At the Shanghai Film Festival, Huayi Brothers had mentioned "Entertainment +" on many occasions, and on July 31, Huayi Brothers announced that it had teamed up with China Star Group and 360 Games to develop "Fengshen" and stepped up its "Entertainment +" layout.
On the evening of July 31, at the "2015 Xingyao 360 Game Panorama Awards Ceremony", Huayi Brothers President Wang Zhonglei and 360 Chairperson and CEO Zhou Hongyi jointly announced that they had reached an IP cooperation on the 2016 giant movie "Fengshen", and 360 Games would obtain the mobile game adaptation rights of "Fengshen" IP.
"Fengshen" is a 2016 magic blockbuster jointly produced by Huayi Brothers Media and China Star Film Co., Ltd., and the mobile game of the same name will also be released simultaneously with the release of the movie. According to the cooperation content, 360 Games will obtain the game adaptation rights of the movie "Fengshen", and will integrate more than 100 million yuan of resources for cross-border cooperation with the movie "Fengshen" and IP game adaptation. This is the largest cooperation case of Huayi Brothers in the film IP conversion attempt, and it is also the largest single-project cooperation in the field of film-game IP conversion in China. In this cooperation, Huayi Brothers and China Star Group, as content producers, will enjoy the revenue share after the game is launched in addition to the IP licensing fee.
According to the data, "God" is a 2016 magical blockbuster jointly produced by Huayi Brothers and China Star Film Co., Ltd., with a super luxurious cast, featuring many stars such as Jet Li, Fan Bingbing, Huang Xiaoming, Angelababy (Yang Ying), Xiang Zuo, Koo Tianle, and Leung Ka Hui.
This is not Huayi Brothers’ first attempt at movie game linkage. For Huayi Brothers, who first invested in the acquisition of game companies, Huayi has its own understanding of movie game linkage.
Wang Zhongjun, chairperson of Huayi Brothers, once said during Chinajoy in 2014 that the entertainment industry in the Internet era will still follow the law of "content is king", which is also the core advantage of Huayi Brothers. After years of practice, Huayi’s "entertainment +" strategy has become increasingly clear, that is, use entertainment resources to connect all possible formats, cover all possible ports to reach the audience, in order to maximize IP circulation and value.
Huayi Brothers has made many moves in the game field based on its optimism about the linkage model of film games. Investing in OURPRLM Technology (300315.SZ) and merging with Yinhan Technology to acquire game companies has given Huayi strong profitability and is no longer dependent on the director’s aura and single income attached to the box office.
Huayi Brothers said of Yinhan’s acquisition at the time, "Good stories are portable, and the company has a good foundation for’movie game interaction ‘: Hollywood has a close relationship with game producers, and the linkage of movie games is the law of the industry. We believe that with the rapid improvement of the production level and influence of domestic films, domestic movie game interaction will become a trend."
After the acquisition of Yinhan, Huayi Brothers has made many attempts to link movie games. When Yinhan Technology’s mobile game "God and Demon" launched the public beta, Huayi Brothers recommended its popular artist Angelababy (Yang Ying) as the image endorsement of the game "God and Demon", which won the popularity of many players. When Huayi’s "Dee Renjie’s God Capital Dragon King" and "Private Customization" were released, Yinhan Technology also built billboards in the popular games "Time Hunter" and "God and Demon" for promotion, and launched activities such as "Movie viewing and delivery of props" to enhance the interactivity of movies and mobile games, the advantages of the pan-entertainment marketing model have gradually become apparent.
The cooperation with 360 this time is the largest strategic cooperation between Huayi Brothers and a third party on a single project, and Huayi Brothers and China Star Group, another producer of the movie "Sealed God", will also participate in the revenue share after the game is launched.
It is reported that this cooperation with 360 Games "Fengshen" is the project cooperation with the largest volume of film IP transformation. Huayi chose 360 Games for in-depth cross-border cooperation, and also values the strong strength of the 360 platform to build more diverse and richer circulation channels for maximizing its IP value.
According to reports, as the first platform for mobile games in China, 360 Mobile Games has been deeply cultivating IP cooperation, not only continuing to introduce a number of S-level game IP products such as "The Legend of New Sword and Fairy", but also making efforts in variety shows, film and television, novels and other IP aspects. In the first half of this year, 360 Mobile Games launched three mobile game products around its unique "Running Man IP". In addition, "The Legend of Wu Meiniang", "Boys and Girls Rush Forward", "Detective Conan" and other IP-adapted mobile games have achieved good results, effectively driving the diversification of IP value.