development of film and television bases, while the latter has improved the necessary conditions for the former to proceed smoothly. They are interdependent and develop together. At the same time, the film and television base can also develop tourism business. At present, tourism income has become an important part of the income of the film and television base. Film and television have added vitality and cultural heritage to the tourism industry, which can greatly stimulate the interest of tourists. A large number of scenic spots built in cooperation with film and television drama shooting have enriched the connotation of scenic spots and increased their attraction. Hengdian Film and Television City takes "film and television as the table, tourism as the center and culture as the soul", and gradually realizes the transformation from a single film and television base tourism to a domestic first-class film and television tourism theme park. Hengdian Film and Television City vigorously develops new tourism products, takes product upgrading and transformation as the breakthrough point, fully taps film and television cultural resources, combines film and television elements with tourism needs, and takes various forms such as performing arts programs and participatory activities to vigorously develop new and distinctive tourism products. Relying on the attraction of film and television products in the upstream industrial chain, packaging and promoting the scenic spots according to the plot of film and television, and gradually forming a mature operating system, can the start, development and maturity of film and television tourist attractions continue to succeed.