Derivative business of film and television

Recently, Chen Bai was too busy to speak.

This is not the case. The business of dozens of movies and TV dramas such as Palace 2 and Ghost Story 2 have not yet been completed. Zhang Jizhong came to the door with a new edition of Journey to the West and invited him to work for this Soviet Union and Shanghai. Local TV stations, such as Taiwan and Chongqing, have developed peripheral products for R&D.

The Journey to the West, a TV drama with a total investment of nearly 100 million yuan, will be filmed in the future. However, it is imperative that they develop derivative products to cope with the promotion and sales of current TV dramas. Before the several agencies that they were looking for, Zhang Jizhong seemed unsatisfied. The first product category was not rich enough. The staff searched and screened a lot of companies and they found Chen Boyan through the drama "Palace" that was broadcast through the front line.

In fact, Chen Boyan took over the single business when the Palace was broadcast more than half.

Like other film and television dramas that would take the opportunity to introduce peripheral products during the hit, the “Palace” TV series, the provincial TV’s highest ratings record in five years, has also launched its own derivatives. The difference is that “Palace” is not like other heat. The play is simply a matter of image authorization. It simply sells the character in the drama and prints it on any merchandise that can be printed. Instead, it is led by Chen Boyan’s animation and creates a second time according to the characters of “The Palace”—in Chen. In the product line created, the characters are those characters, but in the different scenes, a new story is performed.

The schedule is tense - to complete the work within one month and bring it to the market. However, this product has recovered its cost during the pre-sale period. The price of 99 yuan has sold thousands of sets, pillows, necklaces, pendants, postcards, The peripheral products such as bookmarks are also well-received, and now there are still more than 100,000 in monthly accounts.

“It is necessary to develop and sell,” which is the most basic requirement for Zhang Jizhong’s “Journey to the West” to choose a partner. He thinks Chen Boyan is a suitable candidate.

In fact, even if there is no popular “gong” series of derivatives, Chen Boyan’s animation industry in China has long been a personal object: his personal website, “In the Mood for Love,” was the first year to visit more than 10 million originals. Anime website; personal blog with over one million people click rate "Yan's Life" is China's first animation animation; on Weibo he is the second person in the comic industry fans only under Zhu Deyong...

However, when Chen Hao was able to hold hands with the "Palace", Chen Bo said that it was a bit accidental.

During the Spring Festival this year, across the drama "Palace" has been broadcast more than half, despite the controversy, the viewing momentum has been soaring. Chen Boyan thought that the artistic design of this costume drama was a bit like his comic style, so he loved to play Weibo and searched for the playwright's screenwriter and producer Yu Zheng. The other party soon became a friend and became a friend. .

During the conversation, Chen Baiyan promised to draw illustrations for the “Gold Screenwriter” who claimed to be his fans.

On February 16th, Yu Zheng’s Weibo transferred a portrait sketch of Chen Boyan’s play to the drawing of 3,000 comments. On February 18th, Yu Zhengda wrote: "The full-color comic version of "Palace" was launched, and it is looking forward to it!" It turned out to be Chen Boyan's right to change the rights to the "Palace" manga and the right to product development. It is said to be a friendly price.

The behind-the-scenes cooperation between the two parties is the ninety-one grid International Culture Co., Ltd., where Chen Boyan speaks. This company, which owns 13 stores of the “lattice commune” and “Yibaijia”, currently has over 100 sales per month in terms of creative concept productization. Million. Among them, "lattice commune" sells clothes, bags, dolls and other creative single products, providing a platform for a large number of independent designers; "Art Parker" is Chen Boyan's own brand, unified design, procurement, customization, in the shop and entity Store joint sales. The design of both stores is simple and casual, with the flagship "young" card and the majority of products below 100 yuan.

The reason why Nineteenth is to promote this matter is to buy the “signs” of the Palace and hang them on their own production lines. Facts have proved that this can be considered as a worthwhile transaction: Although Chen Boyan was halfway “take over” and the duration was very short, he still recovered the cost during the pre-sale period.

The painting set sells thousands of sets, and small products earn more than 100,000 yuan per month. In the eyes of Zheng Zheng, the crew decided to extend the cooperation to "Palace 2" and plan to meet Hollywood - the box office only accounts for the total income. 1/3, 2/3 depends on peripheral product development, but this time they refused to sell the copyright, but instead intervened in the form of investment.

Looking back, Chen Bo said that product development is too late, forcing him to complete his work in a month and push the market. This time, he simply directly involved in the "Palace 2" art design, from the script participation, costume design, props function to the appearance of the lens, he must consider all aspects of product development considerations and bedding. "Like "Batman," you know what to buy, his gloves, goggles, clothes, props, and LOGO. These products cannot be implanted blindly."

Chen Boyan has already done a set of product catalogues for "Palace 2", which contains more than 200 kinds of products, and waits for producers to communicate details after Yu Zheng's "passing the gate." In the painting, he integrated more historical and cultural elements, such as the Forbidden City's architecture, treasures, etc. He also wanted to increase the cooperation of some clothing and luggage brands so that he could use the other's marketing channels.

The derivatives of the film and television drama “Anime” together with “Palace” are also simple to say. One is a conventional tangible product, such as clothes, bags, toys, gifts, and the other is a comic book. It is a secondary creation of character plots. Mainly in the form of comics. The two pieces of Chen Boyan must seize the point of how to turn the audience of the “Palace” drama into a consumer and do what they need.

“The film and television drama is the content. We are the products.” The audience of the “Palace” is mainly primary and secondary school students, and the target consumers of the “Yi Bai” are also young people. The latter’s R&D production line has many products for students, such as bookmarks, Postcards, pillows, etc. The product form is ready-made.

But these conventional products are different from those simple characters printed on the market. Chen Boyan reprocessed these characters through her brush. His retro aestheticism made fans a little excited and demanded strict requirements for artists. The name of Yu Zheng also praised that “the inflammation is not a scorching thing” (the inflammation is the pen name of Chen Boyan).

Because the target of consumption is mainly students, the production cost must be kept down while ensuring the quality of product production. “The audience wants the meaning of this design and the “Palace”. The price is controlled between 30 and 40. It won’t be stressful to buy it. For example, with a pillow, I will not use silk.”

However, these are not the core values. The real technical content is Gong Gong Manga, which uses comics to interpret the new story. This is the most anticipated part.

Chen Boyan has participated in the early production of domestic animation "Pleasant Goat and Big Big Wolf." "Pleasant Goat" is originally an anime thing. It is very good at developing derivative products. What does "Palace" buy? What you buy is neither an image nor a brand." Then you must develop an image that you can do.

“TV drama is to turn text into visual, and what I have to do is to visualize materialization.” Chen Boyan refined the characters from the play and created two Q version cartoon characters, and he performed a brand new story in “The Palace of Manga”. For Palace fans, Gong Gong Manga is a continuation of the content of the TV drama. For Chen Boyan, he used it to develop a new market. "We don't need to know how big this piece of cake is, just knowing which piece to cut. "Palace" is a piece. I have a piece together. The two pieces are at least bigger than me."

The “Palace” play speaks through and makes no sense. The comics may be small couples, small families, and small and relaxed. This is a new audience. In the comics, Chen Boyan will create a variety of problems for many modern people, such as getting married, having children, buying a house, and buying a car.

The material around us is used. On one occasion, she accidentally saw a girl on the weighing scale downstairs. She had a girl weighing her weight. She calmly squatted down and said that Chen Boyan thought it was fun. So the hero of his comic book made such a foolish attempt. For another example, there is a scene in the comics featuring the protagonist Xiao Ba and the first four games of billiards. The writing team thinks of the idea of ​​getting the two to fight. However, he never imagined how to call a “small eight” and a “small four”. Let the "Little Eight" hit the fourth ball and the "Little Four" hit the eighth ball again, and the picture will be funny.

“A lot of people said that you were co-promoting with Gong Gong. I thought to myself, if I do something that you don’t know at all, would you go to see it? At least the TV series did a big ad for comics. I’m on Weibo. On investigation, he knew that there was a play, but he didn't necessarily like it, but he would love to read this comic because these are all happenings."

For more than a month of research and development, Chen Boyan wrote and updated the microblogging while changing his designs. He broadcasts his own creative progress, and solicits fan votes, quizzes, initiates sweepstakes, interacts with the protagonists of the play, sells pre-sale albums, and publicizes the sales of the “Art Parker” physical store. Yu Zheng occasionally helped turn a few microblogs, which is almost all the propaganda he can mobilize. There is no way to do this. A drama has come to an end, and only halfway to the family launches the album. R&D and propaganda are out of touch. Fortunately, the drama's popularity is high enough, and there is a lot of response rates for Weibo about the Palace. Fans seem to be full of novelty about this form of comics.

On April 9, comic proofing was released. On the 14th, the first album was completed. Prior to this, Yibai home, pillows, etc. have been on the shelves. The painting set went on pre-sale and the first batch of 500 orders guaranteed profitability.

Do not support you, your things are not done well Chen Bo said with a laugh at the same time with the crew, designers, factories, dealing with himself, a bit like married Bill Gates daughter, who became the Vice President of the World Bank of the guy. “This is a joke. Everyone knows it. But can you really talk to these people? The qualification of this kid is also very important. If he is a mediocre person, marrying him can also divorce.”

Voice-over is, animation must guarantee quality. “If Chinese comics are overtaken by Britain in terms of quantity, but who mentions this thing? Culture and things are more than quantity and quality. Without box office, it makes no sense. Now that Chinese cartoons are broadcast to TV stations for free, Under the protection of the policy, if it is really in line with international standards, who is still a cartoon?"

"Art Parker" is currently the only sales channel for the "Palace" series of products. These physical stores opened in various malls or streets can directly face consumers and can get first-hand data. Chen Boyan’s remarks on such channels as Tianyi and Yiwu are very repulsive, and they feel that once they enter, there is no chance to look back. Because he wants to be his own brand. “Chinese animation has been increasingly focused on and recognized by other industries. We have helped them publicize and become a strong cooperation. I want to make my own brand and I don’t want to do anything for people.”

In the Chinese animation industry, Chen Boyan has always appreciated Wang Hao because she is one of the few people in China who has made her own brand. The "Tuzki" was handed over to Warner and went to the circle of friends at the CalArts (California Art Academy). He did not shy away from Chen Boyan's appreciation. "So many comic people, some of them are full of hunger, and they are all about who Can adapt to the environment to adapt to survival, do not just hang a tree, the end is the most important."

Chen Boyan's ability to eat too much is due to his playing cross-border. He created cartoon images such as Coca-Cola Queer, Mengniu Super Girl Cartoon, Quanjude Laodian Culture, Volkswagen, Dior Story, Apple China's 10th Anniversary Celebration and many other brands. Compared with other cartoon creators, he seems to know more about how to put his works Cross-border "marry" out.

He also set foot in the fashion field and designed the image for model Li Danni. “Once she is a brand, she can have an image cooperation with other brands. This is an actual attachment point. Just like Fan Bingbing has been working with a fixed designer and stylist, her clothes are original and her team She has made her a brand, and people will want to see what she will wear next time and what style to wear. Unlike other stars, this time wearing a LV, wearing PRADA next time, we did not look forward to."

This is also the logic of Chen Boyan: I branded my animation and then used it to interpret your brand instead of giving you a customized image. Chen Boyan is gathering more cooperation in film and television dramas and fields. He has accumulated his own collection of animation brands.

The “Palace” comics are being updated, and the protagonists start school, take exams, and take vacations along with the students. The students are very hard on the exam. The content of the cartoon is "Examination efforts, come on!" He believes that associating the stars and stories that students like with their lives will form a spiritual force that will favor the brand in the long run.

To make animations into brands requires not only their own efforts but also a little time for the market. Using a Chen Boyan dislike, but the word that recognizes the meaning is - Chaoyang industry. "Ten years ago, Transformers was a child's look, but now all the votes are for young people because the children grew up. Anime is the same, young people are increasingly accepting the value of animation. Creators will sooner or later. Be respected."

“As long as the Chinese people are living in China, they certainly cannot be so admirable. If two things are of similar quality, why don’t I support domestic products? I don’t support you but only because your stuff is not doing well. That’s our own problem. You can't blame consumers."