久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

USEUROPEAFRICAASIA 中文雙語Fran?ais
Business
Home / Business / View

Film industry needs long tail to grow

By Zhu Jin | China Daily | Updated: 2013-08-15 08:07

The domestic film market registered record half-yearly box office returns of 10.9 billion yuan ($1.77 billion) in the first six months of this year, up 35 percent year-on-year, and there have been excited voices saying that the Chinese film industry is about to boom in the international market. However, box office success is just part of the industry's chain, and without the further development of licensed movie merchandising, the Chinese film industry is still in the early stage of development compared to developed countries.

Movie merchandising refers to the spin-off products from a film, such as toys, audiovisual products, books, video games, souvenirs, clothes and even theme parks. Such merchandise is an indispensable part of the industry's value chain and manifests the long-tail retailing strategy of selling a large number of unique items in relatively small quantities.

The importance of such long-tail spin-off retailing for movies has been proven in developed film markets, such as the United States, where the box office usually accounts for only 22 percent of the total revenue generated by a film. The rest comes from non-theatrical releases and film-related products.

The most successful movie merchandiser is Walt Disney Studios. For instance, in 1994, the company invested $45 million to produce The Lion King, which took $780 million at the box office, while the revenue from spin-off products was more than $2 billion. The effectiveness of movie merchandise as a money-spinner was demonstrated by the original Star Wars trilogy in the late 1970s and 1980s. The films realized $1.8 billion at the box office, while the revenue from spin-off products exceeded $4.5 billion.

Movie merchandising has already become a mature and profitable channel in the film markets of developed countries. Usually, a popular Hollywood movie will authorize around 50 to 100 different products as licensed merchandise. The total sales revenues from such products reached $147 billion in 2010 worldwide, according to data from Licensing Letter. Therefore, the major film studios consider spin-off products as a crucial element in the pre-production stage.

However, this is still a relatively new concept in China, where box office returns account for more than 80 percent of a film's total revenues.

"The current Chinese film industry is experiencing a transformation period just like Hollywood did in 1950s and 1960s, breaking the film system into different specialized parts, like film production, distribution, marketing, research organizations and so on. So it is an opportunity to develop movie merchandising now," said Peng Kan, research and development director of Beijing-based consultation company Legend Media.

Although there is huge space for developing licensed movie merchandise, a few issues remain to be solved first.

At the moment even the most successful Chinese films fail to cash-in with spin-off products. Lost in Thailand, which took nearly 1.2 trillion yuan at the box office in 2012, promoted Chiang Mai as advertisements in the movie, however, besides those product placements in the film, there were no spin-off products to generate more revenue for the film.

Moreover, most domestic film companies lack the necessary talent to develop licensed merchandising strategies. There was a mask produced for Let the Bullets Fly, but the product was not well planned and sales of the mask did not contribute much to the films revenue. In Hollywood, film companies have specialized departments to manage licensed merchandise.

The pirating of products in the domestic market is also a reason for the slow development in movie spin-offs. In 2008, licensed merchandise was produced to accompany Stephen Chow's animated version of CJ7, however, the rapid growth of pirated CJ7 products squeezed the profits of the legal goods and effectively stunted the growth of movie merchandising in China. Tan Xiaofang, a marketing expert, says before movie merchandising can take off in the mainland, government policies and strengthened copyright practice are needed to fight pirated products.

The film industry in China should transform to a complete industrial chain and develop a better long-tail strategy for films to ensure the industry's future development.

The author is a writer with China Daily.

Most Viewed in 24 Hours
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
 
久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

    国产wwwxx| 青青草成人免费在线视频| 日韩精品一区二区三区四| www.色就是色| 欧美一级免费播放| 欧美日韩理论片| 免费裸体美女网站| 欧美狂野激情性xxxx在线观| 中文字幕第38页| 国产二区视频在线播放| 亚洲国产精品女人| 国产日韩欧美久久| 久久久久久香蕉| 人妻少妇精品无码专区二区 | 公共露出暴露狂另类av| 超碰av在线免费观看| 日日摸日日碰夜夜爽无码| 日本一本在线视频| 亚洲欧美视频二区| 日韩一级免费在线观看| 精品视频免费在线播放| 国产乱子伦精品视频| 夜夜爽久久精品91| 性chinese极品按摩| 成人观看免费完整观看| www..com日韩| av日韩一区二区三区| a级片一区二区| 只有这里有精品| 特黄特黄一级片| 欧美成人手机在线视频| 午夜剧场高清版免费观看 | 国产在线拍揄自揄拍无码| www.这里只有精品| 男女男精品视频站| 亚洲成熟丰满熟妇高潮xxxxx| 少妇高潮喷水在线观看| av免费看网址| 青青草国产精品视频| 久久av综合网| 中国丰满熟妇xxxx性| 日韩精品一区二区在线视频| www.欧美黄色| 国产肉体ⅹxxx137大胆| 青青在线视频免费观看| 日韩精品一区二区在线视频| 日韩精品一区二区免费| 大伊香蕉精品视频在线| 欧日韩免费视频| 国产精品无码av在线播放| 成年人网站免费视频| 国产91对白刺激露脸在线观看| 国产免费毛卡片| 日韩有码免费视频| 亚洲欧美日韩一级| caoporm在线视频| 艳母动漫在线免费观看| 国产制服91一区二区三区制服| 国产欧美精品aaaaaa片| aa在线观看视频| 久久久久久三级| 国产又粗又长又爽又黄的视频| 日韩不卡的av| www.国产在线播放| 国产精品免费入口| 手机在线成人免费视频| 亚洲图片 自拍偷拍| 亚洲中文字幕无码一区二区三区| 日韩精品在线中文字幕| 免费日韩中文字幕| 中文字幕在线视频精品| 日韩不卡视频一区二区| 男人日女人逼逼| 午夜免费一区二区| 波多野结衣三级在线| 日韩视频免费播放| 日日摸天天爽天天爽视频| 欧美又黄又嫩大片a级| 欧美这里只有精品| 国产无套粉嫩白浆内谢的出处| 小早川怜子一区二区三区| 国产www免费| 久久婷婷国产91天堂综合精品| 日本特级黄色大片| 99精品人妻少妇一区二区| 手机av在线免费| 999一区二区三区| 牛夜精品久久久久久久| 国产又粗又大又爽的视频| 国产综合av在线| 日本77777| av免费播放网址| 国内av免费观看| 免费在线观看日韩视频| 四虎成人在线播放| 亚洲熟妇av一区二区三区漫画| 欧美一级xxxx| 亚洲 欧美 日韩 国产综合 在线| 看看黄色一级片| 欧美日韩黄色一级片| 中文字幕第一页在线视频| 国产婷婷一区二区三区| 日韩av影视大全| 国产乱子夫妻xx黑人xyx真爽| 日韩不卡的av| caoporn超碰97| 97在线国产视频| 午夜免费一级片| 免费观看成人网| 欧美a级免费视频| 在线视频观看91| 麻豆传传媒久久久爱| 欧美亚洲色图视频| 一级网站在线观看| 日韩一级片播放| 成年人网站免费视频| 福利在线小视频| 国产美女18xxxx免费视频| 国产最新免费视频| 免费人成自慰网站| 国产卡一卡二在线| 在线观看免费污视频| 人妻内射一区二区在线视频 | 91大神免费观看| 99视频在线视频| 黄www在线观看| 妞干网在线观看视频| 国产日韩第一页| 爱爱爱视频网站| 四季av一区二区三区| 无码人妻丰满熟妇区毛片| 亚洲熟妇无码一区二区三区| 国产精品88久久久久久妇女| 在线免费看v片| 亚欧激情乱码久久久久久久久| 东京热加勒比无码少妇| 成人在线观看你懂的| 激情六月天婷婷| 91嫩草国产丨精品入口麻豆 | 97国产精东麻豆人妻电影| 韩日视频在线观看| 欧美美女黄色网| 免费观看国产视频在线| 自拍一级黄色片| 6080国产精品| 精品综合久久久久| 亚洲午夜激情影院| 亚洲精品国产一区二区三区| 天天操狠狠操夜夜操| 中文字幕av不卡在线| 国产一伦一伦一伦| 在线观看日本一区二区| 97超碰成人在线| 欧美丝袜在线观看| 久久精品亚洲天堂| 手机成人av在线| 蜜桃网站在线观看| 久久男人资源站| 91精品国产91久久久久麻豆 主演| 日本五级黄色片| 国产96在线 | 亚洲| 国产亚洲欧美在线视频| 成人观看免费完整观看| 激情婷婷综合网| 天天干天天草天天| 欧美成人手机在线视频| 先锋影音男人资源| av在线com| www.浪潮av.com| 国产主播中文字幕| 在线观看免费视频污| 91麻豆天美传媒在线| www.成年人视频| 免费观看精品视频| 视色视频在线观看| 国产成人精品免费看在线播放| 亚洲中文字幕无码一区二区三区| 日本阿v视频在线观看| 欧美一区二区三区爽大粗免费| 别急慢慢来1978如如2| 日韩va在线观看| 久青草视频在线播放| 妺妺窝人体色www在线小说| www.99在线| 免费久久久久久| 国产原创popny丨九色| 国产区二区三区| 精品91一区二区三区| 日韩在线综合网| 亚洲色图 在线视频| 成人在线观看毛片| www国产黄色| 深夜做爰性大片蜜桃| 精品少妇人妻av免费久久洗澡| 97公开免费视频| 激情图片qvod| 日韩亚洲在线视频| 26uuu成人| 777米奇影视第四色| 亚洲第一天堂久久|